The Relation among Brand Eztension, Cognitive and Marketing Channel ——Basing on Study of Traditional and Online Banks in Mainland China
This study seeks to apply the theory of relationship marketing on the financial industry. Based on brand extension theory, research and analysis of traditional bank brand, the study tries to find out the relationship between the users knowledge and choice when banking industry expands to the online bank through different channels. Moreover, the study aims to explore and summarize various factors affecting online bank sub-brand image. On the other hand, research and summarize feedback effects and feedback methods, approaches, affecting factors from online bank sub-brand to the bank parent brand.
Brand Brand Eztension Cognitive Marketing Channel Online Banks
Junfeng LIAO Rui CHENG Zhongqiang WANG
School of Economics and Commerce, South China University of Technology, China
国际会议
The Ninth Wuhan International Conference on E-Business(第九届武汉电子商务国际会议)
武汉
英文
258-266
2010-05-29（万方平台首次上网日期，不代表论文的发表时间）