Thi Thu Cuc Nguyen - In: Journal of risk and financial management : JRFM 14 (2021) 8, pp. 1-14
The brand equity of banks plays a crucial role in determining customer behavior of using their services. The study aims … to examine the impact of brand equity on conversion behavior in the use of personal banking services at commercial banks …'s brand equity has a negative impact on the behavior of individual customers. In the relationship between these two factors …