Guest editorial: Brand management in banking

Creating a strong brand can be a competitive advantage that helps companies attract customers and gain lifetime loyalty and engagement. Because of its importance to business management, scholars have spent a great deal of time and effort on developing a theoretical framework for the brand construct...

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Bibliographic Details
Published in:International journal of bank marketing 2024-03, Vol.42 (2), p.153-155
Main Authors: Bravo, Rafael, Dall'Olmo Riley, Francesca, Pina, José M.
Format: Article
Language:English
Subjects:
Artificial intelligence
Bank management
Bank technology
Banking industry
Brand image
Brand loyalty
Brand management
Customers
Emerging markets
Employees
Financial services
Social responsibility
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Description
Summary:Creating a strong brand can be a competitive advantage that helps companies attract customers and gain lifetime loyalty and engagement. Because of its importance to business management, scholars have spent a great deal of time and effort on developing a theoretical framework for the brand construct and empirically testing different models of brand management. The seven articles selected by the guest editors and reviewers for this special issue contribute to the understanding of brand management topics that are timely and of particular interest in the current banking industry, such as the impact of new age technologies, new fintech players, omnichannel strategies, corporate social responsibility actions in emerging markets and the effect of bank misconduct on various brand outcomes. [...]we would like to take this opportunity to thank the Editor-in-Chief of the IJBM, Professor Hooman Estelami, for his unwavering support throughout this special issue.
ISSN:0265-2323
1758-5937
DOI:10.1108/IJBM-04-2024-620