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Purpose – This study seeks to examine the effects of three communication avenues, namely controlled communication (e.g. advertising/promotions), uncontrolled communications (word‐of‐mouth (WOM)/publicity), and brand name, on consumer service brand evaluation. Design/methodology/approach...
Persistent link: https://www.econbiz.de/10014895838
The impact of the service experience on consumers' feelings, satisfaction and service brand attitudes are of vital importance to service marketers. In an attempt to understand how consumers evaluate service performances this study seeks to explore the dimensions of the service brand that...
Persistent link: https://www.econbiz.de/10014905033
Persistent link: https://www.econbiz.de/10009380006
Persistent link: https://www.econbiz.de/10011418369