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Keywords: Services branding
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Journal Articles
Journal of Product & Brand Management (2018) 27 (1): 18–28.
Published: 12 February 2018
... and Grace, 2008). The role of employees is particularly important in the case of building equity of services brands (De Chernatony and Segal-Horn, 2003). The objective of this study is to understand how a large service organisation with a brand portfolio manages its corporate brand relative to its...
Journal Articles
Journal of Product & Brand Management (2011) 20 (6): 475–486.
Published: 20 September 2011
...Oriol Iglesias; Jatinder J. Singh; Mònica Casabayó; Ahmed Alamro; Jennifer Rowley Purpose This paper aims to report on a study into the antecedents of consumer brand preference, in the context of telecommunications service brands in Jordan. Design/methodology/approach A questionnaire‐based...
