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Keywords: Brand trust
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Journal Articles
International Journal of Bank Marketing (2023) 41 (3): 663–694.
Published: 28 February 2023
..., 2019) and online gamers (Huang et al., 2018). In the omnichannel banking setting, SET is expected to interpret how omnichannel properties, including integration quality, perceived fluency and assurance quality influence customer engagement and brand trust, ultimately increasing brand loyalty...
Journal Articles
International Journal of Bank Marketing (2021) 39 (7): 1353–1376.
Published: 12 July 2021
...Md. Hafez Purpose This research aims to explore the impact of social media marketing (SMM) activities on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand trust are examined as a mediator of SMM activities and BE. Design/methodology/approach Data were...
Journal Articles
International Journal of Bank Marketing (2018) 36 (5): 988–1007.
Published: 18 June 2018
... specifically the focus is on the constructs of customer care (CARE), product/service offerings appeal (PSOA), customer satisfaction (CSAT) and brand trust (TRUS). Design/methodology/approach This wok relies purely on a positivist research paradigm. In doing so, structured questionnaires were administered...
