Open AccessExamination of the Brand Archetypes of the Hungarian Retail Banking Sector and Their Correlations with Consumer Preferences Regarding Banking Products
Author(s) -
Nóra Julianna Gombos,
Szilvia Bíró-Szigeti
Publication year - 2023
Publication title -
periodica polytechnica. social and management sciences
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.223
H-Index - 11
eISSN - 1587-3803
pISSN - 1416-3837
DOI - 10.3311/ppso.19926
Subject(s) - archetype , business , brand management , marketing , scope (computer science) , brand preference , conceptual framework , brand extension , preference , consumer behaviour , advertising , retail banking , brand awareness , economics , sociology , computer science , art , social science , literature , microeconomics , programming language