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Does customer’s perception of ethicality influence brand affect, image and equity in the banking sector
PurposeThis study aims to examine ethical practices in the banking sector by testing the relationships between customer perceptions of ethicality and brand attributes like affect, image and equity.Design/methodology/approachDrawing on the social exchange theory, the authors advance the consumer’s pe...
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Published in: | Humanomics 2024-01, Vol.40 (1), p.68-84 |
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description | PurposeThis study aims to examine ethical practices in the banking sector by testing the relationships between customer perceptions of ethicality and brand attributes like affect, image and equity.Design/methodology/approachDrawing on the social exchange theory, the authors advance the consumer’s perspective in explaining brand equity in the banking sector. Following the survey technique, the authors used the Hayes’ Macro Process in analysing the data collected from 148 bank customers in New Zealand.FindingsThe findings suggest that customers’ perception of ethicality, brand image and affect are significantly associated with brand equity. Also, brand image and affect significantly mediate the relationship between customer’s perception of ethicality and brand equity.Research limitations/implicationsThe main limitation of this study is the use of survey and cross-sectional methods. Future research may adopt mixed-method techniques to provide insightful information on how these variables influence brand equity.Originality/valueThe study demonstrates the mechanisms that facilitate brand equity and contributes to theory by analysing the factors of brand equity in the banking sector, which has been less investigated. |
doi_str_mv | 10.1108/IJOES-05-2022-0112 |
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source | Emerald:Jisc Collections:Emerald Subject Collections HE and FE 2024-2026:Emerald Premier (reading list); Alma/SFX Local Collection |
subjects | Banking industry Brand equity Brand image Brand management Business ethics Consumer behavior Consumers Customer services Emotions Financial services Perceptions Purchase intention Social exchange theory Social responsibility |
title | Does customer’s perception of ethicality influence brand affect, image and equity in the banking sector |
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