Objectives: To study the theoretical basis of brand management and thus, to find the one that is suitable for commercial banking in Vietnam; To determine the basic contents of brand management and all of the factors that affect it in commercial banks (However, we exclude the effects of all the tangible ones such as: total assets, total capital, and technology).
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Dessertation summary: Brand management of Vietnam’s commercial banks - The case of Vietcombank
Dessertation summary: Brand management of Vietnam’s commercial banks - The case of Vietcombank
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