Influence of physical evidence on service brand image dimensions and brand equity

By:

MUKHERJEE, SOMNATH

Contributor(s):

SHIVANI, SHRADHA

Material type:

Mixed materialsPublication details: 2013Description: 15-28Subject(s):

MARKETING

NLM classification:

658.8

In: INDIAN JOURNAL OF MARKETINGMSummary: 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.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		43/6	Available		P15031

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.

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