Corporate brand identity and image congruence in the leisure services sector : a stakeholder perspective
| Contribuinte(s) |
Thyne, Maree Deans, Kenneth R. Gnoth, Juergen |
|---|---|
| Data(s) |
01/01/2007
|
| Resumo |
This paper aims to contribute to current leisure services and branding literature by conceptualising the relationship between brand identity, brand image and whether a congruent relationship between the two influences customer satisfaction and loyalty. A conceptual model is developed in the context of zoological operations, central constructs and subsequent research propositions are discussed.<br /> |
| Identificador | |
| Idioma(s) |
eng |
| Publicador |
University of Otago, School of Business, Dept. of Marketing |
| Relação |
http://dro.deakin.edu.au/eserv/DU:30008122/bridson-corporatebrandidentity-2007.pdf http://conferences.anzmac.org/ANZMAC2007/papers/Minkiewicz_2.pdf |
| Direitos |
2007, ANZMAC |
| Tipo |
Conference Paper |
