Exploring The Factors Leading to the Brand-Building Of Financial Services: A Literature Review Approach

Abstract

This paper is a review of the literature on branding of financial services. The idea was to untangle and elucidate the complex literature and to bring forth the components required for branding of financial services. The authors considered a form of detailed literature review that analyses the findings of the studies, critiques, and synthesizes representative literature on branding of financial services in coherent way to generate new frameworks and perspectives. The literature is characterized by an absence of studies on the connection between perceived service qualities and customer satisfaction and its subsequent impact on brand- building in financial services. A parsimonious conceptual framework has been proposed connecting quality of service, trust, customer satisfaction and experience and brand equity. Therefore, further investigation on the relation attaching perceived quality and brand equity, applied to financial services, emerge to be extremely pertinent.