Brand orientation and brand values in retail banking

Elaine Wallace, Isabel Buil, Leslie de Chernatony

Research output: Contribution to journalSpecial issuepeer-review


This exploratory study seeks to provide an appreciation of brand orientation in retail banking. Through in-depth interviews at head office and branch level, we explore managers' brand mind-set. We also surface managers' views about the relationship between market and brand orientation. Further, we examine managers' perceptions about the role of brand values as resources in creating a brand orientation. In a large-scale study of front-line employees, we examine the level of agreement with brand values, and describe differences in brand buy-in across employee clusters.
Original languageEnglish
Pages (from-to)1007-1029
Number of pages23
JournalJournal of Marketing Management
Issue number9-10
Publication statusPublished - Jul 2013

Bibliographical note



  • brand orientation
  • cluster analysis
  • employee survey
  • in-depth interviews
  • values


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