Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity
Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity
M. Augusto,Pedro Torres
2018 · DOI: 10.1016/J.JRETCONSER.2018.01.005
167 Citations