Measuring Consumer-Based Brand Equity - Evidence From Albanian Banking Sector
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References listed on IDEAS
- de Chernatony, Leslie & Dall'Olmo Riley, Francesca, 1999. "Experts' Views About Defining Services Brands and the Principles of Services Branding," Journal of Business Research, Elsevier, vol. 46(2), pages 181-192, October.
- Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
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Cited by:
- Sangeeta Arora & Neha, 2016. "Determinants of Customer-based Brand Equity: A Study of Public and Private Banks," Global Business Review, International Management Institute, vol. 17(4), pages 905-920, August.
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More about this item
Keywords
Brand equity; banking services; measurement; Albania;All these keywords.
JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
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