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Keywords: Internet-only banking
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Journal Articles
The role of characters featured on digital stickers in forming usage intention: internet-only banks in Korea
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2021) 33 (8): 1743–1757.
Published: 22 January 2021
... in enhancing usage intention. Originality/value Current research has brought academic attention to characters featured on digital stickers and have verified their significant role. Moreover, in an Internet-only banking context, branding strategy is an effective way to encourage customers to use services...
