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Keywords: Brand trust
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Journal Articles
Omnichannel retailing with brand engagement, trust and loyalty in banking: the moderating role of personal innovativeness
Available to Purchase
International Journal of Bank Marketing (2023) 41 (3): 663–694.
Published: 28 February 2023
..., including integration quality, perceived fluency and assurance quality influence customer engagement and brand trust, ultimately increasing brand loyalty. This study further promises to discover the moderating role of personal innovativeness in the relationship between omnichannel attributes, customer...
Journal Articles
The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust
Available to Purchase
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
Towards achieving strong customer loyalty in the financial services industry: Ghanaian top banks’ customers as a test case
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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...
