Resistance to technological innovation and brand equity in the banking sector
Consolidating strategies in the banking sector to reduce the impact of resistance barriers to technological innovation can bring brands closer to older people, thus reinforcing the brand value of banking institutions; therefore, the objective of this research was to identify the incidence of resista...
Gorde:
| Egile Nagusiak: | , , |
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| Formatua: | Artigo |
| Hizkuntza: | Inglês |
| Argitaratua: |
Springer Nature
2024-03-01
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| Saila: | Management şi Marketing |
| Gaiak: | |
| Sarrera elektronikoa: | https://doi.org/10.2478/mmcks-2024-0006 |
| Etiketak: |
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