[Emerald] Beyond incentives: rethinking internal marketing drivers of commitment in the AI-transformed banking sector

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journalㄩInternational Journal of Bank Marketing

AuthorsㄩPaulo Duarte

Published dateㄩ2026-3-23

DOIㄩ10.1108/ijbm-06-2025-0457

PDF linkㄩhttps://www.emerald.com/ijbm/art ... -06-2025-0457en.pdf

Article linkㄩhttps://doi.org/10.1108/ijbm-06-2025-0457

Article SourceㄩEmerald


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