Guest editorial: Brand management in banking

Bravo, Rafael (Universidad de Zaragoza) ; Dall'Olmo Riley, Francesca ; Pina, José M. (Universidad de Zaragoza)

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.)