Guest editorial: Brand management in banking
Resumen: Brand management is an essential part of a company’s overall marketing strategy. Creating a strong brand can be a competitive advantage that helps companies attract customers and gain lifetime loyalty and engagement. Because of its importance to business management, scholars have spent a great deal of time and effort on developing a theoretical framework for the brand construct and empirically testing different models of brand management...
Idioma: Inglés
DOI: 10.1108/IJBM-04-2024-620
Año: 2024
Publicado en: International journal of bank marketing 42, 2 (2024), 153-155
ISSN: 0265-2323

Tipo y forma: (PostPrint)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)

Creative Commons You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes.


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