Dublin Core
Title
Bank Brand Avoidance: Service
Perspectives from Nigeria and Ghana
Perspectives from Nigeria and Ghana
Creator
Robert Ebo Hinson
Description
Brands are important for both consumers and frms. While strong brands
bring fnancial benefts to frms and help them diferentiate themselves
from competing products, it also gives assurance to consumers and helps
assuage the tension involved in making a purchase decision (Keller, 2001).
Brands are also essential for the success of service frms (Berry, 2000).
However, service branding is complicated due to its intangibility (Berry,
bring fnancial benefts to frms and help them diferentiate themselves
from competing products, it also gives assurance to consumers and helps
assuage the tension involved in making a purchase decision (Keller, 2001).
Brands are also essential for the success of service frms (Berry, 2000).
However, service branding is complicated due to its intangibility (Berry,
Publisher
Te Author(s), under exclusive license to Springer Nature Switzerland AG
Date
2022
Source
https://www.researchgate.net/profile/Varsha-Jain-6/publication/360369229_Leveraging_Digital_Marketing_and_Integrated_Marketing_Communications_for_Brand_Building_in_Emerging_Markets/links/6490186795bbbe0c6ed8cf19/Leveraging-Digital-Marketing-and-Integrated-Marketing-Communications-for-Brand-Building-in-Emerging-Markets.pdf#page=78
Language
English