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Resistance to technological innovation and brand equity in the banking sector Cover

Resistance to technological innovation and brand equity in the banking sector

Management & Marketing
Volume 19 (2024): Issue 1 (March 2024)
By: Campo Elías López-Rodríguez,  Marithza Sandoval-Escobar and  José Andrés Sepúlveda Maldonado  
Open Access
|Mar 2024

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DOI: https://doi.org/10.2478/mmcks-2024-0006 | Journal eISSN: 2069-8887 | Journal ISSN: 1842-0206
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Language: English
Page range: 93 - 112
Published on: Mar 29, 2024
Published by: Society for Business Excellence
In partnership with: Paradigm Publishing Services
Publication frequency: 4 issues per year
Keywords:
technology resistance,
psychological barriers,
usability,
brand equity,
seniors,
banking sector.
Related subjects:
Business and economics,
Business management,
Management, organization, corporate governance,
Marketing, sales, customer relations,
Business development, change management, cooperation,
Entrepreneurship

© 2024 Campo Elías López-Rodríguez, Marithza Sandoval-Escobar, José Andrés Sepúlveda Maldonado, published by Society for Business Excellence
This work is licensed under the Creative Commons Attribution 4.0 License.

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