The impact of brand equity on conversion behavior in the use of personal banking services : case study of commercial banks in Vietnam
Year of publication: |
2021
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Authors: | Thi Thu Cuc Nguyen |
Published in: |
Journal of risk and financial management : JRFM. - Basel : MDPI, ISSN 1911-8074, ZDB-ID 2739117-6. - Vol. 14.2021, 8, Art.-No. 346, p. 1-14
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Subject: | brand equity | competitive advertising effectiveness | conversion behavior | loyalty | opportunistic behaviors | Markenimage | Brand image | Bank | Vietnam | Viet Nam | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Beziehungsmarketing | Relationship marketing |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.3390/jrfm14080346 [DOI] hdl:10419/258450 [Handle] |
Source: | ECONIS - Online Catalogue of the ZBW |
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