Understanding consumer-based brand equity and its antecedents in international and national banks in Egypt
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DOI: 10.1080/13527266.2020.1832137
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... read more here.
Keywords: understanding consumer; consumer based; equity antecedents; antecedents international ... See more keywords