Branding in the Retail Banking Industry in Finland - How to attract and retain young consumers

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi Kalliala, Joakim 2013-02-09T02:30:18Z 2013-02-09T02:30:18Z 2012
dc.description.abstract Abstract Research objectives – The financial industry has gone through serious turmoil worldwide during the recent years and in Finland the formerly national and regulated industry has witnessed the entrance of international players through mergers and acquisitions. The increased competition has required new ways of building competitive advantage, and the objectives of this thesis is to study how branding is used and what potential it could have in building competitive advantage, concentrating on young consumers and how branding could be used to attract, commit, and build brand relationships with them. Research Method – The empirical research consists of qualitative and quantitative methods. The qualitative part of the research is conducted through case study, which explores the three largest banks operating in Finland, Nordea, Sampo Bank, and OPPohjola Group. The quantitative part of the research is established through a survey, which explores the perception generation Y consumers have of the retail bank brands operating in Finland. Main Findings – The main findings indicate that branding is not taken advantage of very efficiently to attract and commit young consumers. The three banks under study offer young consumers similar benefits, which are based on direct functional benefits, mainly in the form of having the basic daily services free of charge. The young consumers have a positive image of the banks, and consider to be loyal customers, but show lack of interest towards the banks and see them mainly as a necessary tool for taking care of their daily banking, having as little personal contact with them as possible. Their loyalty is based mainly on the lack of benefits for changing of their bank, mainly due to the very similar benefits other banks have to offer. Keywords Branding, retail bank, generation Y consumers, marketing, en
dc.format.extent 138
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Branding in the Retail Banking Industry in Finland - How to attract and retain young consumers en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Business en
dc.contributor.department Department of Management and International Business en
dc.contributor.department Johtamisen ja kansainvälisen liiketoiminnan laitos fi
dc.subject.keyword branding
dc.subject.keyword retail bank
dc.subject.keyword generation Y consumers
dc.subject.keyword marketing
dc.identifier.urn URN:NBN:fi:aalto-201302101420
dc.type.dcmitype text en
dc.programme.major International Business en
dc.programme.major Kansainvälinen liiketoiminta fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon kansainväliset yhtiöt
dc.subject.helecon international companies
dc.subject.helecon brandit
dc.subject.helecon brands
dc.subject.helecon pankit
dc.subject.helecon banks
dc.subject.helecon kohderyhmät
dc.subject.helecon target groups
dc.subject.helecon asiakkaat
dc.subject.helecon customers
dc.subject.helecon nuoret
dc.subject.helecon young people
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.ethesisid 13115 2012-11-30
dc.location P1 I

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