This article presents a longitudinal study of social responsibility themes in US bank advertising for the years 1992 …

marketing techniques such as advertising. Another approach has been to expand into international markets. Managing the … international advertising efforts of financial service firms is incredibly complex. This nine country study looks at consistency … between advertising content and points of emphasis from financial strategy research. The comparison yields similarities and …

degree to which mutual fund advertising practice adheres to theories regarding information necessary for optimal investment … fund advertisements. Originality/value – Mutual fund advertising is not serving consumers. Regulators should require all …

Purpose – The paper aims to examine the effect of advertising on mutual fund cash flows in the Finnish fund market …. Design/methodology/approach – The paper's unique data set allows the observation of the effects of monetary advertising … spending and the choice of advertising media. Findings – The paper finds that neither past year's performance nor advertising …

Purpose – Organizations achieve brand awareness through marketing efforts. Studies show that advertising plays a … communicate benefits which individuals receive. However, one of the largest banks using advertising limited to CSR …‐specific aspects achieves impressive brand awareness results. Originality/value – This study presents evidence that CSR advertising can …

Reports on the results of an empirical test to evaluate the effectiveness of alternate forms of bank advertising, the … both male and female models, and studies several alternative measures of advertising effectiveness. Results suggest that an … informational strategy is more effective for bank advertising than a transformational strategy. Advertisements which include both …

been a dramatic increase in marketing research and a tendency to rely more on advertising in maintaining and expanding … market shares. Attempts to measure the effectiveness of the advertising of a number of Australian banks. Tests static and … dynamic optimal advertising criteria and examines, using a simultaneous‐equations model, the interdependence between market …

competitive. Advertising is assuming an important role in the bank's promotional programme. A content analysis of a number of …

advertising strategy in bank marketing and its potential to generate brand preference and customer loyalty. Originality/value The … bank advertising and customer loyalty in Ghana’s banking industry. Design/methodology/approach A total number of 600 … relationships in the research hypotheses. Findings The study found a significant positive relationship between advertising …

. Originality/value – To the best of the knowledge, this is the first marketing paper that has proposed a structural framework to …