Amoako, George Kofi; Anabila, Peter; Asare Effah, Ebenezer - In: International Journal of Bank Marketing 35 (2017) 6, pp. 983-996
Purpose The purpose of this paper is to investigate the mediating role of brand preference on the relationship between bank advertising and customer loyalty in Ghana’s banking industry. Design/methodology/approach A total number of 600 respondents participated in the study. Convenient sampling...