Dr Emmanuel Mogaji e.mogaji@keele.ac.uk
Making the brand appealing: advertising strategies and consumers’ attitude towards UK retail bank brands
Mogaji, Emmanuel; Danbury, Annie
Authors
Annie Danbury
Citation
Mogaji, E., & Danbury, A. (2017). Making the brand appealing: advertising strategies and consumers’ attitude towards UK retail bank brands. Journal of Product and Brand Management, 26(6), 531-544. https://doi.org/10.1108/jpbm-07-2016-1285
| Journal Article Type | Article |
|---|---|
| Online Publication Date | Sep 18, 2017 |
| Publication Date | Sep 18, 2017 |
| Deposit Date | Jun 1, 2023 |
| Journal | Journal of Product & Brand Management |
| Print ISSN | 1061-0421 |
| Publisher | Emerald |
| Peer Reviewed | Peer Reviewed |
| Volume | 26 |
| Issue | 6 |
| Pages | 531-544 |
| DOI | https://doi.org/10.1108/jpbm-07-2016-1285 |
| Keywords | Management of Technology and Innovation; Marketing |
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