Journal of Services Marketing: Volume 21 Issue 4

An experimental investigation of the use of brand extension and co‐branding strategies in the arts

Alain d'Astous, François Colbert, Marilyne Fournier

The purpose of this study is to examine the impact of two different extension strategies, namely brand extension and co‐branding, on consumer attitude toward an extension in the…

Understanding (customer‐based) brand equity in financial services

Steven A. Taylor, Gary L. Hunter, Deborah L. Lindberg

The purpose of this study is to advance marketers' understanding of customer‐based brand equity (CBBE) within the context of a B2B financial service marketing setting.

Maintaining customer relationships in high credence services

Andreas B. Eisingerich, Simon J. Bell

The growing importance of relationship marketing has increased interest in the role of consumer trust and loyalty in establishing, developing, and maintaining successful…

Customers' psychological needs in different service industries

Beth G. Chung‐Herrera

This paper aims to explore the basic psychological needs that customers have in four different service industries.

Regaining a seat at the table: marketing management and the e‐service opportunity

Tim Hughes

The study outlined in this paper seeks to deepen one's understanding of the theoretical and practical implications for marketing management where an internet component has been…

The complexity of relationship marketing for service customers

Tony Ward, Tracey S. Dagger

There are a number of assumptions inherent in relationship marketing, including claims that a relationship should be developed with all customers in all situations. This paper…