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| Author: | Chernatony, L. de Riley, F. D. |
| Title: | Experts' views about defining services brands and the principles of services branding |
| Journal: | Journal of Business Research
1999 : OCT, VOL. 46:2, p. 181-192 |
| Index terms: | Service Brands Marketing United Kingdom Europe |
| Language: | eng |
| Abstract: | There is a dearth of research into the nature of services brands and the principles of services branding, which is addressed by interviewing 20 leading-edge brand consultants. The consensus view was that branding principles are common btw. products and services at the conceptual level. |
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