Mobile communication providers’ corporate brand as a relationship building pillar

The mobile communications industry is an important sector with European total revenues growing approximately 10% per year (GSMA, 2008). Markets all over Europe are mature and the operators engage in intense competition for customers. Heavy investments are made in marketing, through corporate brand e...

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Bibliographic Details
Main Author: Jurisic, Brigita (author)
Other Authors: Azevedo, António Joaquim Araújo de (author)
Format: workingPaper
Language:eng
Published: 2009
Subjects:
Corporate brand
Reputation
Customer-brand relationship
Loyalty
Online Access:http://hdl.handle.net/1822/16131
Country:Portugal
Oai:oai:repositorium.sdum.uminho.pt:1822/16131

Internet

http://hdl.handle.net/1822/16131

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