The development of internal trust in service branding: a comparison of large organisations and SMEs

B. Caemmerer, E. Centeno, M.J. Marck

Research output: Contribution to conferencePaper

Abstract

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.
Original languageEnglish
Pages478-478
Number of pages0
Publication statusPublished - 2009
Event14th Biennial World Marketing Congress - Oslo, Norway
Duration: 22 Jul 200925 Jul 2009

Conference

Conference14th Biennial World Marketing Congress
CityOslo, Norway
Period22/07/0925/07/09

Keywords

  • internal trust
  • service branding
  • small and medium enterprise
  • SME
  • relationship marketing strategy
  • management practice

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    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, .