What is it about?
The marketing of financial services has been silent, from the customer perspective, on the implications of M&A activity, especially when this is policy-induced. This stud moves the conversation into that space by weaving-in consumer reactance to see how this impacts upon continued patronage intentions and brand loyalty post M&A.
Photo by Edouard Dognin on Unsplash
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This page is a summary of: Consumer intentions, reactance and the marketing implications of policy induced mergers and acquisitions in financial services, The International Journal of Bank Marketing, January 2022, Emerald, DOI: 10.1108/ijbm-10-2020-0516.
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