Mogaji, Emmanuel; Adeola, Ogechi; Hinson, Robert Ebo; … - In: International Journal of Bank Marketing 39 (2021) 3, pp. 402-428
Purpose: This study aims to explore how banks in Nigeria are marketing financial services to financially vulnerable customers. Design/methodology/approach: A multiple case study research strategy was used to analyse three commercial banks and two microfinance banks. Data were collected using...