A imagem de marca
: o caso Novo Banco

  • Maria Inês Casanova Dias Ladeira (Student)

Student thesis: Master's Thesis

Abstract

Since 2007 Portugal is confronting a severe financial crisis. Consequently, the way we manage our money is a very sensitive subject. In 2014 the biggest private bank in Portugal went to bankruptcy; however, the Bank of Portugal transferred all the “good” assets to a new bank – named “Novo Banco”. This dissertation aims to study the New Bank’s brand image thought the indicators specified by the authors Keller and Aaker. Hence, a survey was distributed to 106 consumers to know their opinions about the brand notoriety, associations, perceived quality and loyalty. Although the consumers recognize the great functional and experiential benefits of New Bank’ offers, they continue to identify the new bank as bad and toxic. Yet, they also consider all the other competitors with same prejudicial characteristics which takes us to an overall attitude towards the bank industry. To conclude the results showed that the Santander Totta was the bank with the greater brand image.
Date of Award25 Jul 2016
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorAna Filipa da Rocha de Castro e Côrte-Real (Supervisor)

Keywords

  • BES - Banco Espírito Santo
  • NB - New Bank
  • Associations
  • Notoriety
  • Perceived quality
  • Loyalty

Designation

  • Mestrado em Marketing

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