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Pin-Fenn Chou

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Articles

The impact of service failure on brand credibility

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By T. M. Fernandes, Behrouz Afshar-Nadjafi, Pin-Fenn Chou
| ScienceDirect Verified
Globally, businesses like Apple and Google, contribute well over $100 billion each in brand equity to their respective organisations (Interbrand, 2014). Other than brand equity, effective branding strategies enable businesses to position and reposition themselves in the market, stand apart from competing brands, and simplify and explain consumer choice processes (Berry, 2000, Erdem and Swait, 2004, Keller and Lehmann, 2006).
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