Advanced Search
MyIDEAS: Login to save this article or follow this journal

Brand Value Building in Online Social Lending Startups


Author Info

  • Djamchid Assadi
  • Arvind Ashta


Connectivity in the information age, the attendant move to co-creating experiences with consumers, transaction cost economics associated with search costs in the wake of information overload, all suggest that brand value requires not only informing and dialogue, but also enabling discussion between consumers and with consumer communities. This research studies the Web 2.0 tools to find out how they can be used to build up brand equity through informing, dialoguing and enabling discussion. This research investigates ten cases in the field of online lending. We find that different websites are using many interaction tools for informing, dialogue and enabling discussion, including website presentations, blogs, buzz creation, co-branding, social networking and sharing media. We find different mix of these brand equity creation strategies on different websites. This descriptive article will be of interest to all social websites as well as all microfinance institutions, banks and financial service institutions who would like to use web 2.0 to foster new co-creation of value with their customers. The article is especially useful to understand community formation for building up brand value which could be useful for directing microfinance towards the financially excluded. This is the first paper to study brand equity creation strategies using web 2.0 tools. It is also the first paper to study brand valuation creation in online lending in particular. JEL Codes: D23, G21, M31, O14, O33

Download Info

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
File URL:
Download Restriction: free

File URL:
Download Restriction: free

Bibliographic Info

Article provided by De Boeck Université in its journal Journal of Innovation Economics.

Volume (Year): n°9 (2012)
Issue (Month): 1 ()
Pages: 139-161

as in new window
Handle: RePEc:cai:jiedbu:jie_009_0139

Contact details of provider:
Web page:

Related research

Keywords: microfinance; brand equity; p2p; online lending; value creation; transaction cost;

Find related papers by JEL classification:


No references listed on IDEAS
You can help add them by filling out this form.



This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.


Access and download statistics


When requesting a correction, please mention this item's handle: RePEc:cai:jiedbu:jie_009_0139. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Jean-Baptiste de Vathaire).

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.