2012 Fiscal Year Final Research Report
Theoretical and Empirical Research about Brand Strategy of the Service Organizations
| Project/Area Number |
20330090
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| Research Category |
Grant-in-Aid for Scientific Research (B)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Kagawa University |
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Principal Investigator |
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| Project Period (FY) |
2008 – 2012
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| Keywords | マーケティング / サービス / ブランド |
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| Research Abstract |
We can capture a service brand as multileveled structure (service category-specific culture, local specific culture, and brand-specific culture) by regarding a service brand as inherent consumption culture. It is found that the whole multileveled structure contributes to attract the valuable customers and employees and coordinate the manners of their participation in the service delivery process. Furthermore, it is found that the service brand as market assets complements an effect of the internal marketing.
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