Corporate Image of Banking Institutions: A Proposal for your Measurement Scale

• Autor(a) principal: Hekis, Helio Roberto
• Data de Publicação: 2014
• Outros Autores: de Vasconcelos, Claudio Ruy Portela, Paulino, Raissa Dalia, Martins, Silvana Dias
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12053
• topic: Exploratory Factor Analysis; Corporate Image; Financial Institutions; Scale Development.; Análise fatorial exploratória, imagem corporativa, imagem organizacional, estratégia.

The image works like element of symbolic mediation between the organization and its stakeholders, having recognized its influence as a factor in overall evaluation, notably when the distinction based on specific attributes of different offerings becomes particularly difficult to be prepared for these audiences. Thus, this study has the objective to develop a scale to measure the corporate image of an agency of Banco do Brasil S.A. The research is characterized as quantitative. For achievement of goals stipulated were set the following methodological procedures: (i) exploratory data analysis through descriptive statistics and exploratory factor analysis, to identify the underlying variables of the model; (ii) analysis of the reliability of the scale (Cronbach's alpha). As results, it was possible to realize the important impact that the dimension security in the determination of the Agency's Bank image, of Banco do Brasil S.A. As conclusions, it was emerged that the Bank's corporate image is revealed from a set of bindings: 20 (twenty) variables grouped into five dimensions (safety, personal contact, services offered, identity and funding policy).