Sok, Phyra; O'Cass, Aron - In: Journal of Services Marketing 25 (2011) 7, pp. 528-539
of SBVC and simultaneously investigate SBVC from the firm perspective (service brand value offering – SBVO) and from the … brand value creation (SBVC) and the role of brand marketing. Design/methodology/approach – The authors first develop a model …Purpose – This study seeks to extend the existing literature on value creation by specifically focusing on service …