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Article
Publication date: 1 April 2005

Thomas Bamert and Hans Peter Wehrli

Brand equity has been a topic of interest in consumer goods markets for many years. Several studies suggest that existing consumer‐based measures of brand equity, which have…

8447

Abstract

Purpose

Brand equity has been a topic of interest in consumer goods markets for many years. Several studies suggest that existing consumer‐based measures of brand equity, which have traditionally been used in the consumer goods markets, can also be used to capture brand equity in the services markets. The purpose of this research is to assess the quality dimension in consumer‐based measurers of brand equity in the context of services and to compare it with consumer goods.

Design/methodology/approach

A pilot and a main study were conducted. Nine different brands were tested in a consumer‐based experimental online survey. Each participant was assigned randomly to one brand.

Findings

In the consumer goods markets customer service can be considered as a marketing instrument. In the services markets customer service is a part of the perceived quality of a service.

Research limitations/implications

The implication leads to the question whether existing measures of brand equity in consumer goods markets should be used without adaptation in services markets. The findings show that the consumer‐based brand equity should be measured different in these markets. Concerning the differences the findings show also that customer service can be seen as a marketing instrument in consumer goods markets and a part of the perceived service quality in services markets.

Originality/value

There is a lack of research in the difference of measuring brand equity between consumer goods and services. This paper explores this difference of measuring brand equity.

Details

Managing Service Quality: An International Journal, vol. 15 no. 2
Type: Research Article
ISSN: 0960-4529

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Article
Publication date: 1 December 1994

Uta Jüttner and Hans Peter Wehrli

Recent discussion about relationship marketing as a new marketingconcept is strongly connected with a novel perspective on exchangeprocesses as the core of marketing. Suggestions…

5211

Abstract

Recent discussion about relationship marketing as a new marketing concept is strongly connected with a novel perspective on exchange processes as the core of marketing. Suggestions for changes in terminology – from transactions to relationships – and the enriched understanding provide the basis for developing marketing strategies. Analyses the understanding of transactions and relationships in the context of the conceptual exchange framework developed by Bagozzi in 1975. The reflection helps to locate the distinctive foci of actual relationship marketing proponents. Further illustrates the, until now, neglected research direction of marketing relationships in complex systems or networks. As a first step to closing this gap, and to develop further the scope of relationship marketing, outlines the role of marketing in the creation and design of “value systems”.

Details

International Journal of Service Industry Management, vol. 5 no. 5
Type: Research Article
ISSN: 0956-4233

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Article
Publication date: 1 December 1994

Uta Jüttner and Hans Peter Wehrli

The understanding of strategic marketing has evolved to anintegrated part of market‐oriented business policy. Subsequently,marketing and management concepts have become even more…

4391

Abstract

The understanding of strategic marketing has evolved to an integrated part of market‐oriented business policy. Subsequently, marketing and management concepts have become even more closely related. Recently, the “competence‐based perspective” added an innovative approach to strategic management concepts. It suggests that competitive reality requires a new thought and action orientation in order to reach competitive advantages. Examines the role of business‐to‐business marketing within the competence‐based view of strategic management. Summarizes the main theses of the competence‐based view to provide a basis for the development of a competence‐based marketing model. Proposes a practicable framework to strategy formulation in marketing management.

Details

Journal of Business & Industrial Marketing, vol. 9 no. 4
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 2 June 2022

Mao-Tang (Brian) Lin, Dan Zhu, Claire Liu and Peter B. Kim

The purpose of this study was to gain a holistic view of pro-environmental behavior (PEB) among hospitality and tourism consumers through a systematic review of empirical studies…

2342

Abstract

Purpose

The purpose of this study was to gain a holistic view of pro-environmental behavior (PEB) among hospitality and tourism consumers through a systematic review of empirical studies. Based on this comprehensive review, this study demonstrates how the literature has been created and has evolved over time, thereby providing proposals for future research agendas.

Design/methodology/approach

The preferred reporting items for systematic reviews and meta-analyses method was used as a rigorous searching method to provide an updated picture of the research on the PEBs of consumers in hospitality and tourism contexts. A total of 234 empirical studies from both hospitality and nonhospitality publications were selected for the review.

Findings

The results reveal a growing interest in PEB in the hospitality and tourism context. Focal points, theories and research designs used to explain PEB among hospitality and tourism consumers were identified. In addition, the findings from the cross-tabulation analyses have provided valuable insights for tourism and hospitality research in this area.

Research limitations/implications

Based on the research findings, this study makes significant contributions to the literature by providing theoretical and practical implications with detailed directions for future researchers and practitioners.

Originality/value

This study offers one of the first reviews to comprehensively and systematically analyze the empirical research into PEBs among hospitality and tourism consumers. PEB has received significant attention from researchers, practitioners and those policymakers concerned with the sustainability of environments. The findings of this research provide a comprehensive overview of the literature relating to hospitality and tourism through the identification of gaps that require further investigation. Future suggestions to assist practitioners and policymakers in eliciting PEBs are also discussed.

Details

International Journal of Contemporary Hospitality Management, vol. 34 no. 11
Type: Research Article
ISSN: 0959-6119

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