Transformative value positioning for service brands: Key principles and challenges.

Author(s)
Sara Leroi-Werelds, Jörg Matthes
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.

Organisation(s)
Department of Communication
External organisation(s)
Hasselt University
Journal
Journal of Service Management
Volume
33
Pages
552-564
No. of pages
13
ISSN
1757-5818
DOI
https://doi.org/10.1108/JOSM-11-2021-0419
Publication date
2022
Peer reviewed
Yes
Austrian Fields of Science 2012
508007 Communication science
Keywords
ASJC Scopus subject areas
Business, Management and Accounting (miscellaneous), Tourism, Leisure and Hospitality Management, Strategy and Management
Portal url
https://ucris.univie.ac.at/portal/en/publications/transformative-value-positioning-for-service-brands-key-principles-and-challenges(0f80ef1b-e297-4269-b86b-c39e657b5d7a).html