Factors that determine the corporate image of South African banking institutions : an exploratory investigation
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Date
Authors
Van Heerden, Neels, 1957-
Van Heerden, Cornelius Hendrik, 1957-
Puth, Gustav
Journal Title
Journal ISSN
Volume Title
Publisher
Emerald
Abstract
The view that a visually appealing corporate identity is the most important contributor to a good
corporate image is a myth. The process of corporate image formation is regulated by the
corporate personality which consists of three groups of elements: conscious behavioural identity
cues, such as customer service; need-satisfying products or services; and visual cues, such as the
corporate name, logo, and slogan. Makes a major assumption that a visual design cue, such as a
corporate logo, recalls impressions or perceptions in the minds of audiences. These perceptions
are based on corporate behaviour which constitutes an overall corporate image. Perceptions
measured through a semantic differential subsequently revealed that the following factors
contribute to the corporate image of South African banking institutions: dynamism,
credibility/stability, customer service, and visual identity. The research results therefore
confirmed the assumption that corporate behaviour and corporate visual identity contribute to
corporate image.
Description
Keywords
Banking, Corporate image, Corporate planning, Management, Marketing, South Africa
Sustainable Development Goals
Citation
Van Heerden, CH & Puth, G 1995, 'Factors that determine the corporate image of South African banking institutions: an exploratory investigation', International Journal of Bank Marketing, vol. 13, no. 3, pp. 12-17. [http://www.emeraldinsight.com/Insight/viewContainer.do?containerType=Journal&containerId=264]