IDEAS home Printed from https://ideas.repec.org/p/nbr/nberwo/34220.html
   My bibliography  Save this paper

Banks’ Images: Evidence from Advertising Videos

Author

Listed:
  • Xugan Chen
  • Allen Hu
  • Song Ma

Abstract

This paper examines how banks strategically develop brand images and how these efforts influence franchise value and the transmission of monetary policy. Analyzing TV advertisements via video embeddings, we measure banks' images along three dimensions: pricing advantages, service quality, and building trust and emotional connections. Banks with high local market shares highlight service and trust. Banks lacking pricing or service advantages lean on emotional appeals. Banks tailor images to demographics, increasing minority representation in targeted areas. A border discontinuity design helps identify that banks' images affect deposit growth, spreads, and loan demand, leading banks to respond differently to monetary policy.

Suggested Citation

  • Xugan Chen & Allen Hu & Song Ma, 2025. "Banks’ Images: Evidence from Advertising Videos," NBER Working Papers 34220, National Bureau of Economic Research, Inc.
    • Handle: RePEc:nbr:nberwo:34220
    Note: CF IO PR
    as

    Download full text from publisher

    File URL: http://www.nber.org/papers/w34220.pdf
    Download Restriction: Access to the full text is generally limited to series subscribers, however if the top level domain of the client browser is in a developing country or transition economy free access is provided. More information about subscriptions and free access is available at http://www.nber.org/wwphelp.html. Free access is also available to older working papers.
    ---><---

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

    for a different version of it.

    More about this item

    JEL classification:

    • G2 - Financial Economics - - Financial Institutions and Services
    • G3 - Financial Economics - - Corporate Finance and Governance
    • G5 - Financial Economics - - Household Finance
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    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:nbr:nberwo:34220. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: the person in charge (email available below). General contact details of provider: https://edirc.repec.org/data/nberrus.html .

    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.