Brun, Isabelle; Durif, Fabien; Ricard, Line - In: European Journal of Marketing 48 (2014) 3/4, pp. 572-594
cognitive mapping technique (Cossette, 2004) employs three types of respondents, namely a banking expert, online banking …-administered questionnaire developed based on the cognitive mapping technique. Practical implications – In addition to guaranteeing customer … cognitive mapping in marketing and investigation of three different types of subjects (banking expert, online banking customer …