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The importance of brand cues in intangible service industries: an application to investment services
- Source :
- The Journal of Services Marketing. June, 2005, Vol. 19 Issue 6, p401, 10 p.
- Publication Year :
- 2005
-
Abstract
- A study examining the importance of branding for services based on varying degree of tangibility is presented. For the purpose of the study, branding of services related to mutual funds, hotels, and computers industries is compared.
Details
- Language :
- English
- ISSN :
- 08876045
- Volume :
- 19
- Issue :
- 6
- Database :
- Gale General OneFile
- Journal :
- The Journal of Services Marketing
- Publication Type :
- Periodical
- Accession number :
- edsgcl.142995053