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Download Modelling the Impact of Services Brand Extensions on Corporate Image Working Paper djvu

by ,Jose M Dina,Eva Martinez,Lesue De Chernatony

Author: ,Jose M Dina,Eva Martinez,Lesue De Chernatony
Subcategory: Marketing & Sales
Language: English
Publisher: Imprint unknown (March 31, 2004)
Pages: 15 pages
Category: Perfomance
Rating: 4.7
Other formats: txt lrf lrf rtf

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For services, the image route (. As can be seen from Table 3 the impact of corporate image varies between the newspaper industry and the insurance industry.

For services, the image route (. image→satisfaction and image→customer loyalty) rather than the attribute evaluation route (. quality→disconfirmation→satisfaction) will dominate in predicting customer loyalty. Consequently we believe that the total impact of the corporate image path to retention is stronger in the insurance industry than the total impact of the customer satisfaction path to retention.

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