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Building brand identity : Does it pay? An investigation into cultural and recreational services

Minkiewicz, Joanne, Evans, Jody and Bridson, Kerrie 2008, Building brand identity : Does it pay? An investigation into cultural and recreational services, in ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat, Promaco Conventions, Canning Bridge, W.A., pp. 1-8.

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Title Building brand identity : Does it pay? An investigation into cultural and recreational services
Author(s) Minkiewicz, Joanne
Evans, Jody
Bridson, Kerrie
Conference name Australian and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W.)
Conference location Olympic Park, Sydney, N.S.W.
Conference dates 1-3 December 2008
Title of proceedings ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat
Editor(s) Spanjaard, Daniela
Denize, Sara
Sharma, Neeru
Publication date 2008
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 8
Total pages 8
Publisher Promaco Conventions
Place of publication Canning Bridge, W.A.
Summary This conceptual paper aims to contribute to current services branding literature by conceptualising the relationship between brand identity and critical antecedents and empirically verifying whether the creation of a strong brand identity results in the ultimate pay off in terms of improved organisational performance. A conceptual model is developed in the context of the cultural and recreational services sector and central constructs and subsequent propositions are discussed.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 9781863081443
1863081445
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 ©2008, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30018167

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