Does enduring brand loyalty in mobile financial service platforms require strong commitment? : a stimulus-organism-response (SOR) perspective
Rajesh Kumar Saha, Md. Borak Ali
| Year of publication: |
2024
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|---|---|
| Authors: | Saha, Rajesh Kumar ; Ali, Md. Borak |
| Published in: |
Journal of financial services marketing. - London : Stewart Publ., ISSN 1479-1846, ZDB-ID 2031792-X. - Vol. 29.2024, 4, p. 1623-1634
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| Subject: | Brand loyalty | Commitment | Mobile financial service | Moderation | Satisfaction | Stimulus-organism-response | Trust | Beziehungsmarketing | Relationship marketing | Finanzdienstleistung | Financial services | Kundenzufriedenheit | Customer satisfaction | Markentreue | Mobilkommunikation | Mobile communications | Konsumentenverhalten | Consumer behaviour | Electronic Banking | Electronic banking | Vertrauen | Confidence | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41264-024-00289-1 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015192562