Services branding triangle

Examining the triadic service brand promises for creating a strong brand in banking industry

Musa Pinar, Tulay Girard, Paul Trapp, Zeliha Eser

Research output: Contribution to journalArticle

5 Citations (Scopus)

Abstract

Purpose – The purpose of this paper is to examine customer, management, and contact personnel perceptions of consumer-based brand equity (CBBE) and its dimensions utilizing a services branding triangle framework in the banking industry. Design/methodology/approach – Data were collected from customers, managers, and contact personnel of three types of banks in Turkey – state, private, and foreign. Findings – The study finds significant external branding gaps between the perceptions of managers and customers and interactive branding gaps between the perceptions of contact personnel and customers, but no internal branding gaps between the perceptions of managers and contact personnel with respect to CBBE dimensions. Research limitations/implications – The sample was limited to Turkish adult citizens of a single major metropolitan area in Turkey and bank personnel in three cities. Originality/value – The services branding triangle framework used in this study allows service brand managers to understand not only the differences in the perceptions of brand equity dimensions of bank customers, managers, and contact personnel, but also provides an opportunity to identify the external, internal, and interactive branding gaps of each of the brand equity dimensions. The findings provide an empirical test for the three promises theory and identifying potential branding gaps resulting from differences between consumer, management, and contact personnel perceptions of CBBE and its dimensions. The paper discusses the implications of the findings in developing a strong services brand and brand equity.

Original languageEnglish (US)
Pages (from-to)529-549
Number of pages21
JournalInternational Journal of Bank Marketing
Volume34
Issue number4
DOIs
StatePublished - Jun 6 2016

Fingerprint

Branding
Banking industry
Service brand
Personnel
Brand equity
Managers
Turkey
Customer contact
Internal branding
Design methodology
Customer management
Metropolitan areas
Empirical test

All Science Journal Classification (ASJC) codes

  • Marketing

Cite this

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Services branding triangle : Examining the triadic service brand promises for creating a strong brand in banking industry. / Pinar, Musa; Girard, Tulay; Trapp, Paul; Eser, Zeliha.

In: International Journal of Bank Marketing, Vol. 34, No. 4, 06.06.2016, p. 529-549.

Research output: Contribution to journalArticle

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