Investigating the service brand: A customer value perspective
نویسندگان
چکیده
منابع مشابه
Investigating the Effects of Brand Identity on Customer Loyalty from Social Identity Perspective
A key challenge to brand managers is how to gain a better understanding of the relationship between brand and customer loyalty constructs. Researchers have recognized that brand identity plays a key role in brand management. The purpose of this paper is to investigate the effect of brand identity and brand identification on brand loyalty through perceived value, customer satisfaction, and trust...
متن کاملA value-based perspective of market orientation and customer service
This study aimed to build a model of business performance based on customer value-defined market orientation. In the context of a service retail industry, both firms’ and customers’ perspectives were involved in the development of the construct, using such dimensions as management support, employee efforts and customer satisfaction. The authors undertook a large-scale fieldwork to collect match...
متن کاملInvestigating the Idiosyncratic Nature of Brand Value
Value from the perspective of the customer is fundamental to firm success (Holbrook, 2005; Sweeney and Soutar, 2001; Ulaga and Eggert, 2006). Given that customers are individuals, and differ in terms of how they see themselves and what they value; individual customers willingly or unwillingly participate in the cocreation of brand value (Kates, 2004), and whilst there is general agreement about...
متن کاملRelationships among Brand Experience, Brand Personality, And Customer Experiential Value
The purpose of this study is to evaluate the relationships among brand experience, brand personality, and customer experiential value. Understanding these relationships is helpful to managers in their assessment of the level of appeal that will influence target consumers’ perception of brand personality, as well as their brand experience. An empirical survey conducted with 270 real consumers in...
متن کاملA survey of the effects of brand value on customer satisfaction in pharmaceutical and biological industries
The purpose of this study was to describe how companies in pharmaceutical and biological sectors can ensure their position in different markets by relying on sustainable, competitive advantages, resulting from the use of a well-defined marketing model with particular emphasis on brand improvement. As competition becomes more intense among companies and phenomena such as global marketing grow in...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Management Science Letters
سال: 2014
ISSN: 1923-9335,1923-9343
DOI: 10.5267/j.msl.2014.3.001