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

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conference contribution
posted on 2007-01-01, 00:00 authored by J Minkiewicz, F Mavondo, Kerrie BridsonKerrie Bridson
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.

History

Pagination

25 - 33

Location

University of Otago, Dunedin, New Zealand

Open access

  • Yes

Start date

2007-12-03

End date

2007-12-05

Language

eng

Notes

Reproduced with the kind permission of the copyright owner.

Publication classification

E1 Full written paper - refereed

Copyright notice

2007, ANZMAC

Editor/Contributor(s)

M Thyne, K Deans, J Gnoth

Title of proceedings

ANZMAC 2007 : 3Rs, reputation responsibility relevance

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