Abstract
While professional services providers such as lawyers, accountants, advertising agencies, and financial planners depend heavily on personal selling and relationship building (Koku, 2009), advertising has an important role in signally the promise of delivering service quality and communicating the corporate brand identity (Balmer, 2001). Advertising also cultivates commitment and trust by aligning promises and expectations (Moorman et al, 1993), which can enhance firm relationships.
Cite
CITATION STYLE
Goldring, D. (2015). Disparities In Professional Services Advertising: Communicated And Conceived Identity. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 430). Springer Nature. https://doi.org/10.1007/978-3-319-10912-1_143
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