The following information was submitted:
Transactions: WSEAS TRANSACTIONS ON MATHEMATICS
Transactions ID Number: 32-689
Full Name: Chuen-ping Chang
Position: Assistant Professor
Age: ON
Sex: Female
Address: 56-1 Shing-hwa Street, Yen-Cheng District, Kaohsiung 803
Country: TAIWAN
Tel: 886-7-5611958
Tel prefix:
Fax: 886-7-5327168
E-mail address: cpchang@cc.kuas.edu.tw
Other E-mails: cpchang0721@yahoo.com.tw
Title of the Paper: A mathematical model of Effects of Bank Brand Perception of a banking firm
Authors as they appear in the Paper: Chuen-Ping Chang , Jyh-Horng Lin
Email addresses of all the authors: cpchang@cc.kuas.edu.tw, lin9015@mail.tku.edu.tw
Number of paper pages: 13
Abstract: Branding has become a widespread practice for banks. Studies in the literature focus on whether certain incentives would facilitate banks to develop their own unique brand of quality. However, there has been little evidence documenting the consequences of bank branding in the geographic deregulation environment. This paper fills gap by focusing a pattern of bank interest margin determination with entry competition in which a bank with home brand identity extends its advantage to an imperfectly competitive target market. We show that the bank with brand perception advantages subsequently has a lower equity return with a lower default risk whereas the incumbent with such the disadvantages has the opposite results. We argue that strategies on bank brand perception may be recognized as low return-risk strategies, which are relevant considerations of geographic deregulation.
Keywords: Bank Brand Perception, Entry Competition, Interest Margin, Default Risk
EXTENSION of the file: .pdf
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