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Enhancing brand equity through emotions and experience: the banking sector

Enhancing brand equity through emotions and experience: the banking sector The banking sector is devoted to attracting Generation Y customers with their particular tastes and interests. The purpose of this paper is to explore for the first time how bank experience influences emotions and perception of brand equity. Using the stimulus–organism–response (S–O–R) framework, the authors consider the perception of brand equity as the outcome.Design/methodology/approachA panel based on the method of Walsh and Beatty (2007) with completed and usable questionnaires was used to test the proposed model. The authors selected a sample of 211 respondents. After eliminating some inconsistencies, a final data sample consisted of 205 usable survey participants (male: 58 percent; female: 42 percent).FindingsExecutional excellence, staff engagement and value for money are the most relevant indicators in shaping the overall bank experience. Pleasure is the positive emotion that most enhances the perception of brand equity.Originality/valueThis study extends the S–O–R model by employing dimensions of experience as stimuli and brand equity as response. The study demonstrates the role of emotions (particularly pleasure) in enhancing brand equity among individuals from the Generation Y. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Enhancing brand equity through emotions and experience: the banking sector

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References (48)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0265-2323
DOI
10.1108/ijbm-03-2017-0061
Publisher site
See Article on Publisher Site

Abstract

The banking sector is devoted to attracting Generation Y customers with their particular tastes and interests. The purpose of this paper is to explore for the first time how bank experience influences emotions and perception of brand equity. Using the stimulus–organism–response (S–O–R) framework, the authors consider the perception of brand equity as the outcome.Design/methodology/approachA panel based on the method of Walsh and Beatty (2007) with completed and usable questionnaires was used to test the proposed model. The authors selected a sample of 211 respondents. After eliminating some inconsistencies, a final data sample consisted of 205 usable survey participants (male: 58 percent; female: 42 percent).FindingsExecutional excellence, staff engagement and value for money are the most relevant indicators in shaping the overall bank experience. Pleasure is the positive emotion that most enhances the perception of brand equity.Originality/valueThis study extends the S–O–R model by employing dimensions of experience as stimuli and brand equity as response. The study demonstrates the role of emotions (particularly pleasure) in enhancing brand equity among individuals from the Generation Y.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Jul 4, 2018

Keywords: Customer experience; Banking sector; Brand equity; Dominance; Pleasure; Arousal

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