Validating brand identification and personality scale within the South African retail-banking context
While marketing experts agree that brand personality is important for brand identification, there is no evidence of a validated brand-identification-and-personality scale in the context of retail banking in South Africa. To address this literature gap, this study’s purpose was to explain the process...
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
LLC "CPC "Business Perspectives"
2021-10-01
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| coleção: | Banks and Bank Systems |
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| Acesso em linha: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/15668/BBS_2021_04_Deventer.pdf |
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