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Keywords: Brand retrieval
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Journal Articles
Advancing the understanding of the pre-purchase stage of the customer journey for service brands
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2023) 57 (2): 360–386.
Published: 01 December 2022
... and service brand retrieval play before customer experiences and relationships can be established. Design/methodology/approach The research presents and empirically examines a new framework that links service brand awareness and service brand retrieval to key “battlegrounds” in the prepurchase stage...
