This study explores the relevance of corporate social responsibility (CSR) as an element of the corporate identity of Spanish financial institutions. Specifically, it aims to analyze the CSR actions developed by financial entities through the analysis of all the available information disclosed in their websites. A content analysis applied to 82 banking institutions, followed by different quantitative analyses, reveals the multidimensionality of CSR. Findings show that, while the number of entities institutionalizing CSR values as core elements of their identities is still reduced, most organizations disclose CSR information to construct communicated identities and legitimate behaviours. Besides, these dimensions are classified depending on the stakeholder the action is aimed to, and that entities favour the generation of distinctive identities through the implementation and communication of more visible CSR actions like those involving their customers or the community. In any case, results indicate that organizations with certain characteristics are more likely to construct distinctive identities through CSR activities and to establish ethical and social values within their corporate statements and cultures.

Purpose -The purpose of this paper is to analyse the corporate image of financial institutions and its impact on consumer behaviour. More specifically, it aims to focus on the differences between customers and non-customers of banking institutions. Design/methodology/approach -Data were collected through five questionnaires involving five major Spanish commercial banks. The questionnaires were answered by 450 individuals and SEM methodology was used to test the hypotheses of the study. Findings -Corporate image of commercial banks includes dimensions related to the services offered, accessibility, corporate social responsibility, global impression, location and personnel. Two alternative models were validated for customers and non-customers to explain how corporate associations influence intention to use the bank's services. For the case of current customers, satisfaction is a key mediating variable.Research limitations/implications -The study is focused on national commercial banks and corporate image of individuals. Different stakeholders like employees can hold a different corporate image. Moreover, the paper only considers intention to use as a dependant variable. Practical implications -The effect of corporate associations on purchase intentions depends on the specific type of associations and may be mediated through satisfaction. Results thus indicate that firms have to use different marketing strategies when considering the individuals' previous experience. Originality/value -The paper extends previous research by showing the specific effect of corporate associations on intention to use the bank's services. It proposes two alternative models for explaining responses of both customers and non-customers.

This paper explores how customers' perceptions of fi rms' corporate social responsibility (CSR) and fairness in their pricing strategy determine customers' behaviour as users of fi nancial services. Specifi cally it proposes a model where CSR and price fairness positively determine customer loyalty through satisfaction and commitment. It also proposes that the entity's social responsibility actions infl uence customers' price fairness evaluations. To test this model, structural equation modelling is employed on a sample of 300 customers of banks and savings banks. Results show that both CSR and price fairness contribute to achieving customer loyalty, also confi rming the roles of satisfaction and commitment as mediating variables. In addition, it is also shown that CSR infl uences customer perceptions of price fairness, in such a way that customers perceive that socially oriented fi rms are also fairer in their pricing strategies.

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -In the banking sector, the importance of consumer's perceptions for business success has been underestimated. For this reason, the present work aims to focus on the corporate brand image construct, analysing how the associations of financial brands are generated and the way such associations influence consumer behaviour. Design/methodology/approach -A model is proposed that shows which are the main antecedents and consequences of corporate image of financial institutions. This model was validated through structural equation modelling. Data were collected by means of personal questionnaires addressed to 450 respondents. Findings -Results indicate that consumer perceptions depend on brand familiarity, non-firm communications and, to a lesser extent, on advertising. The resulting image will be an antecedent of the global attitude to the firm and, directly and indirectly, of the intention to use the branded service.Research limitations/implications -This study has been aimed at consumers in a specific region of Spain. Moreover, it only analyses well-known institutions and the most important variables. For this reason, it would be interesting to broaden the analysis to cover different contexts. Practical implications -Both corporate image and familiarity can be developed by applying thoughtful communication strategies that neutralize the effect of negative non-firm information. Companies that develop a powerful corporate image should be more appealing to customers. Originality/value -This study validates a comprehensive model that explains both the antecedents and consequences of corporate image of banks. It also proposes an up-to-date corporate image scale and considers the effects of firm versus non-firm communications.

Purpose This paper aims to analyse customer experience in a hotel and its impact on customer attitudes to both the individual hotel and the hotel chain. Specifically, the study focuses on the effects of service perceptions on emotions, satisfaction, attitude to hotel chain, intention to return, scepticism towards negative information and Word of Mouth (WOM). Design/methodology/approach An empirical study was carried out on a sample of 300 individuals. Data were analysed through structural equation modelling. Findings Service perceptions and emotions elicited by an individual hotel influence the customer response towards the hotel chain. Among all the outcomes considered, the strongest effects are found on WOM. Originality/value This paper develops and empirically tests an original model that integrates the customer experience in an individual hotel and the customer response to the hotel chain. This model includes variables that have recently been considered in the literature, such as scepticism towards negative information, in combination with more traditional outcomes such as intention to return or WOM.

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Eva Martínez also thanks the financial support of the "Subprograma de estancias de movilidad de profesores e investigadores séniores en centros extranjeros de enseñanza superior e investigación, incluido el Programa Salvador de Madariaga" (Ref: PR2011-0352).