Locked in or true love: Branding among banks : A qualitative study of technologies, brand equity, switching barriers, choice criteria and future strategies in the context of retail banking
Purpose – The purpose of this paper is to increase the knowledge about technology based services affection of the ability of retail banks to build customer based brand equity among students. Design/methodology/approach – A conceptual model has been developed from theories regarding customer based br...
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| Format: | Others |
| Language: | English |
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Umeå universitet, Företagsekonomi
2014
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-95044 |