Category - Chantel MULLER

North-West University, South Africa


Influence of Brand Personality Traits and Identification on Perceived Bank Success: A Gendered View

The paper emphasizes the importance of banks developing a positive brand personality and fostering brand identification among customers to enhance customers’ perception of bank success. By consistently delivering on brand promises, engaging with customers, and building a sense of community, banks can strengthen their brand image, particularly among millennials. The study focused on millennial male and female customers in the banking context and conducted a self-administered survey with 110 males and 114 females. Employing various statistical methods, such as collinearity diagnostics, principal components analysis, and linear regression analysis, the research found that traits like perceived sophistication, sincerity, and ruggedness significantly influenced female millennial customers' perception of their bank's success. Similarly, the bank's sincerity and level of sophistication influenced the perceived success of male millennial customers. However, the study did not find a...

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