To read this content please select one of the options below:

Services branding triangle: Examining the triadic service brand promises for creating a strong brand in banking industry

Musa Pinar (College of Business, Valparaiso University, Valparaiso, Indiana, USA)
Tulay Girard (Department of Marketing, Penn State Altoona, Altoona, Pennsylvania, USA)
Paul Trapp (College of Business, Valparaiso University, Valparaiso, Indiana, USA)
Zeliha Eser (Department of Marketing, Baskent University, Ankara, Turkey)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 6 June 2016

3342

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.

Keywords

Citation

Pinar, M., Girard, T., Trapp, P. and Eser, Z. (2016), "Services branding triangle: Examining the triadic service brand promises for creating a strong brand in banking industry", International Journal of Bank Marketing, Vol. 34 No. 4, pp. 529-549. https://doi.org/10.1108/IJBM-04-2015-0043

Publisher

:

Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

Related articles