Open Access

Service Brand Identity Characteristics of Software and IT Companies in Cluj-Napoca


Cite

Aaker, D. A. (2002). Building Strong Brands. London–Sydney–New York–Toronto: Pocket Books.Search in Google Scholar

Aaker, D. A.–Joachimsthaler, E. (2009). Brand Leadership. London–Sydney–New York–Toronto: Pocket Books.Search in Google Scholar

Alsem, K. J.–Kosteijk, E. (2008). Identity Based Marketing: A New Balanced Marketing Paradigm. European Journal of Marketing 42(9–10): 907–914.Search in Google Scholar

Balmer, M. T. J.–Gray, R. E. (2003). Corporate Brand: What Are They? What of Them? European Journal of Marketing 37(7–8): 972–997.10.1108/03090560310477627Search in Google Scholar

Bauer, A. (2016). Márkázás a szervezetközi piacokon [Branding on B2B Market]. In: Bauer, A.–Kolos K. (eds.), Márkamenedzsment [Brand Management]. Budapest: Akadémiai.Search in Google Scholar

Bauer, A.–Kolos K. (2016). Márkamenedzsment [Brand Management]. Budapest: Akadémiai.Search in Google Scholar

Berry, L. L. (2000). Cultivating Service Brand. Journal of the Academy of Marketing Science 28(1): 128–137.Search in Google Scholar

Buil, I.–Catalan, S.–Martinez, E. (2016). The Importance of Corporate Brand Identity in Business Management. An Application to the UK Banking Sector. Business Research Quarterly 19: 3–12.Search in Google Scholar

Burmann, Ch.–Jost-Benz, M.–Riley, N. (2009). Toward an Identity-Based Brand Equity Model. Journal of Business Research 62(3): 390–397.Search in Google Scholar

Burmann, Ch.–Riley, N-M.–Halaszovich, T.–Schade, M. (2017). Identity-Based Brand Management. Fundamentals – Strategy – Implementations – Controlling. Springer.10.1007/978-3-658-13561-4Search in Google Scholar

Chernatony, L. (2010). From Brand Vision to Brand Evaluation. The Strategic Process of Growing and Strengthening Brands Amsterdam–Boston–London: Butterworth-Heinemann.10.4324/9780080966649Search in Google Scholar

(2014). From Brand Vision to Brand Evaluation. The Strategic Process of Growing and Strengthening Brands. New York: Routledge.Search in Google Scholar

Chernatony, L.–Harris, F. (2000). Developing Corporate Brand through Considering Internal and External Stakeholders. Corporate Reputation Review 3(3): 268–274.Search in Google Scholar

Chernev, A. (2017). Strategic Brand Management. Evanston, Illinois: Northwestern University.Search in Google Scholar

Coleman, D. A.–de Chernatony, L.–Christodoulides, G. (2011). B2B Service Brand Identity: Scale Development and Validation. Industrial Marketing Management 40: 1063–1071.Search in Google Scholar

Esch, F. R. (2008). Brand Identity: The Guiding Star for Successful Brands. In: Schmitt, B. H.–Rogers, D. L. (eds.), Handbook on Brand and Experience Management. Cheltenham: PEFC, 58–75.10.4337/9781848446151.00010Search in Google Scholar

Kapferer, J. N. (2004, 2008). The New Strategic Brand Management. Creating and Sustaining Brand Equity Long Term. London: Kogan Page.Search in Google Scholar

McDonald, M. H. B.–de Chernatony, L.–Harris, F. (2001). Corporate Marketing and Service Brands. Moving beyond the Fast-Moving Consumer Goods Model. European Journal of Marketing 35(3/4): 335–352.Search in Google Scholar

Mohr, J.–Sengupta, S.–Slater, S. (2010). Marketing of High-Technology Products and Innovations. New York: Prentice Hall.Search in Google Scholar

Morrison, S.–Crane, F. (2007). Building Service Brand by Creating and Managing an Emotional Brand Experience. Brand Management 14(5): 410–421.Search in Google Scholar

Muhonen, T.–Hirvonen, S.–Laukkanen, T. (2017). SME Brand Identity: Its Components and Performance Effects. Journal of Product ---amp--- Brand Management 26(1): 1–44.Search in Google Scholar

Nádasi, K. (2016). Márkakommunikáció [Brand Communication]. In: Horváth, D.–Bauer, A. (eds.), Marketingkommunikáció. Stratégia, új média, fogyasztói részvétel [Brand communication. Strategy, New Media, and Consumer Involvment]. Budapest: Akadémiai.Search in Google Scholar

Riley, F. D.–Chernatony, L. (2000). The Service Brand as Relationship Builder. British Journal of Management 11: 137–150.Search in Google Scholar

Schultz, M.–Hatch, M. J.–Adams, N. (2012). Managing Corporate Reputation through Corporate Branding. In: Pollock, T. G.–Barnett, M. L. (eds.), The Oxford Handbook of Corporate Reputation. Oxford: OUP, 420–446.10.1093/oxfordhb/9780199596706.013.0021Search in Google Scholar

Spence, M.–Essoussi, H. (2010). SME Brand Building and Management: An Exploratory Study. European Journal of Marketing 44(7): 1037–1054.Search in Google Scholar

Tőkés, Gy. (2019). Online Branding – Online Branding Strategies in the IT Sector. The Service and Employer Brand Identities of the Companies Operating in the Field of Software and IT Services in Cluj-Napoca Based on the Corporate Data Published on Their Websites (PhD thesis). Cluj-Napoca: Babeş–Bolyai University.Search in Google Scholar

Urde, M. (2013). The Corporate Brand Identity Matrix. Journal of Brand Management 20(9): 742–761.Search in Google Scholar

Urde, M.–Baumgarth, C.–Merrillees, B. (2011). Brand Orientation and Market Orientation. From Alternatives to Synergy. Journal of Business Research 66(1): 13–20.Search in Google Scholar

Veress, Z. (2009). A szolgáltatásmarketing alapkönyve [Handbook of Service Marketing]. Budapest: Akadémiai.Search in Google Scholar