Descripción
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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. | |
Internacional
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No |
Nombre congreso
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25 Congreso Nacional de la European Academy of Management and Business Economics "Los Mercados del Mañana: Bases para su análisis hoy" |
Tipo de participación
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960 |
Lugar del congreso
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Valencia-Spain |
Revisores
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Si |
ISBN o ISSN
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978-84-7356-785-5 |
DOI
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Fecha inicio congreso
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08/06/2011 |
Fecha fin congreso
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10/06/2011 |
Desde la página
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215 |
Hasta la página
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215 |
Título de las actas
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XXV Congreso Anual AEDEM Los Mercados del Mañana: Bases para su análisis hoy |