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UID:20251120T115803EST-6038AkZVVo@132.216.98.100
DTSTAMP:20251120T165803Z
DESCRIPTION:Song Ma\n\nYale School of Management\n\nBanks' Images: Evidence
  from Financial Advertising \n\nDate: Friday\, March 28\, 2025\n	Time: 10:3
 0-11:45 am\n	Location: Bronfman Bldg. (1001 Sherbrooke St. West)\, Room 245
 \n\nAll are cordially invited to attend.\n\nAbstract:\n\nThis paper examin
 es how banks strategically craft their images for customers using over a d
 ecade of TV commercial videos. Using an unsupervised video embedding metho
 d\, we find that banks consistently build their images around one of three
  dimensions: pricing advantages\, superior service quality\, and a trustwo
 rthy\, life-aspirational focus. Banks with strong local market shares emph
 asize service and life aspirations. Banks generally truthfully advertise p
 ricing and service advantages but rely on emotional appeals when lacking t
 hese advantages. They also tailor their images to local demographics\, inc
 reasing minority representation in targeted areas. Using a border disconti
 nuity design\, we show that advertising intensity and style significantly 
 affect deposit quantities and spreads\, a factor that becomes especially i
 mportant during monetary policy transmission. These findings suggest that 
 banks build images to strengthen their market positions and boost franchis
 e value.\n
DTSTART:20250328T143000Z
DTEND:20250328T154500Z
LOCATION:Room 245\, Bronfman Building\, CA\, QC\, Montreal\, H3A 1G5\, 1001
  rue Sherbrooke Ouest
SUMMARY:Desmarais Global Finance Research Centre (DGFRC) Seminar: Song Ma 
URL:/desautels/channels/event/desmarais-global-finance
 -research-centre-dgfrc-seminar-song-ma-364329
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