Branding Strategies of European Retail Banks: A Linguistic Comparison Between Brand Names for Financial Products

Advances in National Brand and Private Label Marketing - Springer Proceedings in Business and Economics ◽

10.1007/978-3-030-47764-6_2 ◽

2020 ◽

pp. 12-21

Author(s):

Erhard Lick ◽

Holger Wochele ◽

Fiorenza Fischer

Keyword(s):

Brand Names ◽

Financial Products ◽

Branding Strategies ◽

Retail Banks

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An Empirical Study on Financial Products Offered by Indian Retail Banks to Assess the Relationship Between Sale Promotions, Time to Reward Receipt, and Customer Preference

Journal of Relationship Marketing ◽

10.1080/15332667.2012.730969 ◽

2012 ◽

Vol 11 (4) ◽

pp. 233-247

Author(s):

Vikas Gautam

Keyword(s):

Empirical Study ◽

Customer Preference ◽

Financial Products ◽

Retail Banks ◽

The Relationship

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From long-term savings to instant mortgages: financial demonstration and the role of interaction in markets

Organization ◽

10.1177/1350508410392100 ◽

2011 ◽

Vol 18 (2) ◽

pp. 215-235 ◽

Cited By ~ 30

Author(s):

Zsuzsanna Vargha

Keyword(s):

Financial Advisors ◽

Savings And Loans ◽

Financial Products ◽

Savings Bank ◽

Before And After ◽

Interactional Perspective ◽

Retail Banks ◽

Credit Boom

Accounts of the crisis have privileged ‘high finance’ innovations whereas retail banks constantly experimented with how they sell (new) products to consumers. I examine the case of product innovation at a home savings bank in Hungary during the pre-crisis credit boom. Turned from offering state-subsidized long-term savings-and-loans to promoting instant mortgages. Based on ethnographic observations of the bank’s Direct Selling Organization, I trace the bank’s shift from state-subsidized long-term savings-and-loans to instant mortgages, to problems with demonstrating the qualities of financial products, even ostensibly prudent ones. Drawing on concepts of scientific demonstration and proof, I compare how financial advisors explained the plan to consumers before and after it was combined with mortgages: first they drew the funds by hand, later they adopted software-generated scenarios. I suggest that as sellers perform products interactively with clients, consumers’ needs appear. Thus, when organized differently, financial demonstrations yield different consumers-with-preferences. Based on this interactional perspective, I find that consumer finance is an ‘economy of qualities’ where preferences and product properties stabilize through consultation, and where “social” embedding can enable “economic” calculations. Based on this interactional perspective, I examine US and UK proposals for consumer financial protection.

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