Building Consumer-Based Brand Equity in Retail Banks: A Quantitative Study On a Pakistani Star Bank
Firms are striving to increase their brand equity that ultimately leads to an increase in profitability. The purpose of the study is to identify the causal relationship of endorser's credibility with Brand credibility and its meditating role on consumer-based brand equity in the banking sector...
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Faculty of Economic and Business,
2018-08-11.
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