Despite considerable interest in the nature and role of marketing using a service perspective [Vargo S., Lusch R. Evolving to a new dominant logic for marketing. J Mark 2004; 68 (1): 1-17] there is limited research about branding. Research to date tends to be qualitative [e.g., Berry L. Cultivating...

Strategically managing spectator perceptions of service quality and understanding how these perceptions affect value, satisfaction and behavioural intentions is very important if sports organisations are going to succeed in today's competitive entertainment environment. As a response to...

There are few research-based insights into professional service firms’ (PSFs) contemporary marketing practices. This is unfortunate as the professional services sector is a key contributor to growth in Australian and other economies around the world. As professional services are unique in a...