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Brand Image on Intention of Banking Services Using: The Case of Vietnam Banks

Received: 4 November 2017     Accepted: 27 November 2017     Published: 11 January 2018
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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.

Published in International Journal of Sustainability Management and Information Technologies (Volume 3, Issue 6)
DOI 10.11648/j.ijsmit.20170306.12
Page(s) 63-72
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2018. Published by Science Publishing Group

Keywords

Brand Image, Corporate Image, Bank Image, Brand Associations, Brand Attitude, Brand Trust, Intention to Use

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Cite This Article
  • APA Style

    Do Hoai Linh, Hoang Hai Yen, Nguyen Thi Hong Nhung, Le Thanh Tam. (2018). Brand Image on Intention of Banking Services Using: The Case of Vietnam Banks. International Journal of Sustainability Management and Information Technologies, 3(6), 63-72. https://doi.org/10.11648/j.ijsmit.20170306.12

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    ACS Style

    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. Int. J. Sustain. Manag. Inf. Technol. 2018, 3(6), 63-72. doi: 10.11648/j.ijsmit.20170306.12

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    AMA Style

    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. Int J Sustain Manag Inf Technol. 2018;3(6):63-72. doi: 10.11648/j.ijsmit.20170306.12

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  • @article{10.11648/j.ijsmit.20170306.12,
      author = {Do Hoai Linh and Hoang Hai Yen and Nguyen Thi Hong Nhung and Le Thanh Tam},
      title = {Brand Image on Intention of Banking Services Using: The Case of Vietnam Banks},
      journal = {International Journal of Sustainability Management and Information Technologies},
      volume = {3},
      number = {6},
      pages = {63-72},
      doi = {10.11648/j.ijsmit.20170306.12},
      url = {https://doi.org/10.11648/j.ijsmit.20170306.12},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijsmit.20170306.12},
      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.},
     year = {2018}
    }
    

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  • TY  - JOUR
    T1  - Brand Image on Intention of Banking Services Using: The Case of Vietnam Banks
    AU  - Do Hoai Linh
    AU  - Hoang Hai Yen
    AU  - Nguyen Thi Hong Nhung
    AU  - Le Thanh Tam
    Y1  - 2018/01/11
    PY  - 2018
    N1  - https://doi.org/10.11648/j.ijsmit.20170306.12
    DO  - 10.11648/j.ijsmit.20170306.12
    T2  - International Journal of Sustainability Management and Information Technologies
    JF  - International Journal of Sustainability Management and Information Technologies
    JO  - International Journal of Sustainability Management and Information Technologies
    SP  - 63
    EP  - 72
    PB  - Science Publishing Group
    SN  - 2575-5110
    UR  - https://doi.org/10.11648/j.ijsmit.20170306.12
    AB  - 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.
    VL  - 3
    IS  - 6
    ER  - 

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Author Information
  • Banking Department, School of Banking and Finance, National Economics University, Hanoi Capital, Vietnam

  • Commercial Banking Department, School of Banking, University of Economics of Ho Chi Minh City, Ho Chi Minh City, Vietnam

  • Commercial Banking Department, School of Banking, University of Economics of Ho Chi Minh City, Ho Chi Minh City, Vietnam

  • Banking Department, School of Banking and Finance, National Economics University, Hanoi Capital, Vietnam

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