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

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

Edinburgh Napier University

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding › peer-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 language	English
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

Conference	International Conference Marketing Trends 2015
Country/Territory	France
City	Paris
Period	23/01/15 → 24/01/15

Cite this

@inproceedings{d5084ded3a034ec9a2f9307413e9fb58,

title = "Evaluating the role and the contribution of intermediaries in developing a successful financial services brand",

abstract = "This study aims to evaluate intermediaries{\textquoteright} 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{\textquoteright} view on financial services brands and they partially construct the provider{\textquoteright}s brand values that are perceived and received by the end customers.",

author = "Tjandra, \{Nathalia Christiani\} and John Ensor and Maktoba Omar and Thomson, \{John R.\}",

year = "2015",

month = jan,

day = "23",

language = "English",

isbn = "978-2-9532811-6-3",

booktitle = "Proceedings of the International Conference Marketing Trends",

note = "International Conference Marketing Trends 2015 ; Conference date: 23-01-2015 Through 24-01-2015",

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TY - GEN

T1 - Evaluating the role and the contribution of intermediaries in developing a successful financial services brand

AU - Tjandra, Nathalia Christiani

AU - Ensor, John

AU - Omar, Maktoba

AU - Thomson, John R.

PY - 2015/1/23

Y1 - 2015/1/23

N2 - 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.

AB - 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.

M3 - Conference proceeding

SN - 978-2-9532811-6-3

BT - Proceedings of the International Conference Marketing Trends

T2 - International Conference Marketing Trends 2015

Y2 - 23 January 2015 through 24 January 2015

ER -

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

Abstract

Conference

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