Aim & Scope

The financial services sector is a highly active area for marketers, both from an industry perspective and an academic perspective. The International Journal of Bank Marketing (IJBM) provides the venue for the dissemination of state-of-the-art research on marketing issues related to a range of financial services providers, from banks and insurers to financial advisors and credit providers. The journal primarily focuses on empirically-based studies, thought pieces and review articles. Due to its international nature, articles featured in IJBM explore financial services marketing issues from every corner around the globe. IJBM aims to publish papers that relate to the marketing challenges of financial services providers around the globe. Preference is given to empirically-based research papers that expand on existing theories (or develop new ones) on customer behaviour in financial services settings. The use of scientific methods of research, adequate sample design, and effective articulation of concepts and findings are critical to a desirable IJBM submission. In addition, the journal is interested in helping academicians and practitioners in the field to better understand the discipline of financial services marketing, and as a result review papers and thought pieces are invited for submission. The general topic areas covered in IJBM include (but are not limited to the following): Advertising of financial services; Behavioural finance; Branding financial services; Corporate social responsibility; Customer Relationship Management (CRM); Distribution and sale of financial products; Financial innovations; Financial literacy; Institutional banking and finance; Islamic banking; Marketing to the elderly and the young; Mobile and online banking; Pricing financial services; Retail banking; Regulations affecting financial services marketing; Segmenting financial services customers; Wealth management. ^[1]

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