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Keywords: Service brand equity
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Journal Articles
Journal of Business & Industrial Marketing (2012) 27 (6): 428–435.
Published: 27 July 2012
...Anja Geigenmüller; Anja Geigenmüller; Harriette Bettis‐Outland Purpose This paper's aim is to provide a conceptual framework explaining drivers of service brand equity. It refers to the trade show industry as an example for an international, highly competitive environment, where service providers...
