IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v11y2021i4p21582440211067237.html
   My bibliography  Save this article

Effect of Character Marketing and Marketing Mix on Usage Intention of Internet-Only Banks: Evidence From South Korea

Author

Listed:
  • Jong Ho Lee
  • Heejun Park

Abstract

Two South Korean internet-only banks were established around the same time, but their performances differ significantly when the product is similar to intangible values such as brand equity and marketing efforts. This study credits brand equity with causing performance difference and proposes a research model to examine which marketing activities construct brand equity. Traditional 4P marketing activities and character marketing are selected as marketing mix activities. Additionally, this research examines whether marketing activity effectiveness is affected by gender and evaluates customer perception about internet-only banking based on a survey. The results show that all the considered marketing activities are significant in establishing brand equity; however, their effect on brand equity is moderated by gender. This research contributes to marketing by considering brand equity in the internet-only banking context and emphasizing the effect of marketing activities using characters. Industry managers could use these results to achieve competitiveness by fostering brand equity.

Suggested Citation

  • Jong Ho Lee & Heejun Park, 2021. "Effect of Character Marketing and Marketing Mix on Usage Intention of Internet-Only Banks: Evidence From South Korea," SAGE Open, , vol. 11(4), pages 21582440211, December.
    • Handle: RePEc:sae:sagope:v:11:y:2021:i:4:p:21582440211067237
    DOI: 10.1177/21582440211067237
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/21582440211067237
    Download Restriction: no
    File URL: https://libkey.io/10.1177/21582440211067237?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Fischer, Eileen & Arnold, Stephen J, 1990. "More than a Labor of Love: Gender Roles and Christmas Gift Shopping," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(3), pages 333-345, December.
    2. Milgrom, Paul & Roberts, John, 1986. "Price and Advertising Signals of Product Quality," Journal of Political Economy, University of Chicago Press, vol. 94(4), pages 796-821, August.
    3. Dariyoush Jamshidi & Yousef Keshavarz & Fazlollah Kazemi & Moghaddaseh Mohammadian, 2018. "Mobile banking behavior and flow experience," International Journal of Social Economics, Emerald Group Publishing Limited, vol. 45(1), pages 57-81, January.
    4. Yuning Wang & Zhe Zhang & Mengyuan Zhu & Hexian Wang, 2020. "The Impact of Service Quality and Customer Satisfaction on Reuse Intention in Urban Rail Transit in Tianjin, China," SAGE Open, , vol. 10(1), pages 21582440198, January.
    5. Winer, Russell S, 1986. "A Reference Price Model of Brand Choice for Frequently Purchased Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 250-256, September.
    6. Claes Cassel & Peter Hackl & Anders Westlund, 1999. "Robustness of partial least-squares method for estimating latent variable quality structures," Journal of Applied Statistics, Taylor & Francis Journals, vol. 26(4), pages 435-446.
    7. Hariharan, Vijay Ganesh & Desai, Kalpesh Kaushik & Talukdar, Debabrata & Inman, J. Jeffrey, 2018. "Shopper marketing moderators of the brand equity – behavioral loyalty relationship," Journal of Business Research, Elsevier, vol. 85(C), pages 91-104.
    8. Seo, Eun-Ju & Park, Jin-Woo, 2018. "A study on the effects of social media marketing activities on brand equity and customer response in the airline industry," Journal of Air Transport Management, Elsevier, vol. 66(C), pages 36-41.
    9. Imdadullah Hidayat-ur-Rehman & Muhammad Shakaib Akram & Aneela Malik & Shamsul A. Mokhtar & Zeeshan Ahmed Bhatti & Muhammad Asif Khan, 2020. "Exploring the Determinants of Digital Content Adoption By Academics: The Moderating Role of Environmental Concerns and Price Value," SAGE Open, , vol. 10(2), pages 21582440209, June.
    10. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
    11. Wynne W. Chin & Barbara L. Marcolin & Peter R. Newsted, 2003. "A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study," Information Systems Research, INFORMS, vol. 14(2), pages 189-217, June.
    12. Kirmani, Amna & Wright, Peter, 1989. "Money Talks: Perceived Advertising Expense and Expected Product Quality," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 344-353, December.
    13. Sadia Khatoon & Xu Zhengliang & Hamid Hussain, 2020. "The Mediating Effect of Customer Satisfaction on the Relationship Between Electronic Banking Service Quality and Customer Purchase Intention: Evidence From the Qatar Banking Sector," SAGE Open, , vol. 10(2), pages 21582440209, June.
    14. Streukens, Sandra & Leroi-Werelds, Sara, 2016. "Bootstrapping and PLS-SEM: A step-by-step guide to get more out of your bootstrap results," European Management Journal, Elsevier, vol. 34(6), pages 618-632.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Saif, Mashaal A.M. & Hussin, Nazimah & Husin, Maizaitulaidawati Md & Muneer, Amgad & Alwadain, Ayed, 2024. "Beyond conventions: Unravelling perceived value's role in shaping digital-only banks' adoption," Technological Forecasting and Social Change, Elsevier, vol. 203(C).

    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. Buil, Isabel & de Chernatony, Leslie & Martínez, Eva, 2013. "Examining the role of advertising and sales promotions in brand equity creation," Journal of Business Research, Elsevier, vol. 66(1), pages 115-122.
    2. Baldauf, Artur & Cravens, Karen S. & Diamantopoulos, Adamantios & Zeugner-Roth, Katharina Petra, 2009. "The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis," Journal of Retailing, Elsevier, vol. 85(4), pages 437-452.
    3. Esen ŞAHİN & Melis ATTAR & Aboobakr NIAVAND, 2020. "The Influence of Advertising on Brand Equity of Chabahar Free Zone Tourism Destination (Iran)," Istanbul Management Journal, Istanbul University Business School, vol. 0(88), pages 21-55, June.
    4. Polo, Yolanda & Sese, F. Javier & Verhoef, Peter C., 2011. "The Effect of Pricing and Advertising on Customer Retention in a Liberalizing Market," Journal of Interactive Marketing, Elsevier, vol. 25(4), pages 201-214.
    5. Pracejus, John W. & O'Guinn, Thomas C. & Olsen, G. Douglas, 2013. "When white space is more than “burning money”: Economic signaling meets visual commercial rhetoric," International Journal of Research in Marketing, Elsevier, vol. 30(3), pages 211-218.
    6. Laurent Cavenaile & Pau Roldan-Blanco, 2021. "Advertising, Innovation, and Economic Growth," American Economic Journal: Macroeconomics, American Economic Association, vol. 13(3), pages 251-303, July.
    7. Jie Bai, 2016. "Melons as Lemons: Asymmetric Information, Consumer Learning and Seller Reputation," Natural Field Experiments 00540, The Field Experiments Website.
    8. Khaled Obaid & Kuntara Pukthuanthong, 2021. "Informativeness of mutual fund advertisements: Does advertising communicate fund quality to investors?," Financial Management, Financial Management Association International, vol. 50(1), pages 203-236, March.
    9. Mostafa Monzur Hasan & Grantley Taylor & Grant Richardson, 2022. "Brand Capital and Stock Price Crash Risk," Management Science, INFORMS, vol. 68(10), pages 7221-7247, October.
    10. Ataman, B.M., 2007. "Managing brands," Other publications TiSEM 462dcbba-2ac1-46d1-a61c-f, Tilburg University, School of Economics and Management.
    11. Xinhua Zhu & Yigang Wei & Yani Lai & Yan Li & Sujuan Zhong & Chun Dai, 2019. "Empirical Analysis of the Driving Factors of China’s ‘Land Finance’ Mechanism Using Soft Budget Constraint Theory and the PLS-SEM Model," Sustainability, MDPI, vol. 11(3), pages 1-21, January.
    12. Sönke Albers & Lutz Hildebrandt, 2006. "Methodische Probleme bei der Erfolgsfaktorenforschung — Messfehler, formative versus reflektive Indikatoren und die Wahl des Strukturgleichungs-Modells," Schmalenbach Journal of Business Research, Springer, vol. 58(1), pages 2-33, February.
    13. Greg Fischer & Dean Karlan & Margaret McConnell & Pia Raffler, 2014. "To Charge or Not to Charge: Evidence from a Health Products Experiment in Uganda," Working Papers 1041, Economic Growth Center, Yale University.
    14. Mercedes Rubio‐Andrés & María del Mar Ramos‐González & Miguel Ángel Sastre‐Castillo & Ignacio Danvila‐del‐Valle, 2020. "Exploring sustainability, good governance, and social responsibility in small and medium enterprises," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(2), pages 852-869, March.
    15. Mark N. Hertzendorf & Per Baltzer Overgaard, 2001. "Price Competition and Advertising Signals: Signaling by Competing Senders," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 10(4), pages 621-662, December.
    16. Jorge Mejia & Anandasivam Gopal & Michael Trusov, 2020. "Deal or No Deal? Online Deals, Retailer Heterogeneity, and Brand Evaluations in a Competitive Environment," Information Systems Research, INFORMS, vol. 31(4), pages 1087-1106, December.
    17. Joseph F. Hair & G. Tomas M. Hult & Christian M. Ringle & Marko Sarstedt & Kai Oliver Thiele, 2017. "Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 616-632, September.
    18. Dale Goodhue & William Lewis & Ronald Thompson, 2007. "Research Note---Statistical Power in Analyzing Interaction Effects: Questioning the Advantage of PLS with Product Indicators," Information Systems Research, INFORMS, vol. 18(2), pages 211-227, June.
    19. Fischer, Greg & Karlan, Dean & McConnell, Margaret & Raffler, Pia, 2019. "Short-term subsidies and seller type: A health products experiment in Uganda," Journal of Development Economics, Elsevier, vol. 137(C), pages 110-124.
    20. Bowen, Robert M. & DuCharme, Larry & Shores, D., 1995. "Stakeholders' implicit claims and accounting method choice," Journal of Accounting and Economics, Elsevier, vol. 20(3), pages 255-295, December.

    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:sae:sagope:v:11:y:2021:i:4:p:21582440211067237. 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: SAGE Publications (email available below). General contact details of provider: .

    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.