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In the mid-1990s, market demands for around-the-clock (24/7) banking and financial transacting began to converge with advances in internet-based technologies. This confluence of forces gave rise to the birth of internet banking. Building upon the relevant literature, this paper aims to develop a set of propositions to address the following questions: what brand strategy or strategies were used at the birth of internet banking roughly 25 years ago? In the years since then, have merger and acquisition transactions involving internet or “direct” banking businesses only come to fruition where the direct bank was previously under a specific brand strategy? And finally, where there have been changes in internet banking brand strategy, have these invariably been in the ultimate direction of one particular brand strategy?

Because of the exploratory nature of the research question, this paper uses a case study examination as the research approach. In addition to gaining deeper insight into issues involving internet bank branding as these actually existed, this paper aims to propose preliminary and tentative conclusions that can later be tested empirically with larger sample size. The case studies specifically examine German commercial banks with direct bank businesses.

In the examination of the German commercial banks, this paper finds that their internet banking activities some 25 years ago were, in fact, never launched using an umbrella brand strategy but rather with a combined brand strategy or multi-brand strategy. Mergers and acquisitions (M&A) transactions involving internet-based direct banks were only consummated where the direct bank had previously been operated by the parent bank using a multi-brand strategy. Where the brand strategies of internet-based direct banks have been changed by their parent banks, this has invariably been in the direction of an umbrella brand strategy.

Within the marketing and banking literature, there are no in-depth examinations of internet banking brand strategies to be found. This paper, in addressing this research topic, marks the first full survey of German commercial banks with internet-based direct banking businesses. This survey, moreover, examines branding not only at the time that internet-based direct banks were first established starting in 1994 but also the subsequent development of internet banking brand strategies to the present day.

The purpose of this paper is to evaluate the effect of the scandals and distrust over the past years in brand love regarding a classic and well-known financial brand. The authors consider the antecedents of brand love contemplating the role of negative emotions, engagement and authenticity. The authors study the brand of a Portuguese bank, Caixa Geral de Depósitos, which was associated with harmful management and had to be intervened with monetary aid from the government.

An online questionnaire was used to collect data. The authors applied a confirmatory factor analysis and the hypotheses were tested by the structural equation modelling.

The results show that negative emotions toward the brand have a direct and indirect impact on brand engagement and the consumer-based brand authenticity, brand engagement and consumer-based brand authenticity positively impact brand love and negative emotions toward the brand positively and indirectly impact brand love.

The results should be analyzed with appropriate caution, given the limitations of the sample. The authors used a sample of Portuguese consumers connected with a commercial bank brand. These limitations could be overcome in future research.

The findings are important for the definition of branding strategies in a competitive and vulnerable context.

The model presented in this paper aims at filing a gap in the literature. The negative emotions toward brands have been little studied as an antecedent. It is also the first time that the constructs of engagement and authenticity and their relational outcome in brand love are applied to a financial brand.

This paper aims to examine the drivers of service brand avoidance in business-to-business relationships within an emerging economy setting.

This study used an explanatory research design with a quantitative approach. Data was obtained through self-administered questionnaires and a uniform resource locator via Google Forms. The hypothesised relationships were analysed using the partial least squares structural equation modelling technique.

This research reveals that unmet expectations, symbolic incongruence and failed communications directly influence brand avoidance, while ideological incompatibility significantly impacts symbolic incongruence. In contrast, unacceptable trade-offs and ideological incompatibility do not directly influence brand avoidance in B2B relationships.

Future studies may consider examining brand avoidance by business clients within other specific industries and its impact on co-branding agreements.

This study provides empirical evidence of drivers of service brand avoidance within business markets from an emerging economy perspective.

An updated version of the original (1985) text, the book covers all aspects of marketing and selling bank services: the role of marketing; behaviour of customers; intelligence, planning and organisation; product decisions; promotion decisions; place decisions; price decisions; achieving sales. Application questions help to focus the readers' minds on key issues affecting practice.

The purpose of this paper is to understand the influence of internal resource drivers on internationalization of commercial banks.

Panel data on 46 Indian commercial banks from 2008 to 2012 were collected from secondary sources to measure how assets size, human resources, branding and advertising, ownership and age influence the international diversification of the commercial bank. Internationalization of the commercial bank was measured in terms of international advances intensity, international borrowing intensity and number of countries served. Regression models were designed with controlled multicolinearity, heterogeneity and exogeneity.

Higher assets’ size, higher human resources, private ownership and higher organizational age led to internationalization of Indian commercial banks. However, higher branding and advertisement expenses and state ownership were found to be negatively related to international diversification.

Internationalization is one of the growth strategies of a firm which cannot be unified and generalized due to resource heterogeneity. So this necessitates a large number of studies sector-wise, sub-sector-wise, product-wise, industry-wise and region-wise. There is a dearth of literature on resource view of internationalization of commercial banks. So, this Indian study adds a new finding on resource-based view of internationalization to the existing body of knowledge.

The study investigated the effect of marketing communications’ dimensions on brand loyalty in the banking sector.

The study adopted the quantitative research approach which relied on the explanatory design due to the nature of the hypotheses tested. The convenience sampling technique was used to pull 377 customers of a branch of a commercial bank in Ghana. Furthermore, the PLS-SEM technique was deployed to assess the measurement model and test the research hypotheses.

Results show that the following dimensions of marketing communications are significant predictors of brand loyalty: direct marketing, public relations and sales promotion. The exception is advertising, which had an inverse relation with brand loyalty.

The results provide significant pointers to banks’ management that they should deploy a variety of marketing communication channels other than intensive advertising to reach and persuade customers.

The study illustrates the latest effort to extensively provide insights into how commercial banks could leverage marketing communication tools to sustain loyalty in an emerging economy that is intensively competitive.

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

This paper aims to demonstrate the utility of branding theory for social marketing services. Specifically, this is to our knowledge the first to investigate brand personality (BP) and brand personality appeal (BPA) in a single study as predictors for consumer attitudes and intentions to engage with a service.

The associations between BP and BPA and their subsequent associations with attitudes and intentions are tested in two service types, i.e. a commercial marketing service (banking) and a social marketing service (health screening). This involved a cross-sectional dual online survey administered to a sample of 395 women 50-69 years old in Queensland, Australia. This sampling criterion represented the primary target audience for the social marketing service, which was breastscreening and was maintained for the banking services sample. Multiple mediation analysis using a bootstrapping approach was conducted using Mplus 6.11.

BP and BPA perform similarly across the two service types. BP and BPA are related and have direct and indirect associations with consumer attitudes and behavioural intentions towards both commercial and social marketing services. Specifically, the BP traits of responsibility and activity were found to have significant direct and indirect relationships with attitudes and behavioural intentions towards both commercial and social marketing services. The relationships for the emotionality and simplicity traits were non-significant. The results also suggest that the attractiveness, favourability and clarity BPA traits had the strongest associations with consumer responses.

This study demonstrates the utility of using branding in social marketing services, which to date has been under-utilised. It also offers originality by combining BP and BPA in the same empirical inquiry, which to date has been examined separately. A new and alternative factor structure for BPA is provided, and future research is recommended to further examine BPA in this and other contexts.

The purpose of this paper is to examine the relationship among affective loyalty, perceived benefits, attitude towards co‐branded products and the intention to use such products.

In total, 433 valid responses were collected from active bank/department store co‐branded credit card holders, from four major Chinese cities. Regression and t‐test analyses were used to test the hypotheses.

The findings revealed that affective loyalty to the bank and the department store, as well as perceived credit card benefits, all positively influence consumers' attitude toward bank/department store co‐branded credit cards. Additionally, results showed a positive relationship between attitude and intention. Moreover, gender differences were also found to be significant in affective loyalty to the bank and the department store, as well as with the intention to use co‐branded credit cards.

The paper contributes to the co‐branding literature by gaining a better understanding of co‐branded partners in symbiotic marketing collaboration.

This study aims to adopt a mixed-methods approach (accounting and business data) to analyse the effects of the financial institution’s governance on both the knowledge of social responsibility and the consumer’s attitudes and behaviours, and testing the moderating role of the brand identification in the banking sector during the COVID-19 pandemic. However, this concept has been neglected in previous studies.

Data were collected from a sample of 600 respondents in two major Tunisian cities. Participants were selected on the basis of a convenience sampling in which the structural equation modelling method was adopted through SMART PLS 3.0 software.

The results showed that good corporate governance has a positive influence on the knowledge of the company's social responsibility, which positively influences its brand image. Therefore, the company's brand image positively influences the customer’s satisfaction, which positively influences the recommending behaviour of the financial institutions in the COVID-19 era. However, the brand identification has no moderating effect.

Managers of financial institutions are advised to pay particular attention to good corporate governance, as it is mandatory for these companies to assume social responsibility and make it known to clients. Therefore, it is obvious to create a good image in the mind of the consumers to satisfy them to recommend the company in question. It is interesting to mobilise the period of health crisis (COVID-19) to create a favourable attitude among the customers because they are sensitive when evaluating and ranking financial institutions according to the relationships that exist especially during this period.

In fact, there are many studies that dealt with the banking sector. Some of them dealt with the sector through the institutional accounting section while others dealt with the sector through the commercial and marketing section. Therefore, the first contribution of this research is to test a mixed model made up of accounting and commercial data. This model is among the first to determine the effects of the financial institution's governance on the knowledge of social responsibility and on the consumer’s attitude and behaviour to test the moderating role of brand identification in the banking sector. The second contribution is to test this model in a period of health crisis (COVID-19). The third contribution is the use of a mixed sample of data collected from two regions. Then, the fourth contribution is the addition of tests for the verification, robustness and validation of the results obtained. Finally, the fifth contribution is the addition of control variables to test their effects on the research model.