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Building brand equity in retail banks: the case of Trinidad and Tobago
Meena Rambocas, Vishnu M. Kirpalani, Errol Simms
The International Journal of Bank Marketing, May 2014, Emerald
Leading article on the factors that raise Brand Equity of Banking institutions
Professor Vishnu (nickname Manek) H kirpalani
The content of this article is very useful from a managerial application viewpoint as it shows how management can improve its impact on customers and strengthen customer loyalty whilst at the same time raising the image of the Bank's image