...David S. Dobson; Karolien Poels Purpose Mortgage lenders often combine a variety of framing strategies when developing mortgage advertisements. To date, these frames have mostly been studied separately. This paper, however, studies the combined framing effects of message valence, specificity...

...Mónika Anetta Alt; Zsuzsa Săplăcan; József Berács Purpose The purpose of this paper is to create a managerial framework for selecting the most effective bank advertisement appeal for different financial services. Financial services were classified based on the FCB grid: high/low involvement...

...Lova Rajaobelina; Caroline Lacroix; Anik St-Onge Purpose The purpose of this paper is to investigate the impact of five dimensions of experiential advertising (cognitive, emotional, sensory, relational and behavioural) on advertising credibility in the banking sector. Design/methodology...

...Emmanuel Mogaji; Barbara Czarnecka; Annie Danbury Purpose The purpose of this paper is twofold: to analyse the use of emotional appeals in business-to-business (B2B) bank advertisements and to understand business owners’ perceptions of such appeals. Design/methodology/approach In Study 1,834...

...George Kofi Amoako; Peter Anabila; Ebenezer Asare Effah; Desmond Kwadjo Kumi Purpose The purpose of this paper is to investigate the mediating role of brand preference on the relationship between bank advertising and customer loyalty in Ghana’s banking industry. Design/methodology/approach...

...Edson Roberto Scharf; Josiane Fernandes Purpose Organizations achieve brand awareness through marketing efforts. Studies show that advertising plays a central role in garnering results. The purpose of this paper is to analyze the corporate social responsibility (CSR) advertised by a retail bank...

...Timo Korkeamaki; Vesa Puttonen; Tom Smythe Purpose The paper aims to examine the effect of advertising on mutual fund cash flows in the Finnish fund market. Design/methodology/approach The paper's unique data set allows the observation of the effects of monetary advertising spending...

... to investigate whether or not such information is present in advertisements for one investment vehicle – mutual funds. Design/methodology/approach All advertisements in Barron's and Money over two years were content‐analysed to determine the degree to which mutual fund advertising practice...

...Robin T. Peterson; Charles M. Hermans This article presents a longitudinal study of social responsibility themes in US bank advertising for the years 1992, 1997 and 2002. Content analysis is used to examine television commercials for socially responsible advertisements. Findings indicate...

... such as advertising. Another approach has been to expand into international markets. Managing the international advertising efforts of financial service firms is incredibly complex. This nine country study looks at consistency between advertising content and points of emphasis from financial strategy research...

...M.M. Metwally The Australian banking system was subject to extensive measures of deregulation in the 1980s. As a result there has been a dramatic increase in marketing research and a tendency to rely more on advertising in maintaining and expanding market shares. Attempts to measure...

...Henry A. Laskey; Bruce Seaton; J.A.F. Nicholls Reports on the results of an empirical test to evaluate the effectiveness of alternate forms of bank advertising, the alternative forms of which differ in terms of main message strategy and overall method of presentation (structure). Examines...

...Dan‐lin Hsu; Suk‐ching Ho Hong Kong is an international financial centre. The banking industry is thriving and at the same time keenly competitive. Advertising is assuming an important role in the bank's promotional programme. A content analysis of a number of advertisements placed by banks...