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This paper analyses the influence that image associations have in the perceptions and satisfaction with the Spanish bank industry. For that, the role of location, personnel, social responsibility and perceived price fairness as determinants of global impression and satisfaction with the entity is examined. Moreover, it also studies if socio-demographic variables and the fact that the client is customer of a traditional or saving bank moderate the relationships. To fill these aims, structural equation modeling is employed with a sample of 300 clients of the Spanish banking industry. Results show different paths of influence of the associations over the satisfaction. Besides, differences among segments are found, what highlights the importance of offering differentiate services in this market. [ABSTRACT FROM AUTHOR]

Objetivo: El presente trabajo analiza la información sobre la identidad visual y comunicación corporativa presentes en los sitios web de las entidades financieras en España. El objetivo es establecer una clasificación, realizar un estudio comparativo entre bancos y cajas, y observar su impacto sobre el tráfico web y el número de enlaces externos. Metodología: El estudio de los sitios web se realiza mediante un análisis de contenido y se complementa mediante análisis estadísticos de diferencias de medias y regresiones múltiples. Resultados: Las cajas de ahorros ofrecen un mayor número de elementos que los bancos en sus sitios web, y se posicionan en mayor medida en aspectos como la cercanía emocional frente a los valores de crecimiento y confianza de los bancos. La comunicación de sus canales e información proveniente de fuentes externas tiene un efecto en el tráfico y enlaces al sitio web. Conclusiones: Las diferencias entre bancos y cajas de ahorros se plasman en estrategias diferenciadas de identidad visual y comunicación corporativa en el sitio web. El planteamiento de esta herramienta de análisis puede ayudar a conocer los aspectos en los que las entidades pueden diferenciarse, y aquellos que tienen un mayor impacto para generar tráfico y mejorar el posicionamiento en internet. Objective. This paper analyses the information on the visual identity and corporate communication present in the Websites of financial entities in Spain. The aim is to establish a classification, carry out a comparative study between banks and savings, and observe its impact on Web traffic and number of external links. Methodology. The study of Websites is performed by a content analysis and is complemented by statistical analysis of mean differences and multiple regressions. Results. Savings banks offer a greater number of elements that banks in their Websites, and are positioned more on aspects such as emotional closeness compared to the values of growth and confidence of banks. The communication of their channels and information coming from external sources has an effect on traffic and links to the Website. Conclusions. Differences between banks and savings strategies are reflected in distinct visual identity and corporate communication at the Website. The approach of this analysis tool can help to know the aspects in which organizations can differentiate themselves, and those who have a greater impact to generate traffic and improve the positioning on the Internet. Find other papers on this subject [ABSTRACT FROM AUTHOR]