Positioning strategies of international and multicultural-oriented service brands

Charles Blankson, Stavros Kalafatis

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	435-450
Journal	Journal of Services Marketing
Volume	21
Issue number	6
DOIs	https://doi.org/10.1108/08876040710818921
Publication status	Published - 2007

Keywords

@article{acd9f612494b4af1b2aa03445156a1d9,

title = "Positioning strategies of international and multicultural-oriented service brands",

keywords = "product positioning, credit cards, research methods, United Kingdom, services, financial services, Business and management studies",

author = "Charles Blankson and Stavros Kalafatis",

year = "2007",

doi = "10.1108/08876040710818921",

language = "English",

volume = "21",

pages = "435--450",

journal = "Journal of Services Marketing",

issn = "0887-6045",

publisher = "Emerald Group Publishing Ltd.",

number = "6",

}

TY - JOUR

T1 - Positioning strategies of international and multicultural-oriented service brands

AU - Blankson, Charles

AU - Kalafatis, Stavros

PY - 2007

Y1 - 2007

KW - product positioning

KW - credit cards

KW - research methods

KW - United Kingdom

KW - services

KW - financial services

KW - Business and management studies

U2 - 10.1108/08876040710818921

DO - 10.1108/08876040710818921

M3 - Article

SN - 0887-6045

VL - 21

SP - 435

EP - 450

JO - Journal of Services Marketing

JF - Journal of Services Marketing

IS - 6

ER -