Purpose The purpose of this paper is to examine the use of emotional appeals in
advertisements for loans and explored consumers' perceptions of advertisements featuring …

Online banking and privacy: redesigning sales strategy through social exchange | Emerald
Insight Books and journals Case studies Expert Briefings Open Access Publish with us …

Purpose This research aims to comprehend the factors that impact the emerging inclination
of consumers toward mobile finance technology (fintech) services over banking institutions …

Purpose This article proposes two studies to demonstrate the impact of three dimensions of
perceived experiential advertising–cognitive/affective/sensory advertising, relate advertising …

The aims of the paper are: 1) to evaluate the influence of rationality and irrationality on the
purchasing decision-making process in terms of selected target groups of customers and …

The aim of this paper is to find out how various product categories are influenced by rational
or emotional appeals and the level of involvement in purchasing decisions with regard to …

This study investigates whether retargeting, an operational approach broadly adopted in
traditional retail but underexplored in financial services, is effective in recovering valuable …

Creative advertising plays an important role in today'banking competitive markets. A number
of banks create advertising campaigns that target different market groups including students …

Kutatásunk célja a pénzügyi szolgáltatók hirdetéseiben megjelenő érvek vizsgálata, különös
tekintettel a COVID-19 járvány kitörése óta és az az előtt közvetlenül megjelent hirdetések …

Branding is a long-trusted strategic marketing pillar utilized by financial powerhouses like JP
Morgan, Goldman Sachs, and Citibank to large fintechs like SAP, Stripe, Finastra, Fiserv …