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The influence of relationship marketing orientation on brand equity in banks · Study

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ArticleThe influence of relationship marketing orientation on brand equity in banks

Dhanushanthini Yoganathan2015

OA

Articlegreen2015

The influence of relationship marketing orientation on brand equity in banks

Dhanushanthini Yoganathan · Charles Jebarajakirthy · Park Thaichon

102 citations·0/0 files stored·Journal of Retailing and Consumer Services

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1994The Commitment-Trust Theory of Relationship Marketing 2000Structural equation modeling with AMOS: basic concepts, applications, and programming 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2005Social Exchange Theory: An Interdisciplinary Review 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1958Social Behavior as Exchange 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity

Cited by

2021Innovation dimensions and firm performance synergy in the emerging market: A perspective from Dynamic Capability Theory & Signaling Theory 2018Relationship quality as an antecedent of customer relationship proneness: A cross-cultural study between Spain and Mexico 2021Effects of internal marketing on strategic orientations in the banking sector 2018Determinants of customer loyalty: a study with customers of a Brazilian bank 2019Explorations of employee-based brand equity in the banking industry from a perceived-leadership perspective

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Details

Year2015

Typearticle

Published2015-05-21

VenueJournal of Retailing and Consumer Services

ISSN-L0969-6989

Languageen

Citations102

Files0 public / 0

ShelfCustomer Service Quality and Loyalty

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doi10.1016/j.jretconser.2015.05.006

openalex_workW301735937

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2022Integrating the Commitment-Trust Theory to Gauge Customers Loyalty in Riding Services

2019Relationship Marketing, Orientation, Brand Equity and Firm Value: The Mediating Role of Customer Value—An Emerging Market Perspective

2020Understanding the influence of lean and agile strategies on creating firms’ supply chain risk management capabilities