Abstract
The importance of branding services has been highlighted by various researchers. Research has also shown that servicescape quality has an impact on determining customer affective and behavioural responses to services. This section presents five very unique cases that cover service branding and servicescapes.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Balmer, J. M. T., & Gray, E. R. (2003). Corporate brands: What are they? What of them? European Journal of Marketing, 37(7/8), 972–997.
Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128–137.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. The Journal of Marketing, 56, 57–71.
Brodie, R. J. (2009). From goods to service branding: An integrative perspective. Marketing Theory, 9(1), 107–111.
Brodie, R. J., Glynn, M. S., & Little, V. (2006). The service brand and the service dominant logic: Missing fundamental premise or the need for stronger theory. Marketing Theory, 6(3), 363–379.
Grace, D., & O’Cass, A. (2005). Service branding: Consumer verdicts on service brands. Journal of Retailing and Consumer Services, 12(2), 125–139.
Johnstone, M.-L., & Todd, S. (2011). The servicescape and the social role it plays in consumers’ lives. European Advances in Consumer Research, 9, 176–182.
McDonald, M. H., de Chernatony, L., & Harris, F. (2001). Corporate marketing and service brands-Moving beyond the fast-moving consumer goods model. European Journal of Marketing, 35(3/4), 335–352.
Wakefield, K. L., & Blodgett, J. G. (1994). The importance of servicescapes in leisure service settings. Journal of Services Marketing, 8(3), 66–76.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2017 Springer International Publishing Switzerland
About this chapter
Cite this chapter
Mutum, D.S. (2017). Introduction to Service Branding and Servicescapes. In: Roy, S., Mutum, D., Nguyen, B. (eds) Services Marketing Cases in Emerging Markets. Springer, Cham. https://doi.org/10.1007/978-3-319-32970-3_7
Download citation
DOI: https://doi.org/10.1007/978-3-319-32970-3_7
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-32968-0
Online ISBN: 978-3-319-32970-3
eBook Packages: Business and ManagementBusiness and Management (R0)