Experts' Views About Defining Services Brands and the Principles of Services Branding

Chernatony, Leslie de; Riley, Francesca Dall’Olmo

doi:10.1016/s0148-2963(98)00021-6

Cited by 240 publications

(165 citation statements)

References 29 publications

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“…These have endured over time in spite of efforts to augment or change them. 19 Brand personality is one of the most universally mentioned features of a brand 20 and has been a fascinating subject for many researchers in the past. 21,22 Several models have been suggested to define brand personality.…”

Section: Brand Personalitymentioning

confidence: 99%

Conceptualising brand personality: A review and research propositions

Phau¹,

Lau²

2000

J Target Meas Anal Mark

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INTRODUCTIONA brand is perceived to possess a 'personality' that consumers use to 'self-express' or to experience the emotional benefits of the brand. This will differentiate the brand from competitors in the same product category. [1][2][3] Despite developments made in this respect, prior research has focused solely on the role of brand attributes and utilitarian functions in influencing consumer attitudes. 4 Little progress has been made in showing how brands can be used for the purpose of selfexpression. This is despite research which shows that self-expression can be an important driver for brand preference and choice. 5,6 Consequently, the main aim of this paper is to address the issues regarding brand personality as a Ian Phau is on the Marketing Faculty at the

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Section: Brand Personalitymentioning

confidence: 99%

Conceptualising brand personality: A review and research propositions

Phau¹,

Lau²

2000

J Target Meas Anal Mark

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“…Ghazizadeh et al supported the observation of researchers like L.de Chernatony, M. J. Bitner, according to whom, the customers" evaluation of service performance and customers" satisfaction perception of service quality depend on the customer -employee interaction and the customer-employee relationship ( [15], [18], [19]). [3].Environment.…”

Section: Theoretical Linkage IIImentioning

confidence: 80%

“…L.de Chernatony et al believe that number of branches , ease of access , use of technology, convenience process employed in banking services delivery play an important part in brand building in case of banking and financial services( [15], [18]). [5].…”

Section: Theoretical Linkage IIImentioning

confidence: 99%

A Conceptual Framework to Measure Brand Equity in Indian Banking & Financial Services Firms

Das¹

2012

IOSRJBM

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“…This is supported by Morgan, Deetel-schmelz and Moberg (2007) who found that post sale business services provided to the customer are likely to play an important role in building a firm's brand image and equity, whether those services are provided by the firm or its partners. Past research examining services brands also proposed that brands are more often successfully attached to the parent firm than to an individual product (Berry, 2000;de Chernatony and Riley, 1999;Gray, 2006). This is a post-print of: NA Abdul Rahman, TC Melewar and AM Sharif, "The establishment of industrial branding through dyadic logistics partnership success (LPS): The case of the Malaysian automotive and logistics industry," Industrial Marketing Management Journal, vol.…”

Section: Lps and Industrial Branding Creationmentioning

confidence: 99%

The establishment of industrial branding through dyadic logistics partnership success (LPS): The case of the Malaysian automotive and logistics industry

Rahman¹,

Melewar²,

Sharif³

2014

Industrial Marketing Management

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Logistics partnerships across dyadic and triadic relationship networks have been the basis of extensive research in the extant literature. It is well understood that competitive advantage within logistics and distribution and within supply chains are driven by value-adding aspects of not only the core competencies of each tier in the network, but also via tangential supporting factors. It is also well understood that there is a strong relationship between logistics and distribution and marketing functions, particularly in product-based organisations. In addition to deepening our understanding of how successful partnerships throughout the source-make-deliver continuum can be optimised this research also seeks to identify how a supporting element in terms of industrial branding and marketing can lead to relational sustainability. Hence this paper outlines the relationship between logistics partnership success (LPS) factors and the inherent link to industrial branding establishment and business sustainability within the Malaysian automotive industry (specifically, car manufacturers). Adopting a multiple case study approach, findings suggest there is a strong association between logistics service performance (LSP) provided by the third party logistics provider (TPLP) and the development and support of a mutual brand image for both the TPLP and the car manufacturer. We contribute to the extant literature on logistics partnership and industrial branding through linking LSP with the creation and maintenance of an industrial branding strategy for both parties in the context of the Malaysian automotive industry.

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Experts' Views About Defining Services Brands and the Principles of Services Branding

Cited by 240 publications

References 29 publications

Conceptualising brand personality: A review and research propositions

Conceptualising brand personality: A review and research propositions

A Conceptual Framework to Measure Brand Equity in Indian Banking & Financial Services Firms

The establishment of industrial branding through dyadic logistics partnership success (LPS): The case of the Malaysian automotive and logistics industry

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