Understanding brand equity on financial services: A study on the Portuguese banking sector
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/11658 |
Resumo: | The brand equity subject, although extensively studied for products, has been given little attention in services compared to tangible goods. Thus, it is very pertinent to further explore this concept for service industries so that more valid results can be presented. Due to the nature of services (i.e. for lack of physical attributes people cannot see what there are purchasing) service companies are very dependable on their brands to help them increase the number of customers. For that, to develop a model that assists financial institutions to increase the value of their brands, and additionally to increase the number of customers and sales, reveals to be of extreme utility for modern corporations. The objective of this study is to understand which factors contribute the most for the brand equity creation. The final model combined four independent variables that, based on the literature selected, are expected to have a positive influence on brand equity. A questionnaire was distributed in Portugal, gathering a total of 355 valid responses. From the analysis of the survey, three out of the four variables selected were found to be significant for the brand equity construction. Corporate credibility (CC), perceived value (PV) and brand affinity (BA) help banks to increase reputation, overall perception of quality and emotional connections with their brand, which ultimately increases the value of their brand. The findings also provide readers with some managerial contributions, as well, some limitations and suggestions for future research. |
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Understanding brand equity on financial services: A study on the Portuguese banking sectorBrand equityCorporate credibilityPerceived valueService qualityBrand affinity and banksThe brand equity subject, although extensively studied for products, has been given little attention in services compared to tangible goods. Thus, it is very pertinent to further explore this concept for service industries so that more valid results can be presented. Due to the nature of services (i.e. for lack of physical attributes people cannot see what there are purchasing) service companies are very dependable on their brands to help them increase the number of customers. For that, to develop a model that assists financial institutions to increase the value of their brands, and additionally to increase the number of customers and sales, reveals to be of extreme utility for modern corporations. The objective of this study is to understand which factors contribute the most for the brand equity creation. The final model combined four independent variables that, based on the literature selected, are expected to have a positive influence on brand equity. A questionnaire was distributed in Portugal, gathering a total of 355 valid responses. From the analysis of the survey, three out of the four variables selected were found to be significant for the brand equity construction. Corporate credibility (CC), perceived value (PV) and brand affinity (BA) help banks to increase reputation, overall perception of quality and emotional connections with their brand, which ultimately increases the value of their brand. The findings also provide readers with some managerial contributions, as well, some limitations and suggestions for future research.O conceito de brand equity, apesar de extensamente estudado para produtos, tem recebido pouca atenção para os serviços, sobretudo em comparação com o que acontece com os bens. Assim, revela-se bastante pertinente explorar igualmente este conceito para as indústrias prestadoras de serviços para que existam mais resultados válidos. Devido à natureza dos serviços (i.e. devido à falta de atributos físicos as pessoas não podem observar aquilo que estão a comprar) empresas prestadoras de serviços estão muito dependentes das suas marcas para as ajudar a aumentar o número de clientes. Por essa razão, o desenvolvimento de um modelo que ajuda empresas financeiras a aumentar o valor das suas marcas e, adicionalmente, a aumentar o número de cliente e de vendas, revela-se de extrema utilidade para empresas contemporâneas. O objectivo deste estudo é compreender quais factores contribuem mais para a criação de brand equity. O modelo final reuniu quatro variáveis independentes que, baseadas na literatura seleccionada, é expectável que tenham uma influência positiva em brand equity. Distribuiu-se um questionário em Portugal, e obtiveram-se um total de 355 respostas validas. Pela análise dos questionários, três das quatro variáveis seleccionadas foram consideradas significantes na construção de brand equity. Corporate credibility (CC), perceived value (PV) e brand affinity (BA) contribuem para que os bancos aumentem a sua reputação, a percepção geral de qualidade de serviço e a ligação emocional com os seus clientes. Factores que numa instância final irão resultar no aumento do valor das suas marcas. Os resultados providenciam os leitores com algumas contribuições para gestores, bem como, algumas limitações encontradas e algumas sugestões para pesquisa futura.2016-07-06T10:23:21Z2015-01-01T00:00:00Z20152015-09info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/11658TID:201210860engRêgo, Miguel Maria Torres Alves de Sousainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:47:18Zoai:repositorio.iscte-iul.pt:10071/11658Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:22:55.269392Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Understanding brand equity on financial services: A study on the Portuguese banking sector |
title |
Understanding brand equity on financial services: A study on the Portuguese banking sector |
spellingShingle |
Understanding brand equity on financial services: A study on the Portuguese banking sector Rêgo, Miguel Maria Torres Alves de Sousa Brand equity Corporate credibility Perceived value Service quality Brand affinity and banks |
title_short |
Understanding brand equity on financial services: A study on the Portuguese banking sector |
title_full |
Understanding brand equity on financial services: A study on the Portuguese banking sector |
title_fullStr |
Understanding brand equity on financial services: A study on the Portuguese banking sector |
title_full_unstemmed |
Understanding brand equity on financial services: A study on the Portuguese banking sector |
title_sort |
Understanding brand equity on financial services: A study on the Portuguese banking sector |
author |
Rêgo, Miguel Maria Torres Alves de Sousa |
author_facet |
Rêgo, Miguel Maria Torres Alves de Sousa |
author_role |
author |
dc.contributor.author.fl_str_mv |
Rêgo, Miguel Maria Torres Alves de Sousa |
dc.subject.por.fl_str_mv |
Brand equity Corporate credibility Perceived value Service quality Brand affinity and banks |
topic |
Brand equity Corporate credibility Perceived value Service quality Brand affinity and banks |
description |
The brand equity subject, although extensively studied for products, has been given little attention in services compared to tangible goods. Thus, it is very pertinent to further explore this concept for service industries so that more valid results can be presented. Due to the nature of services (i.e. for lack of physical attributes people cannot see what there are purchasing) service companies are very dependable on their brands to help them increase the number of customers. For that, to develop a model that assists financial institutions to increase the value of their brands, and additionally to increase the number of customers and sales, reveals to be of extreme utility for modern corporations. The objective of this study is to understand which factors contribute the most for the brand equity creation. The final model combined four independent variables that, based on the literature selected, are expected to have a positive influence on brand equity. A questionnaire was distributed in Portugal, gathering a total of 355 valid responses. From the analysis of the survey, three out of the four variables selected were found to be significant for the brand equity construction. Corporate credibility (CC), perceived value (PV) and brand affinity (BA) help banks to increase reputation, overall perception of quality and emotional connections with their brand, which ultimately increases the value of their brand. The findings also provide readers with some managerial contributions, as well, some limitations and suggestions for future research. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-01-01T00:00:00Z 2015 2015-09 2016-07-06T10:23:21Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/11658 TID:201210860 |
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http://hdl.handle.net/10071/11658 |
identifier_str_mv |
TID:201210860 |
dc.language.iso.fl_str_mv |
eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf application/octet-stream |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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