International Journal of Bank Marketing: Volume 42 Issue 2

Guest editorial: Brand management in banking

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 Muzaffar

Consumers 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 Cheah

This 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 Hur

Customer 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 Yang

The 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 Jaiswal

This 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 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…

The power of words: driving online consumer engagement in Fintech

R.V. ShabbirHusain, Atul Arun Pathak, Shabana Chandrasekaran, Balamurugan Annamalai

This 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.