Exploring affiliate marketing's impact on customers' brand engagement and vulnerability in the online banking service sector
Year of publication: |
2024
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Authors: | Sakas, Damianos P. ; Giannakopoulos, Nikolaos T. ; Trivellas, Panagiotis |
Published in: |
International journal of bank marketing. - Bingley : Emerald, ISSN 1758-5937, ZDB-ID 2032104-1. - Vol. 42.2024, 6, p. 1282-1312
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Subject: | Affiliate marketing | Big data | Centralized payment networks (CPNs) | Customer brand engagement | Customer vulnerability | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Electronic Banking | Electronic banking | Markenführung | Brand management | Kundenintegration | Customer integration | Online-Marketing | Internet marketing | Marketingmanagement | Marketing management |
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