Brand Image and Net Promoter Score: A Repeated Cross-Sectional Study in the Banking Sector

Thorhallur Gudlaugsson and Unnar Theodorsson ()
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Thorhallur Gudlaugsson: Department of Business Administration, School of Social Sciences, Gimli Sæmundargata, University of Iceland, 102 Reykjavík, Iceland
Unnar Theodorsson: Department of Business Administration, School of Social Sciences, Gimli Sæmundargata, University of Iceland, 102 Reykjavík, Iceland

Administrative Sciences, 2025, vol. 15, issue 7, 1-16

Abstract: This study explores the link between brand image and Net Promoter Score (NPS) in Iceland’s banking sector using data from three survey waves (2021, 2023, and 2025). While NPS is widely used to track customer loyalty, its relationship with brand image, especially in financial services, remains unclear. Drawing on repeated cross-sectional data ( n = 1504), we examine how trust, corporate social responsibility, customer satisfaction, and perceived corruption relate to NPS across three major banks. Results show a consistently strong positive correlation ( r > 0.5), with Arion Bank customers showing the highest association ( r = 0.68). This suggests that customers with a positive image of the bank are far more likely to recommend it. The findings offer both theoretical and practical value: they reinforce the role of brand image in driving customer advocacy and support a more contextualized use of NPS in brand strategy and customer experience management.

Keywords: brand image; Net Promoter Score (NPS); customer advocacy; service management; banking industry; customer experience metrics (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2025
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