Posted: August 26th, 2015
The aim of the research is to understand and investigate the concept of brand equity from consumer�s perspectives in the retail banking industry in general and amidst personal banking services in particular in the UK by conducting a cross analysis between a domestic and a global bank (HSBC vs Lloyds Banking Group).
RESEARCH QUESTIONS
1- How do consumers perceive and value their relationship with HSBC and Lloyds Banking Group personal banking services in the UK?
2-What are the determinants of brand equity of retail banks based on consumers’ perceptions of personal banking services within the two banks in the UK?
3-How consumer based brand equity dimensions differ across the domestic and global bank in the UK (Lloyds Banking Group bank vs HSBC)?
questions:
1- please provide a general definition of brand equity using different authors and kindly summarise it in a table.
2- Identify the most relevant brand equity theories to this research.
3- sources of brand equity (in general)
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