The region-of-origin effect in the choice of banks

Purpose The purpose of this paper is to study how variables such as the region’s overall image, the perceived quality of its financial entities, and consumer ethnocentrism affect the intention to choose regional banks. Special attention is paid to the moderating role played by familiarity. Design/methodology/approach A structural equation model was used with a survey of 427 bank customers. Findings The results show direct and indirect effects of...