Impact of corporate reputation and personality congruence on consumers' choice of bank.

• Main Authors: Chang, Carina Yee Yin., Tran, Mai Anh., Yong, Vanessa Yu Zhen.
• Other Authors: Yang Mei Ling
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Finance::Banking
• Online Access: http://hdl.handle.net/10356/21202
• Institution: Nanyang Technological University

This research paper investigates the relationship of two aspects, bank's corporate reputation and the personality congruence between the bank and consumer, on consumer's choice of bank. Three local banks, specifically DBS, OCBC and UOB, are used for the purpose of this study. This paper fu...