... Social interaction Marketing models Consumer research An executive summary for managers and executive readers can be found at the end of this article. Service customers have been found to vary in their sensitivity to CCI. Pioneering research by Martin (1995) provided a generic scale...

... multiple indicators tends to smooth out random error and is, thus, more reliable than single indicators. © Emerald Group Publishing Limited 2004 Banking Information searches Experience Consumer research United States of America Consumer behaviour An executive summary for managers...

... can be built to further understand service branding. Brand image Brand loyalty Consumer research Brands Services marketing Purveyor of advantages © MCB UP Limited 2003 Today brands play an integral part in marketing strategy and, as indicated by Lim and O’Cass (2001...