Factors that determine the corporate image of South African banking institutions: an exploratory investigation

Abstract

The view that a visually appealing corporate identity is the most important contributor to a good corporate image is a myth. The process of corporate image formation is regulated by the corporate personality which consists of three groups of elements: conscious behavioural identity cues, such as customer service; need‐satisfying products or services; and visual cues, such as the corporate name, logo, and slogan. Makes a major assumption that a visual design cue, such as a corporate logo, recalls impressions or perceptions in the minds of audiences. These perceptions are based on corporate behaviour which constitutes an overall corporate image. Perceptions measured through a semantic differential subsequently revealed that the following factors contribute to the corporate image of South African banking institutions: dynamism, credibility/stability, customer service, and visual identity. The research results therefore confirmed the assumption that corporate behaviour and corporate visual identity contribute to corporate image.

Citation

Van Heerden, C.H. and Puth, G. (1995), "Factors that determine the corporate image of South African banking institutions: an exploratory investigation", International Journal of Bank Marketing, Vol. 13 No. 3, pp. 12-17. https://doi.org/10.1108/02652329510082979