Khan, Imran; Rahman, Zillur; Fatma, Mobin - In: International Journal of Bank Marketing 34 (2016) 7, pp. 1025-1041
Purpose The purpose of this paper is to examine the extent to which the customer-brand engagement influences the brand satisfaction and the brand loyalty in an online banking context. It further explores the role of the online brand experience as a mediating variable amidst the relationship of...