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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Detalles Bibliográficos

Publicado en:	Revista de Administração FACES Journal
Principais autores:	Svetla T. Marinova, Jinghuan Cui, Marin A. Marinov
Formato:	Artigo
Idioma:	Inglês
Publicado:	Universidade FUMEC 2008
Assuntos:	Administración y Contabilidad
Acceso en liña:	https://www.redalyc.org/articulo.oa?id=194016885002
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