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Measuring bank images: A comparison of two approaches

Measuring bank images: A comparison of two approaches Measuring Bank Images: A Comparison of Two Approaches Lester A. Neidell, Ph.D. and Richard D. Teach, Ph.D. Georgia Institute of Technology Corporate interest in attitude research can be well documented (Richards, 1957; Spector, 1961). Spurts of this interest seem to coincide either with the discovery of "new" methodologies or with adoption of a "customer orientation" by industry sectors. A recent flurry of corporate image studies have been carried out by commercial banks, due to the existence of both of the above conditions. First, the development of nonmetric multidimensional scaling procedures provide an alternative to the "traditional" factor analytic approaches. Second, "retail banking" has become more profitable with the rise in home mortgage rates and the acceptance of bank credit cards by both consumers and merchants. This paper describes and contrasts two methodological approaches to corporate image research, principal components factor analysis and nonmetric multidimensional scaling, and their application to a bank image study. Bank image studies, like most previously reported corporate studies, principally rely on numeric rating scales or bipolar adjective and adjective phrase scales for data collection. Analysis usually involves some sort of summary statistical measure and a principal components analysis (often generically misnamed as "factor analysis") to http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Measuring bank images: A comparison of two approaches

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References (12)

Publisher
Springer Journals
Copyright
1974 Academy of Marketing Science
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/BF02722341
Publisher site
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Abstract

Measuring Bank Images: A Comparison of Two Approaches Lester A. Neidell, Ph.D. and Richard D. Teach, Ph.D. Georgia Institute of Technology Corporate interest in attitude research can be well documented (Richards, 1957; Spector, 1961). Spurts of this interest seem to coincide either with the discovery of "new" methodologies or with adoption of a "customer orientation" by industry sectors. A recent flurry of corporate image studies have been carried out by commercial banks, due to the existence of both of the above conditions. First, the development of nonmetric multidimensional scaling procedures provide an alternative to the "traditional" factor analytic approaches. Second, "retail banking" has become more profitable with the rise in home mortgage rates and the acceptance of bank credit cards by both consumers and merchants. This paper describes and contrasts two methodological approaches to corporate image research, principal components factor analysis and nonmetric multidimensional scaling, and their application to a bank image study. Bank image studies, like most previously reported corporate studies, principally rely on numeric rating scales or bipolar adjective and adjective phrase scales for data collection. Analysis usually involves some sort of summary statistical measure and a principal components analysis (often generically misnamed as "factor analysis") to

Journal

Journal of the Academy of Marketing Science – Springer Journals

Published: Mar 1, 1974

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