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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
...Rachel Fuller; Lara Stocchi; Thorsten Gruber; Jenni Romaniuk Purpose Service branding research predominantly focuses on the purchase and postpurchase stages of the customer journey. This study aims to expand the lens of enquiry to the prepurchase stage, showing the role service brand awareness...
