A study on the effect of advertisements on customers' willingness to accept banking services based on modulatory role of brand: A case study of Bank Parsian
During the past few years, there have been growing competition in banking industry in Iran and there is a growing trend on emerge of new banks, which makes it difficult for existing banks to keep market share. In this paper, we study the effect of advertisements on customers’ willingness to accept b...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2013-05-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol3/msl_2013_95.pdf |