Branded service encounters : strategically aligning employee behavior with the brand positioning
Year of publication: |
2013
|
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Authors: | Sirianni, Nancy J. ; Bitner, Mary Jo ; Brown, Stephen Walter ; Mandel, Naomi |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 77.2013, 6, p. 108-123
|
Subject: | brand equity | frontline employee | brand personality | conceptual fluency | branded service encounters | brand familiarity | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Kundenservice | Customer service |
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