Kemp, Elyria; Jillapalli, Ravi; Becerra, Enrique - In: Journal of Services Marketing 28 (2014) 2, pp. 126-137
Purpose – Brands can imbue unique meaning to consumers, and such meaning and personal experience with a brand can create an emotional connection and relationship between the consumer and the brand. Just as many service providers have adopted branding strategies, marketers are branding the...