ARCHIVES
VOL. 9, ISSUE 5 (2023)
Investigating the impact of digital transformation on brand determinants in banking industry
Authors
Mofika SA, R Raja, S Reegin Babila, Ramya Varghese, S Hepsiba Flosel
Abstract
This paper provides a comprehensive exploration of brand determinants
within the banking industry, focusing on seven key aspects such as brand
awareness, brand association, brand loyalty, brand image, brand position, brand
reputation, and brand equity. In the era of digital transformation and evolving
consumer behaviors, this paper recognizes the intricate relationship between
these determinants and their collective impact on a bank's success. The text
delves into the role of technology, the influence of global trends, and the
delicate balance between innovation and trust, all within the complex landscape
of the banking industry. By setting the stage for a deeper examination, the study
aims to bridge theory and practice, acknowledging the essential role of
branding in modern banking. It also lays the groundwork for subsequent
discussions, offering a multifaceted view that encompasses historical
evolution, practical strategies, and future challenges. This paper serves as a
foundational guide for professionals, researchers, and anyone interested in the
nexus between branding and banking in today's dynamic financial environment.
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Pages:6-10
How to cite this article:
Mofika SA, R Raja, S Reegin Babila, Ramya Varghese, S Hepsiba Flosel "Investigating the impact of digital transformation on brand determinants in banking industry". International Journal of Commerce and Management Research, Vol 9, Issue 5, 2023, Pages 6-10
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