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Title |
Title |
Corporate branding in financial services : management and customer perceptions for retail banks in India
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Kana |
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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
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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
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Romanization |
Kinyu sabisu ni okeru koporeito burandingu : Indo ni okeru riteru banku no keieijin to kokyaku no ninshiki
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Creator |
Name |
Billore, Soniya
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Kana |
ビローレ, ソニヤ
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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)
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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)
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Link |
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Name |
桑原, 武夫
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Kana |
クワハラ, タケオ
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Romanization |
Kuwahara, Takeo
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Affiliation |
慶應義塾大学総合政策学部教授
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Affiliation (Translated) |
Professor, Faculty of Policy Management, Keio University
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Name |
慶應義塾大学湘南藤沢学会
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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
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Romanization |
Keio gijuku daigaku Shonan Fujisawa gakkai
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Issued (from:yyyy) |
2010
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Source Title |
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Keio SFC journal
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Name (Translated) |
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Volume |
10
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Issue |
1
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Year |
2010
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Month |
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Start page |
83
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End page |
95
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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.
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