An exploratory study of factors affecting credit card brand and category selection in India

This article aims to identify various credit card selection factors in the context of an Asian emerging economy – India. Considering the recent emergence of the three-tier banking system in India, the study proposes to investigate whether there exists an association between credit card selection factors and the type of credit card issuing bank (public, private national or private foreign). The article also seeks to find out whether the income level of the individual determines the type of credit card bank category selection, as prior literature suggests that demographic factors are closely related to credit card selection and usage patterns. The analysis was carried out using a mixed method research design involving thematic analysis of focus group data, factor analysis, PERMAP analysis and multiple correspondence analysis in different phases. Five primary credit card selection factors were identified. A strong correspondence between credit card selection factors, personal income levels and choice of credit card issuing bank was found. Accordingly, credit card selection factors and personal income level were together identified as factors affecting the type of bank selected. The phenomenon of bank category-based stereotyping of brands is emphasized based on the analysis. The implications of this phenomenon with respect to brand identity conception, target segmentation, brand positioning and marketing communication are discussed.     

The double jeopardy of sales promotions

The maturing of most consumer markets in the United States has put great pressure on manufacturers in their search for growth. They have concentrated on building sales and expanding share proportions in the stagnant markets with devices like niche products, product extensions, mergers, and international ventures. They have shifted emphasis to sales promotions at the expense of advertising. But promotions, when you come right down to it, mean price reductions. Trade promotions are almost always rebates, and consumer promotions are usually temporary price reductions or coupons. The cost in reduced profit, demonstrated mathematically through calculations of price elasticity, is severe. Besides, when the promotion is over, the manufacturer has not moved forward an inch in shoring up the brand franchise. Promotions bring volatile demand, whereas the producer seeks stable demand. By sustaining a brand image and building customer loyalty, on the other hand, theme advertising can stabilize demand. Moreover, this type of advertising is less likely than promotion is to invite destructive competitive retaliation. Calculation of the advertising elasticity of a brand indicates that sometimes even modest sales increases can produce healthy profit improvement. In a well-planned marketing campaign, there is often good reason to include trade or consumer promotion--to counter a leading competitor's moves, for example. But there is no point in carrying out wild swings at rivals in a struggle for market share. Mathematical techniques can aid the efficiency of marketing planning and put on a more rational basis the decision on where to put the dollars.     

信用卡使用意向成因分析及其营销策略研究

本文在计划行为理论的基础上,使用结构方程模型等数理统计方法,探析了消费者信用卡使用意向的影响因素,进而建构了消费者信用卡使用意向模型。研究表明,计划行为理论中信用卡态度和知觉行为控制变量对消费者信用卡使用意向有重要影响。此外,研究还进一步将消费者信用卡态度区分为便利性态度、金钱与信用态度,实证研究显示便利性态度对信用卡使用意向有重要影响,这种区分是合理的和必要的。最后,研究提出实务建议,为中国信用卡业务的完善和发展提供决策依据。     

消费信贷与家庭人力资本投资

已有丰富的文献考察了消费信贷对家庭消费和投资行为的影响，但少有研究关注其对家庭人力资本投资的影响。家庭人力资本投资对于人力资本积累、经济高质量发展至关重要。基于此，本文考察了信用卡使用对家庭人力资本投资的影响及其影响机制，主要发现如下：信用卡使用显著增加了家庭人力资本投资，且这一效应具有长期动态影响并对城市、高收入、高教育程度家庭影响更为显著，这意味着信用卡消费信贷可能会增加人力资本不平等。进一步研究发现，家庭会增加劳动力供给来应对人力资本支出的增加。机制分析表明，信用卡使用主要通过增加家庭消费投资、促进消费升级、缓解家庭预算约束三种途径促进家庭人力资本投资。在风险可控的前提下，引导消费信贷流向有利于实体经济发展的领域，可助力于消费升级与人力资本积累，从而为经济发展提供新动能。     

我国商业银行信用卡品牌定位的思考

本文指出目前我国商业银行信用卡品牌定位存在重知名度、缺乏品牌意识,同质化严重、不能体现品牌差异,重广告宣传、缺乏品牌核心价值三大误区,其产生原因主要是发卡行缺乏有效的市场细分和精准的市场定位,在此基础上笔者提出了信用卡品牌定位系统,信用卡品牌定位三大步骤和信用卡品牌定位八大策略。     

Real-time revenue and firm disclosure

Review of Accounting Studies - We examine firm disclosure choice when information is received on a real-time, continuous basis. We use transaction-level credit and debit card sales for a sample of...     

College students and credit card companies: Implications of attitudes

More knowledge and understanding is needed regarding the mechanisms influencing college student attitudes toward credit card companies and the behavior that students exhibit using credit cards. Prior literature in the area has been sparse. The current article is an attempt to fill the gap in existing literature. Using survey data, we try to find the determinants of college student attitude toward credit card companies and the responsible use of credit cards. Our findings indicate that a strong positive link exists between student attitude toward credit card companies and responsible credit behavior. Two distinct groups of students are identified – one with a positive attitude toward credit card companies and positive credit use behaviors; the other with the opposing attitude and behavior. Reward cards, payment behavior, number of credit cards, modes of acquisition, awareness about credit card policies, purpose for using credit cards, impulsiveness and certain student characteristics are all indicated as variables that help discriminate between the two different student groups. Our findings have implications for both higher education institutions and credit card firms.     

Muslim religiosity and purchase intention of different categories of Islamic financial products

Considering the rapid growth of Islamic Financial Products (IFPs) worldwide and the limited research on Muslims’ buying behaviour of such products, this research examines the relationship between religiosity, consumer buying attitude and purchase intention towards different categories of IFPs. The findings suggest that buying attitude has full mediation for deposit, credit and capital market products and partial mediation for insurance products on the association between Muslim religiosity and their purchase intention. Interestingly, religiosity influenced positively even for insurance and capital market products. This is in contrast with our hypothesised relationships for capital and insurance products. The study contributes to the literature by enhancing our understanding of the complex mediating religiosity – buying attitude – purchase intention relationships for different categories of IFPs.     

Adverse selection,search costs and sticky credit card rates

Several scholars of financial economics observed that during the 1980s, market interest rates declined continuously with little or no impact on credit card rates. Recently, Meyercord (1994), Sinkey and Nash (1993), and Sullivan and Worden (1995) recorded significant changes in the credit card market indicating an increased level competition. This study represents an attempt to determine the sensitivity of credit card rates to the costs of funds in the U.S. economy. The evidence from the Johansen Cointegration test confirms that credit card rates and cost of funds posses a long-run equilibrium relationship with one another. Furthermore, the results of the error correction models are indicative of a sluggish rate at which credit card interest rates adjust to the costs of funds. Between 1982 and 1994, credit card rates adjust to changes in the cost of funds at about 15 percent per quarter. These results represent anecdotal evidence for the validity of adverse selection, search and switch costs explanation that have been discussed in the financial contracting literature.     

客户服务是商业银行信用卡品牌建设的最主要途径

品牌是一种能够体现企业独特性、区别不同企业的差异性.信用卡品牌是体现不同发卡银行差异性的服务品牌,信用卡品牌的形成过程就是发卡银行差异性的定位、调整与形成的过程.无形服务与有形产品在差异性领域以及差异性传递方面存在着本质差异,决定了服务品牌与产品品牌的重大不同.有形产品主要通过广告宣传来建立认知和品牌,无形服务主要通过客户服务和客户体验来建立认知和品牌.     

Consumer rationality/irrationality and financial literacy in the credit card market: Implications from an integrative review

This study analyzes consumer rationality/irrationality and financial literacy in the credit card market. Through literature review, it reveals that consumers, as a whole, make a rational decision when they borrow using a credit card and bear the high interest rate. However, consumers make various mistakes in their individual financial decisions and credit card behavior. Financial literacy, affected by cognitive ability, financial knowledge and financial education can improve consumers’ behavior. This article presents new insights on the implications for consumers, credit card issuers, policymakers and researchers. It has both practical and academic contribution to the credit card market.     

Managing perceived risk for credit card purchase through supplementary services

The present study aims to understand the significance of supplementary services as nonpersonal sources of information to consumers to handle perceived risk associated with the purchase of credit card services. The impact of supplementary services is particularly studied towards functional risk and psychological risk. The study is based on primary data collected by a survey with the help of a questionnaire administered through personal interviews. It is found that supplementary services can play a significant role in controlling functional and psychological perceived risk associated with credit card services. Marketers of credit cards can enhance the value of services to customers and can thus enhance purchase possibilities by reducing perceived risk through supplementary services that are controllable. Perceived risk in financial services marketing is an important factor from the consumers’ point of view for purchase decisions and is also an issue of significance to service marketers. It is an original attempt to examine the relationship between perceived risk and supplementary services.     

If brands are built over years, why are they managed over quarters?

Brands are on the wane. Many consumer-goods companies blame the big-box discount retailers, but the Wharton School's Leonard Lodish and the Fuqua School's Carl Mela have a different explanation. Their research suggests that companies have damaged their brands by investing too much in short-term price promotions and too little in long-term brand building. To rescue their brands and increase profitability, corporate managers must arm themselves with long-term measures of brand performance and use them to make smarter marketing decisions. Several factors explain the short-sightedness of brand management: the increased availability of weekly, or even hourly, scanner data, which show a clear link between discounts and immediate boosts in sales; the relative difficulty of measuring the effects of advertising, new-product development, and distribution--all of which can contribute to a brand's long-term health; the short tenure of most brand managers; and the near-term orientation of Wall Street analysts. Although discounts do increase sales in the short-term, they ultimately lower profit margins. If a product is often discounted, consumers learn to buy it only when it's on sale. Moreover, when one firm increases its discounts, others usually follow suit, lowering everyone's margins. Executives can monitor a brand's long-term performance by watching a dashboard of measures. Only after examining such measures, for example, did managers at Clorox discover that the company's heavy discounting and decreased advertising had caused a steady decline in overall bleach sales and profit margins. In response, Clorox reduced discounting and increased television advertising, moves that ultimately strengthened the brand and reversed the firm's downward trends.     

信用卡、风险应对与城镇家庭股市参与

信用卡市场的发展有利于家庭平滑消费,但是否会影响家庭的投资决策尚缺少事实检验。基于中国家庭金融调查(CHFS)2011和2013年的调查数据,本文首次检验了信用卡对城镇家庭股市投资的影响。研究发现:(1)控制家庭财富、融资渠道、社会资本等特征,持有信用卡在边际上促进了家庭的股市参与率,股市投资额取决于信用额度。(2)中国信用卡市场的发展,并未像流动性约束理论预测的可以平滑消费,反而刺激了家庭风险性资产的配置,最终提高了储蓄率。原因在于,中国家庭更多地将信用卡作为应对未来短期突发性风险的金融工具,从而在当期将更多资产配置在风险资产上,以实现资本积累。使用信用卡数目、信用额度等多种衡量方式,并采用工具变量法(IV)和面板数据固定效应模型等解决内生性问题后,该结论稳健。该研究有助于理解信用卡在中国家庭投资决策的作用,并为流动性约束或有限股市参与假说提供中国经验。     

How does the insurer's mobile application sales strategy perform?

While the impact of an Internet-based sales strategy on sales performance has been well studied, there is little academic research that examines the impact of a mobile application (MA) sales strategy on the sales performance of insurers. Using a unique data set for term life insurance policies from a Chinese life insurer, we study the impact of implementing this strategy on insurance purchases. We find a significant growth in the insurance purchase quantity and somewhat lower growth in premiums received from new policies. This paper determines that this is due to improved channel accessibility and the cost reduction of the MA channel. Although sales of traditional distribution channels are cannibalized in the short term by the MA distribution strategy, this substitution effect does not persist in the long run. In addition, we find that this strategy reduces impulsive purchases.     

Did the commercial paper funding facility prevent a Great Depression style money market meltdown?

This paper analyzes how risk premiums altered the use of commercial paper relative to bank loans during the recent financial crisis. Consistent with the theoretical and empirical literature on how surges in risk premiums can induce plunges in under-collateralized credit or credit funded with noninsured sources, results indicate that a spike in risk premiums induced a plunge in commercial paper use during the recent crisis. This paper also finds that Federal Reserve interventions in the money market helped prevent the commercial paper market from melting down to the extent seen during the early 1930s.     

基于Logit模型对新型农业经营主体农业保险购买偏好的特征研究

新型农业经营主体对农业保险的购买偏好与传统小农户存在明显的区别.运用二分类Logit回归模型,以对8个省份的问卷调查为基础,实证分析新型农业经营主体农业保险的购买偏好特征.结果表明:对市场价格反映较为敏感;更愿意提高保额的同时提高保费,对保费支出意愿较强;更迫切需要高保障型产品,提高损失补偿度;对政府提高保费补贴意愿强;对收入保险需求更迫切;补偿或救助发挥着正向作用.     

Short sales and trade classification algorithms

This paper demonstrates that short sales are often misclassified as buyer-initiated by the Lee–Ready and other commonly used trade classification algorithms. This result is due in part to regulations which require that short sales be executed on an uptick or zero-uptick. In addition, while the literature considers “immediacy premiums” in determining trade direction, it ignores the often larger borrowing premiums that short sellers must pay. Since short sales constitute approximately 30% of all trade volume on U.S. exchanges, these results are important to the empirical market microstructure literature, as well as to measures that rely upon trade classification, such as the probability of informed trading (PIN) metric.     

对个体工商户受理信用卡业务制约因素的探析

为防止恶意套现,2009年8月央行出台了有关加强银行卡安全的文件,明确规定严格收单结算账户管理,禁止将特约商户（含固定电话支付业务的特约商户）的个人结算账户设置为信用卡收单账户。本文在对克拉玛依地区银行卡推广使用情况调查的基础上,阐释了关闭信用卡受理功能后对市民、商户造成的不利影响,分析了转开单位结算账户受理信用卡存在的成本较大、手续烦琐,且现金流动不便的问题,并提出了相关对策建议。     

Consideration sets for financial services brands

This study examines the extent of consumer information search and consideration of financial services brands. It uses data from two surveys of purchasing behavior. This study finds a surprisingly low level of consumer consideration, either by personal enquiry or via the internet. The most common consideration set comprised only one brand, and this was the case for both high-value and low-value services. The managerial implication is that services marketers should make brand salience a top priority, with the competitiveness of their offer not being the primary driver of sales. If a financial services brand is salient to a consumer, there is a very high chance they will purchase that brand, without extensive comparison of the merits of alternatives.