Pinar, Musa; Girard, Tulay; Eser, Zeliha - In: International Journal of Bank Marketing 30 (2012) 5, pp. 359-375
Purpose – The purpose of this paper is to examine bank brand equity from consumer perspectives by comparing the consumer‐based brand equity (CBBE) dimensions of local and global banks in Turkey. The paper determines if and how CBBE differs across three types of banks (state, private, and...