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Purpose – This paper aims to reveal the key elements of corporate identity through the information provided by entities' websites, and to study the differences in the information transmitted by entities through their websites. Design/methodology/approach – The research develops an analysis of corporate identity in Spanish banking institutions, focusing on the communication of identity elements through corporate websites. A content analysis methodology is employed. Findings – A total of 230 categories related to six dimensions of corporate identity were identified: visual identity, communication, culture, behaviour, strategy and structure. The results show the elements most widely used by financial institutions and the moderating role of different dimensions (market scope, specialisation, etc.). Research limitations/implications – A natural sequel of this work would involve the analysis of other sources of identity communication, and measurement of the corporate image transmitted to stakeholders. Practical implications – The results obtained will allow entities to compare themselves to others in the same sector; likewise companies that are involved in mergers will be able to gain an understanding of the best way to build a new identity. Originality/value – Most literature on corporate identity is theoretical, with no empirical basis. This paper reveals empirically the elements of identity with a focus on banking institutions, and allows differences between entities to be established. [ABSTRACT FROM AUTHOR]

Purpose - The purpose of this paper is to analyse the corporate image of financial institutions and its impact on consumer behaviour. More specifically, it aims to focus on the differences between customers and non-customers of banking institutions. Design/methodology/approach - Data were collected through five questionnaires involving five major Spanish commercial banks. The questionnaires were answered by 450 individuals and SEM methodology was used to test the hypotheses of the study. Findings - Corporate image of commercial banks includes dimensions related to the services offered, accessibility, corporate social responsibility, global impression, location and personnel. Two alternative models were validated for customers and non-customers to explain how corporate associations influence intention to use the bank's services. For the case of current customers, satisfaction is a key mediating variable. Research limitations/implications - The study is focused on national commercial banks and corporate image of individuals. Different stakeholders like employees can hold a different corporate image. Moreover, the paper only considers intention to use as a dependant variable. Practical implications - The effect of corporate associations on purchase intentions depends on the specific type of associations and may be mediated through satisfaction. Results thus indicate that firms have to use different marketing strategies when considering the individuals' previous experience. Originality/value - The paper extends previous research by showing the specific effect of corporate associations on intention to use the bank's services. It proposes two alternative models for explaining responses of both customers and non-customers. [ABSTRACT FROM AUTHOR]

This paper analyses the influence that image associations have in the perceptions and satisfaction with the Spanish bank industry. For that, the role of location, personnel, social responsibility and perceived price fairness as determinants of global impression and satisfaction with the entity is examined. Moreover, it also studies if socio-demographic variables and the fact that the client is customer of a traditional or saving bank moderate the relationships. To fill these aims, structural equation modeling is employed with a sample of 300 clients of the Spanish banking industry. Results show different paths of influence of the associations over the satisfaction. Besides, differences among segments are found, what highlights the importance of offering differentiate services in this market. [ABSTRACT FROM AUTHOR]

This article analyses similarities and differences in corporate identities communicated through corporate brand websites between banks operating in Spain and the United Kingdom. Cross-cultural dissimilarities between Spain and the United Kingdom, and specific features of the banking sector in each country, lead to expectations about differences in the communication of corporate brand identities. As such hypotheses were developed about corporate brand identity according to these differences. Specifically, the hypotheses refer to differences in the main corporate brand identity dimensions: visual identity, corporate communications, organisational culture, behaviour, strategy and structure. In order to test the hypotheses, content analysis was conducted among 60 of the largest commercial banks, 30 in each country. The results show differences between Spain and the UK banks corporate websites due to different patterns of portraying corporate brand identity. Overall, banks in the United Kingdom rely on social and strategic aspects to project their brand identities, while banks in Spain are more prone to exhibit information concerning communications. These findings suggest that brand identity communication should be adapted to each country's cultural markers. [ABSTRACT FROM AUTHOR]