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Unlocking the potential of branding in social marketing services : utilising brand personality and brand personality appeal

Gordon, Ross; Zainuddin, Nadia; Magee, Christopher - In: The journal of services marketing 30 (2016) 1, pp. 48-62

Persistent link: https://www.econbiz.de/10011445615

Consumer-dominant social marketing : a definition and explication

Anker, Thomas Boysen; Gordon, Ross; Zainuddin, Nadia - In: European journal of marketing 56 (2022) 1, pp. 159-183

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Symbolic violence and marketing ECRs in the neoliberal University

Gordon, Ross; Zainuddin, Nadia - In: Journal of marketing management : JMM ; journal of the … 36 (2020) 7/8, pp. 705-726

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Serving yourself : value self-creation in health care service

Zainuddin, Nadia; Tam, Leona; McCosker, Angie - In: The journal of services marketing 30 (2016) 6, pp. 586-600

Persistent link: https://www.econbiz.de/10011635008

Seek or destroy? : examining value creation and destruction in behaviour maintenance in social marketing

Zainuddin, Nadia; Dent, Kendall; Tam, Leona - In: Journal of marketing management : MM 33 (2017) 5/6, pp. 348-374

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Conceptualising the (dis)abling marketplace through value creation and destruction

Zainuddin, Nadia; Randle, Melanie; Gordon, Ross; … - In: Journal of marketing management : JMM ; journal of the … 40 (2024) 5/6, pp. 418-449

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Can the subaltern(s) speak? : amplifying the voices of global south scholars in the Australasian marketing academy

Bádéjọ, Folúkẹ́ Abigail; Appau, Samuelson; … - In: Australasian marketing journal : AMJ ; official journal … 30 (2022) 3, pp. 195-201

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Value creation and destruction in the marketisation of human services

Randle, Melanie; Zainuddin, Nadia - In: The journal of services marketing 36 (2022) 3, pp. 326-339

Persistent link: https://www.econbiz.de/10013407501

Unlocking the potential of branding in social marketing services: utilising brand personality and brand personality appeal

Gordon, Ross; Zainuddin, Nadia; Magee, Christopher - In: Journal of Services Marketing 30 (2016) 1, pp. 48-62

Purpose This paper aims to demonstrate the utility of branding theory for social marketing services. Specifically, this is to our knowledge the first to investigate brand personality (BP) and brand personality appeal (BPA) in a single study as predictors for consumer attitudes and intentions to...

Persistent link: https://www.econbiz.de/10014905936

Serving yourself: value self-creation in health care service

Zainuddin, Nadia; Tam, Leona; McCosker, Angie - In: Journal of Services Marketing 30 (2016) 6, pp. 586-600

Purpose This paper aims to investigate the concept of value self-creation and provides a formal definition for this concept. The paper suggests that it sits within an overall continuum of value creation that includes value delivery and value co-creation. Design/methodology/approach A proposed...

Persistent link: https://www.econbiz.de/10014905938