The stakeholder product brand and decision making in retail financial services

Devlin, J. ORCID: 0000-0002-1526-8793, 2010. The stakeholder product brand and decision making in retail financial services. The Service Industries Journal, 30 (4), pp. 567-582. ISSN 0264-2069

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Stakeholder products were introduced by the UK Government to help assist decision making in retail financial services. Such products are targeted in particular at low to middle income consumers and those in a position of vulnerability/weakness in personal finance markets due to low expertise and familiarity and a lack of interest and involvement. The current study offers a detailed investigation into whether the Stakeholder policy initiative is likely to appeal to the specified target market and, hence, help the government fulfil its objectives. A sample of 1002 consumers is employed in a quantitative study. Findings show that the Stakeholder product brand enjoys a relatively high level of general acceptance, but that it does not resonate particularly with the target market. The Stakeholder product brand is likely to be recognized as useful in aiding decision making by high involvement consumers, as well as those consumers who are more familiar with financial services. Those who suffer from the illusion of expertise have marginally less positive attitudes towards the Stakeholder brand when compared to other expertise groups. The data is indicative of few meaningful relationships between demographic variables and attitudes towards Stakeholder products. Policy implications are highlighted.

Item Type: Journal article
Publication Title: The Service Industries Journal
Creators: Devlin, J.
Publisher: Informa UK Limited
Date: April 2010
Volume: 30
Number: 4
ISSN: 0264-2069
Rights: This is an Accepted Manuscript of an article published by Taylor & Francis in The Service Industries Journal on 27 November 2009, available at:
Divisions: Schools > Nottingham Business School
Record created by: Laura Ward
Date Added: 12 Jan 2023 09:19
Last Modified: 12 Jan 2023 09:19

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