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

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

Research output: Chapter in Book/Report/Conference proceedingConference proceeding

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.
Original languageEnglish
Title of host publicationProceedings of the International Conference Marketing Trends
Publication statusPublished - 23 Jan 2015
Event International Conference Marketing Trends 2015 - Paris, France
Duration: 23 Jan 201524 Jan 2015

Conference

Conference International Conference Marketing Trends 2015
CountryFrance
CityParis
Period23/01/1524/01/15

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    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. In Proceedings of the International Conference Marketing Trends