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.
|Title of host publication||Proceedings of the International Conference Marketing Trends|
|Publication status||Published - 23 Jan 2015|
|Event|| International Conference Marketing Trends 2015 - Paris, France|
Duration: 23 Jan 2015 → 24 Jan 2015
|Conference||International Conference Marketing Trends 2015|
|Period||23/01/15 → 24/01/15|