- We will send in 10–14 business days.
/images/books/13189257/9783639458862.jpg)
- Author: Matthias Kirsch
- Publisher: AV Akademikerverlag
- Year: 2012
- Pages: 80
- ISBN-10: 3639458869
- ISBN-13: 9783639458862
- Format: 15.2 x 22.9 x 0.5 cm, softcover
- Language: English
- SAVE -10% with code: EXTRA
Reviews
Description
The following research paper examines the applicability of a customerbased brand equity model, based on Aakers' well-known brand equity dimensions, in order to determine the most relevant brand value drivers. This study was conducted in the banking industry. The findings reveal brand loyalty and perceived quality and service in connection with customer satisfaction to be the most influencing factors of brand equity in the retail banking market. Brand awareness and brand associations possess almost no explanatory power. The findings might help practitioners when developing new strategic marketing actions and expands the picture of the currently under-researched literature concerning brand equity in the service industry. The paper further formulates several propositions about possible differences of brand equity depending on tangible or intangible product related industries.
EXTRA 10 % discount with code: EXTRA
The promotion ends in 20d.13:10:38
The discount code is valid when purchasing from 10 €. Discounts do not stack.
- Author: Matthias Kirsch
- Publisher: AV Akademikerverlag
- Year: 2012
- Pages: 80
- ISBN-10: 3639458869
- ISBN-13: 9783639458862
- Format: 15.2 x 22.9 x 0.5 cm, softcover
- Language: English English
The following research paper examines the applicability of a customerbased brand equity model, based on Aakers' well-known brand equity dimensions, in order to determine the most relevant brand value drivers. This study was conducted in the banking industry. The findings reveal brand loyalty and perceived quality and service in connection with customer satisfaction to be the most influencing factors of brand equity in the retail banking market. Brand awareness and brand associations possess almost no explanatory power. The findings might help practitioners when developing new strategic marketing actions and expands the picture of the currently under-researched literature concerning brand equity in the service industry. The paper further formulates several propositions about possible differences of brand equity depending on tangible or intangible product related industries.
Reviews