Work

Brand Equity and Market-Based Assets of Professional Service Firms

Year: 1996

Type: article

Abstract: The concept of brand equity has received most attention in the context of fast-moving-consumer-goods marketing yet the concept is just as, if not more, important to professional services marketers. This paper explains the distinct nature of market-based assets, such as brand equity, in professional service industries.

Source: Journal of Professional Services Marketing

DOI: 10.1300/j090v13n01_02

Author: Byron Sharp

Institution: University of South Australia

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W2051659898

FWCI: 3.629

Cites: 21

Cited by: 102

Related to: 10