客户对道德的认知是否会影响银行业的品牌影响力、形象和公平性

IF 1.7 Q2 ECONOMICS
Giovanni Manansala, C. Arasanmi, A. O. Ojo
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引用次数: 2

摘要

目的本研究旨在通过测试客户对道德的感知与品牌属性(如情感、形象和公平)之间的关系,来检验银行业的道德实践。设计/方法论/方法借鉴社会交换理论,作者在解释银行业品牌资产时提出了消费者的观点。根据调查技术,作者使用海斯宏观过程分析了从新西兰148家银行客户收集的数据。结果表明,客户对道德、品牌形象和影响力的感知与品牌资产显著相关。此外,品牌形象和影响力显著地调节了顾客的道德观念与品牌资产之间的关系。研究局限性/含义本研究的主要局限性是使用调查和横断面方法。未来的研究可能会采用混合方法技术,就这些变量如何影响品牌资产提供有见地的信息。独创性/价值这项研究通过分析银行业品牌资产的因素,展示了促进品牌资产的机制,并为理论做出了贡献,而这一研究较少。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Does customer’s perception of ethicality influence brand affect, image and equity in the banking sector
Purpose This 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/approach Drawing 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. Findings The 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/implications The 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/value The 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.
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来源期刊
CiteScore
4.40
自引率
11.10%
发文量
67
期刊介绍: The International Journal of Ethics and Systems (formerly named Humanomics, the International Journal of Systems and Ethics) is a multidisciplinary journal publishing peer review research on issues of ethics and morality affecting socio-scientific systems in epistemological perspectives. The journal covers diverse areas of a socio-scientific nature. The focus is on disseminating the theory and practice of morality and ethics as a system-oriented study defined by inter-causality between critical variables of given problems.
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