Bravo, Rafael; Montaner, Teresa; Pina, José M. - In: Journal of Product & Brand Management 21 (2012) 4, pp. 232-245
Purpose – In the banking sector, the importance of consumer's perceptions for business success has been underestimated. For this reason, the present work aims to focus on the corporate brand image construct, analysing how the associations of financial brands are generated and the way such...