The influencing factors and customer-centric brand equity in China retail banking
There are few studies of brand influence elements and brand equity in developing countries' retail banking. This study examines the links between customer experience, brand innovativeness, word-of-mouth, and advertising and brand equity in China's retail banking. Customer experience, brand...
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| Main Authors: | , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Res Militaris
2023
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| Subjects: | |
| Online Access: | http://eprints.utm.my/108632/1/TanOweeKowang2023_TheInfluencingFactorsandCustomerCentric.pdf http://eprints.utm.my/108632/ https://resmilitaris.net/issue-content/the-influencing-factors-and-customer-centric-brand-equity-in-china-retail-banking-1512 |
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