Perceived Transparency and Students’ Intention to Participate in Banks’ Sales Promotion: Empirical Evidence Based on the Theory of Planned Behaviour

Abstract

Transparency in marketing strategies of banks has remained an issue of great concern to stakeholders, especially customers and regulatory authorities. However, in the area of sales promotion management, not much is known of how transparency drives customers’ intention to participate in sales promotion programmes. The present study explores the relationship between perceived transparency and students’ intention to participate in banks’ sales promotion programmes in Nigeria, using the theory of planned behaviour (TPB). Adopting the survey approach, data from 98 valid responses from final year Marketing students of Abia State University Uturu, analyzed with regression analysis in SPSS 21.0, indicate that transparency and attitude are significant and positive predictors of intention, and that transparency significantly influences attitude towards sales promotion. The proposed extended TPB model explains 17.6% variance in intention. Theoretical and practical implications are discussed.