(Employer Brand Image in Banking Sector: Effects of Functional Utility, Customer Orientation and Reliable Financial Image)

Abstract

Purpose – The aim of this research is to analyze the casual influence of functional utility related to product, functional utility related to brand, customer orientation and reliable financial image on employer branding. Design/Methodology/Approach – The survey form was structured in three parts: demographics, a version of The Consumer Based Brand Equity Scale, and The Consumer Based Corporate Reputation Scale. 782 completed questionnaires were collected from customers, employees, public, and competitors’ employees as four stakeholder groups. Findings – According to findings, all interactions were positive and statistically significant with the exception of functional utility of the product. These findings suggest that employer brand image will be enhanced when the perceived functional related to brand (β = .076), perceived customer orientation (β = .365), and reliable financial image (β = .373) are strengthened in banking sector, in Turkey. Moreover, it is found that these casual influences also differ in the eye of each stakeholder group. Discussion – It is recommended that banking professionals should individually consider each relevant stakeholder group and then they should design advertisement and public relations messages depending on each stakeholder’s expectations related to reliance of financial structure or customer orientation.