Service Brand Equity: Cross-Sectional Analysis of Four Service Schemes in Malaysia
It has been noted in the literature, service brand is considered to be one of the most discussed in the service industry. Because service is dominated by experience and credence attributes; therefore an extrinsic cue like brand may help to reduce customers’ purchase risk and optimize their cognitiv...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/31537/1/Service%20Brand%20Equity%20Cross-Sectional%20Analysis%20of%20Four%20Service%20Schemes%20in%20Malaysia.pdf http://ir.unimas.my/id/eprint/31537/ http://www.joebm.com/papers/30-E10028.pdf |
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| Institution: | Universiti Malaysia Sarawak |
| Language: | English |