MEASURING CONSUMER-BASED BRAND EQUITY - EVIDENCE FROM ALBANIAN BANKING SECTOR
Today brands and branding have gained a lot of attention among academics and practitioners as well, since they are considered crucial for the success of a company. The branding literature, however, has been more focused on goods branding, relatively neglecting the services branding. Branding equity...
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| Format: | Article |
| Language: | English |
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Universitaria Press Craiova
2012-01-01
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| Series: | Management & Marketing |
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| Online Access: | http://www.mnmk.ro/documents/2012-first/1_4_1_12_FFF.pdf |