Making the brand appealing: advertising strategies and consumers' attitude towards UK retail bank brands

2.50
Hdl Handle:
http://hdl.handle.net/10547/622318
Title:
Making the brand appealing: advertising strategies and consumers' attitude towards UK retail bank brands
Authors:
Mogaji, Emmanuel ( 0000-0003-0544-4842 ) ; Danbury, Annie Hagen
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.
Affiliation:
University of Bedfordshire
Citation:
Mogaji E, Danbury A (2018) 'Making the brand appealing: advertising strategies and consumers' attitude towards UK retail bank brands', Journal of Product and Brand Management, 26 (6), pp.531-544.
Publisher:
Emerald
Journal:
Journal of Product and Brand Management
Issue Date:
22-Sep-2017
URI:
http://hdl.handle.net/10547/622318
DOI:
10.1108/JPBM-07-2016-1285
Additional Links:
http://www.emeraldinsight.com/doi/abs/10.1108/JPBM-07-2016-1285
Type:
Article
Language:
en
ISSN:
1061-0421
EISSN:
1061-0421
Appears in Collections:
Marketing

Full metadata record

DC FieldValue Language
dc.contributor.authorMogaji, Emmanuelen
dc.contributor.authorDanbury, Annie Hagenen
dc.date.accessioned2017-10-24T15:46:58Z-
dc.date.available2017-10-24T15:46:58Z-
dc.date.issued2017-09-22-
dc.identifier.citationMogaji E, Danbury A (2018) 'Making the brand appealing: advertising strategies and consumers' attitude towards UK retail bank brands', Journal of Product and Brand Management, 26 (6), pp.531-544.en
dc.identifier.issn1061-0421-
dc.identifier.doi10.1108/JPBM-07-2016-1285-
dc.identifier.urihttp://hdl.handle.net/10547/622318-
dc.description.abstractPurpose 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.en
dc.language.isoenen
dc.publisherEmeralden
dc.relation.urlhttp://www.emeraldinsight.com/doi/abs/10.1108/JPBM-07-2016-1285en
dc.rightsGreen - can archive pre-print and post-print or publisher's version/PDF-
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectbrand communicationen
dc.subjectemotional brandingen
dc.subjectadvertisingen
dc.subjectbankingen
dc.subjectbanksen
dc.subjectN561 Advertisingen
dc.titleMaking the brand appealing: advertising strategies and consumers' attitude towards UK retail bank brandsen
dc.typeArticleen
dc.identifier.eissn1061-0421-
dc.contributor.departmentUniversity of Bedfordshireen
dc.identifier.journalJournal of Product and Brand Managementen
dc.date.updated2017-10-24T15:21:47Z-
dc.description.noteFile attached is final publishers version, which Emerald do not permit - we need post-print (ie final draft post-refereeing) please, information at http://www.sherpa.ac.uk/romeo/issn/1061-0421/-
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