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Keywords: Brand innovativeness
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–20.
Published: 06 July 2026
... affect customer-based brand equity (CBBE) in the retail banking sector through the mediating effect of customer engagement. Furthermore, it examines how brand innovativeness moderates the effect of CSR on customer engagement and CBBE. Design/methodology/approach Using a survey of 404 Chinese retail...
