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 marketing issues. Based on existing frameworks (customer-based brand equity and relationship marketing), this paper forwards custome...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidade Fumec
2008-09-01
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| Series: | Faces: Revista de Administração |
| Subjects: | |
| Online Access: | http://www.fumec.br/revistas/index.php/facesp/article/view/121 |