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Keywords: Regional image
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Journal Articles
International Journal of Bank Marketing (2018) 36 (7): 1367–1385.
Published: 06 September 2018
... to the moderating role played by familiarity. Design/methodology/approach A structural equation model was used with a survey of 427 bank customers. Findings The results show direct and indirect effects of regional image, perceived quality of regional banks and consumer ethnocentrism on the intention...
