Ashraf, Samreen; Memery, Juliet; Polkinghorne, Martyn - In: Businesses 5 (2025) 3, pp. 1-19
identity and how it influences purchasing decisions. This gap is especially noticeable when it comes to decision-making around …. Findings reveal that role identity-especially as a son or daughter-plays a key role in bank selection, even when religion is … important to the individual. However, identity conflicts arise as people navigate different aspects of their identity …