IDEAS home Printed from https://ideas.repec.org/a/gam/jjrfmx/v14y2021i8p346-d603057.html
   My bibliography  Save this article

The Impact of Brand Equity on Conversion Behavior in the Use of Personal Banking Services: Case Study of Commercial Banks in Vietnam

Author

Listed:
  • Thi Thu Cuc Nguyen

    (Faculty of Economics, Vinh University, Vinh City 43100, Vietnam)

Abstract

The brand equity of banks plays a crucial role in determining customer behavior of using their services. The study aims to examine the impact of brand equity on conversion behavior in the use of personal banking services at commercial banks in Vietnam. The paper uses quantitative research methods, through linear SEM (Structural Equation Modelling) analysis, with survey data including 554 samples of individual customers of commercial banks. The study’s findings show that the bank’s brand equity has a negative impact on the behavior of individual customers. In the relationship between these two factors, competitive advertising effectiveness and loyalty of customers act as intermediary factors. On that basis, the study makes a number of recommendations to preclude customers leaving and minimize business losses caused by the conversion of customers’ banks. The findings of this study have shown the importance and impact of brand equity on conversion behavior in the use of personal customer services. These are meaningful contributions both theoretically and practically to help banks get a deeper insight into brand equity and the need to pay attention to building and developing sustainable brand equity for the bank, as well as an important basis for further research.

Suggested Citation

  • Thi Thu Cuc Nguyen, 2021. "The Impact of Brand Equity on Conversion Behavior in the Use of Personal Banking Services: Case Study of Commercial Banks in Vietnam," JRFM, MDPI, vol. 14(8), pages 1-14, July.
    • Handle: RePEc:gam:jjrfmx:v:14:y:2021:i:8:p:346-:d:603057
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1911-8074/14/8/346/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1911-8074/14/8/346/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kevin Lane Keller, 2016. "Reflections on customer-based brand equity: perspectives, progress, and priorities," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 1-16, June.
    2. Camerer, Colin & Weigelt, Keith, 1988. "Experimental Tests of a Sequential Equilibrium Reputation Model," Econometrica, Econometric Society, vol. 56(1), pages 1-36, January.
    3. Morten Thanning Vendelø, 1998. "Narrating Corporate Reputation," International Studies of Management & Organization, Taylor & Francis Journals, vol. 28(3), pages 120-137, September.
    4. Bill Merrilees, 2017. "Experience-centric branding: challenges and advancing a new mantra for corporate brand governance," Journal of Brand Management, Palgrave Macmillan, vol. 24(1), pages 1-13, January.
    5. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Paul, Justin, 2019. "Masstige model and measure for brand management," European Management Journal, Elsevier, vol. 37(3), pages 299-312.
    2. Teresa Borges-Tiago, Maria & Santiago, Joanna & Tiago, Flavio, 2023. "Mega or macro social media influencers: Who endorses brands better?," Journal of Business Research, Elsevier, vol. 157(C).
    3. Bastian Atzger & Elisabete S. Sá & Joaquim Silva, 0. "Exploring sources of voter-based political human brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-14.
    4. Rajesh Sharma, 2020. "Building Consumer-based Brand Equity for Fast Fashion Apparel Brands in the Indian Consumer Market," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 45(3), pages 337-365, August.
    5. Almeyda, Marta & George, Babu, 2020. "Customer-Based Brand Equity For Tourist Destinations: A Comparison Of Equities Of Puerto Rico And The Us Virgin Islands," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 8(2), pages 148-172.
    6. Chuan Zheng & Munirah Khamarudin & Azanin Ahmad, 2024. "Mapping the Landscape of Brand Equity Research: A Bibliometric Analysis of SCOPUS Data (1993-2023)," International Review of Management and Marketing, Econjournals, vol. 14(5), pages 113-125, September.
    7. Govind Nath Srivastava & V. Padmaja & Abhinav P. Tripathi, 2024. "Dimensions of Brand Equity: A Hybrid Approach," Business Perspectives and Research, , vol. 12(3), pages 361-381, July.
    8. Keyoor Purani & Krishnan Jeesha, 2022. "Community based brand equity as brand culture: advancing brand equity conceptualization for a connected world," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 52-70, June.
    9. Faisal Masud & Dr. Ali Raza Hamid, 2023. "Impact of Corporate Social Responsibility on the components of Brand Equity: A study of multichannel banking in the context of Pakistani Banks," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 9(2), pages 433-442.
    10. Kumar, Ajay & Paul, Justin, 2018. "Mass prestige value and competition between American versus Asian laptop brands in an emerging market—Theory and evidence," International Business Review, Elsevier, vol. 27(5), pages 969-981.
    11. Rafael Barreiros Porto & Talyta da Silva Soyer, 2018. "Is naming brands in English worth doing? Effects of foreignness and country of origin on brand equity," Brazilian Business Review, Fucape Business School, vol. 15(6), pages 606-623, November.
    12. Asli D. A. Tasci, 2020. "Exploring the analytics for linking consumer-based brand equity (CBBE) and financial-based brand equity (FBBE) of destination or place brands," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(1), pages 36-59, March.
    13. Bastian Atzger & Elisabete S. Sá & Joaquim Silva, 2020. "Exploring sources of voter-based political human brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 481-494, July.
    14. Brzozowska-Woś Magdalena & Schivinski Bruno, 2019. "The Effect of Online Reviews on Consumer-Based Brand Equity: Case-Study of the Polish Restaurant Sector," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 27(3), pages 2-27, September.
    15. Chi Zhang & Douglas W. Vorhies & Wenkai Zhou, 2023. "An integrated model of retail brand equity: the role of consumer shopping experience and shopping value," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 398-413, September.
    16. Markus C. Arnold & Eva Ponick, 2006. "Kommunikation im Groves-Mechanismus — Ergebnisse eines Laborexperiments," Schmalenbach Journal of Business Research, Springer, vol. 58(1), pages 89-120, February.
    17. Anselmsson, Johan & Burt, Steve & Tunca, Burak, 2017. "An integrated retailer image and brand equity framework: Re-examining, extending, and restructuring retailer brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 194-203.
    18. John A. List, 2007. "On the Interpretation of Giving in Dictator Games," Journal of Political Economy, University of Chicago Press, vol. 115(3), pages 482-493.
    19. Kim, Yeonshin & Hur, Won-Moo & Lee, Luri, 2023. "Understanding customer participation in CSR activities: The impact of perceptions of CSR, affective commitment, brand equity, and corporate reputation," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    20. William Tracy, 2014. "Paradox Lost: The Evolution of Strategies in Selten’s Chain Store Game," Computational Economics, Springer;Society for Computational Economics, vol. 43(1), pages 83-103, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jjrfmx:v:14:y:2021:i:8:p:346-:d:603057. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.