Making the brand appealing : advertising strategies and consumers' attitude towards UK retail bank brands
Year of publication: |
2017
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Authors: | Mogaji, Emmanuel ; Danbury, Annie |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 26.2017, 6, p. 531-544
|
Subject: | UK | Banks | Brand communication | Attitude to advertisement | Attitude to brand | Emotional branding | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenimage | Brand image | Werbung | Advertising | Emotion | Privatkundengeschäft | Personal banking | Markenartikel | Brand | Werbepsychologie | Psychology of advertising |
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