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Keywords: Branding
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Journal Articles
International Journal of Bank Marketing (2024) 42 (2): 301–330.
Published: 04 January 2024
...Emmanuel Mogaji; Nguyen Phong Nguyen Purpose Several high street retail banks are extending their brands into digital banking through fully digital, app-only neobanks, which have been described as traditionally-driven neobanks (TDNBs). These TDNBs are considered a form of brand extension...
Journal Articles
International Journal of Bank Marketing (2013) 31 (1): 24–37.
Published: 25 January 2013
...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...
Journal Articles
International Journal of Bank Marketing (2012) 30 (6): 436–451.
Published: 07 September 2012
...Sharyn Rundle Thiele; Cheryl Leo; Edson Roberto Scharf; Josiane Fernandes; Bruno Diego Kormann Purpose The purpose of this study is to identify and analyze the set of corporate social responsibility actions of a Brazilian bank as support to the strengthening of an organizational brand...
