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Corporate brand identity and image congruence in the leisure services sector : a stakeholder perspective

Minkiewicz, Joanna, Mavondo, Felix and Bridson, Kerrie 2007, Corporate brand identity and image congruence in the leisure services sector : a stakeholder perspective, in ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, School of Business, Dept. of Marketing, Dunedin, N.Z., pp. 25-33.

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Title Corporate brand identity and image congruence in the leisure services sector : a stakeholder perspective
Author(s) Minkiewicz, Joanna
Mavondo, Felix
Bridson, Kerrie
Conference name Australian and New Zealand Marketing Academy. Conference (2007 : University of Otago)
Conference location University of Otago, Dunedin, New Zealand
Conference dates 3-5 Dec. 2007
Title of proceedings ANZMAC 2007 : 3Rs, reputation responsibility relevance
Editor(s) Thyne, Maree
Deans, Kenneth R.
Gnoth, Juergen
Publication date 2007
Conference series Australian and New Zealand Marketing Academy Conference
Start page 25
End page 33
Publisher University of Otago, School of Business, Dept. of Marketing
Place of publication Dunedin, N.Z.
Summary 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.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2007, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30008122

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