@article {Wallace:2013:0267-257X:1007,
title = "Brand orientation and brand values in retail banking",
journal = "Journal of Marketing Management",
parent_itemid = "infobike://routledg/jmm",
publishercode ="routledg",
year = "2013",
volume = "29",
number = "9-10",
publication date ="2013-07-01T00:00:00",
pages = "1007-1029",
itemtype = "ARTICLE",
issn = "0267-257X",
eissn = "1472-1376",
url = "https://www.ingentaconnect.com/content/routledg/jmm/2013/00000029/f0020009/art00003",
doi = "doi:10.1080/0267257X.2013.796323",
keyword = "brand orientation, values, cluster analysis, employee survey, in-depth interviews",
author = "Wallace and Buil and de Chernatony",
abstract = "This exploratory study seeks to provide an appreciation of brand orientation in retail banking. Through in-depth interviews at head office and branch level, we explore managers brand mind-set. We also surface managers views about the relationship between market and brand
orientation. Further, we examine managers perceptions about the role of brand values as resources in creating a brand orientation. In a large-scale study of front-line employees, we examine the level of agreement with brand values, and describe differences in brand buy-in across employee
clusters.",
}