In a challenging market and an increasingly important role of customers in banking sector, customer-based brand equity is receiving much attention from researchers and administrators. However, few studies have focused on the dimensions of the customer’s emotion to enhance brand equity. Based on the S-O-R theory, the aim of this study is to evaluate the mediating effect of customer’s emotional factors between customer experience and bank's brand equity. After that, some management implications are proposed to enhance customer’s experience, thereby creating positive emotions and contributing to the development of the bank's brand equity
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