...Marlini Bakri; Jayne Krisjanous; James E. Richard Purpose Despite the growing number of studies surrounding user-generated content (UGC), understanding of the implications, potential and pertinence of user-generated images (UGI), the visual form of UGC, on brand image in services is limited...

...Mark S. Rosenbaum; Drew Martin Purpose The purpose of this research is to investigate customer purchase of a service organization's logo/branded merchandise as a type of customer voluntary performance behavior. Design/methodology/approach The article employs three separate studies; two...

... consisting of five dimensions: competitiveness, prestige, morality, authenticity, and credibility Practical implications Sport brand managers can use the scale for benchmarking purposes and for examining how their sport teams/brands are perceived by sport consumers in terms of the five dimensions...

...Aron O'Cass; Min‐Hsin Huang Purpose The purpose of this study is to investigate the role of brand equity in handling service failure and examine the effects of brand equity on service recovery. Design/methodology/approach A conceptual framework is proposed which includes that satisfaction...

...Aron O'Cass; Elaine Wallace; Leslie de Chernatony Purpose This paper aims to examine the influence of the culture of the service firm on its interpretation of the role of the brand and on the development and implementation of its brand values. Design/methodology/approach A grounded theory...

...Gillian Horan; Michele O'Dwyer; Siobhan Tiernan Purpose Branding in small companies is an emergent aspect of the literature which to date has been explored from the perspective of customers but not SME management. Increasing understanding of management perceptions of branding is essential, given...

...Helge Thorbjørnsen; Magne Supphellen Purpose The purpose of this paper is to investigate the determinants of employees' core value behavior. For service brands, employees are most likely the most important vehicle in building and communicating brand core values. The paper aims to draw on two...

...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...

...Adrian Palmer Purpose This paper aims to critically assess the conceptual validity of customer experience as a construct and propose a model which integrates inter‐personal relationships, service quality and brands. Design/methodology/approach A critical review of literature is structured...

...Audhesh K. Paswan; Nancy Spears; Gopala Ganesh Purpose The purpose of this study is to focus on the feeling associated with being rejected by the preferred service brand, and its effect on consumer assessment of the alternate brand. Design/methodology/approach The data were collected using...

...James J. Zboja; Clay M. Voorhees Purpose The purpose of this paper is to demonstrate spill‐over effects from customer perceptions of trust in and satisfaction with a brand to customer evaluations of a retailer and, ultimately, repurchase intentions. Design/methodology/approach A conceptual...

...Aron O’Cass; Debra Grace Over the past 20 years the commercial importance of services has been realised, highlighting the importance of research to understand service brands and their meaning for consumers. However, to date, the branding models developed lack empirical testing, are derived from...

... operations Advertising Brands Brand awareness Relationship marketing Consumer behaviour Communication guidelines The debate over how services should be advertised and communicated has raged on for decades. Implementing the most effective communication efforts frequently perplexes service...

...Y.L.R. Moorthi This paper provides an approach for branding a service. It accomplishes this by bringing together David Aaker’s brand identity framework, the 7Ps of services marketing and the economic classification of goods. The 7Ps of services are product, price, place, promotion, physical...

...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...

...Roderick J. Brodie References Aaker, D. (1996), Building Strong Brands , Free Press, Glencoe, IL. de Chernatorny, L. and MacDonald, M. (1988), Creating Powerful Brands in Consumer Service and Industrial Markets , 2nd ed., Butterworth‐Heinemann, Oxford. Kapferer, J.N. (1997...

...Chris A. Abernathy Examines regional marketing in the food manufacturing industry and how it can be used to build networks of regionally‐marketed brands for national clout and efficiency, to develop nationally‐distributed brands and to encourage growth on national brands which may be competing...