The influencing factors and customer-centric brand equity in China retail banking

Abstract

There are few studies of brand influence elements and brand equity in developing countries' retail banking. This study examines the links between customer experience, brand innovativeness, word-of-mouth, and advertising and brand equity in China's retail banking. Customer experience, brand innovativeness, word-of-mouth, and advertising influence retail banking brand equity in developing nations. This study examines the impact of customer experience, brand innovation, word-of-mouth, and advertising on customer-based brand equity. The results obtained from the data analysis indicate that customer experience, brand innovativeness, word of mouth, and advertising are positively and significantly related to customer-based brand equity. This empirical study needs the attention of brand managers because retail banking is becoming more important to economic growth in developing countries.