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

He, Hong-Wei and Balmer, John (2005) The saliency and significance of generic identity : an exploratory study of UK building societies. International Journal of Bank Marketing, 23 (4). pp. 334-348. ISSN 0265-2323

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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.