... demonstrating correlations in some areas, the authors offer some suggestions for future investigation of this important topic. By focusing on services marketing, the study does contribute to the extant discussion concerning advertising standardization/localization from the context of US-based services...

... model of brand‐building for Indian B‐schools. Design/methodology/approach A range of published literature related to the topic is thoroughly searched. The paper examines the viewpoints of various scholars with regard to the role of a student in a B‐school. The services marketing perspective...