Reza Jalilvand, Mohammad; Shahin, Arash; Nasrolahi … - In: International Journal of Islamic and Middle Eastern … 7 (2014) 2, pp. 214-227
Purpose – This study aims to integrate consumer-based brand equity for a tourism destination (CBBETD) and the theory of planned behavior (TPB) to examine the relationship between branding and customers’ attitudes toward banking services. Design/methodology/approach – A ten-minute pen and...
