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C/M/837. Perceptions and Attitudes toward Digital Bank with Respect to Brand Management of ING Direct UK
- WORDS:
- 5100
- DATE:
- 2008
- PRICE:
- 59.99 GBP
The paper reports on ING Direct UK investigating the influence of the brand management on perception, attitude and behaviour of customers toward digital banks, ING Direct in particular. The methods of research include a focus group interview as a primary research tool, and secondary data obtained from textbooks, Business Library, the Internet and journal articles.
KEYWORDS: ING Direct, bank, brand management, consumer behaviour,
Other Papers On: ING Direct
Other Papers On: Consumer Behaviour
Other Papers On: Branding
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