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Detail

Item Type Article
ID
0402-1001-0008  
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Title
Title Corporate branding in financial services : management and customer perceptions for retail banks in India  
Kana  
Romanization  
Other Title
Title 金融サービスにおけるコーポレイト・ブランディング : インドにおけるリテールバンクの経営陣と顧客の認識  
Kana キンユウ サービス ニ オケル コーポレイト・ブランディング : インド ニ オケル リテール バンク ノ ケイエイジン ト コキャク ノ ニンシキ  
Romanization Kinyu sabisu ni okeru koporeito burandingu : Indo ni okeru riteru banku no keieijin to kokyaku no ninshiki  
Creator
Name Billore, Soniya  
Kana ビローレ, ソニヤ  
Romanization  
Affiliation 慶應義塾大学大学院政策・メディア研究科後期博士課程(2008年9月所定単位取得退学)  
Affiliation (Translated) Doctoral program, Graduate School of Media and Governance, Keio University (withdrawal from the Doctoral program with the completion of course requirements in September 2008)  
Role  
Link  

Name 桑原, 武夫  
Kana クワハラ, タケオ  
Romanization Kuwahara, Takeo  
Affiliation 慶應義塾大学総合政策学部教授  
Affiliation (Translated) Professor, Faculty of Policy Management, Keio University  
Role  
Link  
Edition
 
Place
藤沢  
Publisher
Name 慶應義塾大学湘南藤沢学会  
Kana ケイオウ ギジュク ダイガク ショウナン フジサワ ガッカイ  
Romanization Keio gijuku daigaku Shonan Fujisawa gakkai  
Date
Issued (from:yyyy) 2010  
Issued (to:yyyy)  
Created (yyyy-mm-dd)  
Updated (yyyy-mm-dd)  
Captured (yyyy-mm-dd)  
Physical description
 
Source Title
Name Keio SFC journal  
Name (Translated)  
Volume 10  
Issue 1  
Year 2010  
Month  
Start page 83  
End page 95  
ISSN
13472828  
ISBN
9784877383749  
DOI
URI
JaLCDOI
NII Article ID
 
Ichushi ID
 
Other ID
 
Doctoral dissertation
Dissertation Number  
Date of granted  
Degree name  
Degree grantor  
Abstract
The purpose of this study was to research corporate branding of retail banks and the relationships between management and customers' perceptions of 'banks as brands'. With a proposed research model focusing on corporate branding and customer behavior, perception commonalities and differences of brand elements were explored. A survey was conducted incorporating 32 retail banks and 520 customers in 3 urban areas of India, and data were analyzed using a range of statistical methods. The study identified five critical branding elements where differences between management projections and customer perceptions existed. In sum, given the intensifying competition among banks, a customercentric branding strategy was suggested to create a successful brand strategy, enhance brand recall and create high brand-value for banks.
 
Table of contents

 
Keyword
Corporate branding  

Branding elements  

Customer perceptions  

Gap analysis  
NDC
 
Note
自由論題
研究論文
 
Language
英語  
Type of resource
text  
Genre
Journal Article  
Text version
none  
Related DOI
Access conditions

 
Last modified date
Apr 15, 2011 09:00:00  
Creation date
Apr 15, 2011 09:00:00  
Registerd by
mediacenter
 
History
 
Index
/ Public / Shonan Fujisawa / Keio SFC journal / 10(1) 2010
 
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