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| Topic: |
Business
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| Number of pages / Number of words: |
8 / 2091 |
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A brand is considered to be a risk reducer, as it can increase the consumer’s trust in a particular service. According to Ambler and Styles (1996, p. 10) a brand can be defined as follows: “. . . the promise of the bundle of attributes that someone buys . . . the attributes that make up a brand may be real or illusory, rational or emotional, tangible or invisibleâ€...
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the attributes that make up a brand may be real or illusory, rational or emotional, tangible or invisibleâ€. In services, the emotional value of a brand is what makes it unique. This is also the factor than can enable costumers to develop an emotional connection to a specific service brand. Further, in services, according to Berry et al...
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