Brand name strategies in the service sector
L. W. Turley
(Associate Professor of Marketing at Western Kentucky University, Bowling Green, Kentucky, USA)
Patrick A. Moore
(Assistant Professor of Marketing at Western Kentucky University, Bowling Green, Kentucky, USA.)
9346
Abstract
Although research associated with branding′s influence on consumer behavior has increased in recent years, the vast majority of this work has focussed on tangible goods rather than intangible services. Focusses on branding and brand name strategies for intangible services. Develops a classification system for service brand names and describes a study which explores the degree to which these diverse strategies are used by different types of services.
Keywords
Citation
Turley, L.W. and Moore, P.A. (1995), "Brand name strategies in the service sector", Journal of Consumer Marketing, Vol. 12 No. 4, pp. 42-50. https://doi.org/10.1108/07363769510095298
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited