Brand Experience in Banking Industry: Direct and Indirect Relationship to Loyalty
In marketing, the meaning of value is rapidly shifting from service and relationships to experiences. It is believed that the traditional value proposition is no longer effective to compete in the market and to gain customer loyalty. By adapting the brand experience model, this study tries to valida...
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| Format: | Article |
| Language: | English |
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Sprint Investify
2016-02-01
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| Series: | Expert Journal of Marketing |
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| Online Access: | http://marketing.expertjournals.com/23446773-401/ |