International Journal of Bank Marketing

Scope & Guideline

Elevating financial marketing practices with rigorous academic inquiry.

Introduction

Welcome to the International Journal of Bank Marketing information hub, where our guidelines provide a wealth of knowledge about the journal’s focus and academic contributions. This page includes an extensive look at the aims and scope of International Journal of Bank Marketing, highlighting trending and emerging areas of study. We also examine declining topics to offer insight into academic interest shifts. Our curated list of highly cited topics and recent publications is part of our effort to guide scholars, using these guidelines to stay ahead in their research endeavors.
LanguageEnglish
ISSN0265-2323
PublisherEMERALD GROUP PUBLISHING LTD
Support Open AccessNo
CountryUnited Kingdom
TypeJournal
Convergefrom 1983 to 2024
AbbreviationINT J BANK MARK / Int. J. Bank Mark.
Frequency7 issues/year
Time To First Decision-
Time To Acceptance-
Acceptance Rate-
Home Page-
AddressFloor 5, Northspring 21-23 Wellington Street, Leeds, W YORKSHIRE LS1 4DL, ENGLAND

Aims and Scopes

The International Journal of Bank Marketing focuses on the intersection of banking practices, consumer behavior, and marketing strategies within the financial services sector. It aims to provide insights into how banks can effectively engage with consumers and adapt to the evolving financial landscape.
  1. Consumer Behavior in Banking:
    The journal emphasizes understanding the motivations, preferences, and behaviors of banking consumers, including their interactions with various banking services and technologies.
  2. Digital Transformation in Banking:
    A significant focus on how digital innovations, such as mobile banking and fintech, are reshaping banking services, customer experiences, and operational efficiencies.
  3. Corporate Social Responsibility (CSR) and Sustainability:
    Exploration of how banks can implement CSR initiatives and sustainable practices that enhance their reputation and align with consumer values.
  4. Financial Literacy and Inclusion:
    Research on the importance of financial literacy in promoting consumer financial well-being and the role of banks in enhancing financial inclusion.
  5. Impact of Technology on Banking Services:
    Investigating the effects of emerging technologies, such as AI and blockchain, on banking services, customer trust, and operational strategies.
  6. Marketing Strategies in Banking:
    Analysis of effective marketing strategies tailored for the banking sector, focusing on brand loyalty, customer engagement, and service quality.
The journal is witnessing a surge in interest in several emerging themes that reflect the current trends in banking and financial services, driven by technological advancements and changing consumer expectations.
  1. Fintech Innovations and Collaboration:
    An increasing number of studies explore the collaboration between banks and fintech companies, emphasizing how these partnerships can enhance service delivery and customer experience.
  2. Consumer Vulnerability and Financial Resilience:
    Research focusing on consumer vulnerability, particularly in the context of economic crises like COVID-19, has gained traction, highlighting the need for banks to support financial resilience.
  3. Data Privacy and Security Concerns:
    As digital banking services proliferate, there is a growing emphasis on understanding consumer perceptions of data privacy and security in banking transactions.
  4. Behavioral Insights in Financial Decision-Making:
    Emerging themes include the psychological and behavioral aspects of consumer financial decision-making, including the impact of emotions and cognitive biases.
  5. Sustainable Banking Practices:
    There is a notable rise in research related to sustainable banking practices and the integration of environmental, social, and governance (ESG) factors into banking strategies.
  6. Impact of Digital Marketing on Banking Services:
    The role of digital marketing in shaping consumer perceptions and engagement with banking services has become a prominent area of study, reflecting the shift towards online platforms.

Declining or Waning

While the journal continues to thrive in many areas, certain themes have shown a decline in prominence, reflecting shifts in research priorities and consumer interests.
  1. Traditional Banking Practices:
    There is a noticeable decrease in studies focusing on traditional banking practices as the industry shifts towards digital and fintech solutions.
  2. Conventional Marketing Strategies:
    Research centered around conventional marketing tactics is waning as banks increasingly adopt data-driven and digital-first approaches to customer engagement.
  3. Financial Products with Low Engagement:
    Interest in low-engagement financial products (e.g., basic savings accounts) has decreased, with more focus shifting towards innovative and interactive financial services.
  4. Geographic Limitations in Banking Studies:
    There appears to be a reduction in studies that focus solely on specific geographic contexts, as the journal increasingly embraces global perspectives and comparative analyses.

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