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

Autor(en)
Sara Leroi-Werelds, Jörg Matthes
Abstrakt

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(en)
Institut für Publizistik- und Kommunikationswissenschaft
Externe Organisation(en)
Hasselt University
Journal
Journal of Service Management
Anzahl der Seiten
13
ISSN
1757-5818
DOI
https://doi.org/10.1108/JOSM-11-2021-0419
Publikationsdatum
2022
Peer-reviewed
Ja
ÖFOS 2012
508007 Kommunikationswissenschaft
Schlagwörter
ASJC Scopus Sachgebiete
Business, Management and Accounting (miscellaneous), Tourism, Leisure and Hospitality Management, Strategy and Management
Link zum Portal
https://ucris.univie.ac.at/portal/de/publications/transformative-value-positioning-for-service-brands-key-principles-and-challenges(0f80ef1b-e297-4269-b86b-c39e657b5d7a).html