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Brand engagement in omnichannel banking services: a cross-cultural approximation

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dc.contributor.authorPeña García, Nathalie
dc.contributor.authorLosada Otálora, Mauricio
dc.contributor.authorSiqueira, Jose Ribamar
dc.contributor.orcidPeña García, Nathalie [0000-0002-6594-5940]
dc.contributor.orcidLosada Otálora, Mauricio [0000-0002-1791-9086]
dc.contributor.orcidRibamar Siqueira, Jose [0000-0001-8210-1742]
dc.contributor.scopusPeña García, Nathalie [57202849705]
dc.contributor.scopusLosada Otálora, Mauricio [55695829400]
dc.date.accessioned2026-09-01T19:16:41Z
dc.date.issued2026-01-16
dc.description.abstractenglishThis study aims to comprehend the impact of omnichannel strategies and customer experience on brand engagement in the banking sector. The self-determination theory (SDT) is applied to validate its effects on omnichannel perception, customer experience and brand engagement. A quantitative research approach was employed to gather comprehensive insights, using a structured questionnaire to survey 2029 bank users in five countries: Argentina, Brazil, Spain, Mexico and the United States.eng
dc.description.orcidhttps://orcid.org/0000-0002-6594-5940
dc.description.orcidhttps://orcid.org/0000-0002-1791-9086
dc.description.orcidhttps://orcid.org/0000-0001-8210-1742
dc.description.scopushttps://www.scopus.com/authid/detail.uri?authorId=57202849705
dc.description.scopushttps://www.scopus.com/authid/detail.uri?authorId=55695829400
dc.identifier.doihttps://doi.org/10.1108/MD-04-2024-0856
dc.identifier.eissn1758-6063
dc.identifier.issn0025-1747
dc.identifier.urihttp://hdl.handle.net/10726/6333
dc.language.isoeng
dc.publisherEmerald Insight
dc.relation.citationendpage471
dc.relation.citationissue1
dc.relation.citationstartpage450
dc.relation.citationvolume64
dc.relation.ispartofjournalManagement Decision
dc.rights.accessrightsinfo:eu-repo/semantics/restrictedAccess
dc.rights.localAcceso Restringido
dc.subjectBanks and banking
dc.subjectInternet banking
dc.subjectCustomer relations
dc.subjectCustomer services
dc.subjectBranding (Marketing)
dc.subjectConsumer behavior
dc.subjectOmnichannel marketing
dc.subjectCustomer experience
dc.subjectCross-cultural studies
dc.subjectMarketing
dc.subjectDigital transformation
dc.subjectBusiness communication
dc.subjectRelationship marketing
dc.subjectBrand loyalty
dc.subjectSelf-determination theory
dc.titleBrand engagement in omnichannel banking services: a cross-cultural approximationeng
dc.type.coarhttp://purl.org/coar/resource_type/c_2df8fbb1
dc.type.driverinfo:eu-repo/semantics/article
dc.type.redcolhttp://purl.org/redcol/resource_type/ART

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