The Role of Relationship Marketing and Brand Love Among Banking Consumers in an Emerging Market Context

The Role of Relationship Marketing and Brand Love Among Banking Consumers in an Emerging Market Context

Relationship marketing is a concept that focuses not only on increasing the volume of relationship transactions, but also on improving consumer perception. Therefore, this research aimed to evaluate the influence of relationship marketing dimensions on brand love. An explanatory study was conducted...

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Bibliographic Details
Main Authors: Jose Alberto Panduro-Ramirez, Miguel Angel Gallegos-Reyes, Miluska Villar-Guevara, Elizabeth Emperatriz García-Salirrosas, Israel Fernández-Mallma
Format: Article
Language:English
Published: MDPI AG 2024-12-01
Series:Administrative Sciences
Subjects:
relationship marketing
brand love
developing markets
trust
commitment
communication
Online Access:https://www.mdpi.com/2076-3387/14/12/343
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