VISUAL IMAGE: AN EMPIRICAL ANALYSIS

Abstract

How and to what extent does the visual image ofan organization influence the behaviour of its audiences,especially their satisfaction and loyalty? The visual image isknown to serve as a crucial instrument to increase marketshare, especially through its contribution to the visibility andawareness of its referent. However, this paper attempts todetermine the influence of the visual image in maintainingand developing a more permanent relationship betweenorganizations and their customers. To this effect, we presenta set of research objectives and a structural model thatpostulates a relationship between image, loyalty andsatisfaction. This model is tested with empirical datarelating to the Portuguese banking sector.Index Terms ⎯ banking sector, communication, marketing,visual image.