The dark side of artificial intelligence in marketing: meta-analytics review

Article

Barari, Mojtaba, Ferm, Lars-Erik Casper, Quach, Sara, Thaichon, Park and Ngo, Liem. 2024. "The dark side of artificial intelligence in marketing: meta-analytics review." Marketing Intelligence and Planning. 42 (7), pp. 1234-1256. https://doi.org/10.1108/MIP-09-2023-0494
Article Title

The dark side of artificial intelligence in marketing: meta-analytics review

ERA Journal ID19845
Article CategoryArticle
AuthorsBarari, Mojtaba, Ferm, Lars-Erik Casper, Quach, Sara, Thaichon, Park and Ngo, Liem
Journal TitleMarketing Intelligence and Planning
Journal Citation42 (7), pp. 1234-1256
Number of Pages23
Year2024
PublisherEmerald
Place of PublicationUnited Kingdom
ISSN0263-4503
1355-2538
1758-8049
Digital Object Identifier (DOI)https://doi.org/10.1108/MIP-09-2023-0494
Web Address (URL)https://www.emerald.com/insight/content/doi/10.1108/MIP-09-2023-0494/full/html
Abstract

Purpose
Artificial intelligence (AI) has become a pivotal technology in both marketing and daily life. Despite extensive research on the benefits of AI, its adverse effects on customers have received limited attention.

Design/methodology/approach
We employed meta-analysis to synthesise effect sizes from 45 studies encompassing 50 independent samples (N = 19,503) to illuminate the negative facets of AI's impact on customer responses.

Findings
Adverse effects of AI, including privacy concern, perceived risks, customer alienation, and uniqueness neglect, have a negative and significant effect on customers' cognitive (perceived benefit, trust), affective (attitude and satisfaction) and behavioural responses (purchase, loyalty, well-being). Additionally, moderators in AI (online versus offline), customer (age, male vs. female), product (hedonic vs. utilitarian, high vs. low involvement), and firm level (service vs. manufacturing) and national level (individualism, power distance, masculinity, uncertainty avoidance, long-term orientation) moderate these relationships.

Practical implications
Our findings inform marketing managers about the drawbacks of utilising AI as part of their value proposition and provide recommendations on how to minimise these effects in different contexts. Additionally, policymakers need to consider the dark side of AI, especially among the vulnerable groups.

Originality/value
This paper is among the first research studies that synthesise previous research on the dark side of AI, providing a comprehensive view of its diminishing impact on customer responses.

KeywordsArtificial intelligence; Privacy; Perceived risk; Customer alienation; Uniqueness neglect; Meta-analysis
Contains Sensitive ContentDoes not contain sensitive content
ANZSRC Field of Research 20204602. Artificial intelligence
Public Notes

The accessible file is the accepted version of the paper. Please refer to the URL for the published version.

Byline AffiliationsUniversity of Newcastle
University of Queensland
Griffith University
University of Southern Queensland
University of New South Wales
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Jaiswal, Deepak, Kaushal, Vikrant, Mohan, Ashutosh and Thaichon, Park. 2022. "Mobile wallets adoption: pre- and post-adoption dynamics of mobile wallets usage." Marketing Intelligence and Planning. 40 (5), pp. 573-588. https://doi.org/10.1108/MIP-12-2021-0466
A sustainable inventory system with price-sensitive demand and carbon emissions under partial trade credit and partial backordering
Taleizadeh, Ata Allah, Aliabadi, Leila and Thaichon, Park. 2022. "A sustainable inventory system with price-sensitive demand and carbon emissions under partial trade credit and partial backordering." Operational Research: An International Journal. 22 (4), pp. 4471-4516. https://doi.org/10.1007/s12351-021-00683-w
Influencer marketing: sponsorship disclosure and value co-creation behaviour
Bu, Yi, Parkinson, J. and Thaichon, Park. 2022. "Influencer marketing: sponsorship disclosure and value co-creation behaviour ." Marketing Intelligence and Planning. 40 (7), pp. 854-870. https://doi.org/10.1108/MIP-09-2021-0310
Novel products and advertising visuals: the mediating role of perceived luxuriousness on willingness to try clean meat products
Septianto, Felix, Quach, Sara, Thaichon, Park and Japutra, Arnold. 2022. "Novel products and advertising visuals: the mediating role of perceived luxuriousness on willingness to try clean meat products ." International Journal of Advertising. 42 (5), pp. 916-944. https://doi.org/10.1080/02650487.2022.2125183
Digital technologies: tensions in privacy and data
Quach, Sara, Thaichon, Park, Martin, Kelly D., Weaven, Scott and Palmatier, Robert W.. 2022. "Digital technologies: tensions in privacy and data ." Journal of the Academy of Marketing Science. 50 (6), pp. 1299-1323. https://doi.org/10.1007/s11747-022-00845-y
Special issue introduction: e-tailing: the current landscape and future developments
Thaichon, Park, Brown, James R. and Weaven, Scott. 2021. "Special issue introduction: e-tailing: the current landscape and future developments." Asia Pacific Journal of Marketing and Logistics. 33 (6), pp. 1289-1291. https://doi.org/10.1108/APJML-07-2021-881
Guest Editorial: Technologies and Relationship Marketing
Thaichon, Park, Soutar, Geoff and Weaven, Scott. 2021. "Guest Editorial: Technologies and Relationship Marketing ." Australasian Marketing Journal. 29 (2), pp. 109-110. https://doi.org/10.1177/1839334921994387
Understanding online shopping behaviours and purchase intentions amongst millennials
Dharmesti, Maria, Dharmesti, Theresia Rasika Seta, Kuhne, Sarah and Thaichon, Park. 2021. "Understanding online shopping behaviours and purchase intentions amongst millennials." Young Consumers. 22 (1), pp. 152-167. https://doi.org/10.1108/YC-12-2018-0922
Customer pre-participatory social media drivers and their influence on attitudinal loyalty within the retail banking industry: A multi-group analysis utilizing social exchange theory
Ferm, Lars-Erik Casper and Thaichon, Park. 2021. "Customer pre-participatory social media drivers and their influence on attitudinal loyalty within the retail banking industry: A multi-group analysis utilizing social exchange theory." Journal of Retailing and Consumer Services. 61. https://doi.org/10.1016/j.jretconser.2021.102584
Value co-creation and social media: Investigating antecedents and influencing factors in the U.S. retail banking industry
Ferm, Lars-Erik Casper and Thaichon, Park. 2021. "Value co-creation and social media: Investigating antecedents and influencing factors in the U.S. retail banking industry." Journal of Retailing and Consumer Services. 61. https://doi.org/10.1016/j.jretconser.2021.102548
Mixed emotional appeal enhances positive word-of-mouth: The moderating role of narrative person
Quach, Sara, Septianto, Felix, Thaichon, Park and Chiew, Tung Moi. 2021. "Mixed emotional appeal enhances positive word-of-mouth: The moderating role of narrative person ." Journal of Retailing and Consumer Services. 62. https://doi.org/10.1016/j.jretconser.2021.102618
Package appearance matter: Facial expression and Galvanic Skin Response analysis approach
Hamelin, Nicolas, Agrawal, Suchi, Patwa, Nitin, Ferm, Ferm and Thaichon, Park. 2021. "Package appearance matter: Facial expression and Galvanic Skin Response analysis approach ." Journal of Global Scholars of Marketing Science: Bridging Asia and the World (Quanqiu Yingxiao Kexue Yanjiuyuan Xuebao). 31 (4), pp. 624-644. https://doi.org/10.1080/21639159.2021.1939094
Investigating tourist post-travel evaluation and behavioural intention: a cultural intelligence perspective
Zhang, Yunen, Shao, Wei and Thaichon, Park. 2021. "Investigating tourist post-travel evaluation and behavioural intention: a cultural intelligence perspective ." Asia Pacific Journal of Marketing and Logistics. 33 (10), pp. 2037-2053. https://doi.org/10.1108/APJML-08-2020-0584
Does religion make consumers more environmentally friendly?
Arli, Denni, Pentecost, Robin and Thaichon, Park. 2021. "Does religion make consumers more environmentally friendly? " Marketing Intelligence and Planning. 39 (8), pp. 1024-1041. https://doi.org/10.1108/MIP-09-2020-0404
Surviving an economic downturn: Dynamic capabilities of SMEs
Weaven, Scott, Quach, Sara, Thaichon, Park, Frazer, Lorelle, Billot, Ken and Grace, Debra. 2021. "Surviving an economic downturn: Dynamic capabilities of SMEs ." Journal of Business Research. 128, pp. 109-123. https://doi.org/10.1016/j.jbusres.2021.02.009
Understanding Chinese consumers' pre-purchase value expectations: the role of country of origin effect
Qu, Mengnan, Quach, Sara, Thaichon, Park, Frazer, Lorelle, Lawley, Meredith, Arli, Denni, Weaven, Scott and Roberts, Robin E.. 2021. "Understanding Chinese consumers' pre-purchase value expectations: the role of country of origin effect ." Asia Pacific Journal of Marketing and Logistics. 33 (8), pp. 1861-1877. https://doi.org/10.1108/APJML-06-2020-0388
The experience of regret in small business failure: who's to blame?
Quach, Sara, Weaven, Scott K., Thaichon, Park, Grace, Debra, Frazer, Lorelle. and Brown, James R.. 2021. "The experience of regret in small business failure: who's to blame? " European Journal of Marketing. 55 (8), pp. 2201-2238. https://doi.org/10.1108/EJM-12-2019-0917
Resilience toward supply disruptions: A stochastic inventory control model with partial backordering under the base stock policy
Taleizadeh, Ata Allah, Tafakkori, Keivan and Thaichon, Park. 2021. "Resilience toward supply disruptions: A stochastic inventory control model with partial backordering under the base stock policy ." Journal of Retailing and Consumer Services. 58. https://doi.org/10.1016/j.jretconser.2020.102291
Loyalty layers, expectations and the role of knowledge
Quach, Sara, Thaichon, Park, Roberts, Robin E. and Weaven, Scott. 2021. "Loyalty layers, expectations and the role of knowledge ." Marketing Intelligence and Planning. 39 (3), pp. 377-393. https://doi.org/10.1108/MIP-09-2019-0489
Digital content marketing as a catalyst for e-WOM in food tourism
Bu, Yi, Parkinson, Joy and Thaichon, Park. 2021. "Digital content marketing as a catalyst for e-WOM in food tourism." Australasian Marketing Journal. 29 (2), pp. 142-154. https://doi.org/10.1016/j.ausmj.2020.01.001
Customer participation in firm-initiated activities via social media: Understanding the role of experiential value
Quach, Sara, Shao, Wei, Ross, Mitchell and Thaichon, Park. 2021. "Customer participation in firm-initiated activities via social media: Understanding the role of experiential value ." Australasian Marketing Journal. 29 (2), pp. 132-141. https://doi.org/10.1016/j.ausmj.2020.05.006
What to expect after the honeymoon: evolutionary psychology of part-time franchising
Thaichon, Park, Weaven, Scott, Quach, Sara, Baker, Brent and Frazer, Lorelle. 2020. "What to expect after the honeymoon: evolutionary psychology of part-time franchising." Journal of Strategic Marketing. 28 (8), pp. 702-726. https://doi.org/10.1080/0965254X.2019.1570315
Price image and the sugrophobia effect on luxury retail purchase intention
Cheah, Jun-Hwa, Waller, David, Thaichon, Park, Ting, Hiram and Lim, Xin-Jean. 2020. "Price image and the sugrophobia effect on luxury retail purchase intention." Journal of Retailing and Consumer Services. 57. https://doi.org/10.1016/j.jretconser.2020.102188
Host and guest value co-creation and satisfaction in a shared economy: The case of Airbnb
Thaichon, Park, Surachartkumtonkun, Jiraporn, Singhal, Anubhuti and Alabastro, Artem. 2020. "Host and guest value co-creation and satisfaction in a shared economy: The case of Airbnb." Journal of Global Scholars of Marketing Science: Bridging Asia and the World (Quanqiu Yingxiao Kexue Yanjiuyuan Xuebao). 30 (4), pp. 407-422. https://doi.org/10.1080/21639159.2020.1752278
Special issue introduction: online relationship marketing
Thaichon, Park, Brown, James R. and Weaven, Scott. 2020. "Special issue introduction: online relationship marketing." Marketing Intelligence and Planning. 38 (6), pp. 673-675. https://doi.org/10.1108/MIP-09-2020-623
Customer engagement and co-created value in social media
Quach, Sara, Shao, Wei, Ross, Mitchell and Thaichon, Park. 2020. "Customer engagement and co-created value in social media." Marketing Intelligence and Planning. 38 (6), pp. 730-744. https://doi.org/10.1108/MIP-04-2019-0218
Online relationship marketing: evolution and theoretical insights into online relationship marketing
Thaichon, Park, Liyanaarachchi, Gajendra, Quach, Sara, Weaven, Scott and Bu, Yi. 2020. "Online relationship marketing: evolution and theoretical insights into online relationship marketing ." Marketing Intelligence and Planning. 38 (6), pp. 676-698. https://doi.org/10.1108/MIP-04-2019-0232
Toward a theory of outside-in marketing: Past, present, and future
Quach, Sara, Thaichon, Park, Lee, Ju-Yeon, Weaven, Scott and Palmatier, Robert W.. 2020. "Toward a theory of outside-in marketing: Past, present, and future ." Industrial Marketing Management. 89, pp. 107-128. https://doi.org/10.1016/j.indmarman.2019.10.016
To donate or to waste it: Understanding posthumous organ donation attitude
Alassaf, Amani, Fry, Marie-Louise and Thaichon, Park. 2020. "To donate or to waste it: Understanding posthumous organ donation attitude." Australasian Marketing Journal. 28 (3), pp. 87-97. https://doi.org/10.1016/j.ausmj.2020.04.001
Examining antecedents of reconciliation following service failure and recovery
Radu, Alexandru, Surachartkumtonkun, Jiraporn, Weaven, Scott and Thaichon, Park. 2020. "Examining antecedents of reconciliation following service failure and recovery ." Journal of Strategic Marketing. 28 (5), pp. 417-433. https://doi.org/10.1080/0965254X.2018.1518920
Storytelling, the scale of persuasion and retention: A neuromarketing approach
Hamelin, Nicolas, Thaichon, Park, Abrahams, Christopher, Driver, Nicholas, Lipscombe, Joe and Pillai, Jayarethanam. 2020. "Storytelling, the scale of persuasion and retention: A neuromarketing approach." Journal of Retailing and Consumer Services. 55. https://doi.org/10.1016/j.jretconser.2020.102099
Triadic relationship between customers, service providers and government in a highly regulated industry
Quach, Sara, Thaichon, Park and Hewege, Chandana. 2020. "Triadic relationship between customers, service providers and government in a highly regulated industry ." Journal of Retailing and Consumer Services. 55. https://doi.org/10.1016/j.jretconser.2020.102148
Enrichment for retail businesses: How female entrepreneurs and masculine traits enhance business success
Moudry, Dann Vit and Thaichon, Park. 2020. "Enrichment for retail businesses: How female entrepreneurs and masculine traits enhance business success ." Journal of Retailing and Consumer Services. 54. https://doi.org/10.1016/j.jretconser.2020.102068
Female franchisees; a lost opportunity for franchising sector growth?
Thaichon, Park, Weaven, Scott, Quach, Sara, Bodey, Kelli, Merrilees, Bill and Frazer, Lorelle. 2020. "Female franchisees; a lost opportunity for franchising sector growth?" Journal of Strategic Marketing. 28 (2), pp. 107-122. https://doi.org/10.1080/0965254X.2018.1482946
B2B purchase engagement: Examining the key drivers and outcomes in professional services
Nyadzayo, Munyaradzi W., Casidy, Riza and Thaichon, Park. 2020. "B2B purchase engagement: Examining the key drivers and outcomes in professional services ." Industrial Marketing Management. 85, pp. 197-208. https://doi.org/10.1016/j.indmarman.2019.11.007
Gratitude in franchisor-franchisee relationships: does personality matter?
Quach, Sara, Weaven, Scott K., Thaichon, Park, Baker, Brent and Edwards, Chase Jeremiah. 2020. "Gratitude in franchisor-franchisee relationships: does personality matter?" European Journal of Marketing. 54 (1), pp. 109-144. https://doi.org/10.1108/EJM-07-2018-0458
A model of entrepreneurship education in franchising - application of outside-in marketing with a behavioural focus
Quach, Sara, Weaven, Scott, Thaichon, Park, Grace, Debra and Frazer, Lorelle. 2020. "A model of entrepreneurship education in franchising - application of outside-in marketing with a behavioural focus." Journal of Business and Industrial Marketing. 35 (1), pp. 116-133. https://doi.org/10.1108/JBIM-07-2018-0210
Can positioning strategies help influence willingness to pay for office space? Evidence on the moderating effect of office space grade and industry sector for occupiers of leased office space
Cheah, Jun-Hwa, Ting, Hiram, Thaichon, Park, Fam, Kim-Shyan and Bazylewich, Martin. 2020. "Can positioning strategies help influence willingness to pay for office space? Evidence on the moderating effect of office space grade and industry sector for occupiers of leased office space." Journal of Strategic Marketing. 29 (4), pp. 337-358. https://doi.org/10.1080/0965254X.2020.1733049
Consumer behaviour and disposition decisions: The why and how of smartphone disposition
Ting, Hiram, Thaichon, Park, Chuah, Francis and Tan, Sharon Rebecca. 2019. "Consumer behaviour and disposition decisions: The why and how of smartphone disposition." Journal of Retailing and Consumer Services. 51, pp. 212-220. https://doi.org/10.1016/j.jretconser.2019.06.002
The effects of e-commerce on franchising: Practical implications and models
Kremez, Z., Frazer, Lorelle and Thaichon, Park. 2019. "The effects of e-commerce on franchising: Practical implications and models." Australasian Marketing Journal. 27 (3), pp. 158-168. https://doi.org/10.1016/j.ausmj.2019.04.002
Emerging from my youth - intra-cohort segmentation
Pentecost, Robin, Donoghue, Sune and Thaichon, Park. 2019. "Emerging from my youth - intra-cohort segmentation." International Journal of Retail and Distribution Management. 47 (5), pp. 571-588. https://doi.org/10.1108/IJRDM-06-2018-0113
How much effort is enough? Unlocking customer fanaticism in services industries
Quach, Sara, Hewege, Chandana Rathnasiri and Thaichon, Park. 2019. "How much effort is enough? Unlocking customer fanaticism in services industries." Marketing Intelligence and Planning. 37 (3), pp. 325-338. https://doi.org/10.1108/MIP-06-2018-0226
Enhancing client-agency relationship quality in the advertising industry - an application of project management
Levin, Elizabeth, Quach, Thu Nguyen and Thaichon, Park. 2019. "Enhancing client-agency relationship quality in the advertising industry - an application of project management." Journal of Business and Industrial Marketing. 34 (2), pp. 463-473. https://doi.org/10.1108/JBIM-08-2017-0186
The role of creativity and project management in enhancing service quality of advertising agencies: A qualitative approach
Levin, Elizabeth, Thaichon, Park, Quach, Sara and Lobo, Antonio. 2018. "The role of creativity and project management in enhancing service quality of advertising agencies: A qualitative approach ." Australasian Marketing Journal. 26 (1), pp. 31-40. https://doi.org/10.1016/j.ausmj.2017.10.002
Are You a Chocolate Lover? An Investigation of the Repurchase Behavior of Chocolate Consumers
Thaichon, Park, Jebarajakirthy, Charles, Tatuu, Puja and Gajbhiyeb, Rahul Gautam. 2018. "Are You a Chocolate Lover? An Investigation of the Repurchase Behavior of Chocolate Consumers ." Journal of Food Products Marketing: innovations in food advertising, food promotion, food publicity, food sales promotion. 24 (2), pp. 163-176. https://doi.org/10.1080/10454446.2017.1266551
Hybrid sales structures in the age of e-commerce
Thaichon, Park, Surachartkumtonkun, Jiraporn, Quach, Sara, Weaven, Scott and Palmatier, Robert W.. 2018. "Hybrid sales structures in the age of e-commerce." Journal of Personal Selling and Sales Management. 38 (3), pp. 277-302. https://doi.org/10.1080/08853134.2018.1441718
Dark motives-counterfeit selling framework An investigate on the supply side of the non-deceptive market
Quach, Sara and Thaichon, Park. 2018. "Dark motives-counterfeit selling framework An investigate on the supply side of the non-deceptive market ." Marketing Intelligence and Planning. 36 (2), pp. 245-259. https://doi.org/10.1108/MIP-04-2017-0069
From connoisseur luxury to mass luxury: Value co-creation and co-destruction in the online environment
Quach, Sara and Thaichon, Park. 2017. "From connoisseur luxury to mass luxury: Value co-creation and co-destruction in the online environment." Journal of Business Research. 81, pp. 163-172. https://doi.org/10.1016/j.jbusres.2017.06.015
Aesthetic labor and visible diversity: The role in retailing service encounters
Quach, Sara, Jebarajakirthy, Charles and Thaichon, Park. 2017. "Aesthetic labor and visible diversity: The role in retailing service encounters." Journal of Retailing and Consumer Services. 38, pp. 34-43. https://doi.org/10.1016/j.jretconser.2017.05.004
Emotion and advertising effectiveness: A novel facial expression analysis approach
Hamelin, Nicolas, El Moujahid, Othmane and Thaichon, Park. 2017. "Emotion and advertising effectiveness: A novel facial expression analysis approach." Journal of Retailing and Consumer Services. 36, pp. 103-111. https://doi.org/10.1016/j.jretconser.2017.01.001
Consumer socialization process: The role of age in children's online shopping behavior
Thaichon, Park. 2017. "Consumer socialization process: The role of age in children's online shopping behavior." Journal of Retailing and Consumer Services. 34, pp. 38-47. https://doi.org/10.1016/j.jretconser.2016.09.007
An analysis of product-place co-branding: the case of Ceylon Tea
Ranasinghe, Wasanee Tharanga, Thaichon, Park and Ranasinghe, Malanee. 2017. "An analysis of product-place co-branding: the case of Ceylon Tea." Asia Pacific Journal of Marketing and Logistics. 29 (1), pp. 200-214. https://doi.org/10.1108/APJML-10-2015-0156
Dark motives-counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms
Thaichon, Park and Quach, Sara. 2016. "Dark motives-counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms." Journal of Retailing and Consumer Services. 33, pp. 82-91. https://doi.org/10.1016/j.jretconser.2016.08.003
Consumer motives and impact of western media on the Moroccan luxury buyer
Hamelin, Nicolas and Thaichon, Park. 2016. "Consumer motives and impact of western media on the Moroccan luxury buyer ." Journal of Retailing and Consumer Services. 32, pp. 164-170. https://doi.org/10.1016/j.jretconser.2016.06.010
Internet service providers' service quality and its effect on customer loyalty of different usage patterns
Quach, Thu Nguyen, Thaichon, Paramaporn and Jebarajakirthy, Charles. 2016. "Internet service providers' service quality and its effect on customer loyalty of different usage patterns." Journal of Retailing and Consumer Services. 29, pp. 104-113. https://doi.org/10.1016/j.jretconser.2015.11.012
Marketing microcredit to bottom of the pyramid market Investigating determinants and the role of self-identity: the case of youth in post-war context
Jebarajakirthy, Charles and Thaichon, Paramaporn. 2016. "Marketing microcredit to bottom of the pyramid market Investigating determinants and the role of self-identity: the case of youth in post-war context." International Journal of Bank Marketing. 34 (2), pp. 191-215. https://doi.org/10.1108/IJBM-12-2014-0176
The impact of creative competence and project management on longevity of the client-advertising agency relationship
Levin, Elizabeth, Thaichon, Paramaporn and Quach, Thu Nguyen. 2016. "The impact of creative competence and project management on longevity of the client-advertising agency relationship." Journal of Business and Industrial Marketing. 31 (2), pp. 274-286. https://doi.org/10.1108/JBIM-11-2014-0220
Evaluating specific service quality aspects which impact on customers’ behavioural loyalty in high-tech internet services
Thaichon, Paramaporn and Jebarajakirthy, Charles. 2016. "Evaluating specific service quality aspects which impact on customers’ behavioural loyalty in high-tech internet services." Asia Pacific Journal of Marketing and Logistics. 28 (1), pp. 141-159. https://doi.org/10.1108/APJML-02-2015-0027
The effects of service quality on internet service provider customers' behaviour A mixed methods study
Quach, Thu Nguyen, Jebarajakirthy, Charles and Thaichon, Park. 2016. "The effects of service quality on internet service provider customers' behaviour A mixed methods study." Asia Pacific Journal of Marketing and Logistics. 28 (3), pp. 435-463. https://doi.org/10.1108/APJML-03-2015-0039
The influence of relationship marketing orientation on brand equity in banks
Yoganathan, Dhanushanthini, Jebarajakirthy, Charles and Thaichon, Paramaporn. 2015. "The influence of relationship marketing orientation on brand equity in banks." Journal of Retailing and Consumer Services. 26, pp. 14-22. https://doi.org/10.1016/j.jretconser.2015.05.006