Is there a life cycle for foreign bank advertising themes?

Authors

William Renforth, University of Technology, Brisbane, Australia

Document Type

Article

Abstract

Advertisements by foreign banks in the US were examined to determine the services advertised, promotional themes used and the degree of internationalization of the strategy depicted. The results indicated an emphasis on general institutional characteristics rather than a focus on specific services, and a tendency to emphasize the size of assets, internationality, experience and competitiveness. The study suggested an advertising life cycle whereby foreign banks became more competitive and globally oriented in their strategies as they gained experience and became more active in their host economy.

Recommended Citation

Renforth, William (1999) "Is there a life cycle for foreign bank advertising themes?," IIMB Management Review: Vol. 11: Iss. 2, Article 10.
Available at: https://research.iimb.ac.in/imr/vol11/iss2/10

Publication Date

6-1-1999

First Page

41

Last Page

48