Brand Development Through Sustainability Certifications in Emerging Markets: Adoption of B Corporation Certification in Vietnam

Nguyen, Nguyen Phong; Mogaji, Emmanuel

doi:10.1007/978-3-030-95581-6_10

Cited by 5 publications

(7 citation statements)

References 36 publications

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“…, 2019; Mainardes and Freitas, 2023), it is imperative for managers to emphasize how technology enhances the banking experience, streamlines processes and offers convenience to customers is crucial. TBAF can leverage their physical branches to provide a hybrid banking experience, catering to diverse customer preferences (Nguyen and Mogaji, 2022a). Marketing campaigns should highlight the benefits of digital and in-person options, emphasizing regulatory compliance, data security and customer protection.…”

Section: Discussionmentioning

confidence: 99%

“…DDNBs operate exclusively online without physical branches, providing an opportunity to build brands efficiently while offering innovative product development that quickly adapts to evolving customer needs and market trends (Mainardes and Freitas, 2023). This digital-first strategy also facilitates brand development effectively while quickly responding to any evolving customer requests or market changes that arise (Nguyen and Mogaji, 2022a). Fintech banks use technology to offer banking services via mobile apps that make banking services accessible without physical branches being necessary for customers (Nguyen and Mogaji, 2022b).…”

Section: Typology Of Banksmentioning

confidence: 99%

“…One major difficulty of digital banks lies in their absence of physical branches and in-person support services that might attract customers who prefer face-to-face interactions or need assistance in performing complex transactions (Mainardes and Freitas, 2023). Without physical branches available to their customers, their ability to serve certain customer segments may become severely constrained, limiting their reach and impacting revenue generation (Nguyen and Mogaji, 2022a). Additionally, new DDNBs may struggle with limited brand recognition compared to more established banks; therefore, establishing trust through effective marketing and customer acquisition strategies becomes equally crucial.…”

Section: Typology Of Banksmentioning

confidence: 99%

“…, 2023). Long gone are the days of physically visiting a high street banking hall; now, everything takes place online (Nguyen and Mogaji, 2022a). Today, thanks to the Internet and user-friendly mobile applications, consumers can open bank accounts more efficiently without ever needing to visit an actual branch in person (Contreras Pinochet et al.…”

Section: Introductionmentioning

confidence: 99%

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Redefining banks in the digital era: a typology of banks and their research, managerial and policy implications

Mogaji

2023

IJBM

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PurposeThis study aims to shed light on the evolving nature of banks in the digital era and the implications for bank marketing and management. The research addresses the need for a comprehensive typology of banks that integrates fintech and explores how traditional and app-only banks strategically position their brands. The key argument is that understanding the changing landscape of banking and the impact of technological advancements is crucial for banks to navigate the challenges and opportunities presented by fintech and digital transformation.Design/methodology/approachThis study examines literature and practices to develop a typology of banks, describing their characteristics, strengths, weaknesses and providing examples. It also proposes new research agendas for scholars and practitioners in the field.FindingsThis paper introduces a typology of banks based on their adoption of fintech and digital technologies. Three distinct types of banks are identified: Traditional banks adopting FinTech (TBAF), Traditionally Driven Neo Banks (TDNBs) and Digitally Driven Neo Banks (DDNBs). TBAF are traditional banks that have embraced fintech solutions to enhance their operations and customer experiences. TDNBs represent a hybrid model, combining the trusted brand and infrastructure of traditional banks with the digital capabilities and agility of neo banks. DDNBs are purely digital banks that operate exclusively online, offering innovative and user-friendly banking services.Originality/valueThis study is a pioneering work that classified banks based on their utilization of fintech and digital technologies. The study provides a typology of banks based on fintech adoption, offering valuable insights for bank managers, policymakers and researchers. The research also outlines a research agenda, suggesting future investigations to further enhance understanding of the evolving banking landscape and its implications.

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Section: Discussionmentioning

confidence: 99%

Section: Typology Of Banksmentioning

confidence: 99%

Section: Typology Of Banksmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Redefining banks in the digital era: a typology of banks and their research, managerial and policy implications

Mogaji

2023

IJBM

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“…Given the advances in digital transformation and the evolution of consumer behaviours, fewer people are visiting banking halls, and banking services are now more accessible than ever before through mobile applications (Abdulquadri et al ., 2021; Diener and Špaček, 2021; Pramanik et al ., 2019). The COVID-19 pandemic has further changed the direction of banking services, as individuals who cannot or do not wish to physically visit bank branches rely upon mobile and Internet banking (Nguyen and Mogaji, 2022a, b). Such digital transformation not only shapes consumer experiences but also significantly influences the brand positioning of banks (Dua et al ., 2021).…”

Section: Introductionmentioning

confidence: 99%

High street banking on the app: branding strategies of traditionally-driven neobanks

Mogaji,

Nguyen

2024

IJBM

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PurposeSeveral high street retail banks are extending their brands into digital banking through fully digital, app-only neobanks, which have been described as traditionally-driven neobanks (TDNBs). These TDNBs are considered a form of brand extension, representing the increased complexity of branding banks and financial institutions. This study explicitly addresses the branding strategies employed by TDNBs.Design/methodology/approachThis study has adopted a case study research design, using a multi-stage data collection strategy. Initially, interviews were conducted with bank managers, followed by interviews with customers. Later, user-generated content was extracted through verified reviews from the app store. Subsequently, these three strands of data were thematically analysed and triangulated, in order to gain a holistic understanding of the branding strategies used by TDNBs.FindingsThree key themes emerged regarding the branding strategies of the TDNBs: aligning with the parent brand, reinforcing the digital experience, and enhancing the brand image.Research limitations/implicationsThis study contributed to the growing body of research on marketing, branding, and digital transformation of bank services. As more traditional banks are exploring opportunities to pivot and explore other fintech options, this study offers significant insights that will help in managing brand experience and promotion across customer journeys in the banking sector.Practical implicationsThis study contributes to the growing body of research on marketing, branding, and digital transformation of bank services. Even as more traditional banks explore opportunities to pivot as well as other fintech options, this study offers significant insights to help manage brand experience and promotion across customer journeys in the banking sector.Originality/valueWhile previous studies on banking and financial services have concentrated on traditional retail and high street banks, there is a need for a greater understanding of the brand positioning of digital banks, especially those created by traditional banks.

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Empowering women agriculture entrepreneurs: banks' role in achieving sustainable development goals

Adefare,

Adeola,

Mogaji

et al. 2024

IJBM

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Purpose This research aims to explore the role of banks in supporting women agriculture entrepreneurs (WAEs) to contribute towards achieving the Sustainable Development Goals (SDGs). It focusses on the experiences of women entrepreneurs in the agriculture sector, recognising their vital role in driving economic growth and achieving the SDGs.Design/methodology/approach The study utilises the role congruity theory and the feminist agri-food systems model as its theoretical framework. Qualitative data from 35 WAEs and 7 bank managers (BMs) responsible for agricultural financial services and business development are collected and thematically analysed to achieve the research objectives.Findings Although BMs claim they offer specialised financial products with dedicated support teams, WAEs express scepticism due to fears of unfavourable deals and excessive requirements. WAEs need more understanding of SDGs but recognise their substantial contributions. BMs acknowledge the need to enhance efforts, improve communication of offers and integrate SDGs across all business operations beyond agriculture and women-centric initiatives.Practical implications Banks must prioritise gender sensitivity and inclusivity for WAEs, offering tailored financial products and flexible loan structures. Microfinance and strategic marketing can enhance outreach. WAEs benefit from forming associations, accessing support networks, collaborating with banks, government agencies, non-governmental organisations and agricultural associations for mentoring and networking, and achieving the SDGs and sustainable agriculture.Originality/value The study connects WAEs and banks in achieving SDGs.

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Brand Development Through Sustainability Certifications in Emerging Markets: Adoption of B Corporation Certification in Vietnam

Cited by 5 publications

References 36 publications

Redefining banks in the digital era: a typology of banks and their research, managerial and policy implications

Redefining banks in the digital era: a typology of banks and their research, managerial and policy implications

High street banking on the app: branding strategies of traditionally-driven neobanks

Empowering women agriculture entrepreneurs: banks' role in achieving sustainable development goals

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