Consumer-brand association : determinants of consumer bank switching intention, case of the Gambia retail banking sector
Year of publication: |
2018
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Authors: | Ceesay, Lamin B. |
Published in: |
Inventi impact: retailing & consumer services. - Bhopal : Inventi Journals, ISSN 2249-099X, ZDB-ID 2821954-5. - 2018, 2, p. 105-112
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Subject: | Brand associations | Trust | Pricing | Celebrity endorsement | Switching intention | Konsumentenverhalten | Consumer behaviour | Bank | Gambia | Privatkundengeschäft | Personal banking | Celebrity-Werbung | Markenführung | Brand management | Markenimage | Brand image | Vertrauen | Confidence |
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