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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ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat
Spanjaard, Daniela Denize, Sara Sharma, Neeru
Australian and New Zealand Marketing Academy Conference
Place of publication
Canning Bridge, W.A.
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.
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