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 proceedingpeer-review

    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
    EventInternational Conference Marketing Trends 2015 - Paris, France
    Duration: 23 Jan 201524 Jan 2015

    Conference

    ConferenceInternational Conference Marketing Trends 2015
    Country/TerritoryFrance
    CityParis
    Period23/01/1524/01/15

    Fingerprint

    Dive into the research topics of 'Evaluating the role and the contribution of intermediaries in developing a successful financial services brand'. Together they form a unique fingerprint.

    Cite this