CUSTOMER RELATIONSHIPS AND BRAND EQUITY IN CHINA'S BANKING SERVICES

Despite tremendous interest in brand equity and relationship marketing, little conceptual development has addressed whether relationships exist between these important marketin issues. Based on existing frameworks (customer-based brand equity and relationship marketing), this paper forwards customer...

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Опубликовано в: :Revista de Administração FACES Journal
Главные авторы: Svetla T. Marinova, Jinghuan Cui, Marin A. Marinov
Формат: Artigo
Язык:Inglês
Опубликовано: Universidade FUMEC 2008
Предметы:
Administración y Contabilidad
Banks
China
Brand equity
Relationship
Online-ссылка:https://www.redalyc.org/articulo.oa?id=194016885002
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