Innovations in Digital Banking Service Brand Equity and Millennial Consumerism
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In the goods industry, the product is considered the primary brand with various attributes. However, in the case of the services industry, the company itself is a primary brand. This chapter is based upon primary research of the services (banking) sector as a case of service branding with services extended marketing mix variables. A model has been developed to identify the impact of services extended marketing variables on customer-based brand equity. Two components of customer-based brand have been given consideration such as brand awareness and brand association. For this purpose, a structured questionnaire was prepared, and a survey was conducted on 400 respondents, and a structural equation model has been applied.
2017 ◽
Vol 35
(1)
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pp. 128-146
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2021 ◽
Vol 11
(2(V))
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pp. 58-67
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2019 ◽
Vol 11
(1(J))
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pp. 11-21
2010 ◽
Vol 35
(3)
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pp. 67-84
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