Rambocas, Meena; M. Kirpalani, Vishnu; Simms, Errol - In: International Journal of Bank Marketing 32 (2014) 4, pp. 300-320
Purpose – The purpose of this paper is to investigate an integrated model mapping the influence of brand affinity, customer experience, and customer satisfaction on brand equity in retail banking. Design/methodology/approach – Data were collected from 315 banking customers in Trinidad and...