Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 and Nwoba, Arinze (2019) Brand extension strategies in the banking industry: nature, institutional drivers, boundary conditions and performance consequences. In: 2020 AMA Global Marketing SIG Conference, 18-21 May 2020, Taormina, Italy. (Unpublished)

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Abstract

Building on insights from the structure-conduct-performance (SCP) paradigm, we explore the nature, institutional drivers, associated boundary conditions and performance consequences of brand extension strategies in the banking industry in emerging markets. Specifically, we plan to examine how brand extension strategies are conceptualised and operationalised in the banking sector, their institutional drivers, associated boundary conditions and performance consequences. From this perspective, we plan to apply an exploratory/qualitative research method (1st phase of study) to focus on brand extension strategies of banks in a large sub-Saharan African market. In doing so, this study contributes to the global branding and international business literature by advancing knowledge on the nature, institutional drivers, boundary conditions and performance consequences of brand extension strategies among emerging market banks.

Item Type:	Conference or Conference Paper (Paper)
Uncontrolled Keywords:	brand extension strategies, structure-conduct-performance (SCP) paradigm, emerging markets, banks
Subjects:	H Social Sciences > H Social Sciences (General)
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:	Organisation
Last Modified:	31 Dec 2020 01:38
URI:	http://gala.gre.ac.uk/id/eprint/27149

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