Why do banks advertise?

In contrast to the usual explanations of why banks advertise, a study finds that a major reason banks advertise is to establish a positive relationship with their customers. Banks also report that they attempt to build positive relationships by encouraging the involvement of bank personnel in the co...

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Bibliographic Details
Published in:ABA bank marketing 1993-12, Vol.25 (12), p.37
Main Authors: Siles, Marcelo, Robison, Lindon J, Hanson, Steven D
Format: Article
Language:English
Subjects:
Advertising
Bank marketing
Banking industry
Banks
Commercial credit
Community relations
Customer relations
Customer services
Goals
Loans
Polls & surveys
Product development
Questionnaires
Retail banking
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Summary:In contrast to the usual explanations of why banks advertise, a study finds that a major reason banks advertise is to establish a positive relationship with their customers. Banks also report that they attempt to build positive relationships by encouraging the involvement of bank personnel in the community.
ISSN:1539-7890
2332-9971