Essays about: "Anna-Maria Malmgren"

Found 1 essay containing the words Anna-Maria Malmgren.

  1. 1. The Role of Trust in the Process of Building a Service Brand

    University essay from Ekonomiska institutionen

    Author : Anna-Maria Malmgren; Giselle Sucre; [2004]
    Keywords : Business and economics; Services; Branding; Brands; Trust; Financial Service Sector; Ekonomi;

    Abstract : Background: In the existing branding literature there is no distinction made between theories for building product- and services brands although services have very different characteristics compared to products. The services characteristics imply that the customer has a high need of reassurance that the right brand choice is being made, which ought to bring forth the role of trust in the relationship between the customer and the service brand. READ MORE