IDEAS home Printed from https://ideas.repec.org/a/pal/jofsma/v30y2025i2d10.1057_s41264-025-00306-x.html
   My bibliography  Save this article

Effects of financial consumer protection on brand love and brand advocacy

Author

Listed:
  • Matthew Yau Choi Chow

    (University of Lincoln)

  • Shirie Pui Shan Ho

    (UOW College Hong Kong)

Abstract

Financial consumer protection has emerged as a critical global trend. This study examines how financial consumer protection affects brand advocacy in the context of retail banks in Hong Kong. Structural equation modelling was used to analyse a sample of 300 responses to an online survey. The results showed that fairness, transparency, and data privacy protection affected customer satisfaction, while governance had no significant effect on it. Customer satisfaction was positively associated with both brand love and brand advocacy. Brand love had a strong relationship with brand advocacy. Customer satisfaction also mediated the relationships between financial consumer protection, brand love, and brand advocacy. As an evolving concept in the global banking sector, financial consumer protection not only shapes consumer behaviour but also influences their trust and thus impacts branding advocacy efforts. This study fills the gap in the literature on the impact of financial consumer protection on branding by examining the influence of financial customer protection on brand love and brand advocacy. This research adds value to the branding literature by identifying new inter-construct relationships. It also contributes to the advancement of knowledge by exploring a novel construct (financial consumer protection). Understanding the role of financial consumer protection in brand love and brand advocacy can help bank practitioners to design branding strategies that support long-term profitability.

Suggested Citation

  • Matthew Yau Choi Chow & Shirie Pui Shan Ho, 2025. "Effects of financial consumer protection on brand love and brand advocacy," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 30(2), pages 1-15, June.
    • Handle: RePEc:pal:jofsma:v:30:y:2025:i:2:d:10.1057_s41264-025-00306-x
    DOI: 10.1057/s41264-025-00306-x
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41264-025-00306-x
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41264-025-00306-x?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Dinh, Van & Le, Dao-Van & Duong, Duy & Pham, Dung, 2023. "Determinants affecting digital financial consumer protection: Evidence from 135 countries," The Journal of Economic Asymmetries, Elsevier, vol. 27(C).
    2. Biswas, Swarnava (Sonny) & Koufopoulos, Kostas, 2020. "Bank competition and financing efficiency under asymmetric information," Journal of Corporate Finance, Elsevier, vol. 65(C).
    3. Gaganis, Chrysovalantis & Galariotis, Emilios & Pasiouras, Fotios & Staikouras, Christos, 2020. "Bank profit efficiency and financial consumer protection policies," Journal of Business Research, Elsevier, vol. 118(C), pages 98-116.
    4. Kedar Bhatt, 2020. "Measuring service fairness and its impact on service quality and satisfaction: a study of Indian Banking Services," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 25(1), pages 35-44, June.
    5. Renée Rahman & Tobias Langner & Dirk Temme, 2021. "Brand love: conceptual and empirical investigation of a holistic causal model," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 609-642, November.
    6. Georgios A. Panos & John O. S. Wilson, 2020. "Financial literacy and responsible finance in the FinTech era: capabilities and challenges," The European Journal of Finance, Taylor & Francis Journals, vol. 26(4-5), pages 297-301, March.
    7. Osorio, Maria Lucila & Centeno, Edgar & Cambra-Fierro, Jesus, 2023. "An empirical examination of human brand authenticity as a driver of brand love," Journal of Business Research, Elsevier, vol. 165(C).
    8. Chu, Shu-Chuan & Chen, Hsuan-Ting & Gan, Chen, 2020. "Consumers’ engagement with corporate social responsibility (CSR) communication in social media: Evidence from China and the United States," Journal of Business Research, Elsevier, vol. 110(C), pages 260-271.
    9. Yi, Ho-Taek & Yeo, ChanKoo & Amenuvor, Fortune Edem & Boateng, Henry, 2021. "Examining the relationship between customer bonding, customer participation, and customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    10. Rodríguez-Priego, Nuria & Porcu, Lucia & Prados Peña, María Belén & Crespo Almendros, Esmeralda, 2023. "Perceived customer care and privacy protection behavior: The mediating role of trust in self-disclosure," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    11. Muhsin Muhsin & S Martono & Ahmad Nurkhin & Hengky Pramusinto & Nely Afsari & Ahmad Fadhly Arham, 2020. "The Relationship of Good University Governance and Student Satisfaction," International Journal of Higher Education, Sciedu Press, vol. 9(1), pages 1-1, February.
    12. Cavdar Aksoy, Nilsah & Yazici, Nihal, 2023. "Does justice affect brand advocacy? Online brand advocacy behaviors as a response to hotel customers’ justice perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    13. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Vernuccio, Maria & Boccalini, Sara & Patrizi, Michela, 2025. "“Being†with the brand in the metaverse: Strengthening brand anthropomorphism to foster brand love," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    2. Fadi Almazyad & Purvi Shah & Eleanor T. Loiacono, 2023. "Social media activism for resurrecting deleted brands: the role of consumers’ psychological reactance," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 367-380, July.
    3. P. Rodrigues & M. Junaid & A. Sousa & A. P. Borges, 2024. "Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 382-400, July.
    4. Vesna Babić-Hodović & Alisa Mujkić & Maja Arslanagić-Kalajdžić, 2023. "We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 9-33, January.
    5. Donthu, Naveen & Kumar, Satish & Pandey, Neeraj & Pandey, Nitesh & Mishra, Akanksha, 2021. "Mapping the electronic word-of-mouth (eWOM) research: A systematic review and bibliometric analysis," Journal of Business Research, Elsevier, vol. 135(C), pages 758-773.
    6. Gwarlann Kerviler & Nico Heuvinck & Elodie Gentina, 2022. "“Make an Effort and Show Me the Love!” Effects of Indexical and Iconic Authenticity on Perceived Brand Ethicality," Journal of Business Ethics, Springer, vol. 179(1), pages 89-110, August.
    7. Tarcia Camily Cavalcante Quezado & Nuno Fortes & William Quezado Figueiredo Cavalcante, 2022. "The Influence of Corporate Social Responsibility and Business Ethics on Brand Fidelity: The Importance of Brand Love and Brand Attitude," Sustainability, MDPI, vol. 14(5), pages 1-20, March.
    8. Rahida Abd Rahman & Azleen Ilias, 2025. "Analysis of Brand Love on English Football Teams," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(1), pages 2576-2593, January.
    9. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    10. Guo, Wen-Chung & Tseng, Ping-Lun, 2023. "COVID-19, bank risk, and capital regulation: The aggregate shock and social distancing," The Quarterly Review of Economics and Finance, Elsevier, vol. 92(C), pages 155-173.
    11. Myoung-Jin Chae, 2021. "Driving Consumer Engagement through Diverse Calls to Action in Corporate Social Responsibility Messages on Social Media," Sustainability, MDPI, vol. 13(7), pages 1-22, March.
    12. Nizar Souiden, 2024. "Recreational marijuana: Ethical positions and consumption status in explaining attitudes, perceived law ethicalness, and perceived corporate social responsibility," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(5), pages 4512-4531, September.
    13. Anike Sult & Janice Wobst & Rainer Lueg, 2024. "The role of training in implementing corporate sustainability: A systematic literature review," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 1-30, January.
    14. Shir-Way Siew & Michael S. Minor & Reto Felix, 2018. "The influence of perceived strength of brand origin on willingness to pay more for luxury goods," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 591-605, November.
    15. Noor Hasmini Binti Abd Ghani & Mohammad Kashedul Wahab Tuhin, 2016. "Consumer Brand Relationships," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 950-957.
    16. Alvarez, Claudio & David, Meredith E. & George, Morris, 2023. "Types of Consumer-Brand Relationships: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    17. Bahtýþen Kavak & Canan Eryiðit & Öznur Özkan Tektaþ & Pýnar Baþgöze, 2010. "Effects Of Hedonic - Utilitarian Motives And Life Style On Attitudinal-Behavioral Loyalty," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 24(1+2), pages 21-40.
    18. Nam Thanh Vu & Hung Quang Bui & Tuan Anh Pham & Duc Hong Vo, 2024. "Fintech development and environmental sustainability: Does income inequality matter?," Australian Economic Papers, Wiley Blackwell, vol. 63(2), pages 350-369, June.
    19. Anwar Sadat Shimul & Isaac Cheah & Mahabubur Rahman, 2025. "Consumers’ dark personality traits drive gluckschmerz: the interplay of competitiveness and brand love," Journal of Brand Management, Palgrave Macmillan, vol. 32(2), pages 112-130, March.
    20. Freddy Marilahimbilu Mgiba & Thozama Mxotwa, 2024. "Communicating Banking Cyber-security Measures, Customer Ethical Concerns, Experience, and Loyalty Intentions: A Developing Economy’s Perspective," International Review of Management and Marketing, Econjournals, vol. 14(3), pages 123-135, May.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jofsma:v:30:y:2025:i:2:d:10.1057_s41264-025-00306-x. See general information about how to correct material in RePEc.

    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 CitEc recognized a bibliographic reference but did not link an item in RePEc 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 RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.