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Innovations in Digital Banking Service Brand Equity and Millennial Consumerism

Subhankar Das

Source Title: Digital Transformation and Innovative Services for Business and Learning

ISBN13: 9781799851752|ISBN10: 1799851753|ISBN13 Softcover: 9781799851769|EISBN13: 9781799851776

DOI: 10.4018/978-1-7998-5175-2.ch004

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MLA

Das, Subhankar. "Innovations in Digital Banking Service Brand Equity and Millennial Consumerism." Digital Transformation and Innovative Services for Business and Learning, edited by Kamaljeet Sandhu, IGI Global, 2020, pp. 62-79. https://doi.org/10.4018/978-1-7998-5175-2.ch004

APA

Das, S. (2020). Innovations in Digital Banking Service Brand Equity and Millennial Consumerism. In K. Sandhu (Ed.), Digital Transformation and Innovative Services for Business and Learning (pp. 62-79). IGI Global. https://doi.org/10.4018/978-1-7998-5175-2.ch004

Chicago

Das, Subhankar. "Innovations in Digital Banking Service Brand Equity and Millennial Consumerism." In Digital Transformation and Innovative Services for Business and Learning, edited by Kamaljeet Sandhu, 62-79. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-5175-2.ch004

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Abstract

In the goods industry, the product is considered the primary brand with various attributes. However, in the case of the services industry, the company itself is a primary brand. This chapter is based upon primary research of the services (banking) sector as a case of service branding with services extended marketing mix variables. A model has been developed to identify the impact of services extended marketing variables on customer-based brand equity. Two components of customer-based brand have been given consideration such as brand awareness and brand association. For this purpose, a structured questionnaire was prepared, and a survey was conducted on 400 respondents, and a structural equation model has been applied.

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Innovations in Digital Banking Service Brand Equity and Millennial Consumerism

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