Branding Strategies of European Retail Banks: A Linguistic Comparison Between Brand Names for Financial Products

Lick, Erhard; Wochele, Holger; Fischer, Fiorenza

doi:10.1007/978-3-030-47764-6_2

Cited by 1 publication

(2 citation statements)

References 23 publications

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“…All the parties involved in the co-branding strategy exchange brand strategy access to each other and synchronize their brand value and existing marketing communication (Wang and Farquhar 2018). Banking is one of the industries that has adopted a co-branding strategy and partnered Proceedings of the International Conference on Industrial Engineering and Operations Management Istanbul, Turkey, March 7-10, 2022 with partners in various industries as part of brand management strategy to face intense competition (Helene et al 2012;Lick et al 2020;Anjarwati et al 2019). Co-branding strategy in the banking industry gives benefits for the consumers to make financial transactions easier, more convenient, and also attract potential consumers (Pflipsen 2020;Helene et al 2012;Lick et al 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Banking is one of the industries that has adopted a co-branding strategy and partnered Proceedings of the International Conference on Industrial Engineering and Operations Management Istanbul, Turkey, March 7-10, 2022 with partners in various industries as part of brand management strategy to face intense competition (Helene et al 2012;Lick et al 2020;Anjarwati et al 2019). Co-branding strategy in the banking industry gives benefits for the consumers to make financial transactions easier, more convenient, and also attract potential consumers (Pflipsen 2020;Helene et al 2012;Lick et al 2020). The application of the co-branding strategy in the banking industry can be found, one of which is in the form of a co-branded credit card.…”

Section: Literature Reviewmentioning

confidence: 99%

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Indonesia Digital Native Business Co-Branded Credit Card: Perceived Benefits Roles in the Formation of Continuous Intention-to-use

Proceedings of the International Conference on Industrial Engineering and Operations Management

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Credit card business is one of the biggest contributors to the fee and commission income of the bank in Indonesia. Cobranded credit cards have become one of the popular strategies in the banking industry. The digital industry in Indonesia is rapidly growing and it is making Indonesian people change their consumption behavior using the Digital Native Business (DNB) platform. COVID-19 pandemic also influences people to use and increase their spending on the DNB platform. DNB companies also do many discount events and promotions to attract people using their platform. A lot of DNB platforms make it difficult for people to decide which DNB platform to use in every transaction. This phenomenon encourages banks to collaborate with DNB companies to launch co-branding credit cards. Benefits are one of the cores of DNB co-branded credit cards. This research aims to investigate whether the benefits of DNB credit cards affect the formation of attitude, co-brand equity, and its effect on continuous intentionto-use. Partial Least Square -Structural Equation Modeling (PLS-SEM) is used in this research. The data collection method in this research uses Judgmental sampling of 150 DNB co-branded credit cardholders in Greater Jakarta and fills the questionnaire using an online form. The results showed that perceived benefit influences the formation of attitude toward co-branded credit card. A positive attitude toward co-branded credit cards influenced continuous intention to use both direct and through co-brand equity.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Indonesia Digital Native Business Co-Branded Credit Card: Perceived Benefits Roles in the Formation of Continuous Intention-to-use

Proceedings of the International Conference on Industrial Engineering and Operations Management

View full text Add to dashboard Cite

show abstract

Branding Strategies of European Retail Banks: A Linguistic Comparison Between Brand Names for Financial Products

Cited by 1 publication

References 23 publications

Indonesia Digital Native Business Co-Branded Credit Card: Perceived Benefits Roles in the Formation of Continuous Intention-to-use

Indonesia Digital Native Business Co-Branded Credit Card: Perceived Benefits Roles in the Formation of Continuous Intention-to-use

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