stdClass Object
(
    [id] => 8303
    [paper_index] => EW201708-01-002017
    [title] => EFFECTS OF MARKETING MIX ELEMENTS IN BANKING SERVICES
    [description] => <ol>
	<li>Gronroos, C. (1997); &ldquo;Towards a Paradigm Shift from Marketing Mix into Relationship Marketing,&quot; 12 Marketing Management Decision 34/5, MCB University Press, Bradford UK, pp 322-339.</li>
	<li>Biel Alexander L.&nbsp;(1992).&nbsp;How brand image drives brand equity.&nbsp;Journal of Advertising Research, 32(6),&nbsp;6&ndash;12.</li>
	<li>Lasser Walfried, Mittal Banwari, &amp;&nbsp;Sharma Arun. (2005).&nbsp;Measuring customer based brand equity.&nbsp;Journal of Consumer Marketing, 12(4),&nbsp;11&ndash;19.&nbsp;</li>
	<li>Pappu R., Quester P. G., , &amp;&nbsp;Cooksey R. W.&nbsp;(2007).&nbsp;Country image and consumer-based brand equity: Relationships and implications for international marketing.&nbsp;Journal of International Business Studies, 38(5),&nbsp;726&ndash;745.</li>
	<li>Chang HsinHsin, CheHao Hsu, &amp;&nbsp;Shu Hsia Chung. (2008).&nbsp;The antecedents and consequences of brand equity in service markets.&nbsp;Asia Pacific Management Review, 13(3),&nbsp;601&ndash;624.&nbsp;</li>
	<li>Sierra Jeremy J.,&nbsp;Heiser Robert S.,&nbsp;Williams Jerome D., &amp;&nbsp;Taute Harry A.&nbsp;(2010).&nbsp;Consumer racial profiling in retail environments: A longitudinal analysis of the impact on brand image.&nbsp;Journal of Brand Management, 18(1),&nbsp;79&ndash;96.</li>
</ol>

    [author] => Ms.C.J. Geetha
    [googlescholar] => https://scholar.google.co.in/citations?view_op=view_citation&hl=en&user=KeqZGcIAAAAJ&cstart=20&pagesize=80&citation_for_view=KeqZGcIAAAAJ:1lhNe0rCu4AC
    [doi] => 
    [year] => 2017
    [month] => September
    [volume] => 5
    [issue] => 9
    [file] => eprapub/EW201708-01-002017.pdf
    [abstract] => <p>The banking industry consists of public, private, foreign, regional rural and co-operative banks. Nearly 80% of the market share is dominated by public sector banks. Over the years, Indian private sector banks and foreign sector banks have exhibited improvements in their profitability, asset quality, lower credit costs and healthy capital reserves. On the other hand, public sector banks (PSBs) are facing decline in their earnings growth, reduction in profit margins, asset quality deterioration and increase in credit costs. Within different marketing texts, marketing mix concept has been accepted as a principle.</p>

<p><strong>KEYWORDS :</strong> Brand Equity, Marketing mix, Sustainability.</p>

    [keywords] => 
    [doj] => 
    [hit] => 1738
    [status] => 
    [award_status] => P
    [orderr] => 1
    [journal_id] => 4
    [googlesearch_link] => 
    [edit_on] => 
    [is_status] => 1
    [journalname] => EPRA International Journal of Economic and Business Review(JEBR)
    [short_code] => IJES
    [eissn] => 2347-9671 (O), 2349-0187(P)
    [pissn] => 
    [home_page_wrapper] => images/products_image/12.JEBR.png
)
Error fetching PDF file.