Integrated marketing communications, brand equity, and business performance in micro-finance institutions: An emerging market perspective

Autor:	Peter Anabila
Rok vydání:	2019
Předmět:	Marketing Microfinance 05 social sciences Perspective (graphical) law.invention Micro finance law 0502 economics and business 050211 marketing Business Brand equity Business and International Management Emerging markets 050203 business & management Integrated marketing communications
Zdroj:	Journal of Marketing Communications. 26:229-242
ISSN:	1466-4445 1352-7266
DOI:	10.1080/13527266.2019.1574868
Popis:	The study investigates the role of integrated marketing communications (IMC) and its effect on brand equity (BE) and business performance (BP) in Ghana’s microfinance institutions (MFIs). A...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::204483a0299cf9f064a2e6dbbe33223d https://doi.org/10.1080/13527266.2019.1574868 Zobrazit plný text záznamu