Purpose – The puprose of this study is to empirically test the suggestion that branding is more important for services than for physical goods and that there is a direct relationship between the level of intangibility and the importance of branding. Design/methodology/approach – An...

Purpose – The purpose of this paper is to advance a new conceptualization of the service encounter that highlights the role of outcome valence as a key antecedent of customer satisfaction. Design/methodology/approach – This study develops and tests a conceptual model using structural...

Purpose: The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in the online service context. Design/methodology/approach: To achieve the study’s objective, 414 users of virtual...