Co-branded services: perceived benefits and involvement of co-branded credit cards
Purpose: The purpose of this paper is to further the consumer services theory in financial services marketing by examining how perceived benefits influence consumer intention-to-use a co-branded credit card and further how intention-to-use is moderated by involvement. Design/methodology/approach...
| Main Authors: | , |
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| Format: | Article |
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Emerald
2018
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| Subjects: |
| _version_ | 1804071926092529664 |
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| author | Wang, Stephen W. Farquhar, Jillian |
| author_facet | Wang, Stephen W. Farquhar, Jillian |
| author_sort | Wang, Stephen W. |
| collection | LMU |
| description | Purpose:
The purpose of this paper is to further the consumer services theory in financial services marketing by examining how perceived benefits influence consumer intention-to-use a co-branded credit card and further how intention-to-use is moderated by involvement.
Design/methodology/approach:
A conceptual model is developed and tested. A convenience sample of users of a co-branded credit card was surveyed. The responses were analyzed using structural equation modeling.
Findings:
Results show a strong association between perceived benefits and co-brand equity and between co-brand equity and co-brand preference, as well as between perceived benefits and intention-to-use. The research also identifies four perceived benefits of a co-branded credit card. They also show that highly involved consumers are less affected by perceived benefits than their low involvement counterparts.
Research limitations/implications:
Further research might consider co-branding across categories of services and explore the ambivalent results of co-brand preference in the mode. This research is limited by the use of a convenience sample and a cross-sectional survey. A probability sample and a longitudinal element to the study would have added weight to the study’s findings.
Practical implications:
Managers with co-branding responsibilities should focus on improving the perceived benefits of co-branded credit cards.
Social implications:
This study has a wider application to understanding how co-branding services may be applied in not-for-profit situations, specifically affinity card co-branding, thus generating greater revenue for charitable and social concerns.
Originality/value:
This research advances research in the financial services consumer theory by demonstrating a strong association between perceived benefits and intention-to-use a co-branded credit card, distinguishing between the behavioral traits of consumers with high and low levels of involvement. It thus advances the consumer theory in co-branding. |
| first_indexed | 2024-07-09T03:51:00Z |
| format | Article |
| id | oai:repository.londonmet.ac.uk:2597 |
| institution | London Metropolitan University |
| last_indexed | 2024-07-09T03:51:00Z |
| publishDate | 2018 |
| publisher | Emerald |
| record_format | eprints |
| spelling | oai:repository.londonmet.ac.uk:25972023-08-09T08:29:42Z http://repository.londonmet.ac.uk/2597/ Co-branded services: perceived benefits and involvement of co-branded credit cards Wang, Stephen W. Farquhar, Jillian 330 Economics Purpose: The purpose of this paper is to further the consumer services theory in financial services marketing by examining how perceived benefits influence consumer intention-to-use a co-branded credit card and further how intention-to-use is moderated by involvement. Design/methodology/approach: A conceptual model is developed and tested. A convenience sample of users of a co-branded credit card was surveyed. The responses were analyzed using structural equation modeling. Findings: Results show a strong association between perceived benefits and co-brand equity and between co-brand equity and co-brand preference, as well as between perceived benefits and intention-to-use. The research also identifies four perceived benefits of a co-branded credit card. They also show that highly involved consumers are less affected by perceived benefits than their low involvement counterparts. Research limitations/implications: Further research might consider co-branding across categories of services and explore the ambivalent results of co-brand preference in the mode. This research is limited by the use of a convenience sample and a cross-sectional survey. A probability sample and a longitudinal element to the study would have added weight to the study’s findings. Practical implications: Managers with co-branding responsibilities should focus on improving the perceived benefits of co-branded credit cards. Social implications: This study has a wider application to understanding how co-branding services may be applied in not-for-profit situations, specifically affinity card co-branding, thus generating greater revenue for charitable and social concerns. Originality/value: This research advances research in the financial services consumer theory by demonstrating a strong association between perceived benefits and intention-to-use a co-branded credit card, distinguishing between the behavioral traits of consumers with high and low levels of involvement. It thus advances the consumer theory in co-branding. Emerald 2018-07-04 Article PeerReviewed Wang, Stephen W. and Farquhar, Jillian (2018) Co-branded services: perceived benefits and involvement of co-branded credit cards. International Journal of Bank Marketing, 36 (5). pp. 969-987. ISSN 0265-2323 https://doi.org/10.1108/IJBM-05-2017-0098 10.1108/ijbm-05-2017-0098 |
| spellingShingle | 330 Economics Wang, Stephen W. Farquhar, Jillian Co-branded services: perceived benefits and involvement of co-branded credit cards |
| title | Co-branded services: perceived benefits and involvement of co-branded credit cards |
| title_full | Co-branded services: perceived benefits and involvement of co-branded credit cards |
| title_fullStr | Co-branded services: perceived benefits and involvement of co-branded credit cards |
| title_full_unstemmed | Co-branded services: perceived benefits and involvement of co-branded credit cards |
| title_short | Co-branded services: perceived benefits and involvement of co-branded credit cards |
| title_sort | co branded services perceived benefits and involvement of co branded credit cards |
| topic | 330 Economics |
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