An Approach to Branding Services

Moorthi, Y.L.R.

doi:10.2139/ssrn.2161738

Cited by 19 publications

(28 citation statements)

References 27 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Building the brand of an organisation depends on the people within the organisation (Moorthi, 2002). Previous reviews (e.g., Ind, 2007;Mosley, 2007) and studies (e.g., Aurand, Gorchels, & Bishop, 2005;King & Grace, 2008) insist on the important role of training and development activities in communicating brand values to employees.…”

Section: Brand-centred Training and Development Activities In Universmentioning

confidence: 99%

A framework of brand-centred training and development activities, transformational leadership and employee brand support in higher education

et al. 2019

View full text Add to dashboard Cite

The study examines internal branding in higher education institutions and employees' brand support, and investigates the mediating effects of (a) brand-centred training and development activities, and (b) internal brand communication activities. With data collected from 355 respondents across 20 Thai business schools, the study employs structural equation modelling to test a proposed research model. Findings reveal positive relationships between brandcentred training and development activities, internal brand communication activities, transformational leadership characteristics of the immediate leaders, and employee brand support. Unexpectedly, the direct relationship between internal brand communication activities and employee brand support is not significant, indicating that brand-centred training and development activities fully mediate the relationship between internal brand communication activities and employee brand support. This study advances current knowledge about building higher education brands internally and offer practical insights to university managers and public policy makers.

show abstract

Section: Brand-centred Training and Development Activities In Universmentioning

confidence: 99%

A framework of brand-centred training and development activities, transformational leadership and employee brand support in higher education

et al. 2019

View full text Add to dashboard Cite

show abstract

“…Así, la marca puede desarrollarse a través de un triángulo básico entre la empresa, sus clientes y empleados (Schlager, Bodderas, Mass y Cachelin, 2011); entonces, es posible afirmar que la gestión de marca es la estrategia empresarial que permite tanto una diferenciación como un mayor nivel de posicionamiento de los servicios, en comparación con los de sus competidores, además, provee un mayor valor añadido a la marca de los servicios de las pymes, a los clientes y consumidores (Aaker, 1996). Por lo tanto, el conocimiento académico existente en la actual literatura del marketing sobre las marcas, los clientes y consumidores es mucho más prolífero, mientras que la investigación en la gestión de marca en las empresas de servicios ha sido escasamente desarrollada (Kelley, 1998;Blankson y Kalafatis, 1999;de Chernatony y Segal-Horn, 2001;Moorthi, 2002;Davis, 2007).…”

Section: Revisión De La Literaturaunclassified

“…De hecho, el análisis y discusión de la gestión de marca de los servicios es un tema relativamente reciente, tanto en la disciplina del marketing como en la gestión empresarial (Grönroos, 2007), y, como consecuencia de ello, hace falta que más investigadores, académicos y profesionales del campo del marketing orienten sus investigaciones en este constructo esencial (Turley y Moore, 1995;Kelley, 1998;de Chernatony y Segal-Horn, 2001;Moorthi, 2002;Davis, 2007). Fundamentalmente, la gestión de marca en las empresas de servicios engloba todas aquellas actividades que se realizan en el sector, en la industria y en las pymes de servicios tendientes a mejorar el posicionamiento de la marca (Grönroos, 2007), lo cual podría generar en las pymes más y mejores resultados (Skaalsvik y Olsen, 2014).…”

Section: Revisión De La Literaturaunclassified

Exploración de la gestión de marca en las pequeñas empresas de servicios de México

Maldonado-Guzmán

2019

estud.gerenc.

View full text Add to dashboard Cite

La gestión de marca es uno de los temas de la literatura del marketing que está ganando cada vez más adeptos, ya que investigadores y académicos están orientando sus trabajos a demostrar que una adecuada gestión de marca permite a las empresas de servicios generar una marca fuerte; este es uno de los principales objetivos de las empresas de servicios. Así, a través de una muestra de 300 pymes de servicios y empleando el modelo de ecuaciones estructurales, el objetivo esencial de este trabajo fue analizar y discutir la gestión de marca en las pymes de servicios. Los resultados obtenidos indican que los valores, normas, símbolos y comportamientos son indicadores pertinentes para la medición de la gestión de marca de los servicios.

show abstract

“…Branding contributes to building a base of loyal customers motivated to purchase the same goods and services (Dibb & Simkin, 1993). Moorthi (2002) discusses the steps for effective branding. According to Xiang and Petrick (2008), the primary objective of branding is to build an attractive image in the minds of the consumers which is an antecedent for gaining his or her trust and loyalty.…”

Section: Brandingmentioning

confidence: 99%

Understanding Airline Brand Equity Drivers: Lessons From a Multiple Case Study

Das

Khanna

Ganguly³

2017

JATS

View full text Add to dashboard Cite

There is increasing consumer involvement and hence, investor interest in the airlines industry, as far as emerging economies is concerned. A study of the literature by the authors did not produce any research paper on the process drivers of brand equity in the context of airlines. Therefore, the present study makes an attempt to address this gap. The primary research question is: What are the driving factors for building brand equity in the case of airline services? This paper uses a “two-case” multiple-case design employing theoretical replication. The cases are based on two Indian organizations, Indigo Airlines and Go Air. Both these businesses are similar in many aspects but have achieved very contrasting outcomes. The primary research question is broken down into following two secondary research questions. How is Indigo Airlines building its brand? How is Go Air building its brand? Data collection involved use of documents, archives, observations, participant-observations, and surveys. Data analysis involved conducting cross-case analysis. The findings have been used to develop a conceptual framework for building brand equity in airlines.

show abstract

An Approach to Branding Services

Cited by 19 publications

References 27 publications

A framework of brand-centred training and development activities, transformational leadership and employee brand support in higher education

A framework of brand-centred training and development activities, transformational leadership and employee brand support in higher education

Exploración de la gestión de marca en las pequeñas empresas de servicios de México

Understanding Airline Brand Equity Drivers: Lessons From a Multiple Case Study

Contact Info

Product

Resources

About