{"title":"Transformative value positioning for service brands: key principles and challenges","authors":"Sara Leroi-Werelds, Jörg Matthes","doi":"10.1108/josm-11-2021-0419","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>This paper uses a conceptual approach that is rooted in the service, branding and communication literature.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Practical implications</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>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.</p><!--/ Abstract__block -->","PeriodicalId":48089,"journal":{"name":"Journal of Service Management","volume":null,"pages":null},"PeriodicalIF":7.8000,"publicationDate":"2022-04-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"6","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Service Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/josm-11-2021-0419","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 6
Abstract
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.
期刊介绍:
The Journal of Service Management (JOSM) centers its scope on research in service management. It disseminates papers showcasing distinctive and noteworthy contributions to service literature, serving as a communication platform for individuals in the service management field, transcending disciplines, functional areas, sectors, and nationalities. The journal publishes double-blind reviewed papers emphasizing service literature/theory and its practical applications.