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Cooperative brands: The importance of customer information for service brands

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Description
AUTHOR(S):

Rob Waller, Principal, Enterprise IG Information Design Unit; Judy Delin, Head of Research, Enterprise IG Information Design Unit

 

Many people think of branding as being about products--tangible things that you can touch and feel. But service brands, such as those in financial services, telecommunications, or utilities, receive less attention, and Enterprise IG’s Rob Waller and Judy

 

PUBLISHED: 2003

 

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