Brand salience and purchasing for consumer banking services : an empirically-based model

Vieceli, Julian and Shaw, Robin 2008, Brand salience and purchasing for consumer banking services : an empirically-based model, in AM 2008 : Reflective marketing in a material world : Academy of Marketing Annual Conference 2008 Proceedings, Robert Gordon University, Aberdeen, Scotland, pp. 1-9.

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Title Brand salience and purchasing for consumer banking services : an empirically-based model
Author(s) Vieceli, Julian
Shaw, Robin
Conference name Academy of Marketing. Conference (2008 : Aberdeen, Scotland)
Conference location Aberdeen, Scotland
Conference dates 7-10 July 2008
Title of proceedings AM 2008 : Reflective marketing in a material world : Academy of Marketing Annual Conference 2008 Proceedings
Editor(s) [Unknown]
Publication date 2008
Conference series Academy of Marketing Conference
Start page 1
End page 9
Total pages 10
Publisher Robert Gordon University
Place of publication Aberdeen, Scotland
Summary The research reported in this paper proposed and tested a model of brand salience for banking services, which incorporates knowledge and brand image as antecedents. A full model of brand salience has not been tested previously, nor has a model of brand salience for services been tested. A quasi-experimental method was utilised. Respondents undertook a free recall exercise using category cues, and then completed multi-item measures of brand knowledge, brand associations, and purchase likelihood. Past purchase was tested via a recall exercise. A usable sample of 270 respondents was gained, and the data were analysed using Structural Equation Modelling (SEM). Analysis of the data found support for a model of brand salience for the banking services category, and found a relationship between brand salience and most recent brand purchased. This paper contributes to the field of branding by proposing and testing a model of brand salience. The research reported in this paper may suggest that advertisers need to design their communications to increase accessibility of brands in the memory of consumers, and that the last brand purchased by consumers will have an effect on their next purchase decision, especially in the consumer banking category.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30018064

Document type: Conference Paper
Collection: Deakin Graduate School of Business
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