Khan, Imran; Rahman, Zillur; Fatma, Mobin - In: Marketing Intelligence & Planning 34 (2016) 5, pp. 711-730
brand loyalty. Design/methodology/approach – This study surveys online banking customers to purify and validate the … strongest predictor of brand satisfaction and brand loyalty, compared to lifestyle and corporate/self-identity dimensions … online contexts. Furthermore, this study examined the influence of OCBE on brand satisfaction and brand loyalty; future …