A Commercial Bank's Brand and Its Magnetic Effect——A Study on Behavioral Economics in a Perspective of Consumers' Attitude

doi:10.16382/j.cnki.1000-5579.2007.02.014

Abstract

Abstract:

In a perspective of behavioral analysis of consumers this paper focuses on China's commercial banks' brands, and puts forward a theoretical model of magnetic effect.A positive analysis of a brand's cognitive factors including image design, branch network, product utility, service quality and promotion measure effectively verifies the existence of magnetism effect and its functional mechanism.This paper concludes an interior link and influential rule between consuming mentality and bank's brand.

Key words: commercial bank's brand, magnetic effect, consumer's attitude

CLC Number:

Jian-qing LU. A Commercial Bank's Brand and Its Magnetic Effect——A Study on Behavioral Economics in a Perspective of Consumers' Attitude[J]. Journal of East China Normal University (Philosophy and Social Sciences), 2007, 39(2): 82-85.

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A Commercial Bank's Brand and Its Magnetic Effect——A Study on Behavioral Economics in a Perspective of Consumers' Attitude

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