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Keywords: Brand identity
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2020) 34 (5): 601–620.
Published: 29 April 2020
...Vandana Pareek; Tina Harrison Purpose This paper re-conceptualizes and measures brand identity (BI) from a services perspective. This paper aims to develop and test a psychometrically valid and reliable scale to measure service brand identity (SERVBID). Design/methodology/approach A multi...
