Brand Image on Intention of Banking Services Using: The Case of Vietnam Banks
International Journal of Sustainability Management and Information Technologies
Volume 3, Issue 6, December 2017, Pages: 63-72
Received: Nov. 4, 2017; Accepted: Nov. 27, 2017; Published: Jan. 11, 2018
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Authors
Do Hoai Linh, Banking Department, School of Banking and Finance, National Economics University, Hanoi Capital, Vietnam
Hoang Hai Yen, Commercial Banking Department, School of Banking, University of Economics of Ho Chi Minh City, Ho Chi Minh City, Vietnam
Nguyen Thi Hong Nhung, Commercial Banking Department, School of Banking, University of Economics of Ho Chi Minh City, Ho Chi Minh City, Vietnam
Le Thanh Tam, Banking Department, School of Banking and Finance, National Economics University, Hanoi Capital, Vietnam
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Abstract
The paper is aimed at estimating the impact of banking brand-image on the intention of customers and non-customers to use banking services. The research is based upon questionnaires data from 362 random customers and non-customers of nine banks in Vietnam, during the period from May to July of 2017, as well as SPSS 20 and AMOS were used to analyse the data and tested the estimation model, theories and hypotheses. The results show that for customers - the bank’s reputation and brand attitude influence the intention banking services using; for non-customers - both brand image and brand attitude impact on the intention of the use of the bank’s services. Recommendations are proposed to enhance brand image of banks for the final target of increasing banking services using.
Keywords
Brand Image, Corporate Image, Bank Image, Brand Associations, Brand Attitude, Brand Trust, Intention to Use
To cite this article
Do Hoai Linh, Hoang Hai Yen, Nguyen Thi Hong Nhung, Le Thanh Tam, Brand Image on Intention of Banking Services Using: The Case of Vietnam Banks, International Journal of Sustainability Management and Information Technologies. Vol. 3, No. 6, 2017, pp. 63-72. doi: 10.11648/j.ijsmit.20170306.12
Copyright
Copyright © 2017 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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