...Mariia Bordian; Irene Gil-Saura; Maja Šerić Purpose The service industry has been facing many challenges connected to sustainable practices and how they affect final consumers. This paper aims to explore the impact of value co-creation (VCC) on customer-based brand equity and satisfaction...

...Ryan C. White; Sacha Joseph-Mathews; Clay M. Voorhees Purpose – This research aims to provide insight on the interactive effects of service quality and e-service quality on perceptions of retailer brand equity and also extend and test the efficacy of Baker's service environment typology in both...

...Narumon Kimpakorn; Gerard Tocquer Purpose The aims of this article are to measure the brand equity of service firms (luxury hotels) using a customer perspective, to identify factors that predict customers’ brands relationships and to explore the links between service brand equity and employee...

...Steven A. Taylor; Gary L. Hunter; Deborah L. Lindberg Purpose The purpose of this study is to advance marketers' understanding of customer‐based brand equity (CBBE) within the context of a B2B financial service marketing setting. Design/methodology/approach Two nation‐wide studies were used...

... activities. Originality/value This study fills an important gap in the services marketing literature by offering a rare empirical study on services branding. Furthermore, this study makes an important extension to the research of Krishnan and Hartline in their article, “Brand equity: is it more important...

...Balaji C. Krishnan; Michael D. Hartline While the brand equity associated with tangible goods has received a great deal of attention in the literature, a basic understanding of the nature of brand equity for services has yet to emerge. Most of what is known about brand equity for services is based...

...Marisa Maio Mackay Many practitioners and researchers believe that differences exist between service and product markets, which warrant different marketing practices. The branding literature, however, remains biased towards products. This is especially true in the realm of brand equity. Brand...