doi:10.1108/IJBM-04-2024-620engBravo, RafaelDall'Olmo Riley, FrancescaPina, José M.Guest editorial: Brand management in bankingART-2024-138115Brand 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...2024http://zaguan.unizar.es/record/13343910.1108/IJBM-04-2024-620http://zaguan.unizar.es/record/133439oai:zaguan.unizar.es:133439International journal of bank marketing 42, 2 (2024), 153-155by-nchttps://creativecommons.org/licenses/by-nc/4.0/deed.esinfo:eu-repo/semantics/openAccess