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The development of internal trust in service branding: a comparison of large organisations and SMEs

Caemmerer, B. and Centeno, E. and Marck, M.J. (2009) The development of internal trust in service branding: a comparison of large organisations and SMEs. In: 14th Biennial World Marketing Congress, 2009-07-22 - 2009-07-25.

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Abstract

Relationship marketing strategies have gained importance over the last two decades. While a lot of research has been conducted in large organisation, little is known about how small and medium enterprises (SMEs) are implementing such strategies. In particular little is known about how the development of internal trust is used in developing service brands in SMEs. This paper addresses this gap by comparing the development of internal trust in service branding strategies between large organisaions and SMEs.