Garanti, Zanete; Kissi, Philip Siaw - In: International Journal of Bank Marketing 37 (2019) 6, pp. 1480-1503
Purpose: The purpose of this paper is to draw upon social information processing theory and its purpose is twofold. First, it aims to examine the relationship among five brand personality traits (responsibility, activity, simplicity, emotionality and aggressiveness) as to brand equity created...