Exploring the antecedents of retail banks’ reputation in low-bankarization markets: brand equity, value co-creation and brand experience

What is it about?

The findings of this study provide a better understanding of the mechanisms that allow financial institutions that operate in contexts with a low bankarization rate of the population to achieve a greater reputation through strategies based on customer-company interaction and the brand (with the variables of CBBE, brand experience and value co-creation).

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