This paper explores the ways that services brand values are communicated to both staff and customers. Values are communicated to employees via overt internal communications, the ripple effect, senior management example/involvement, HR activities and external communications. A number of failure...

Purpose – The main objective of this study is to analyse the influence that service brand extensions have on corporate image. Design/methodology/approach – After reviewing the previous literature, a model is proposed and tested that shows how extending a services brand affects the overall...