Table of contents - Special Issue: Anatomy of services branding
Guest Editors: Aron O'Cass
Service with personality: a note on generalizing personality across services contexts
Nathalie Spielmann, Barry J. BabinThis paper aims to address the generalizability of the services personality concept and to propose a way of operationalizing personality across service contexts, not just…
The influence of culture and market orientation on services brands: insights from Irish banking and retail firms
Elaine Wallace, Leslie de ChernatonyThis paper aims to examine the influence of the culture of the service firm on its interpretation of the role of the brand and on the development and implementation of its brand…
Achieving customer satisfaction in services firms via branding capability and customer empowerment
Aron O'Cass, Liem Viet NgoThe goal of this paper is to investigate how market sensing (market orientation) and customer linking capabilities (service branding and customer empowerment capabilities) enable…
The influence of the employer brand on employee attitudes relevant for service branding: an empirical investigation
Tobias Schlager, Mareike Bodderas, Peter Maas, Joël Luc CachelinThere is scientific consensus that employees' attitudes have a fundamental impact on customers' experiences. This paper seeks to focus on how to create favourable employee…
Re‐examining the effect of service recovery: the moderating role of brand equity
Min‐Hsin HuangThe purpose of this study is to investigate the role of brand equity in handling service failure and examine the effects of brand equity on service recovery.
How brand innovativeness and quality impact attitude toward new service line extensions: the moderating role of consumer involvement
Jean Boisvert, Nick J. AshillThe purpose of this study is twofold: first, to assess the impact of extension innovativeness on attitude towards service line extension and the mediating role played by extension…
Understanding service firms brand value creation: a multilevel perspective including the overarching role of service brand marketing capability
Phyra Sok, Aron O'CassThis study seeks to extend the existing literature on value creation by specifically focusing on service brand value creation (SBVC) and the role of brand marketing.
ISSN:
0887-6045Online date, start – end:
1987Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Dr Rebekah Russell-Bennett
- Dr. Mark Rosenbaum