Rajaobelina, Lova; Lacroix, Caroline; St-Onge, Anik - In: International Journal of Bank Marketing 37 (2019) 1, pp. 171-191
Purpose: The purpose of this paper is to investigate the impact of five dimensions of experiential advertising (cognitive, emotional, sensory, relational and behavioural) on advertising credibility in the banking sector. Design/methodology/approach: A total of 277 undergraduate students were...