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The ongoing transformation of branding in developing countries remains under-researched despite its central importance to competitive advantage. The Egyptian banking sector is a prime example: it d... Click to show full abstract
The ongoing transformation of branding in developing countries remains under-researched despite its central importance to competitive advantage. The Egyptian banking sector is a prime example: it d...
Keywords:
understanding consumer;
consumer based;
equity antecedents;
antecedents international;
based brand;
brand equity
Journal Title: Journal of Marketing Communications
Year Published: 2020
Link to full text (if available)
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Journal Title: Journal of Marketing Communications
Year Published: 2020
Link to full text (if available)
Share on Social Media: Sign Up to like & get
recommendations!