Mobile application branding: The case of Nordea & Danske Bank

Vibe Kirt & Christina Bisgaard Holm

Student thesis: Master thesis

Abstract

The number of mobile applications has increased rapidly over the last couple of years and a long with the growing attachment and dependency of one’s mobile phone to be reachable and online 24/7 wherever and whenever has shown that technology has yet again managed to change the way we live our lives. The thesis objective was to research and explore the value creation for mobile bank applications and how these values influence the users’ perception of the bank application as well as their perception of their bank. Two cases have been chosen: Nordea and Danske Bank, as they are largest banks in Denmark and were some of the first to launch their mobile bank applications. For our research, a theoretical framework was created based on brand-consumer relationship theory in order to examine if the bank applications’ value constructs influence the users’ psychological sense of brand community (PSBC), their level of emotional brand attachment and brand loyalty. To test the theoretical framework, ten in-depth interviews were conducted with five respondents from each bank and they also answered a survey. The results were surprising, as the two banks, which were viewed to be similar, showed very different findings. However, the results on the value constructs and on PSCB were the same, as overall none of the respondents felt a sense of community feeling to other users or bank customers. Furthermore, they all found the functional value to be the most important in terms of convenience, timesaving and availability, and the enjoyment value was high on satisfaction and novelty value. From here, the two banks have different findings: based on the bank application, Danske Bank’s respondents felt emotional attached to the application, and would recommend and continue to use the application. Whereas, even though Nordea’s respondents did not feel emotional attached to bank application, they showed a high degree of brand loyalty to both the bank and the application. Thus, results from the survey showed that Danske Bank’s respondents have used the application for a longer time and use it more often, which might be the missing variable for Nordea to create brand attachment to the application. Moreover, suggestions for further research and managerial recommendations also include the level of promotion of the mobile bank application and are discussed to conclude this thesis.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2011
Number of pages209