Influence of physical evidence on service brand image dimensions and brand equity
MUKHERJEE, SOMNATH
Influence of physical evidence on service brand image dimensions and brand equity - 2013 - 15-28
Branding and brand equity benefits have long been established for goods. Services which are said to be unique and different from goods in view of its unique characterstics need a different approcah. The merketers have been trying to influence theconsumers throughs the various marketing mix elements. In service, apart from the traditional mix elements, there are additional elements that hold relevance, collectively referred to as extended marketing mix elements.
MARKETING
658.8
Influence of physical evidence on service brand image dimensions and brand equity - 2013 - 15-28
Branding and brand equity benefits have long been established for goods. Services which are said to be unique and different from goods in view of its unique characterstics need a different approcah. The merketers have been trying to influence theconsumers throughs the various marketing mix elements. In service, apart from the traditional mix elements, there are additional elements that hold relevance, collectively referred to as extended marketing mix elements.
MARKETING
658.8