Online corporate brand experience: Development of construct and measures

Abstract

This chapter introduces the concept of brand experience at the corporate brand level (known as corporate brand experience or CBE) and explores its concept with regards to the online retail banking services setting. To achieve this, we examine the initial measurement items and dimensions based on the proposal made by Hamzah, Syed Alwi, and Othman (2014). The remainder of this chapter is organised as follows; first, a brief review is provided of the CBE as a source of corporate brand value, together with previous studies of CBE and its current measurement, and, particularly, the definition and the issue of the lack of available measures in the literature are discussed. This is followed by an introduction to the dimensionalities of CBE. Third, we discuss the research methodology. Fourth, we present the analysis, the results of the study and discussion, research implications and conclusion. Finally, we discuss the limitations and highlight the suggestions for further research.