Van Heerden, Neels, 1957-Van Heerden, Cornelius Hendrik, 1957-Puth, Gustav2008-03-182008-03-181995Van 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]0265-232310.1108/02652329510082979http://hdl.handle.net/2263/4743The 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.176296 bytesapplication/pdfenEmeraldBankingCorporate imageCorporate planningManagementMarketingSouth AfricaCorporate image -- South AfricaBanks and banking -- South AfricaPostprint Article