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

Research Output

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.

Date:

31 December 2015
Publication Status:

Published
Library of Congress:

HB Economic Theory
Dewey Decimal Classification:

332 Financial economics

http://researchrepository.napier.ac.uk/output/174754 <p>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</p>

Citation

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