Branding in the Retail Banking Industry in Finland - How to Attract and Retain Young Consumers
Branding in the Retail Banking Industry in Finland - How to attract and retain young consumers International Business Master's thesis Joakim Kalliala 2012 Department of Management and International Business Aalto University School of Business Powered by TCPDF (www.tcpdf.org) Aalto University, P.O. BOX 11000, 00076 AALTO www.aalto.fi Abstract of master’s thesis Author Joakim Kalliala Title of thesis Branding in the Retail Banking Industry in Finland - How to attract and retain young consumers Degree Master of Science in Economics and Business Administration Degree programme International Business Thesis advisor(s) Lucas Humphries Year of approval 2012 Number of pages 138 Language English 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 OP- Pohjola 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.
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