Corporate image measurement

Carlos Flavián (Faculty of Economics and Business Studies, University of Zaragoza, Zaragoza, Spain)
Eduardo Torres (Departamento de Auditoria e Informática, Facultad de Ciencias Empresariales, University of Bío‐Bío, Brasil, Chile)
Miguel Guinalíu (Faculty of Economics and Business Studies, University of Zaragoza, Zaragoza, Spain)

International Journal of Bank Marketing

ISSN: 0265-2323

Publication date: 1 August 2004


The study and measurement of image especially in the Internet banking field has become an important tool to help the management of the banks operating on the Internet to make decisions. As there are no previous scales in existence to enable the image of this type of bank to be measured, our paper is centered on developing and proposing a reliable and valid scale that enables us to measure the corporate image of a bank in the context of the Internet. The results obtained show that an Internet bank's image is a multidimensional construct composed of its reputation and security as perceived by the consumer, as well as of the services offered and access to them. These results provide a management tool to measure the Internet bank's image. Similarly, the new scale shows in detail which aspects need to be acted on in order to improve the bank's image with its clients.



Flavián, C., Torres, E. and Guinalíu, M. (2004), "Corporate image measurement", International Journal of Bank Marketing, Vol. 22 No. 5, pp. 366-384.

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Copyright © 2004, Emerald Group Publishing Limited

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