... brand. Design/methodology/approach An empirical investigation using a survey methodology was conducted with a sample of 664 respondents representative of the target population. Three pre‐tests were conducted. Partial least squares structural equation modeling and analysis of variance helped test...

...Simon Clatworthy Purpose This paper aims to describe the development and evaluation of a process model to transform brand strategy into service experiences during the front end of new service development (NSD). This is an important yet poorly understood transformation that occurs early in service...

...Michael Tsantoulis; Adrian Palmer Purpose This paper aims to investigate effects on service quality where an individual airline chooses to jointly market its services with other airlines under the umbrella of a co‐brand alliance. Concept combination theory would lead to an expectation that quality...

...Mario J. Miranda; László Kónya Purpose The purpose of this research is to examine consumers' perception of the difference between customised/modified products and brand stereotypes, and the extent of brand's impact on consumers' decisions to customise their purchases. Current literature is rife...

...Bernhard Swoboda; Frank Haelsig; Dirk Morschett; Hanna Schramm‐Klein Purpose The purpose of this research is to try to show the relevance of service quality in building a strong retail brand. It addresses how retailer attributes affect customer‐based retail brand equity, when considering retailers...

...Bo Edvardsson; Bo Enquist; Michael Hay Purpose The purpose of this paper is to present a model for values‐based service brands grounded in values‐based service management. In undertaking this task, the paper addresses two research questions: “What is the role of values in creating customer value...

...Timothy L. Keiningham; Lerzan Aksoy; Tor Wallin Andreassen; Bruce Cooil; Barry J. Wahren Purpose This paper aims to examine call center satisfaction in an escalated call center context where callers are organization members of the primary/leveraged brand and have purchased additional co‐branded...

... in a customer relationships context. Gleans evidence of meaningful customer relationships from the consumer psychology and marketing literature and from research conducted by the author. Examines situations where a company or a brand clearly occupies an important place in the life of a customer and discusses...