Revisiting the corporate image of South African banking institutions
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
How to Cite
- Articles
- Submited: October 21, 2022
-
Published: October 24, 2022
Abstract
This paper summarises the findings of a replication of an earlier study by Van Heerden
& Puth (1995), which again confirmed that behavioural and visual identities contribute
to the corporate image of South African banking institutions. Perceptions were measured
through the same semantic differential used in the 1995 study. Eight factors were
identified in the replication study, namely social interaction, service, quality, growth,
aesthetic characteristics, activeness, liveliness and reputation. A certain degree of
overlap between the two sets of factors (1995 and replication study) was detected. The
findings emphasise that banks should nurture social relationships with their customers.
Article Metrics Graph
References
- ARGENTI, P.A. 1998. Corporate communication. McGraw-Hill : Singapore.
- BALMER, J.M.T. & STROTVIG, S. 1997. Corporate identity and private banking: A review and case study. The International Journal of Bank Marketing, 15(5):169-184.
- https://doi.org/10.1108/02652329710175370 DOI: https://doi.org/10.1108/02652329710175370
- CARTER, D.E. 1982. Designing corporate identity programs for small corporations. Art Direction Book Co: New York.
- COOPER, D.R. & SCHINDLER, P.S. 1998. Business research methods. McGraw-Hill : Singapore.
- DOWLING, G. 1993. Developing your company image into a corporate asset. Long Range Planning, 26(2):101-9.
- https://doi.org/10.1016/0024-6301(93)90141-2 DOI: https://doi.org/10.1016/0024-6301(93)90141-2
- DUNCAN, T. 2002. IMC. Using advertising & promotion to build brands. McGraw-Hill/Irwin : New York.
- GREGORY, J.R. 1991. Marketing corporate image: The company as your #1 product. NTC Business Books : Chicago.
- HAIR, J., ANDERSON, R., TATHAM, R. & BLACK, W. 1995. Multivariate data analysis. Prentice-Hall : USA.
- HAIR, J., BUSH, R.P. & ORTINAU, D.J. 2000. Marketing research. Irwin/McGraw-Hill : Boston, USA.
- NGUYEN, N. & LEBLANC, G. 1998. The mediating role of corporate image on customers' retention decisions: An investigation in financial services. The International Journal of Bank Marketing, 16(2):12-28.
- https://doi.org/10.1108/02652329810206707 DOI: https://doi.org/10.1108/02652329810206707
- VAN HEERDEN, C.H. 1993. Corporate identity as an element of marketing strategy. Unpublished master's dissertation: University of Pretoria.
- VAN HEERDEN, C.H. & PUTH, G. 1995. Factors that determine the corporate image of South African banking institutions: An exploratory investigation. The International Journal of Bank Marketing, 13(3):12-17.
- https://doi.org/10.1108/02652329510082979 DOI: https://doi.org/10.1108/02652329510082979
- VAN HEERDEN, C.H. 1999. Developing a corporate image model. South African Journal of Economic and Management Sciences, 2(3):492-508.
- https://doi.org/10.4102/sajems.v2i3.2593 DOI: https://doi.org/10.4102/sajems.v2i3.2593
- www.banking.org.za (accessed on 6 June 2002).
- https://doi.org/10.1145/504689.504690 DOI: https://doi.org/10.1145/504689.504690
