Financial services brand engagement: The role of experience and perceived risk

Poole, Adam

Abstract

Against a background of growing consumer cynicism towards brands and high levels of consumer distrust of the financial services industry, this developmental paper explores the possible role of consumer experience and perceived risk in consumer brand engagement within the financial services industry.

This paper proposes that consumers who have less experience and therefore perceive more risk when purchasing high-credence financial services products such as a pension or investment are more likely to engage with a financial services brand than consumers who are experienced in the purchase of such products and perceive less risk.

• Presentation Conference Type: Conference Paper (unpublished)
• Conference Name: British Academy of Management Conference 2018
• Start Date: Sep 4, 2018
• End Date: Sep 6, 2018
• Acceptance Date: Sep 4, 2018
• Deposit Date: Mar 12, 2019
• Publicly Available Date: Mar 12, 2019
• Peer Reviewed: Not Peer Reviewed
• Public URL: https://uwe-repository.worktribe.com/output/911645
• Additional Information: Title of Conference or Conference Proceedings : British Academy of Management 2018 Conference UWE
• Contract Date: Mar 12, 2019