Theoretical and Empirical Research about Brand Strategy of the Service Organizations

点击翻译按钮获取中文摘要

We can capture a service brand as multileveled structure (service category-specific culture, local specific culture, and brand-specific culture) by regarding a service brand as inherent consumption culture. It is found that the whole multileveled structure contributes to attract the valuable customers and employees and coordinate the manners of their participation in the service delivery process. Furthermore, it is found that the service brand as market assets complements an effect of the internal marketing.