Influence of Brand Characteristics in Intangible Service Industries - Softcover

Shariati Rad, Fatemeh; Shariati Rad, Mohammad; Ghiasian, Seyed Mahmood

Softcover

ISBN 10: 6200082588 ISBN 13: 9786200082589

Verlag: LAP LAMBERT Academic Publishing, 2019

Inhaltsangabe

Today, performance of a company is closely tied to the recognition of its brand, to the extent that all the actions and decisions a company make is evaluated through the impressions of its brand. The success or failure of a company is not separate from the success or failure of its brand. It is believed that the credibility of a brand is of greater importance than that of the tangible assets of a company. In fact, more than being an effective managerial tool, brand’s name is a strategic necessity which helps providing permanent distinctive competencies and more credit in the mind of the customers. One way toward establishing such a competency is by creating a situation in which a brand with agreeable characteristics can be born. Reaching this destination in a competitive industry like that of insurance can be very tricky. Considering this importance, present study investigates the influence of inherent brand characteristics in intangible service industries with an application to life insurance services.

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Über die Autorin bzw. den Autor

Fatemeh Shariati Rad is a Lecturer at Universities in Tehran, Iran. She holds a Master Degree in Marketing Management (Islamic Azad University, Science and Research Branch. Tehran, Iran) in addition to a Master and Bachelor Degree in English Literature (Semnan University, Semnan, Iran). She stood first among the lecturers in 2018.

Details zur Ausgabe

• Verlag: LAP LAMBERT Academic Publishing
• Erscheinungsdatum: 2019
• Sprache: Englisch
• ISBN 10: 6200082588
• ISBN 13: 9786200082589
• Einband: Taschenbuch
• Anzahl der Seiten: 68
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: AV Akademikerverlag; customerservice@vdm-vsg.de; ; Brivibas gatve 197; Riga; 1039; Lettland