International Journal of Bank Marketing: Volume 42 Issue 2
Strapline:
For the financial services sectorTable of contents - Special Issue: Brand management in banking: new challenges and paradigms
Guest Editors: Rafael Bravo, Francesca Dall'Olmo Riley, José M. Pina
Augmented reality is the new digital banking – AR brand experience impact on brand loyalty
Asad Hassan Butt, Hassan Ahmad, Asif MuzaffarConsumers are increasingly embracing innovative technologies for enhanced experiences. This study delves into the banking consumer brand experience through the lens of augmented…
Does brand attachment protect consumer–brand relationships after brand misconduct in retail banking?
Anwar Sadat Shimul, Anisur R. Faroque, Isaac CheahThis research aims to examine the role of consumers' brand trust and attachment on advocacy intention before and after the occurrence of brand misconduct in retail banking. In…
How does corporate hypocrisy reduce customer co-creation behaviors? Moderated mediation analysis of corporate reputation and self-brand connection
Chang Mo Jung, Won-Moo HurCustomer co-creation behaviors significantly affect a firm's performance and sustainable growth. This study tested the mediating role of corporate reputation in the relationship…
How relatedness-supportive CSR enhances brand happiness: a relationship motivation theory perspective
Faheem Gul Gilal, Naeem Gul Gilal, Rukhsana Gul Gilal, Zhiyong YangThe goal of this paper is twofold: (1) to investigate how relatedness-supportive corporate social responsibility (CSR) initiatives influence brand happiness among retail bank…
Effect of organisational culture on employer branding and resultant employee brand equity in the private banking sector
Rajwinder Kaur, Sameer Pingle, Anand Kumar JaiswalThis research aims to investigate the relationship between employer branding and its antecedent organisational culture within the context of the private banking sector. The study…
High street banking on the app: branding strategies of traditionally-driven neobanks
Emmanuel Mogaji, Nguyen Phong NguyenSeveral high street retail banks are extending their brands into digital banking through fully digital, app-only neobanks, which have been described as traditionally-driven…
The power of words: driving online consumer engagement in Fintech
R.V. ShabbirHusain, Atul Arun Pathak, Shabana Chandrasekaran, Balamurugan AnnamalaiThis study aims to explore the role of the linguistic style used in the brand-posted social media content on consumer engagement in the Fintech domain.
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ISSN:
0265-2323Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Hooman Estelami