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http://hdl.handle.net/1942/37291
Title: | Transformative value positioning for service brands: key principles and challenges | Authors: | LEROI-WERELDS, Sara Matthes, Joerg |
Issue Date: | 2022 | Publisher: | EMERALD GROUP PUBLISHING LTD | Source: | Journal of Service Management, APR 2022 | Status: | Early view | Abstract: | Purpose The aim of this paper is to integrate insights from service, branding and communication research to present key principles of a successful transformative value positioning for service brands. Design/methodology/approach This paper uses a conceptual approach that is rooted in the service, branding and communication literature. Findings The contribution of this paper is threefold. First, this paper explains why positioning a service brand is different from positioning a product brand and why this is especially challenging in case of transformative value. Second, an organizing framework is used to theorize that a successful transformative value positioning is based on the organizational DNA; is consistently implemented in actions, communications, employee behavior, and servicescapes; and inspires customer engagement. Based on this framework, this paper formulates key principles of a successful transformative value positioning for service brands. Third, this paper provides a research agenda to guide and stimulate future research. Practical implications The key principles provide guidelines for managers striving for a transformative value positioning. Not adhering to these guidelines could have severe implications for service brands in terms of washing perceptions ultimately deteriorating the brand image. Originality/value This paper combines insights from service, branding and communication research to provide a comprehensive and balanced perspective on a successful transformative value positioning for service brands. | Notes: | Leroi-Werelds, S (corresponding author), Hasselt Univ, Dept Mkt & Strategy, Diepenbeek, Belgium. sara.leroiwerelds@uhasselt.be |
Keywords: | Transformative value; Positioning; Sustainability; Ethicality; Corporate;social responsibility; CSR; Brand positioning; Service brand | Document URI: | http://hdl.handle.net/1942/37291 | ISSN: | 1757-5818 | e-ISSN: | 1757-5826 | DOI: | 10.1108/JOSM-11-2021-0419 | ISI #: | WOS:000784790500001 | Category: | A1 | Type: | Journal Contribution | Validations: | ecoom 2023 |
Appears in Collections: | Research publications |
Files in This Item:
File | Description | Size | Format | |
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Authorscopy.pdf | Non Peer-reviewed author version | 245.68 kB | Adobe PDF | View/Open |
10-1108_JOSM-11-2021-0419.pdf | Published version | 303.05 kB | Adobe PDF | View/Open |
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