How Do Cooperative Banks Build Their Own Proximity Type in the Social Media

Nathalie Veg-Sala (), Valérie Zeitoun () and Géraldine Michel ()
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Nathalie Veg-Sala: Université Paris-Nanterre
Valérie Zeitoun: IAE Paris-Sorbonne, Université Paris
Géraldine Michel: IAE Paris-Sorbonne, Université Paris

Chapter Chapter 11 in Contemporary Trends in European Cooperative Banking, 2022, pp 243-265 from Springer

Abstract: Abstract On the basis of the theoretical context of proximity, this chapter aims at offering a better understanding of a possible new proximity construction for cooperative banks. It underlines how the brand as a symbolic and meaningful resource can constitute a relevant tool to propose a distinctive proximity according to the cooperative bank identity. The results obtained reveal that, based on the brand status defended by a sample of French cooperative banks on social networks and the suggested relational style, discourses on different proximity types can be built: an invitation to self-enrichment, a promise of social recognition, a demonstration of similarity. From identification (similarity) to self-expansion (self-enrichment) or aspirational projection (social recognition), brands can create different universes of proximity that might nourish their genuineness and originality.

Keywords: Cooperative banks; Proximity; Brand identity; Customer-brand relationship; Digital communication; Social networks (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-98194-5_11

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DOI: 10.1007/978-3-030-98194-5_11

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