Shaoshuo Cai1, *, Peng Yang2, Nannan Du3, Xu Huan4
1. School of Literature and Journalism & Communication, South-central University for Nationalities, Wuhan 430074, Hubei, China
2. Wuhan jiangxia district branch, Agricultural bank of China co. LTD, Wuhan ,430200, Hubei, China
3. School of Arts,South-central University For Nationalities, Wuhan 430074, Hubei, China
4. School of Mathematics and statistics, South-central University for Nationalities, Wuhan 430074, Hubei, China
*Corresponding author e-mail: [email protected]
Virtual banking is the breakthrough point for Hong Kong to innovate its financial technology and maintain its position as an international financial centre. By constructing the model of bank reputation formation, creation and action, this paper finds that the advantages of brand reputation of hong kong virtual bank are the support of regulators and the international market of borrowers, the disadvantages are the safety concerns of depositors and the non-physical employee restrictions.
Reputation Platform Theory, Virtual Banking, Brand Building, Brand Communication
Shaoshuo Cai, Peng Yang, Nannan Du, Xu Huan. A Study on the Cultivation Mechanism of Brand Reputation in Hong Kong Virtual Bank. International Journal of Frontiers in Engineering Technology (2020), Vol. 2, Issue 1: 121-129. https://doi.org/10.25236/IJFET.2020.020111.
Amatia Sen. Ethics and Economics [M] Beijing: Commercial Press ,2005.
Fama Eugene.Banking in the theory of finance [J]. 1980,6(1).
 Kreps, D.,& Wilson. Reputation and Imperfect Information [J]. Journal of Economic Theory ,1982, (27).
 Tadelis, S. What's in Name? Reputation as a Tradable Asset [J]. American Economic Review ,1999(3).
 Fang, Hanming. Name Trading and Efficiency [M]. Manuscript, Dept. Econ., Univ. Pennnsylvania ,1998.
 Mailath, Samuelson.Who Wants a Good Reputation [J]. Review of Economic Studies ,2001, (68).
 Liu Hanlin. On the Problems and Countermeasures of Corporate Reputation Management in China [J]. Guizhou Social Sciences ,2007(08):97-101.