The Service Branding Model : Small Service Firms' Approach to Building Brand Equity
Problem: The growth of the service industry has led to increased competition, and branding has become a tool for gaining competitive advantages. Because services are essentially intangible, the branding of services is important and different from the branding of products. A strong brand offers many...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi
2005
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-127 |