Examining contributions of customer-based and employee-based brand equity to a retail bank’s market performance using resource-based theory
Both employees and brands are companies’ most important assets, yet most studies focus on the equity generated from brands and not employees. The market performance of a brand, especially in the service sector, depends on two factors: (i) customer-based brand equity, or the differential effect of br...
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| Autors principals: | , |
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| Format: | Artigo |
| Idioma: | Inglês |
| Publicat: |
Institute of Marketing Management Graduate School
2019-07-01
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| Col·lecció: | The Retail and Marketing Review |
| Matèries: | |
| Accés en línia: | https://retailandmarketingreview.co.za/wp-content/uploads/2021/07/RMR15_1_27-38.pdf |
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