Financial services brand engagement: The role of experience and perceived risk
(2018)
Presentation / Conference
Poole, A. (2018, September). Financial services brand engagement: The role of experience and perceived risk. Paper presented at British Academy of Management Conference 2018, UWE Bristol, England
Against a background of growing consumer cynicism towards brands and high levels of consumer distrust of the financial services industry, this developmental paper explores the possible role of consumer experience and perceived risk in consumer brand... Read More about Financial services brand engagement: The role of experience and perceived risk.