Pushpakumara, B.M.A.; Shamil, Mohamed M.; Yatigammana, M. R. K.N.
(Department of Marketing Management, University of Kelaniya, Sri Lanka, 2021-04)
This is the first study to comprehensively explore, develop and validate a scale for customer intrinsic value, brand trust and consumer-brand relationship behavior for the life insurance industry in Sri Lanka. This task ...