ABSTRACT
This chapter introduces the brand experience at the corporate brand level and explores with regards to the online retail banking services setting. Corporate brand value is the brand promise of an organization, which provides sameness and credibility about its organization to all its stakeholders. corporate brand value through corporate brand experience (CBE) in the online setting help to address the consistency issue of employees and the myriad of stakeholders. Schmitt's conceptual notion on corporate brand experience in an online setting, which is that technology changes people's lifestyle. Corporate brand experience in the online banking setting to be represented by: corporate visual identity, functionality, emotional experience, lifestyle experience, and corporate/self-identity. It receives significant attention from scholars and practitioners represent one of the most captivating phenomena of the business environment. In high risky environment, communicating corporate brand value by understanding the stakeholder's experience through the corporate banking websites is even more crucial.
