西方服务品牌研究评介
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外国经济与管理 2006 年 第 28 卷第 05 期, 页码：53 - 60
摘要
参考文献
摘要
品牌是21世纪服务营销的基础。西方学者进行服务品牌研究的前提是服务品牌与产品品牌在品牌要素、品牌沟通、消费者感知及评价等方面存在着显著的差异。目前西方服务品牌的研究成果都可以归入消费者外部和企业内部这两个研究视角:前者强调品牌沟通与顾客体验;后者强调品牌内部化与员工管理。文章最后讨论了三种有代表性的服务品牌模型,并指出了我国进行服务品牌研究和实践应用的未来方向。
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[15]Berry,Leonard L,and Parasuraman,A.Marketing services:competing through quality[M].New York:Free Press,1991.
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[17]de Chernatony,Leslie,and Segal-Horn,Susan.The criteria for successful services brands[J].European Journal of Mar-keting,2003,(7/8):1095-1118.
[2]Riley,Francesca Dall’Olmo,and de Chernatony,Leslie.The service brand as relationships builder[J].British Journal ofManagement,2000,(2):137-150.
[3]O’Cass,Aron and Grace,Debra.An exploratory perspective of service brand associations[J].Journal of ServicesMarketing,2003,(5):452-475.
[4]Keller,Kevin L.Conceptualizing,measuring and managing consumer-based brand equity[J].Journal of Marketing,1993,(1):1-22.
[5]de Chernatony,Leslie,Drury,Susan and Segal-Horn,Susan.Building a services brand:stages,people and orientations[J].Service Industries Journal,2003,(3):1-21.
[6]Gronroos,Christian.Service management and marketing[M].Lexington:Lexington Books,1990.
[7]McDonald,Malcolm H B,de Chernatony,Leslie and Fiona Harris.Corporate marketing and service brands-moving beyondthe fast-moving consumer goods model[J].European Journal of Marketing,2001,(3/4):335-352.
[8]de Chernatony,Leslie,Drury,Susan,and Segal-Horn,Susan.Identifying and sustaining services brands’values[J].Jour-nal of Marketing Communications,2004,(2):73-93.
[9]Cutler,B D,and Javalgi,R D.Analysis of print advertisement features:service versus products[J].Journal of AdvertisingResearch,1999,(2):62-69.
[10]Grace,Debra and O’Cass,Aron.Examining the effects of service brand communications on brand evaluation[J].Journalof Product&Brand Management,2005,(2):106-116.
[11]Padgett,Dan and Allen,Douglas.Communicating experiences:a narrative approach to creating service brand image[J].Journal of Advertising,1997,(4):49-62.
[12]Blankson,Charles and Kalafatis,Stavros P.Issues and challenges in the positioning of service brands:a review[J].Jour-nal of Product&Brand Management,1999,(2):106-116.
[13]Zeithaml,Valarie A.How consumer evaluation processes differ between goods and services[A].In:James H Donnellyand,William George(eds.).Marketing of Services[C].Chicago:American Marketing Association,1981.
[14]de Chernatony,Leslie and Segal-Horn,Susan.Building on services’characteristics to develop successful services brands[J].Journal of Marketing Management,2001,(7/8):645-669.
[15]Berry,Leonard L,and Parasuraman,A.Marketing services:competing through quality[M].New York:Free Press,1991.
[16]Grace,Debra,and O’Cass,Aron.Service branding:consumer verdicts on service brands[J].Journal of Retailing&Con-sumer Services,2005,(2):125-139.
[17]de Chernatony,Leslie,and Segal-Horn,Susan.The criteria for successful services brands[J].European Journal of Mar-keting,2003,(7/8):1095-1118.
引用本文
程鸣, 吴作民. 西方服务品牌研究评介[J]. 外国经济与管理, 2006, 28(5): 53–60.
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