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Keywords: Unbanked population
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Journal Articles
Exploring the antecedents of retail banks’ reputation in low-bankarization markets: brand equity, value co-creation and brand experience
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International Journal of Bank Marketing (2021) 39 (7): 1049–1067.
Published: 26 August 2021
... (such as value co-creation and the brand experience) on brand equity. Ecuador was selected for the empirical analysis, as it is considered a developing economy with a relatively large unbanked population (INEC, 2019a ; World Bank, 2019). Furthermore, it is important for the socioeconomic wellbeing...
