Emotional brand experiences in digital banking significantly boost consumer-based brand equity.
Positive emotional interactions with internet banking platforms directly enhance brand awareness, perceived quality, brand associations, and customer loyalty.
European Journal of Management Studies · 2024
Key Findings
- 01Emotional brand experiences of internet banking users positively correlate with brand awareness.
- 02Emotional brand experiences of internet banking users positively correlate with brand loyalty.
- 03Emotional brand experiences of internet banking users positively correlate with brand associations.
- 04Emotional brand experiences of internet banking users positively correlate with perceived quality.
Application
Design takeaway
Prioritize the emotional impact of digital interactions; design for delight and trust, not just utility.
How to apply
When designing or redesigning digital banking interfaces, consider elements that evoke positive emotions such as ease of use, clear communication, personalized touches, and a sense of security.
Project actions
- 01When researching user experiences, consider how users feel at different touchpoints.
- 02Think about how to measure emotional responses in your design project.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilized a robust analytical method (SEM) to explore complex relationships.
- +Large sample size contributing to statistical power.
Limitations
The sample was drawn from a specific geographic region (Turkey), and the study focused on internet banking, so results may not apply to all digital services or cultures.
Reliability & validity
The use of SEM suggests a strong focus on establishing relationships between constructs. The reliability and validity of the questionnaire instrument itself would be crucial for the study's robustness.
Think critically
How might the specific cultural context of Turkey have influenced the emotional responses observed, and how could this impact the generalizability of these findings to Western markets?
Design Principles
"Emotional resonance is a key driver of brand equity in digital service design."
In an increasingly digital marketplace, especially within financial services, the emotional resonance a brand creates through its online channels is a critical driver of its overall market value and customer retention. This highlights the need for design strategies that prioritize user emotion alongside functionality.
What This Means for Your Design
Making people feel good when they use online banking makes them like the bank more and trust it more.
How to use in your project
- 1.Reference this study when discussing the importance of user emotion in digital product development and its impact on market success.
Add to My Project
Quick Cite
(2024). The relationship of internet banking users' emotional brand experiences and consumer-based brand equity. European Journal of Management Studies. https://doi.org/10.1108/EJMS-03-2023-0013 Retrieved from https://designdex.org/study/3b27b713-094d-4e64-9849-4aa14446f3a0/emotional-brand-experiences-in-digital-banking-significantly-boost-consumer-based-brand-equity
Paragraph starter
This research highlights that emotional brand experiences are integral to building consumer-based brand equity within digital service environments. For instance, a study by Akın and Gürbüz (2024) found that positive emotional interactions with internet banking platforms significantly enhanced brand awareness, perceived quality, brand associations, and customer loyalty among users in Turkey, underscoring the strategic importance of designing for emotional engagement in digital product development.
Source
European Journal of Management Studies
The relationship of internet banking users' emotional brand experiences and consumer-based brand equity
journal · 2024
View sourceQuestions about this research
- What does the research say about emotional brand experiences in digital banking significantly boost consumer-based brand equity?
- Prioritize the emotional impact of digital interactions; design for delight and trust, not just utility. Evidence: European Journal of Management Studies (2024).
- Why does "Emotional brand experiences in digital banking significantly boost consumer-based brand equity." matter for design?
- In an increasingly digital marketplace, especially within financial services, the emotional resonance a brand creates through its online channels is a critical driver of its overall market value and customer retention. This highlights the need for design strategies that prioritize user emotion alongside functionality.
- How can designers apply this research?
- Prioritize the emotional impact of digital interactions; design for delight and trust, not just utility.
- What were the main findings?
- Emotional brand experiences of internet banking users positively correlate with brand awareness.. Emotional brand experiences of internet banking users positively correlate with brand loyalty.. Emotional brand experiences of internet banking users positively correlate with brand associations.. Emotional brand experiences of internet banking users positively correlate with perceived quality.
- What research method was used?
- Quantitative research using Structural Equation Modeling (SEM). with 484 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2024 journal from European Journal of Management Studies.
- What should I do differently in my next project?
- When designing or redesigning digital banking interfaces, consider elements that evoke positive emotions such as ease of use, clear communication, personalized touches, and a sense of security.
- What are the limitations?
- The study was conducted solely within Turkey, potentially limiting the generalizability of findings to other cultural contexts. Further research could explore the impact of specific positive versus negative emotions.
- Is there evidence that brand affects design outcomes?
- Users' emotional connections with their internet banking services directly strengthen how well they know the brand, how much they trust and prefer it, what they associate with it, and how good they think its services are. In an increasingly digital marketplace, especially within financial services, the emotional resona Source: European Journal of Management Studies (2024).
- Where does this emotional research apply?
- Digital banking services in Turkey. It sits within innovation & markets research on designdex.org.
Related research topics
brand design research · evidence on brand · does brand improve design outcomes · emotional studies for designers · brand and emotional findings · innovation & markets research evidence