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The role of social marketing theory in assessing insecticide-treated net usage intentions among pregnant women in Ghana

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Informing policy : leveraging insights from the United Kingdom lottery system for the sustainable funding of social enterprises in Ghana

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Mediation role of brand preference on bank advertising and customer loyalty : a developing country perspective

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Sustainability marketing and African university brands : the case of the University of Ghana

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Mediation role of brand preference on bank advertising and customer loyalty : A developing country perspective

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...

Persistent link: https://www.econbiz.de/10014760887