Observatorio de I+D+i UPM

Memorias de investigación
Communications at congresses:
ESTUDIO DE LA IMAGEN DE MARCA DE LAS ENTIDADES FINANCIERAS
Year:2011
Research Areas
  • Humanities
Information
Abstract
This investigation makes a study of the brand image of different financial organizations that operate in Spain. In order to carry out this investigation a denominated technique of marketing Periodic Evaluation of the Image (EPI) is used, that provides a combination of advantages of quantitative and qualitative techniques. The obtained results show that the two financial organizations perceived more equals to each other are La Caixa and Caja Madrid; by contrast, the two different organizations perceived are Santander and Caja Madrid. Finally, the study shows the relative image, individual image and a positioning map of the analyzed organizations.
International
No
Congress
25 Congreso Nacional de la European Academy of Management and Business Economics "Los Mercados del Mañana: Bases para su análisis hoy"
960
Place
Valencia-Spain
Reviewers
Si
ISBN/ISSN
978-84-7356-785-5
Start Date
08/06/2011
End Date
10/06/2011
From page
215
To page
215
XXV Congreso Anual AEDEM Los Mercados del Mañana: Bases para su análisis hoy
Participants
  • Autor: Ana Maria Vargas Perez (UPM)
Research Group, Departaments and Institutes related
  • Creador: Grupo de Investigación: Administración de Empresas
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
S2i 2020 Observatorio de investigación @ UPM con la colaboración del Consejo Social UPM
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