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The influencing factors and customer-centric brand equity in China retail banking

There are few studies of brand influence elements and brand equity in developing countries' retail banking. This study examines the links between customer experience, brand innovativeness, word-of-mouth, and advertising and brand equity in China's retail banking. Customer experience, brand...

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Main Authors: Yang, Mengxi, Lim, Kim Yew, Sam, Toong Hai, Tan, Owee Kowang, Tee, Poh Kiong, Vasudevan, Asokan, Ruiteng, Xue
Format: Article
Language:English
Published: Res Militaris 2023
Subjects:
H Social Sciences (General)
Online Access:http://eprints.utm.my/108632/1/TanOweeKowang2023_TheInfluencingFactorsandCustomerCentric.pdf
http://eprints.utm.my/108632/
https://resmilitaris.net/issue-content/the-influencing-factors-and-customer-centric-brand-equity-in-china-retail-banking-1512
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spelling my.utm.1086322024-11-24T06:55:38Z http://eprints.utm.my/108632/ The influencing factors and customer-centric brand equity in China retail banking Yang, Mengxi Lim, Kim Yew Sam, Toong Hai Tan, Owee Kowang Tee, Poh Kiong Vasudevan, Asokan Ruiteng, Xue H Social Sciences (General) There are few studies of brand influence elements and brand equity in developing countries' retail banking. This study examines the links between customer experience, brand innovativeness, word-of-mouth, and advertising and brand equity in China's retail banking. Customer experience, brand innovativeness, word-of-mouth, and advertising influence retail banking brand equity in developing nations. This study examines the impact of customer experience, brand innovation, word-of-mouth, and advertising on customer-based brand equity. The results obtained from the data analysis indicate that customer experience, brand innovativeness, word of mouth, and advertising are positively and significantly related to customer-based brand equity. This empirical study needs the attention of brand managers because retail banking is becoming more important to economic growth in developing countries. Res Militaris 2023-01 Article PeerReviewed application/pdf en http://eprints.utm.my/108632/1/TanOweeKowang2023_TheInfluencingFactorsandCustomerCentric.pdf Yang, Mengxi and Lim, Kim Yew and Sam, Toong Hai and Tan, Owee Kowang and Tee, Poh Kiong and Vasudevan, Asokan and Ruiteng, Xue (2023) The influencing factors and customer-centric brand equity in China retail banking. Res Militaris, 13 (2). pp. 1458-1469. ISSN 2265-6294 https://resmilitaris.net/issue-content/the-influencing-factors-and-customer-centric-brand-equity-in-china-retail-banking-1512 NA
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
language English
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Yang, Mengxi
Lim, Kim Yew
Sam, Toong Hai
Tan, Owee Kowang
Tee, Poh Kiong
Vasudevan, Asokan
Ruiteng, Xue
The influencing factors and customer-centric brand equity in China retail banking
description There are few studies of brand influence elements and brand equity in developing countries' retail banking. This study examines the links between customer experience, brand innovativeness, word-of-mouth, and advertising and brand equity in China's retail banking. Customer experience, brand innovativeness, word-of-mouth, and advertising influence retail banking brand equity in developing nations. This study examines the impact of customer experience, brand innovation, word-of-mouth, and advertising on customer-based brand equity. The results obtained from the data analysis indicate that customer experience, brand innovativeness, word of mouth, and advertising are positively and significantly related to customer-based brand equity. This empirical study needs the attention of brand managers because retail banking is becoming more important to economic growth in developing countries.
format Article
author Yang, Mengxi
Lim, Kim Yew
Sam, Toong Hai
Tan, Owee Kowang
Tee, Poh Kiong
Vasudevan, Asokan
Ruiteng, Xue
author_facet Yang, Mengxi
Lim, Kim Yew
Sam, Toong Hai
Tan, Owee Kowang
Tee, Poh Kiong
Vasudevan, Asokan
Ruiteng, Xue
author_sort Yang, Mengxi
title The influencing factors and customer-centric brand equity in China retail banking
title_short The influencing factors and customer-centric brand equity in China retail banking
title_full The influencing factors and customer-centric brand equity in China retail banking
title_fullStr The influencing factors and customer-centric brand equity in China retail banking
title_full_unstemmed The influencing factors and customer-centric brand equity in China retail banking
title_sort influencing factors and customer-centric brand equity in china retail banking
publisher Res Militaris
publishDate 2023
url http://eprints.utm.my/108632/1/TanOweeKowang2023_TheInfluencingFactorsandCustomerCentric.pdf
http://eprints.utm.my/108632/
https://resmilitaris.net/issue-content/the-influencing-factors-and-customer-centric-brand-equity-in-china-retail-banking-1512
_version_ 1817841623118118912
score 13.223943

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