Skip navigation

Making the brand appealing: advertising strategies and consumers’ attitude towards UK retail bank brands

Making the brand appealing: advertising strategies and consumers’ attitude towards UK retail bank brands

Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 and Danbury, Annie (2017) Making the brand appealing: advertising strategies and consumers’ attitude towards UK retail bank brands. Journal of Product and Brand Management, 26 (6). pp. 531-544. ISSN 1061-0421 (doi:https://doi.org/10.1108/JPBM-07-2016-1285)

[img]
Preview
PDF (Author Accepted Manuscript)
17692 MOGAJI_Making_the_Brand_Appealing_2017.pdf - Accepted Version

Download (357kB) | Preview

Abstract

Purpose:
The present state of the financial services industry suggests the need for banks to appeal to consumers’ emotions with the aim of improving their reputation; this study aims to explore how UK banks are using emotional appeals in their advertisements and how this shapes consumers’ attitudes towards their brands.

Design/methodology/approach:
Qualitative and quantitative data collection and analysis in a two-stage study – Study 1 analysed the content of 1,274 UK bank advertisements to understand how the banks convey emotional appeals, whereas Study 2 elicited consumers’ perceptions of these advertising appeals and how they influenced their attitudes through semi-structured interview with 33 UK retail bank customers in London and Luton.

Findings:
UK banks are using emotional appeals in their marketing communication strategies. The qualitative findings highlight the bi-dimensional nature of feelings towards the advertisements and how this relates to the brand. There is a lacklustre attitude towards the brands; there was no sense of pride in associating with any bank, even with though there are possibilities of switching; and consumers feel there is no better offer elsewhere as all banks are the same.

Practical implications:
Bank brands should present distinct values about their services to the target audience, endeavour to build relationships with existing customers and reward loyalty. Importantly, financial brands need to engage in and highlight charitable activities and any corporate social responsibility as this can help to improve consumers’ attitudes as they often consider bank brands greedy and selfish.

Originality/value:
Qualitative research methodology was adopted to better understand consumers’ attitudes towards UK retail bank brands.

Item Type: Article
Uncontrolled Keywords: UK, Banks, Brand communication, Attitude to advertisement, Attitude to brand, Emotional branding
Subjects: H Social Sciences > HF Commerce
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 30 Apr 2018 08:49
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: GREAT b
URI: http://gala.gre.ac.uk/id/eprint/17692

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year

View more statistics