Work

Built to last: the enduring nature of bank brand personality across a decade of change

Year: 2026

Type: article

Study design: Observational Study

Source: International Journal of Bank Marketing

DOI: 10.1108/ijbm-02-2026-0152

Authors: Lucija Mihotić, Dubravka Sinčić, Berislav Žmuk

Institutions: University of Zagreb, Ekonomski fakultet - Zagreb

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W7204072289

FWCI:

Cites: 38

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