Services branding triangle: Examining the triadic service brand promises for creating a strong brand in banking industry

Purpose - The purpose of this paper is to examine customer, management, and contact personnel perceptions of consumer-based brand equity (CBBE) and its dimensions utilizing a services branding triangle framework in the banking industry. Design/methodology/approach - Data were collected from customer...

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Veröffentlicht in:	International journal of bank marketing 2016-06, Vol.34 (4), p.529-549
Hauptverfasser:	Pinar, Musa, Girard, Tulay, Trapp, Paul, Eser, Zeliha
Format:	Artikel
Sprache:	eng
Schlagworte:	Bank marketing Banking industry Banks Brand equity Brand image Consumers Customer services Employees Financial services Market strategy Marketing Product differentiation
Online-Zugang:	Volltext
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