How Do Banks Compete? Evidence from Advertising Videos

This paper studies how banks compete through a novel lens: the content of advertising videos. Using video embeddings, we identify three competitive dimensions: pricing, service quality, and trust-building emotional appeals. We build a framework connecting advertising content to franchise value and

本文以全新视角研究银行间的竞争问题：聚焦广告视频的内容维度。我们采用视频嵌入（video embeddings）技术，识别出银行竞争的三大维度：定价策略、服务质量与构建信任的情感诉求。在此基础上，我们搭建了一套将广告内容与特许权价值（franchise value）相联结的分析框架，并