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Egyptian banking sector
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Investigating the major marketing communication tools and their impact on building bank brand equity in the Egyptian context A customer perspective
Heba Sadek • Peter Redding • Passant Tantawi
Volume 10 Issue 1 · 04 Nov 2015
The purpose of this study is to identify the major marketing communication tools that are beneficial on building bank brand equity through customer-based brand equity dimensions (CBBE) (brand awareness, brand perceived…