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
  • DOI: 10.1108/ijbm-11-2013-0136

Leading article on the factors that raise Brand Equity of Banking institutions

Perspectives

Professor Vishnu (nickname Manek) H kirpalani
Concordia University

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

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http://dx.doi.org/10.1108/ijbm-11-2013-0136

The following have contributed to this page: Dr Meena Rambocas and Professor Vishnu (nickname Manek) H kirpalani