Brand name strategies in the service sector

Emerald - Tập 12 Số 4 - Trang 42-50 - 1995
L. W. Turley1, Patrick A. Moore2
1Associate Professor of Marketing at Western Kentucky University, Bowling Green, Kentucky, USA
2Assistant Professor of Marketing at Western Kentucky University, Bowling Green, Kentucky, USA.

Tóm tắt

Although research associated with branding′s influence on consumer behavior has increased in recent years, the vast majority of this work has focussed on tangible goods rather than intangible services. Focusses on branding and brand name strategies for intangible services. Develops a classification system for service brand names and describes a study which explores the degree to which these diverse strategies are used by different types of services.

Tài liệu tham khảo

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