Title

Brand personification as a service marketing mechanism

RIS ID

103192

Publication Details

Vel, P., Mubarak, H. & Malak, M. Abdel. 2015, 'Brand personification as a service marketing mechanism', Journal of Management and World Business Research, vol. 12, no. 1, pp. 1-15.

Abstract

Today the business environment is becoming increasingly competitive, with a vast array of products that can no longer be differentiated on product quality or features. As such, many businesses are trying to differentiate themselves from their competitors using their provision of service. One concept that could possibly enhance a firm's provision of service is brand personification. Accordingly, this paper, will discuss how Liberty Autos, a successful automobile retailer in the UAE used 'brand personification' as a services marketing mechanism.

Link to publisher version (URL)

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