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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Bibliographische Detailangaben

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
Online-Zugang:	Volltext
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