The saliency and significance of generic identity: an exploratory study of UK building societies

Hong-Wei He, John Balmer

Research output: Contribution to journalArticle

7 Citations (Scopus)

Abstract

The purpose of this paper is to investigate empirically the salience, and significance, of generic identity (industry-wide identity) within the British Building Society Movement.
Original languageEnglish
Pages (from-to)334-348
Number of pages15
JournalInternational Journal of Bank Marketing
Volume23
Issue number4
DOIs
Publication statusPublished - 2005

Keywords

  • building societies
  • corporate identity
  • generic identity

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