Understanding brand equity on financial services: a study on the Portuguese banking sector
The brand equity subject, although extensively studied for products, has been given little attention in services compared to tangible goods. Thus, it is very pertinent to further explore this concept for service industries so that more valid results can be presented. Due to the nature of services (i...
| Autor principal: | |
|---|---|
| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2016
|
| Assuntos: | |
| Texto completo: | http://hdl.handle.net/10071/11658 |
| País: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/11658 |