Ong, Khian Sin; Nguyen, Bang; Syed Alwi, Sharifah Faridah - In: International Journal of Bank Marketing 35 (2017) 3, pp. 370-390
Purpose The purpose of this paper is to develop and test a consumer-based virtual brand personality (CBVBP) concept by examining its sub-dimensions in the context of online banking, thus extending existing brand personality research. In addition, it examines the relationship between CBVBP with...
