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Article
Publication date: 4 January 2024

Emmanuel Mogaji and Nguyen Phong Nguyen

Several high street retail banks are extending their brands into digital banking through fully digital, app-only neobanks, which have been described as traditionally-driven…

Abstract

Purpose

Several high street retail banks are extending their brands into digital banking through fully digital, app-only neobanks, which have been described as traditionally-driven neobanks (TDNBs). These TDNBs are considered a form of brand extension, representing the increased complexity of branding banks and financial institutions. This study explicitly addresses the branding strategies employed by TDNBs.

Design/methodology/approach

This study has adopted a case study research design, using a multi-stage data collection strategy. Initially, interviews were conducted with bank managers, followed by interviews with customers. Later, user-generated content was extracted through verified reviews from the app store. Subsequently, these three strands of data were thematically analysed and triangulated, in order to gain a holistic understanding of the branding strategies used by TDNBs.

Findings

Three key themes emerged regarding the branding strategies of the TDNBs: aligning with the parent brand, reinforcing the digital experience, and enhancing the brand image.

Research limitations/implications

This study contributed to the growing body of research on marketing, branding, and digital transformation of bank services. As more traditional banks are exploring opportunities to pivot and explore other fintech options, this study offers significant insights that will help in managing brand experience and promotion across customer journeys in the banking sector.

Practical implications

This study contributes to the growing body of research on marketing, branding, and digital transformation of bank services. Even as more traditional banks explore opportunities to pivot as well as other fintech options, this study offers significant insights to help manage brand experience and promotion across customer journeys in the banking sector.

Originality/value

While previous studies on banking and financial services have concentrated on traditional retail and high street banks, there is a need for a greater understanding of the brand positioning of digital banks, especially those created by traditional banks.

Details

International Journal of Bank Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 20 October 2023

Emmanuel Mogaji

This study aims to shed light on the evolving nature of banks in the digital era and the implications for bank marketing and management. The research addresses the need for a…

Abstract

Purpose

This study aims to shed light on the evolving nature of banks in the digital era and the implications for bank marketing and management. The research addresses the need for a comprehensive typology of banks that integrates fintech and explores how traditional and app-only banks strategically position their brands. The key argument is that understanding the changing landscape of banking and the impact of technological advancements is crucial for banks to navigate the challenges and opportunities presented by fintech and digital transformation.

Design/methodology/approach

This study examines literature and practices to develop a typology of banks, describing their characteristics, strengths, weaknesses and providing examples. It also proposes new research agendas for scholars and practitioners in the field.

Findings

This paper introduces a typology of banks based on their adoption of fintech and digital technologies. Three distinct types of banks are identified: Traditional banks adopting FinTech (TBAF), Traditionally Driven Neo Banks (TDNBs) and Digitally Driven Neo Banks (DDNBs). TBAF are traditional banks that have embraced fintech solutions to enhance their operations and customer experiences. TDNBs represent a hybrid model, combining the trusted brand and infrastructure of traditional banks with the digital capabilities and agility of neo banks. DDNBs are purely digital banks that operate exclusively online, offering innovative and user-friendly banking services.

Originality/value

This study is a pioneering work that classified banks based on their utilization of fintech and digital technologies. The study provides a typology of banks based on fintech adoption, offering valuable insights for bank managers, policymakers and researchers. The research also outlines a research agenda, suggesting future investigations to further enhance understanding of the evolving banking landscape and its implications.

Details

International Journal of Bank Marketing, vol. 41 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 5 July 2023

Brinda Sampat, Emmanuel Mogaji and Nguyen Phong Nguyen

FinTech offers numerous prospects for significant enhancements and fundamental changes in financial services. However, along with the myriad of benefits, it also has the…

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Abstract

Purpose

FinTech offers numerous prospects for significant enhancements and fundamental changes in financial services. However, along with the myriad of benefits, it also has the potential to induce risks to individuals, organisations and society. This study focuses on understanding FinTech developers’ perspective of the dark side of FinTech.

Design/methodology/approach

This study conducted semi-structured interviews with 23 Nigerian FinTech developers using an exploratory, inductive methodology The data were transcribed and then thematically analysed using NVivo.

Findings

Three themes – customer vulnerability, technical inability and regulatory irresponsibility – arose from the thematic analysis. The poor existing technological infrastructure, data management challenges, limited access to data and smartphone adoption pose challenges to a speedy integration of FinTech in the country, making customers vulnerable. The lack of privacy control leads to ethical issues. The lack of skilled developers and the brain drain of good developers present additional obstacles to the development of FinTech in Nigeria.

Research limitations/implications

FinTech operation in a developing country differs from that in developed countries with better technological infrastructure and institutional acceptance. This study recognises that basic banking operations through FinTech are still not well adopted, necessitating the need to be more open-minded about the global practicalities of FinTech.

Practical implications

FinTech managers, banks and policymakers can ethically collect consumer data that can help influence customer credit decisions, product development and recommendations using the mobile app and transaction history. There should be strict penalties on FinTech for selling customers’ data, sending unsolicited messages or gaining unnecessary access to the customer’s contact list. FinTech can offer to educate consumers about their financial management skills.

Originality/value

Whereas other studies have focused on the positive aspects of FinTech to understand client perceptions, this study offers new insights into the dark side of FinTech by analysing the viewpoints of FinTech developers. Furthermore, the study is based in Nigeria, an emerging economy adopting FinTech, adding a new dimension to the body of knowledge.

Details

International Journal of Bank Marketing, vol. 42 no. 1
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 29 May 2023

Emmanuel Mogaji and Nguyen Phong Nguyen

The purpose of this study is to explore the interactions between commuters with disabilities and transport services providers and to contribute to a better understanding of…

Abstract

Purpose

The purpose of this study is to explore the interactions between commuters with disabilities and transport services providers and to contribute to a better understanding of transformative service design, ensuring equitable access and the overall well-being of individuals.

Design/methodology/approach

This study collected qualitative data through ethnographic fieldwork and interviews with commuters with disabilities and transport services providers. The data were thematically analysed using NVivo.

Findings

Evidence suggests that there are opportunities for service users to be included in the co-creation of transformative transport service at different stages of a journey: entering service interaction, transitioning through service interaction and exiting service interaction. However, the reluctance of service providers to transform their services was recognised, due to a lack of awareness, interest, regulator demands and financial capabilities.

Research limitations/implications

This study broadens the comprehension of procedures and strategies for engaging consumers experiencing vulnerabilities in transformative service design and pushes the limits of the current understanding to recognise the inherent challenges of unregulated service providers designing transformative services in an unregulated market.

Practical implications

This newfound knowledge is crucial for developing better approaches that cater to the needs of these individuals and further contributes towards developing transformative service initiatives, which are activities that serve people experiencing vulnerabilities and that try to improve their well-being. These include specialised training and social marketing campaigns for service providers in the informal market and new mobility start-ups or social enterprises with the potential to disrupt the informal economy and offer innovative solutions, such as assistive technologies, mobile apps and journey planners that provide exceptional customer service.

Originality/value

Previous studies on transformative service designs have focused on regulated service providers, such as health care and financial services. This study, however, explores the unregulated transport sector in a developing country and recognises how the intricate nature of informal service provision may jeopardise the prospects of developing a transformative service for consumers experiencing vulnerabilities.

Details

Journal of Services Marketing, vol. 37 no. 6
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 5 January 2024

Tomisin Adefare, Ogechi Adeola, Emmanuel Mogaji, Nguyen Phong Nguyen and Stephen Alaba Mogaji

This research aims to explore the role of banks in supporting women agriculture entrepreneurs (WAEs) to contribute towards achieving the Sustainable Development Goals (SDGs). It…

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Abstract

Purpose

This research aims to explore the role of banks in supporting women agriculture entrepreneurs (WAEs) to contribute towards achieving the Sustainable Development Goals (SDGs). It focusses on the experiences of women entrepreneurs in the agriculture sector, recognising their vital role in driving economic growth and achieving the SDGs.

Design/methodology/approach

The study utilises the role congruity theory and the feminist agri-food systems model as its theoretical framework. Qualitative data from 35 WAEs and 7 bank managers (BMs) responsible for agricultural financial services and business development are collected and thematically analysed to achieve the research objectives.

Findings

Although BMs claim they offer specialised financial products with dedicated support teams, WAEs express scepticism due to fears of unfavourable deals and excessive requirements. WAEs need more understanding of SDGs but recognise their substantial contributions. BMs acknowledge the need to enhance efforts, improve communication of offers and integrate SDGs across all business operations beyond agriculture and women-centric initiatives.

Practical implications

Banks must prioritise gender sensitivity and inclusivity for WAEs, offering tailored financial products and flexible loan structures. Microfinance and strategic marketing can enhance outreach. WAEs benefit from forming associations, accessing support networks, collaborating with banks, government agencies, non-governmental organisations and agricultural associations for mentoring and networking, and achieving the SDGs and sustainable agriculture.

Originality/value

The study connects WAEs and banks in achieving SDGs.

Details

International Journal of Bank Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 30 December 2021

Emmanuel Mogaji and Nguyen Phong Nguyen

Given that managers play a crucial role in developing and deploying AI for marketing financial services, this study was aimed at better understanding their awareness regarding AI…

3033

Abstract

Purpose

Given that managers play a crucial role in developing and deploying AI for marketing financial services, this study was aimed at better understanding their awareness regarding AI and the challenges they are facing in providing the attendant technologies, as well as highlighting key stakeholders and their collaborative efforts in providing financial services.

Design/methodology/approach

Exploratory, inductive research design. The data was gathered through semi-structured interviews with 47 bank managers in both developed and developing countries, including the United Kingdom, Canada, Nigeria and Vietnam.

Findings

Managers are aware of the prospects of AI and are making efforts to address AI as a business need but find that there often exist certain challenges in accelerating AI adoption. The study also presents a conceptual framework of AI in relation to financial service marketing, which captures and highlights the interactions among the customers, banks and external stakeholders, as well as the regulators.

Research limitations/implications

Banks must understand their business objectives, the available resources and the needs of their customers. Managers should keep the ethical implications of their working relationships in mind when selecting a team or collaborating with partners. In addition, managers should be trained and assisted in comprehending AI in relation to financial services, while the regulators must be involved in the development of AI for financial service marketing. Finally, it is critical to communicate the prospects for AI to consumers.

Originality/value

This study provides empirical insight into the opportunities, prospects and challenges pertaining to the use of AI in the area of financial service marketing. It also specifically calls into question certain preconceptions regarding AI and its role in financial services, the chatbots adopted for financial service delivery and the role of marketing managers in developing AI.

Details

International Journal of Bank Marketing, vol. 40 no. 6
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 18 September 2017

Emmanuel Mogaji and Annie Danbury

The present state of the financial services industry suggests the need for banks to appeal to consumers’ emotions with the aim of improving their reputation; this study aims to…

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Abstract

Purpose

The present state of the financial services industry suggests the need for banks to appeal to consumers’ emotions with the aim of improving their reputation; this study aims to explore how UK banks are using emotional appeals in their advertisements and how this shapes consumers’ attitudes towards their brands.

Design/methodology/approach

Qualitative and quantitative data collection and analysis in a two-stage study – Study 1 analysed the content of 1,274 UK bank advertisements to understand how the banks convey emotional appeals, whereas Study 2 elicited consumers’ perceptions of these advertising appeals and how they influenced their attitudes through semi-structured interview with 33 UK retail bank customers in London and Luton.

Findings

UK banks are using emotional appeals in their marketing communication strategies. The qualitative findings highlight the bi-dimensional nature of feelings towards the advertisements and how this relates to the brand. There is a lacklustre attitude towards the brands; there was no sense of pride in associating with any bank, even with though there are possibilities of switching; and consumers feel there is no better offer elsewhere as all banks are the same.

Practical implications

Bank brands should present distinct values about their services to the target audience, endeavour to build relationships with existing customers and reward loyalty. Importantly, financial brands need to engage in and highlight charitable activities and any corporate social responsibility as this can help to improve consumers’ attitudes as they often consider bank brands greedy and selfish.

Originality/value

Qualitative research methodology was adopted to better understand consumers’ attitudes towards UK retail bank brands.

Details

Journal of Product & Brand Management, vol. 26 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 5 February 2018

Emmanuel Mogaji, Barbara Czarnecka and Annie Danbury

The purpose of this paper is twofold: to analyse the use of emotional appeals in business-to-business (B2B) bank advertisements and to understand business owners’ perceptions of…

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Abstract

Purpose

The purpose of this paper is twofold: to analyse the use of emotional appeals in business-to-business (B2B) bank advertisements and to understand business owners’ perceptions of such appeals.

Design/methodology/approach

In Study 1,834 print advertisements collected from British newspapers were content analysed. In Study 2, semi-structured interviews with 17 business owners operating a business current account with a British bank were carried out.

Findings

Emotional appeals are embedded in B2B financial services advertisements, and business owners acknowledge the presence of emotional appeals; however, the perceived congruency between emotional appeal and financial services could not be established as participants reported a largely utilitarian, need- and benefit-driven decision-making process.

Research limitations/implications

Accurately measuring emotions aroused through advertisements is considered a limitation. In addition, the sample of participants considered for this research project was small and medium-sized business owners.

Practical implications

Emotional appeals should be used in conjunction with detailed rational information about financial products, as emotional appeals only arouse interest. Relationship is considered crucial in capitalising on the emotionally appealing advertisements. Customers must feel appreciated and loyalty should be rewarded.

Originality/value

The paper responds to numerous calls for more research into the role of emotional influences on the relationships in a B2B context and on the behaviour of business customers.

Details

International Journal of Bank Marketing, vol. 36 no. 1
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 8 January 2020

Barbara Czarnecka and Emmanuel Mogaji

The purpose of this paper is to examine the use of emotional appeals in advertisements for loans and explored consumers’ perceptions of advertisements featuring such appeals in…

1925

Abstract

Purpose

The purpose of this paper is to examine the use of emotional appeals in advertisements for loans and explored consumers’ perceptions of advertisements featuring such appeals in order to explore how emotional meanings are transferred to consumers via advertising.

Design/methodology/approach

Study 1 employed content analysis to examine the use of emotional appeals in loan advertisements. Over 2,900 editions of eight British newspapers were monitored for advertisements for loans containing emotional appeals. Study 2 employed 33 semi-structured interviews to explore consumers’ perceptions of emotional appeals in loan advertisements.

Findings

Loans were positioned as services providing relief, security and excitement. The use of negative emotional appeals such as guilt, fear and sorrow was sporadic. Loans that carried the most risk were advertised with positive emotional appeals the most frequently. Five dimensions of perceptions of emotional loan advertisements were conceptualised from the reported data in Study 2.

Originality/value

This is the first study in the UK to examine the use of emotional appeals in loan advertising and to explore consumers’ perceptions of loan advertisements featuring emotional appeals. The study identified five dimensions of perceptions of emotional appeals.

Details

International Journal of Bank Marketing, vol. 38 no. 3
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 28 November 2023

Emmanuel Mogaji

This article provides a personal response to the questions raised by Ratten et al. (2023) on what family business researchers have learnt about the family business field and tips…

Abstract

Purpose

This article provides a personal response to the questions raised by Ratten et al. (2023) on what family business researchers have learnt about the family business field and tips for the future.

Design/methodology/approach

This viewpoint article takes an autoethnographic reflective approach to address the five questions posed to distinguished family business researchers in Ratten et al. (2023).

Findings

In family business research, scholars must address key intersectionalities. These include evolving gender dynamics, global reach, the impact of technology and the growing importance of sustainability. Women's roles in family businesses need thorough examination, while family business definitions must account for global operations. The influence of technology demands exploration, and sustainability is crucial for businesses of all sizes. Scholars should offer theory and practical guidance, bridging the gap between research and real-world application in this evolving landscape.

Originality/value

This article highlights the critical intersectionalities shaping the family business field. Through the autoethnographic reflective approach, the article provides both verbatim advice and future-oriented tips, delivering original and innovative insights into the needs of the family business management domain.

Details

Journal of Family Business Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2043-6238

Keywords

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