REPUTATION AND IMAGE IN THE PORTUGUESE PSI 20 BANKS, IN 2007-2012

The world economic crisis that began in 2007 affected the confidence in the banking market and the reputation of organizations to act on it. The reputation and a good image, by banks, help them to win market confidence and create lasting relationships with your target-market. In order to understand which the most significant impact of this crisis on the performance of those organizations, with the consequent reflection on their reputation and image, perceived by the Society, was followed a strategy of case studies, using financial public information. The results seem to indicate a strong confidence of the Society in their banks, despite the nonreciprocity, because management practices fail to understand mixed signals and do not always converge with the paradigm of profitability and management of internationally accepted risk.