Revisiting the corporate image of South African banking institutions
This paper summarises the findings of a replication of an earlier study by Van Heerden & Puth (1995), which again confirmed that behavioural and visual identities contribute to the corporate image of South African banking institutions. Perceptions were measured through the same semantic differe...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1780 |
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| Summary: | This paper summarises the findings of a replication of an earlier study by Van Heerden
& Puth (1995), which again confirmed that behavioural and visual identities contribute
to the corporate image of South African banking institutions. Perceptions were measured
through the same semantic differential used in the 1995 study. Eight factors were
identified in the replication study, namely social interaction, service, quality, growth,
aesthetic characteristics, activeness, liveliness and reputation. A certain degree of
overlap between the two sets of factors (1995 and replication study) was detected. The
findings emphasise that banks should nurture social relationships with their customers.
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| ISSN: | 0259-0069 2957-7950 |