Nation branding has gained increasing popularity among marketeers, academics, and practitioners during recent decades. However, awareness among multidisciplinary researchers has been raised in the recent past. The purposes of this conceptual study were to address the lack of research on the...

This study aims to determine the factor underline of independent value creation at banking services. By understanding of the factors, it would be identified the way to enhance customer independent value creation activities. The study is using bank services as the study context. It involved bank...