The magic of branding: The role of ‘pledge’, ‘turn’ and ‘prestige’ in fostering consumer trust in financial services
(2016)
Journal Article
Moin, S. M. A., Devlin, J., & McKechnie, S. (2016). The magic of branding: The role of ‘pledge’, ‘turn’ and ‘prestige’ in fostering consumer trust in financial services. Journal of Financial Services Marketing, 21(2), 113-126. https://doi.org/10.1057/fsm.2016.8
The purpose of this paper is to study the impact of brand image on consumer trust through empirical investigation in the context of financial services sector. Whilst trust helps to bind consumers to brands, a strong brand image works like magic in re... Read More about The magic of branding: The role of ‘pledge’, ‘turn’ and ‘prestige’ in fostering consumer trust in financial services.