haku: @author Chernatony, L. de / yhteensä: 22
viite: 8 / 22
| Tekijä: | Chernatony, L. de Segal-Horn, S. |
| Otsikko: | The criteria for successful services brands |
| Lehti: | European Journal of Marketing
2003 : VOL. 37:7-8, p. 1095-1118 |
| Asiasana: | Organizational culture Service management Brands |
| Kieli: | eng |
| Tiivistelmä: | To contribute to services branding knowledge the authors undertook a review of the services management and services branding literature and postulated a model of services branding. The study found a need for ruthless clarity about positioning and the corporation's genuinely felt values. Success is more likely when everyone internally believes in their brand's value. When management behaviour is based on genuine conviction, shared values are more likely. |
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