García de los Salmones Sánchez, M. M.; Pérez Ruiz, A.; … - In: Investigaciones Europeas de Dirección y Economía de … 15 (2009) 2, pp. 25-42
This work aims to quantify brand equity and positioning of financial services institutions, banks and saving banks, both in consumers' and industrial' markets. Likewise, there is an attempt to identify the most relevant image dimensions when choosing an institution as the one with the highest...
