Abstract:

While several studies are conducted to identify drivers and inhibitors of internet banking (IB) adoption, little is known about the impact and the potential of offline corporate branding on the adoption of IB. Internet is broadly discussed as a mean of business differentiation and source of corporate branding. However it is still unclear whether the effects of the latter on consumer behavior have the same merit in the online banking context. The aim of this article is to clarify the relevancy of the corporate branding on customer behavior toward online banking. It reviews the previous results obtained until now by researchers and highlights some less explored avenues.