Perception of the Visual Identity of Banks Operating in Egypt: A Comparative Study of Customers and Non-Customers
, Vol.14
, Sixty-Third Issue
PP:14
Authors:
Shaimaa Mohamed Abd Elmegeed Elashmawy-Assistant Lecturer,Integrated Marketing Systems Dep. ,Faculty of Mass Communication,Modern University for Technology and Information
Abstract:
This study examines public awareness and perception of the visual identity of banks operating in Egypt and investigates differences between customers and non-customers. It also evaluates the overall effectiveness of the visual identity and the influence of its elements on forming positive perceptions among both groups.
The study contributes to enhancing the effectiveness of visual identity management across different public segments within the Egyptian banking sector. Banque Misr and Commercial International Bank (CIB) were selected as empirical case studies because of their prominent positions in the Egyptian banking market, despite differences in their organizational characteristics and visual identity management strategies.
The comparative approach provides deeper insights into visual identity perception in the Egyptian banking sector. The study is descriptive and employs a survey method. Data were collected through a questionnaire administered to a convenience sample of 600 respondents, comprising 150 Banque Misr customers, 150 Banque Misr non-customers, 150 CIB customers, and 150 CIB non-customers.
The findings revealed a high level of visual identity perception among both customers and non-customers at both banks. The results also indicated statistically significant differences between customers and non-customers in the perception of visual identity and its elements for both Banque Misr and the Commercial International Bank (CIB). Customers demonstrated significantly higher levels of perception than non-customers.
Key Words:
Visual Identity, Egyptian Banking Sector, Logo, Colors in Visual Identity, Customers and Non-Customers.
Research Language:
Arabic
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