Pinar, Musa; Girard, Tulay; Trapp, Paul; Eser, Zeliha - In: International Journal of Bank Marketing 34 (2016) 4, pp. 529-549
Purpose – The purpose of this paper is to examine customer, management, and contact personnel perceptions of consumer-based brand equity (CBBE) and its dimensions utilizing a services branding triangle framework in the banking industry. Design/methodology/approach – Data were collected from...