Influence of Brand Personality Traits and Identification on Perceived Bank Success: A Gendered View

Abstract

The paper emphasizes the importance of banks developing a positive brand personality and fostering brand identification among customers to enhance customers’ perception of bank success. By consistently delivering on brand promises, engaging with customers, and building a sense of community, banks can strengthen their brand image, particularly among millennials. The study focused on millennial male and female customers in the banking context and conducted a self-administered survey with 110 males and 114 females. Employing various statistical methods, such as collinearity diagnostics, principal components analysis, and linear regression analysis, the research found that traits like perceived sophistication, sincerity, and ruggedness significantly influenced female millennial customers' perception of their bank's success. Similarly, the bank's sincerity and level of sophistication influenced the perceived success of male millennial customers. However, the study did not find a statistically significant link between millennial customers' identification with their bank and their perceived success of the bank brand, neither for males nor females. The findings can be valuable for banks in formulating their branding strategies and designing targeted marketing campaigns to enhance customer perception of success.

Keywords

• bank identification
• brand personality traits
• millennial consumers
• perceived success