Se connecter

Bibliographies thématiques / Service brand / Articles de revues

Pour voir les autres types de publications sur ce sujet consultez le lien suivant : Service brand.

Articles de revues sur le sujet « Service brand »

Auteur : Grafiati

Publié le 4 juin 2021

Mis à jour le 21 février 2023

Créez une référence correcte selon les styles APA, MLA, Chicago, Harvard et plusieurs autres

Choisissez une source :

Consultez les 50 meilleurs articles de revues pour votre recherche sur le sujet « Service brand ».

À côté de chaque source dans la liste de références il y a un bouton « Ajouter à la bibliographie ». Cliquez sur ce bouton, et nous générerons automatiquement la référence bibliographique pour la source choisie selon votre style de citation préféré : APA, MLA, Harvard, Vancouver, Chicago, etc.

Vous pouvez aussi télécharger le texte intégral de la publication scolaire au format pdf et consulter son résumé en ligne lorsque ces informations sont inclues dans les métadonnées.

Parcourez les articles de revues sur diverses disciplines et organisez correctement votre bibliographie.

1

Sichtmann, Christina, Klaus Schoefer, Markus Blut, and Charles Jurgen Kemp. "Extending service brands into products versus services." European Journal of Marketing 51, no. 1 (2017): 200–218. http://dx.doi.org/10.1108/ejm-08-2013-0460.

Texte intégral

Résumé :

Purpose This paper aims to provide an empirical investigation into extension category effects on service brand extensions, both to other services (service–service extensions) and to products (service–product extensions), and the extension category’s influence on brand/consumer-level success drivers, as well as the perceived quality of the extension. Design/methodology/approach This study included an empirical testing of a conceptual framework using a hierarchical linear modeling approach and testing of hypotheses with a multilevel regression analysis. The data set consisted of 216 respondents

Styles APA, Harvard, Vancouver, ISO, etc.

2

Bapat, Dhananjay. "Impact of brand familiarity on brands experience dimensions for financial services brands." International Journal of Bank Marketing 35, no. 4 (2017): 637–48. http://dx.doi.org/10.1108/ijbm-05-2016-0066.

Texte intégral

Résumé :

Purpose The purpose of this paper is to explore the impact of brand familiarity on the various dimensions of brand experience, and to identify the factor structure of brand familiarity for financial services brands. Design/methodology/approach This study used a convenience sampling technique by contacting 216 respondents, and examined the relationship between brand experience dimensions and brand familiarity. An independent sample t-test was performed to assess the differences for brand experience dimensions. Exploratory and confirmatory factor analyses were performed for both low familiarity

Styles APA, Harvard, Vancouver, ISO, etc.

3

Berndt, Adele, Daniel J. Petzer, and Pierre Mostert. "Brand avoidance – a services perspective." European Business Review 31, no. 2 (2019): 179–96. http://dx.doi.org/10.1108/ebr-02-2017-0033.

Texte intégral

Résumé :

PurposeThe purpose of this paper is to gain insight into brand avoidance of service brands and explore whether the different types of brand avoidance identified in a product context apply to service providers.Design/methodology/approachBecause of the exploratory nature of the study, the critical incident method and semi-structured interviews were used to achieve the purpose of the study.FindingsThe findings suggest that five types of brand avoidance, as identified in studies involving product brands, can be identified as impacting service brands. In addition, the findings show that advertising

Styles APA, Harvard, Vancouver, ISO, etc.

4

Rambocas, Meena, and Surendra Arjoon. "Brand equity in Caribbean financial services: the moderating role of service providers." International Journal of Bank Marketing 38, no. 3 (2019): 642–70. http://dx.doi.org/10.1108/ijbm-05-2019-0167.

Texte intégral

Résumé :

Purpose The purpose of this paper is to develop an integrated model to represent how service experience (core, employee and service scale), customer satisfaction (transaction-specific and cumulative) and brand affinity influence brand equity in financial services, taking into account the moderating influence of financial service providers. Design/methodology/approach Data were collected from 751 customers in three types of financial service providers (banks, insurance companies and credit unions), and analyzed with structural equation modeling and multi-group analysis. Findings The findings co

Styles APA, Harvard, Vancouver, ISO, etc.

5

Maria Ugolini, Marta, Fabio Cassia, and Vania Vigolo. "Services branding: is it a matter of gender?" TQM Journal 26, no. 1 (2014): 75–87. http://dx.doi.org/10.1108/tqm-01-2013-0002.

Texte intégral

Résumé :

Purpose – The purpose of this paper is to verify whether gender traits of brand personality (masculinity vs femininity) are able to differentiate services brands belonging to the same service industry. Second, this paper intends to assess the validity of Grohmann's scale (that measures the masculine and the feminine dimensions of brand personality) among Italian consumers. Design/methodology/approach – Empirical research was conducted on a sample of 200 consumers. Participants were asked to rate their perceptions of the masculinity vs femininity dimensions of four different service brands (two

Styles APA, Harvard, Vancouver, ISO, etc.

6

Ahuvia, Aaron, Elif Izberk-Bilgin, and Kyungwon Lee. "Towards a theory of brand love in services: the power of identity and social relationships." Journal of Service Management 33, no. 3 (2022): 453–64. http://dx.doi.org/10.1108/josm-06-2021-0221.

Texte intégral

Résumé :

PurposeBuilding meaningful relationships between consumers and service brands has received significant attention. This paper aims to explore how brand love in services – a relationship between the consumer and the service brand – is created through relationships between the consumer and other people. Specifically, we explore how brand love is created through the social relationships consumers form with other consumers.Design/methodology/approachThis conceptual paper synthesizes the literature on consumer-brand relationships, brand community, social support and service providers, psychological

Styles APA, Harvard, Vancouver, ISO, etc.

7

Vo, Thuy Thi Ngoc, Bich Ngoc Dang, and Phuong Thu Mai. "Similarities and differences between service and product brand images - Evidence from education service." Science and Technology Development Journal 19, no. 2 (2016): 91–103. http://dx.doi.org/10.32508/stdj.v19i2.730.

Texte intégral

Résumé :

Since the 1990s, the study of service brands has begun and developed rapidly but still remains relatively limited as works were mostly inspired by research on product brands. While several studies point out the homogeneity between these two concepts, there are (substantially) different aspects in terms of brand attributes and the way that customers build brand image in their mind. This study reviews the dominant literature of brand image in the service sector and clarifies the similarities and differences between the service brand and product brand. Also, using qualitative methods, this study

Styles APA, Harvard, Vancouver, ISO, etc.

8

Su, Yiran, and Thilo Kunkel. "Beyond brand fit." Journal of Service Management 30, no. 2 (2019): 252–75. http://dx.doi.org/10.1108/josm-02-2018-0052.

Texte intégral

Résumé :

Purpose The purpose of this paper is to examine the underlying mechanism of the spillover effect from a service brand alliance to its parent brand at the post-consumption stage. Design/methodology/approach Online surveys were used to collect both qualitative and quantitative data from participants of an actual event. Conceptual models were developed and tested on two cross-sectional samples using structural equation modeling. Findings Results demonstrate perceived brand contribution and consumer involvement mediate the relationship between the service brand alliance experience and the evaluati

Styles APA, Harvard, Vancouver, ISO, etc.

9

Bleijerveld, Jeroen F. J., Dwayne D. Gremler, and Jos G. A. M. Lemmink. "Service alliances between unequals: the apple does not fall far from the better tree." Journal of Service Management 26, no. 5 (2015): 807–22. http://dx.doi.org/10.1108/josm-06-2015-0183.

Texte intégral

Résumé :

Purpose – Brand alliances take various forms, yet academic research has not investigated how value spillovers differ between partners. The purpose of this paper is to address psychological mechanisms to uncover consumers’ perceptions of a service alliance when a strong service brand partners with a weak one. Design/methodology/approach – An experiment used a 2 (perceived value of parent brand X: high vs low)×2 (perceived value of parent brand Y: high vs low)×2 (alliance contribution: equal vs unequal) full-factorial between-subjects design. Findings – Service alliance value is maximal when bot

Styles APA, Harvard, Vancouver, ISO, etc.

10

Mehran, Malik Muhammad, Tanveer Kashmiri, and Ahmad Tisman Pasha. "Effects of Brand Trust, Brand Identification and Quality of Service on Brand Evangelism: A Study of Restaurants in Multan." Journal of Arable Crops and Marketing 2, no. 2 (2020): 35–46. http://dx.doi.org/10.33687/jacm.002.02.3191.

Texte intégral

Résumé :

The purpose of this study is to investigate how customer-band relationships and quality of service influences brand evangelism. And more importantly, this study examines the moderating effect of the brand love on brand trust, quality of service, brand identification and brand evangelism relations. Brand evangelism mends to customers’ advocacy behaviour and positive or negative word-of-mouth (for a particular brand) that influence the purchase decision. Based on the prior studies conducted on the brand relationships, an integrated conceptual framework on consumer-brand relationships, quality of

Styles APA, Harvard, Vancouver, ISO, etc.

11

Tsou, Hung-Tai, Chieh-Chih Hou, Ja-Shen Chen, and Minh-Chau Ngo. "Rethinking Sustainability Hotel Branding: The Pathways from Hotel Services to Brand Engagement." Sustainability 14, no. 16 (2022): 10138. http://dx.doi.org/10.3390/su141610138.

Texte intégral

Résumé :

Brand experience has received attention from scholars and researchers, especially in experiential marketing and management. Due to the high market competition and sustainability branding trends, hotel brands need to improve and enhance their hotel services to meet customers’ expectations and retain their engagement and loyalty to the brand. This study explores the relationships between hotel services (servicescape and employee service), brand experience (internal and behavioral responses), brand engagement, and brand loyalty. Web-based and paper-based surveys were used to collect data from the

Styles APA, Harvard, Vancouver, ISO, etc.

12

Ishaq, Muhammad Ishtiaq, Nazia Hussain, Ali Ijaz Asim, and Luqman J. Cheema. "Brand equity in the Pakistani hotel industry." Revista de Administração de Empresas 54, no. 3 (2014): 284–95. http://dx.doi.org/10.1590/s0034-759020140304.

Texte intégral

Résumé :

Brand equity is considered as the most important aspect of branding, which is a set of brands' assets and liabilities, its symbol or name that subtracts from or adds the value provided by a product or service to a firm and customers. The current research endeavor was to identify the interrelationship of customer-based brand equity dimensions (brand awareness, brand loyalty, brand image, and service quality) in Pakistani hotel industry. Data was collected from 821 consumers who experienced the services of Pakistani five star hotels from multiple locations. Mediating regression and stepwise regr

Styles APA, Harvard, Vancouver, ISO, etc.

13

Stojanović, Suzana, Marko Janković, and Dejan Dimitrijević. "BRAND MANAGEMENT IN THE SERVICE SECTOR." KNOWLEDGE INTERNATIONAL JOURNAL 31, no. 6 (2019): 2047–53. http://dx.doi.org/10.35120/kij31062047s.

Texte intégral

Résumé :

Consumers are the most valuable asset of any company and knowing their needs is a basic prerequisite for a successful company strategy, which directly affects the overall business result. The operations of the company today are all the more uncertain because of the changes that are ongoing and which should go to meet. What are characteristics of doing business today is that more and more companies are engaged in the provision of services and they are the most profitable organizations of the world. The brand of a company represents a strategic tool and a competitive advantage because the most v

Styles APA, Harvard, Vancouver, ISO, etc.

14

Loureiro, Sandra Maria Correia, Rui Lopes, Hans Ruediger Kaufmann, and Len Tiu Wright. "How brand personality, brand identification and service quality influence service brand equity." Cogent Business & Management 1, no. 1 (2014): 981329. http://dx.doi.org/10.1080/23311975.2014.981329.

Texte intégral

Styles APA, Harvard, Vancouver, ISO, etc.

15

Ceyhan, Ayben, and Uğur Yozgat. "Does Brand Love Last Forever? : A Study on Turkey’s Lovemarks." EMAJ: Emerging Markets Journal 11, no. 1 (2021): 76–85. http://dx.doi.org/10.5195/emaj.2021.222.

Texte intégral

Résumé :

Brand love has become an important concept in both the academic and business worlds. There are some studies in the literature conducted on consumers regarding the brand love, but no study focuses on brands that consumers are in love with. Therefore, to analyze how brand love is created and to identify the components of a sustainable brand love, we conducted a qualitative study on the brands that achieved the lovemark status several times in the survey conducted on the consumers in Turkey. We used the categories in the 2019 lovemark survey, a study conducted by Ipsos for MediaCat magazine every

Styles APA, Harvard, Vancouver, ISO, etc.

16

G. Dawes, John. "Patterns in competitive structure among retail financial services brands." European Journal of Marketing 48, no. 5/6 (2014): 924–42. http://dx.doi.org/10.1108/ejm-02-2012-0085.

Texte intégral

Résumé :

Purpose – The purpose of this paper is to determine if services brands such as banks share their customers with competing brands in line with the market share of those competitors, and whether services brands with similar images form market partitions with heightened competitive intensity. Design/methodology/approach – The study uses brand usage, forced-choice and brand perceptions data obtained from a survey of consumers. The study uses a log-linear modelling framework to identify market structure and to test if partitions correspond to similarities in brand image. Findings – Analysis of in-m

Styles APA, Harvard, Vancouver, ISO, etc.

17

TEKİN, Mahmut, Yılmaz GÖBENEZ, and Derya ÖZTÜRK. "TÜKETİCİLERİN ÜRÜN/HİZMET KALİTESİ ALGILARININ SATIN ALMA DAVRANIŞLARI ÜZERİNE ETKİSİ: MARKA AŞKININ ARACI ROLÜ." SOCIAL SCIENCE DEVELOPMENT JOURNAL 7, no. 33 (2022): 307–20. http://dx.doi.org/10.31567/ssd.701.

Texte intégral

Résumé :

Brand love is the sum of the values that turn into desire and passion with the pleasure, enthusiasm, and excitement that a consumer experiences when using a product or service. This passion turns into brand love over time, whether the consumer is aware of it or not. Brand love is full of surprises, just like the love people have for each other. This element of surprise is about the change in the feeling that reveals love in us and keeps it alive. This change in feeling is related to the quality that creates love depending on fashion, innovation, products, services, time, and trust in a brand.

Styles APA, Harvard, Vancouver, ISO, etc.

18

Gomes, Mariana, Teresa Fernandes, and Amélia Brandão. "Determinants of brand relevance in a B2B service purchasing context." Journal of Business & Industrial Marketing 31, no. 2 (2016): 193–204. http://dx.doi.org/10.1108/jbim-08-2014-0151.

Texte intégral

Résumé :

Purpose – Brands have traditionally been regarded as a key asset and a source of competitive advantage in purchasing decisions, as customers are expected to prefer stronger brands to minimize risks. However, the role of brands in business markets is unclear and underresearched. The purpose of this study is to analyze the relevance of brands in a business-to-business (B2B) purchase setting and their key determinants. Design Methodology/approach – A research model was developed to explain brand relevance when compared with other decision factors in a B2B context. Based on the frameworks develope

Styles APA, Harvard, Vancouver, ISO, etc.

19

Ramdzan Ali, Al Amirul Eimer, Khairil Azwar Razali, and Abdul Kadir Othman. "Enhancing Brand Awareness Via Halal Brand Personality." Halalpshere 1, no. 1 (2021): 1–10. http://dx.doi.org/10.31436/hs.v1i1.7.

Texte intégral

Résumé :

This paper develops a multi-disciplinary measure of the Halal brand personally construct by means of literature review. This study explains that Halal brand personality involves (i) purity, (ii) excitement, (iii) sophistication, (iv) safety and (iv) righteousness on brand awareness. The concept of Halal brand personality is vital for service providers to create an awareness about their products and services in the consumers’ mind as this could be the catalyst for service providers to achieve sustainable competitive advantage (SCA). This is because the extraction of the five factors that contri

Styles APA, Harvard, Vancouver, ISO, etc.

20

Hemsley-Brown, Jane, and Ibrahim Alnawas. "Service quality and brand loyalty." International Journal of Contemporary Hospitality Management 28, no. 12 (2016): 2771–94. http://dx.doi.org/10.1108/ijchm-09-2015-0466.

Texte intégral

Résumé :

Purpose The purpose of this study is three-fold: first, to examine the extent to which service quality (SQ) affects the three components of emotional brand attachment (EBA) (brand passion, brand affection and self-brand connection); second, to investigate the extent to which these three components influence brand loyalty; and third, to test the mediation effect of the components of EBA on the SQ–loyalty relationship. Design/methodology/approach Survey data were collected from 355 respondents using an online panel in the UK. Smart PLS2.0 was used to analyze the data. Findings Three key findings

Styles APA, Harvard, Vancouver, ISO, etc.

21

Skaalsvik, Hugo, and Bjørn Olsen. "Service branding: suggesting an interactive model of service brand development." Kybernetes 43, no. 8 (2014): 1209–23. http://dx.doi.org/10.1108/k-12-2013-0274.

Texte intégral

Résumé :

Purpose – The purpose of this paper is to suggest an interactive model of service brand development. Design/methodology/approach – The design employed in the research represents a holistic and systemic approach to services branding and the methodology employed is conceptual desk research. Findings – The research findings encompass an interactive model of service brand components grounded on a systemic perspective. By building on services brand theory, three key actors constitute the components of the model, namely service leadership, service employees and customers. The findings also state how

Styles APA, Harvard, Vancouver, ISO, etc.

22

Wulandari, Ida Ayu Laksmi, and Ni Made Rastini. "PERAN KESADARAN MEREK MEMEDIASI PENGARUH KUALITAS LAYANAN TERHADAP EKUITAS MEREK PADA PELANGGAN JASA KURIR JNE." E-Jurnal Manajemen Universitas Udayana 11, no. 5 (2022): 1029. http://dx.doi.org/10.24843/ejmunud.2022.v11.i05.p09.

Texte intégral

Résumé :

Brand equity is a set of brand assets and liabilities associated with a brand, its name and symbol, which increase or decrease the value provided by a product or service to the company and or the company's customers. This study was conducted with the aim of explaining the effect of service quality on brand equity mediated by brand awareness variables on customers of courier services PT. TIKI Jalur Nugraha Ekakurir (JNE) in Denpasar City. Quantitative research with data collection using questionnaires via google form was carried out on customers of courier services PT. TIKI Jalur Nugraha Ekakur

Styles APA, Harvard, Vancouver, ISO, etc.

23

Gordon, Brian S., and Jeffrey D. James. "The Impact of Brand Equity Drivers on Consumer-based Brand Equity in the Sport Service Setting." International Journal of Business Administration 8, no. 3 (2017): 55. http://dx.doi.org/10.5430/ijba.v8n3p55.

Texte intégral

Résumé :

The importance of brand equity to a firm has been well documented by previous literature. Brands with high equity allow a firm to charge a premium price as well as garner a larger market share in relation to competitors (Simon & Sullivan, 1993). From the consumer’s perspective, previous research has failed to explain precisely how consumers perceive and become loyal to specific brands. Therefore, this study constructed and tested a consumer-based brand equity model based on Keller’s (2003a) brand equity pyramid that explains how consumer perceptions influence brand resonance. Data were col

Styles APA, Harvard, Vancouver, ISO, etc.

24

Liloca, Mendeca, and Simone Stewart. "Service Products and Brand Determination Strategy." Journal Dimensie Management and Public Sector 1, no. 1 (2020): 11–16. http://dx.doi.org/10.48173/jdmps.v1i1.20.

Texte intégral

Résumé :

This study purpose to understand the service products and brand determination sttrategy. This study discusses products and services, classification of products and services, brand determination strategy and marketing services. Choosing a brand name involves finding the best brand name based on a careful review of the benefits of the product, the target market, and the proposed marketing strategy. service marketing that need to be known in service marketing, namely: Intangibillty (intangible), Inseparability (cannot be separated), Variabillity/heterogeneity (changeable), Perishabbility (not dur

Styles APA, Harvard, Vancouver, ISO, etc.

25

Lu, Tzu-En, Yi-Hsuan Lee, and Jer-Wei Hsu. "Does Service Recovery Really Work? The Multilevel Effects of Online Service Recovery Based on Brand Perception." Sustainability 12, no. 17 (2020): 6999. http://dx.doi.org/10.3390/su12176999.

Texte intégral

Résumé :

This study explores how customer perception of online shopping brands plays a key role in moderating the relationship between service recovery and perceived justice. We incorporated brand equity at the organizational level and brand identity at the individual level into the relationship between online service recovery and customer-perceived justice. The findings are as follows: (a) online service recovery has a positive effect on customer-perceived justice; (b) brand equity at the organizational level has a negative influence on the relationships that courtesy and compensation have with percei

Styles APA, Harvard, Vancouver, ISO, etc.

26

Hee Lee, Kyoung, and Boyoung Kim. "Brand effects of omnichannel-based pickup service on consumption value and service satisfaction." Innovative Marketing 17, no. 3 (2021): 124–34. http://dx.doi.org/10.21511/im.17(3).2021.10.

Texte intégral

Résumé :

As an online and offline integrated service of refund, replacement, and after-sales service, omnichannel is placing itself as a major service used in the online shopping market, as efficiency and an integrated operation system develop according to channel integration due to ICT development. Centered on young people who have recently put importance on in-store experience and direct experience, offline pickup service is reinforced beyond online delivery. This study aims to analyze the effects of a distribution company’s brand factors on customer consumption value and satisfaction targeting the o

Styles APA, Harvard, Vancouver, ISO, etc.

27

Susanto, Fandy, Thomas Sumarsan Goh, Wily Julitawaty, and Syawaluddin Syawaluddin. "Pengaruh Brand Trust dan Kualitas Jasa terhadap Loyalitas Merek PT. Lion Express (Studi Kasus Pada Agen Jalan Asia)." J-MAS (Jurnal Manajemen dan Sains) 7, no. 2 (2022): 1206. http://dx.doi.org/10.33087/jmas.v7i2.546.

Texte intégral

Résumé :

Brand trust is the desire of customers to trust and believe in a brand with the risks faced because expectations of the brand will lead to positive results. Service quality is an effort to fulfill customer desires and the accuracy of service delivery in order to meet customer expectations. Brand loyalty is a term in marketing to describe how strong a consumer's preference for a brand is when compared to other brands. Analysis of the data used is multiple linear regression. The sampling technique used is saturated sampling. Data collection techniques using a questionnaire. The research scale us

Styles APA, Harvard, Vancouver, ISO, etc.

28

Esmaeilpour, Majid, Zahra Mohamadi, and Azade Rajabi. "Effect of Dimensions of Service Quality on the Brand Equity in the Fast Food Industry." Studies in Business and Economics 11, no. 3 (2016): 30–46. http://dx.doi.org/10.1515/sbe-2016-0033.

Texte intégral

Résumé :

AbstractDue to the increasing competition in the industry and service sectors, creating the powerful brands has great importance in these industries. One of the main factors that help to create a powerful brand is investment and improving the quality of services. Nowadays, the competition for improving the quality of services is raised as a key strategic issue for organizations that operate in the services sector. The aim of this research is to investigate how the dimensions of service quality affect the brand equity in the fast food industry. The customers of fast food industry (Restaurant Ra

Styles APA, Harvard, Vancouver, ISO, etc.

29

Won, Jong Min, and Jae Won Yoo. "Effect of Salesperson Competency and Organizational Culture on Service Orientation: The Moderating Effect of Self-Leadership." Korean Academy Of Leadership 13, no. 2 (2022): 3–37. http://dx.doi.org/10.22243/tklq.2022.13.2.3.

Texte intégral

Résumé :

The purpose of this study is to verify the impact of employee competency and organizational culture on employee-brand relationships, how these relationships affect service orientation, and the role of self-leadership in these relationships. Specifically, through analysis of literature and previous studies, it was assumed that the interaction through internal communication, which is an emotional factor, and the level of brand awareness of employees, would enhance employee-brand relations such as commitment, trust, and loyalty. In addition, it was assumed that this employee-brand relations

Styles APA, Harvard, Vancouver, ISO, etc.

30

Gilal, Faheem, Amjad Memon, Naeem Gilal, Rukhsana Gilal, and Ahsan Memon. "Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age." Central European Management Journal 30, no. 2 (2022): 83–102. http://dx.doi.org/10.7206/cemj.2658-0845.76.

Texte intégral

Résumé :

Purpose: Using congruity theory, triangular theory of love, gender schema theory, and generational cohort theory, this study aimed to examine the relationships between congruity types and consumers’ service brand passion, along with the moderation effect of gender (i.e. male vs. female customers) and age (i.e. young vs. older customers) in these relationships. Design/methodology/approach: A total of N=252 valid responses were collected from the customers of service brands (e.g. bus riders), and the theoretical model was tested using exploratory factor analysis (EFA), structural equation modeli

Styles APA, Harvard, Vancouver, ISO, etc.

31

Wirtz, Jochen. "The Banyan Tree: branding the intangible." Emerald Emerging Markets Case Studies 1, no. 1 (2011): 1–12. http://dx.doi.org/10.1108/20450621111110474.

Texte intégral

Résumé :

Subject area Services marketing, hotel management, branding, and promotion management. Study level/applicability Undergraduate business and management; MBA/MA management courses. Case overview Banyan Tree Hotels and Resorts had become a leading player in the luxury resorts and spa market in Asia. As part of its growth strategy, Banyan Tree had launched new brands and brand extensions that included resorts, spas, retail outlets, and even museum shops. Now, the company had to contemplate how to manage its brand portfolio and expand its business while preserving the distinctive identity and stron

Styles APA, Harvard, Vancouver, ISO, etc.

32

Ramanathan, Jayasankar, and Sanal Kumar Velayudhan. "Comparing consumer evaluations of services-to-services brand extensions with services-to-goods." Marketing Intelligence & Planning 35, no. 7 (2017): 877–91. http://dx.doi.org/10.1108/mip-02-2017-0026.

Texte intégral

Résumé :

Purpose The purpose of this paper is to examine the influences of parent brand characteristics and brand-extension fit on attitude towards the extension in the context of services-to-goods (SG) brand extension compared with services-to-services (SS) brand extension. Design/methodology/approach A survey design was used to collect data from 626 individual respondents. The respondents were selected using probability sampling from two cities in India. The data were analyzed using structural equation modeling (SEM). Findings The study indicated that context (SS or SG) moderated the influence of fac

Styles APA, Harvard, Vancouver, ISO, etc.

33

Pelletier, Mark J., and Alisha Blakeney Horky. "Exploring the Facebook Like: a product and service perspective." Journal of Research in Interactive Marketing 9, no. 4 (2015): 337–54. http://dx.doi.org/10.1108/jrim-09-2014-0059.

Texte intégral

Résumé :

Purpose – The purpose of this exploratory study is to expand the knowledge of the current literature stream and to attempt to more fully understand the simple but singularly unique aspect of social networking communication that is the Facebook “Like”. To this end, motivations behind liking a brand are explored, as well as the interactions that occur between the company and consumer as a result of this Facebook interaction. Next, we look at differing levels of interaction for liked product and service brands on Facebook. Specifically exploring if there are differences with how Facebook users en

Styles APA, Harvard, Vancouver, ISO, etc.

34

Tran, Trang P., Christopher P. Furner, and Ilia Gugenishvili. "The Effects of Task Service Fit on Brand Loyalty." International Journal of E-Services and Mobile Applications 14, no. 1 (2022): 1–19. http://dx.doi.org/10.4018/ijesma.285545.

Texte intégral

Résumé :

Motivated by the role that branded apps play in enhancing customer perceptions of brands, this paper is developed to provide a better understanding of the extent to which task-service fit associated with branded apps influences brand attitudes. The primary research objective is to determine how perceptions of task-service fit associated with branded apps enhances branded app experience and to explore brand co-creation and ultimately brand loyalty. Using data from 573 branded app users we were able to identify the following relationships: Perceptions of task-service fit and o-creation were foun

Styles APA, Harvard, Vancouver, ISO, etc.

35

Ramuthıvhel, Itanı Lısten, Dr Kirsty-Lee Sharp, and Prof Bongazana Dondolo. "Predictors Of Brand Loyalty With Technical And Vocational Education Training Colleges İn Gauteng: Results Of A Pilot Study." 12th GLOBAL CONFERENCE ON BUSINESS AND SOCIAL SCIENCES 12, no. 1 (2021): 49. http://dx.doi.org/10.35609/gcbssproceeding.2021.12(49).

Texte intégral

Résumé :

According to Akoojee and McGrath (2008:132), TVET colleges are required to build institutions that are attuned better to satisfy the needs of the stakeholders through their brand. Very few TVET colleges have attracted stakeholders without proper brand communication and service quality (Beneke & Human 2010: 437). In most TVET colleges, very little is done to communicate the brand to stakeholders, which may be a direct result of the lack of proper brand communication and service quality (Azoury, Daou & El Khoury 2013:5). In an increasingly changing and dynamic South African higher educat

Styles APA, Harvard, Vancouver, ISO, etc.

36

Fu, Lixin. "A Brand Image Design Service Model Using the Visual Communication Technology under the Background of Internationalization." Wireless Communications and Mobile Computing 2022 (March 27, 2022): 1–9. http://dx.doi.org/10.1155/2022/5922967.

Texte intégral

Résumé :

The era of internationalization is the era of Internet of Everything. It not only promotes global economic growth but also subverts the traditional development model of brands in all walks of life, encourages the comprehensive upgrading of traditional brands, and spawns a large number of new-generation online brands. The visual expression of the entire brand promotion strategy is the brand visual design. Communication and appeal are the most specific and direct in the entire brand identity system. With the popularity of the Internet, the rise of platforms, the replacement of mobile devices, an

Styles APA, Harvard, Vancouver, ISO, etc.

37

Mariana, Ana, Bram Hadianto, and Catherine Suyanto. "SERVICE QUALITY, BRAND TRUST, AND BRAND LOYALTY." Jurnal Manajemen Terapan dan Keuangan 10, no. 02 (2021): 183–93. http://dx.doi.org/10.22437/jmk.v10i02.13027.

Texte intégral

Résumé :

This study plans to investigate and analyze the influence of service quality on brand trust and brand trust on brand loyalty by utilizing the Precious One users as the object and population. Based on this goal, this study is designed quantitatively; thus, we grab the samples by simple random sampling. According to the Isaac and Michael formula, the total pieces should be 344. However, 251 users respond to filling the questionnaire; hence, the participating rate is 75.45%. Moreover, we use confirmatory factor analysis to validate the responses, the Cronbach Alpha analysis to test response relia

Styles APA, Harvard, Vancouver, ISO, etc.

38

Kimpakorn, Narumon, and Gerard Tocquer. "Service brand equity and employee brand commitment." Journal of Services Marketing 24, no. 5 (2010): 378–88. http://dx.doi.org/10.1108/08876041011060486.

Texte intégral

Styles APA, Harvard, Vancouver, ISO, etc.

39

Coleman, Darren Andrew, Leslie de Chernatony, and George Christodoulides. "B2B service brand identity and brand performance." European Journal of Marketing 49, no. 7/8 (2015): 1139–62. http://dx.doi.org/10.1108/ejm-03-2013-0154.

Texte intégral

Résumé :

Purpose – This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand performance for the first time. Design/methodology/approach – Based on data collected from 421 senior marketing executives, this paper applies the B2B SBI and structural equation modeling to fulfill the above purpose. Findings – Brand personality and human resource initiatives have a positive and significant influence on brand performance. Corporate visual identity, in addition to an employee and client focus, has an insigni

Styles APA, Harvard, Vancouver, ISO, etc.

40

Porto, Rafael Barreiros. "Consumer-Based Brand Equity of Products and Services: Assessing a Measurement Model with Competing Brands." Revista Brasileira de Marketing 17, no. 2 (2018): 150–65. http://dx.doi.org/10.5585/remark.v17i2.3547.

Texte intégral

Résumé :

Objective: Identifying which brand in a category conveys more or less value to the consumer raises questions about the composition of brand equity measures and the brands that make up the category. Measures to identify Consumer-Based Brand Equity (CBBE) may include functional assessments of consumers brand choice and firms brand performance, as long as they embrace competing brands. In view of this, this study comes up with a validation of a measurement model of Consumer-Based Brand Equity for competing brands of products and services, testing for possible moderation (product / service and exp

Styles APA, Harvard, Vancouver, ISO, etc.

41

Rosyidin, Dendy Maulana, and Apriatni Endang Prihatini. "PENGARUH E-SERVICE QUALITY DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PADA TRAVELOKA.COM (STUDI PADA KONSUMEN TRAVELOKA.COM KOTA SEMARANG)." Jurnal Ilmu Administrasi Bisnis 9, no. 2 (2020): 41–49. http://dx.doi.org/10.14710/jiab.2020.27187.

Texte intégral

Résumé :

Online Travel Agent (OTA) is a travel agent with sales based on online or through a website provided by the company to be able to meet the needs of consumers. Traveloka.com is one of the Indonesian companies engaged in OTA. Traveloka.com also received the award from BrandZ and The Most Innovative Brand in 2017. This study aims to determine the effect of e-service quality and brand trust on the purchasing decision of Traveloka.com. This research’s type is explanatory research and the sampling method use nonprobability sampling and purposive sampling methods.Data collection uses google form. The

Styles APA, Harvard, Vancouver, ISO, etc.

42

Kruger, H., and LCH Fourie. "Online product and/or service brand offerings in South Africa." South African Journal of Economic and Management Sciences 7, no. 3 (2004): 440–58. http://dx.doi.org/10.4102/sajems.v7i3.1355.

Texte intégral

Résumé :

The Internet has forced most companies to consider online brand building strategies. This strategic consideration depends on the determination of the status quo of the brand at present. The former is crucial as identified success drivers of online brand initiatives are neither uniformly nor generically applicable to all online brand offerings. It is thus suggested that the applicability of success factors to online brand offerings depends on the appropriateness of the brand’s context, which in turn is determined by benchmarking the brand against categorised characteristics of existing online b

Styles APA, Harvard, Vancouver, ISO, etc.

43

Su, Na, and Dennis Reynolds. "Categorical differences of hotel brand personality." International Journal of Contemporary Hospitality Management 31, no. 4 (2019): 1801–18. http://dx.doi.org/10.1108/ijchm-05-2018-0354.

Texte intégral

Résumé :

Purpose This study aims to differentiate the brand personality of four basic hotel categories (e.g. limited-service, selected-service, full-service and luxury hotels) to draw an overall landscape of the lodging industry on symbolic attributes. Design/methodology/approach An online survey was conducted to assess the brand personality of eight popular hotel brands competing in the US market (two brands for each price category) by using Aaker’s (1997) brand personality scale. The categorical difference in brand personality was compared at both of the dimensional and individual trait level. Findin

Styles APA, Harvard, Vancouver, ISO, etc.

44

Dou, Wenyu, and Sandeep Krishnamurthy. "Using Brand Websites to Build Brands Online: A Product versus Service Brand Comparison." Journal of Advertising Research 47, no. 2 (2007): 193–206. http://dx.doi.org/10.2501/s0021849907070225.

Texte intégral

Styles APA, Harvard, Vancouver, ISO, etc.

45

Singh, Jaywant, Stavros P. Kalafatis, and Lesley Ledden. "Consumer perceptions of cobrands: the role of brand positioning strategies." Marketing Intelligence & Planning 32, no. 2 (2014): 145–59. http://dx.doi.org/10.1108/mip-03-2013-0055.

Texte intégral

Résumé :

Purpose – Cobranding is increasingly popular as a strategy for commercial success. Brand positioning strategies are central to marketing, yet the impact of perceptions of parent brands’ positioning on consumers’ perceptions of cobrand positioning has not been investigated. The aim of the present study is to fill this gap. Design/methodology/approach – Employing a quasi-experimental design, the authors create cobranding scenarios in three product categories (tablet computers, cosmetics, and smart phones). The data are collected via structured questionnaires resulting in 160 valid responses. The

Styles APA, Harvard, Vancouver, ISO, etc.

46

Boisvert, Jean. "Reciprocal transfer of brand associations between service parent brands and upward line extensions." Journal of Service Theory and Practice 26, no. 2 (2016): 222–43. http://dx.doi.org/10.1108/jstp-09-2014-0189.

Texte intégral

Résumé :

Purpose – The purpose of this paper is to investigate the extent to which the accessibility of established parent brand information and the diagnosticity of newly launched horizontal and upward service line extensions affect transfer and reciprocal transfer of brand associations. Design/methodology/approach – A field study using a survey methodology based on a 2×2 experimental random design was conducted with a sample representative of the target population of an established bank in Eastern Canada. Two levels of parent brand accessibility (high/low) and two levels of line extension (upward/hor

Styles APA, Harvard, Vancouver, ISO, etc.

47

Frianto, Agus, Monika Tiarawati, Nadia Asandimitra, Yessy Artanti, and Widyastuti Widyastuti. "PELATIHAN DESAIN MEREK SEBAGAI SARANA MEMPERKUAT IDENTITAS PRODUK." Jurnal Pemberdayaan: Publikasi Hasil Pengabdian Kepada Masyarakat 3, no. 3 (2019): 321–26. http://dx.doi.org/10.12928/jp.v3i3.1228.

Texte intégral

Résumé :

Trademark as an activity to make a name, symbol or identity to distinguish one product/service from another product/service. Therefore, entrepreneurs/business owners/startup founders need to consider how brands are for products/services that they want to sell. With a brand, the total value of the product is higher so that consumers can see the brand as an important part of the product. Consumers will more easily differentiate company products from competitors through brands. However, the importance of giving brand to the product was not realized by SMEs who were in Ngawen and Randuboto Village

Styles APA, Harvard, Vancouver, ISO, etc.

48

Carlson, Jamie, and Aron O'Cass. "Optimizing the Online Channel in Professional Sport to Create Trusting and Loyal Consumers: The Role of the Professional Sports Team Brand and Service Quality." Journal of Sport Management 26, no. 6 (2012): 463–78. http://dx.doi.org/10.1123/jsm.26.6.463.

Texte intégral

Résumé :

How professional team-based sport organizations can optimize their e-service platform and manage their brand in an increasingly multichannel marketing environment is a critical issue. This study examines how sports consumers’ (i.e., fans’) perceptions of e-service quality, brand strength, and image congruency between the sport brands’ offline image and online image affects the development of consumers’ trust in the team’s website. In addition, the study explores the role of team website trust in developing team website loyalty, as well the role of loyalty in actual purchase frequency from the

Styles APA, Harvard, Vancouver, ISO, etc.

49

O’Reilly, Kelley A., Alhassan G. Mumuni, Stephen J. Newell, and Branden J. Addicott. "Parent brand quality, service intensity and consumers’ usage consideration of service-to-service brand extensions." Journal of Product & Brand Management 26, no. 7 (2017): 690–703. http://dx.doi.org/10.1108/jpbm-08-2016-1299.

Texte intégral

Résumé :

Purpose This study aims to examine the relative impact of three drivers affecting consumers’ usage consideration for a brand extension into a service category using data from actual consumers of a national oil change retailer contemplating various service brand extensions. Design/methodology/approach Data for the study were collected in two separate surveys using structured self-administered questionnaires. Three drivers were measured for their effect on consumers’ usage consideration for service brand extensions (dependent variable), namely, parent brand evaluation, extension fit and degree o

Styles APA, Harvard, Vancouver, ISO, etc.

50

Zhang, Ke. "The Problems and Solutions of Strategic Brand Management." Applied Mechanics and Materials 644-650 (September 2014): 5872–75. http://dx.doi.org/10.4028/www.scientific.net/amm.644-650.5872.

Texte intégral

Résumé :

In recent years, with the rapid development of China's economy, more and more standardized of all aspects, the tourism industry is also increasingly tending to mature, the number of tourists who have demand for public services is increasing, strengthening travel agencies’ strategic brand management is the inevitable choice to the construction of China's tourism power, but also a positive role in the construction of local tourism services, which has important significance. Facing wide disparity of the Chinese and foreign travel, as well as the reality background of the large-scale foreign capit

Styles APA, Harvard, Vancouver, ISO, etc.

Nous offrons des réductions sur tous les plans premium pour les auteurs dont les œuvres sont incluses dans des sélections littéraires thématiques. Contactez-nous pour obtenir un code promo unique!