Gombos, N.J. and Bíró-Szigeti, S. 2023. Examination of the Brand Archetypes of the Hungarian Retail Banking Sector and Their Correlations with Consumer Preferences Regarding Banking Products. Periodica Polytechnica Social and Management Sciences. 31, 2 (Jan. 2023), 120–134. https://doi.org/10.3311/PPso.19926.