This work aims to quantify brand equity and positioning of financial services institutions, banks and saving banks, both in consumers' and industrial' markets. Likewise, there is an attempt to identify the most relevant image dimensions when choosing an institution as the one with the highest overall evaluation. Using a discrete choice model and the analysis of the halo effect we verify the importance of personnel treatment in this markets. Results suggest the higher intensity of halo effect for saving banks in consumers' markets while in industrial' ones brand value is higher for banks. © 2009 Academia Europea de Dirección y Economía de la Empresa.
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