What factors influence consumers to choose a bank with which to contract a service in a situation of information asymmetry? In this situation the firm has more information than consumers, and this fact generates consumer uncertainty due to a possible firm opportunistic behaviour. To reduce it,...

The increasing attention of the corporate reputation on the part of the professional and academic world denotes its importance in obtaining sustained competitive advantages, and consequently, in the creation of value. In the present article we will try to argue the strategic character of the...