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Evaluating the role and the contribution of intermediaries in developing a successful financial services brand.

Tjandra, Nathalia Christiani; Ensor, John; Omar, Maktoba; Thomson, John R

Authors

John Ensor

Maktoba Omar

John R Thomson



Abstract

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.

Presentation Conference Type Conference Paper (Published)
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
Contract Date Jan 20, 2015

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