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

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.

Citation

Tjandra, N. C., Ensor, J., Omar, M., & Thomson, J. R. (2015, January). Evaluating the role and the contribution of intermediaries in developing a successful financial services brand. Presented at International Marketing Trends

• 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
• Peer Reviewed: Peer Reviewed
• Keywords: branding, financial services, stakeholder branding, intermediaries
• Public URL: http://researchrepository.napier.ac.uk/id/eprint/7493
• Publisher URL: http://archives.marketing-trends-congress.com/2015/pages/PDF/025.pdf
• Contract Date: Jan 20, 2015