Brand equity value: consumer based approach versus financial approach: a case study using a portuguese bank
This study aimed to determine the brand equity value (BEV, hereinafter) of the “Banco BPI” from the costumers and financial perspective, based on 250 surveys to BPI customers to determine the BEV in the customers’ perspective and the application of EVA method to determine the BEV in the financial pe...
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| Format: | conferenceObject |
| Language: | eng |
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2018
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| Online Access: | http://hdl.handle.net/10198/16937 |
| Country: | Portugal |
| Oai: | oai:bibliotecadigital.ipb.pt:10198/16937 |