Abstract
This paper summarises the findings of a replication of an earlier study by Van Heerden& Puth (1995), which again confirmed that behavioural and visual identities contributeto the corporate image of South African banking institutions. Perceptions were measuredthrough the same semantic differential used in the 1995 study. Eight factors wereidentified in the replication study, namely social interaction, service, quality, growth,aesthetic characteristics, activeness, liveliness and reputation. A certain degree ofoverlap between the two sets of factors (1995 and replication study) was detected. Thefindings emphasise that banks should nurture social relationships with their customers.
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