Financial consumer protection has emerged as a critical global trend. This study examines how financial consumer protection affects brand advocacy in the context of retail banks in Hong Kong. Structural equation modelling was used to analyse a sample of 300 responses to an online survey. The results showed that fairness, transparency, and data privacy protection affected customer satisfaction, while governance had no significant effect on it. Customer satisfaction was positively associated with both brand love and brand advocacy. Brand love had a strong relationship with brand advocacy. Customer satisfaction also mediated the relationships between financial consumer protection, brand love, and brand advocacy. As an evolving concept in the global banking sector, financial consumer protection not only shapes consumer behaviour but also influences their trust and thus impacts branding advocacy efforts. This study fills the gap in the literature on the impact of financial consumer protection on branding by examining the influence of financial customer protection on brand love and brand advocacy. This research adds value to the branding literature by identifying new inter-construct relationships. It also contributes to the advancement of knowledge by exploring a novel construct (financial consumer protection). Understanding the role of financial consumer protection in brand love and brand advocacy can help bank practitioners to design branding strategies that support long-term profitability.

This study focuses on understanding the factors that influence end-users’ (customers’) acceptance of fintech services in the insurance industry. The study employed a modified Unified Theory of Acceptance and Use of Technology 2 model, incorporating perceived security and personal innovativeness as independent variables, and trust as a moderating variable. A total of 391 responses were analyzed using partial least squares structural equation modeling in SmartPLS software. The study’s findings indicate that factors such as effort expectancy, social influence, facilitating conditions, perceived, and personal innovativeness positively affect users’ behavioral intention (BI) to use fintech services in the insurance industry. Moreover, BI positively influences the actual use (AU) of fintech services. Additionally, trust plays a positive moderating role between BI and AU. The results of this study have practical implications for academicians, researchers, insurance companies, and insurance regulatory bodies. Academicians and researchers can further explore the acceptance of fintech in developing countries based on these findings. Insurance companies and regulatory bodies can take necessary steps and formulate strategies to promote the adoption of fintech services in the insurance industry, considering the identified factors and the role of trust.