Generation Y consumers’ perceived brand personality of South African retail banks
Successful management of a retail bank’s brand requires some form of brand image, such as brand personality. Creating a retail bank’s brand personality is effective in establishing attachment between customers and the retail-banking brand they choose to support based on self-identification. As such,...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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LLC "CPC "Business Perspectives"
2021-09-01
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| Series: | Banks and Bank Systems |
| Subjects: | |
| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/15617/BBS_2021_03_Deventer.pdf |