Growing the service brand
Volume: 37, Issue: 2, Pages: 281 - 300
Published: Jun 1, 2020
Abstract
Service brands are increasingly dominating the economy. However, there is limited knowledge about how to grow service brands, and whether growing service brands will require strategies different from the strategies that are based on goods brand research. To address this knowledge gap, this paper conceptualizes a “ServBrand triad” based on the service literature, and empirically demonstrates how its three drivers are related to service brand...
Paper Details
Title
Growing the service brand
Published Date
Jun 1, 2020
Volume
37
Issue
2
Pages
281 - 300
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