Brand name strategies in the service sector

Brand name strategies in the service sector

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...

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Veröffentlicht in:The Journal of consumer marketing 1995-10, Vol.12 (4), p.42-50
Hauptverfasser: Turley, L. W., Moore, Patrick A.
Format: Artikel
Sprache:eng
Schlagworte:
Analysis
Brand name products
Brand names
Business services
Consumer behavior
Consumer behaviour
Marketing
Services industry
Services marketing
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Beschreibung
Zusammenfassung: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.
ISSN:0736-3761
DOI:10.1108/07363769510095298