Brodie, Roderick J.; Whittome, James R.M.; Brush, Gregory J. - In: Journal of Business Research 62 (2009) 3, pp. 345-355
Despite considerable interest in the nature and role of marketing using a service perspective [Vargo S., Lusch R. Evolving to a new dominant logic for marketing. J Mark 2004; 68 (1): 1-17] there is limited research about branding. Research to date tends to be qualitative [e.g., Berry L. Cultivating...
