Dr Nathalia Tjandra N.Tjandra@napier.ac.uk
Associate Professor
Dr Nathalia Tjandra N.Tjandra@napier.ac.uk
Associate Professor
John Ensor
Maktoba Omar
John R Thomson
This study aims to evaluate intermediaries’ role in developing a successful brand. It
specifically focuses on the role and contribution of independent financial advisers (IFAs) in
developing a successful financial services brand. A case study research method conducted
with one of the largest financial services providers in the UK was adopted for the purpose of
this study. The findings of this study identify that the IFAs have a significant influence on the
end customers’ view on financial services brands and they partially construct the provider’s
brand values that are perceived and received by the end customers.
Tjandra, N. C., Ensor, J., Omar, M., & Thomson, J. R. (2015). Evaluating the role and the contribution of intermediaries in developing a successful financial services brand
Conference Name | International Marketing Trends |
---|---|
Start Date | Jan 13, 2015 |
End Date | Jan 14, 2015 |
Publication Date | 2015 |
Deposit Date | Jan 20, 2015 |
Publicly Available Date | Dec 31, 2015 |
Peer Reviewed | Peer Reviewed |
Keywords | branding, financial services, stakeholder branding, intermediaries |
Public URL | http://researchrepository.napier.ac.uk/id/eprint/7493 |
Publisher URL | http://www.marketing-trends-congress.com/archives/2015/pages/PDF/025.pdf |
025.pdf
(<nobr>8 Kb</nobr>)
PDF
Publisher Licence URL
http://creativecommons.org/licenses/by-nc/4.0/
The application of the results of interconnectedness typology in a triadic relationship.
(2014)
Conference Proceeding
On the road to developing a strong brand: Developing the Independent Financial Advisers’ brand equity pyramid.
(2013)
Conference Proceeding
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