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.
(Some files may be inaccessible until you login with your Deakin Research Online credentials)
Australian and New Zealand Marketing Academy Conference
University of Otago, School of Business, Dept. of Marketing
Place of publication
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.
Reproduced with the kind permission of the copyright owner.
Unless expressly stated otherwise, the copyright for items in Deakin Research Online is owned by the author, with all rights reserved.
Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO.
If you believe that your rights have been infringed by this repository, please contact firstname.lastname@example.org.