How to Measure Your Bank's Personality: Some Insights from Canada

Research output: Contribution to journalReview article

13 Scopus citations

Abstract

Erdener Kaynak considers a bank's perception of its own identity and its customers’ perception of its image, utilising measurements of customer attitudes to bank characteristics and attributes, He focuses on continuing research in a Canadian bank designed to determine which bank attributes customers perceive to be relevant in their image of the bank, and to discover if there is a difference between the identity of the bank and its image.

Original languageEnglish (US)
Pages (from-to)54-68
Number of pages15
JournalInternational Journal of Bank Marketing
Volume4
Issue number3
DOIs
StatePublished - Jan 3 1986

All Science Journal Classification (ASJC) codes

  • Marketing

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