Relationship marketing strategies have gained importance over the last two decades. While a lot of research has been conducted in large organisation, little is known about how small and medium enterprises (SMEs) are implementing such strategies. In particular little is known about how the development of internal trust is used in developing service brands in SMEs. This paper addresses this gap by comparing the development of internal trust in service branding strategies between large organisaions and SMEs.
|Number of pages||0|
|Publication status||Published - 2009|
|Event||14th Biennial World Marketing Congress - Oslo, Norway|
Duration: 22 Jul 2009 → 25 Jul 2009
|Conference||14th Biennial World Marketing Congress|
|Period||22/07/09 → 25/07/09|
- internal trust
- service branding
- small and medium enterprise
- relationship marketing strategy
- management practice
Caemmerer, B., Centeno, E., & Marck, M. J. (2009). The development of internal trust in service branding: a comparison of large organisations and SMEs. 478-478. Paper presented at 14th Biennial World Marketing Congress, Oslo, Norway, .