Growing the service brand
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DOI: 10.1016/j.ijresmar.2019.10.001
Abstract: 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… read more here.
Keywords: quality; brand; service brand; service ... See more keywords
Service brand coolness in the construction of brand loyalty: A self-presentation theory approach
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DOI: 10.1016/j.jretconser.2021.102876
Abstract: As service brands need to find new methods to overcome consumers' distrust of physical spaces in the post-COVID-19 era, we explore how niche and mass service brands can recover their experiential value through perceptions of… read more here.
Keywords: service; brand; service brand; brand coolness ... See more keywords
Advancing the understanding of the pre-purchase stage of the customer journey for service brands
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DOI: 10.1108/ejm-10-2021-0792
Abstract: Purpose Service branding research predominantly focuses on the purchase and postpurchase stages of the customer journey. This study aims to expand the lens of enquiry to the prepurchase stage, showing the role service brand awareness… read more here.
Keywords: service; customer; customer journey; service brand ... See more keywords