Branding advertising and consumers’ financial lives

Rose Wray-Brown

This paper argues that too often, financial services are marketed to the most convertible consumers – people with the highest level of interest.

Branding advertising and consumers' financial lives

Rose Wray-Brown

Consider this scenario: a minority of people in a given group own a certain financial product from a small but growing brand; the majority do not have the product, but display a varying...

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