Communicating value to enhance service visualization
(2018)
Journal Article
Leong, V. S., Hibbert, S., & Ennew, C. (2018). Communicating value to enhance service visualization. Journal of Services Marketing, 32(6), 645-656. https://doi.org/10.1108/JSM-04-2017-0114
Purpose – This study aims to examine the effects of enhanced visualization of intangible service value through integration of means-end perspectives on advertising effectiveness. Design/methodology/approach – Banking advertisements, incorporatin... Read More about Communicating value to enhance service visualization.