{"id":"https://openalex.org/W2014757607","doi":"https://doi.org/10.1108/08876041311309270","title":"Branding activities of a micro industrial services company","display_name":"Branding activities of a micro industrial services company","publication_year":2013,"publication_date":"2013-03-27","ids":{"openalex":"https://openalex.org/W2014757607","doi":"https://doi.org/10.1108/08876041311309270","mag":"2014757607"},"language":"en","primary_location":{"id":"doi:10.1108/08876041311309270","doi":"https://doi.org/10.1108/08876041311309270","is_oa":false,"landing_page_url":"https://doi.org/10.1108/08876041311309270","pdf_url":null,"source":{"id":"https://openalex.org/S180851279","display_name":"Journal of Services Marketing","issn_l":"0887-6045","issn":["0887-6045","2054-1651"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-3","jufo-1","norway-1","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Services Marketing","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5020297386","display_name":"Jenny Sandbacka","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I98381234","display_name":"University of Oulu","ror":"https://ror.org/03yj89h83","country_code":"FI","type":"education","lineage":["https://openalex.org/I98381234"]}],"countries":["FI"],"is_corresponding":false,"raw_author_name":"Jenny Sandbacka","raw_affiliation_strings":["Department of Marketing, University of Oulu, Oulu, Finland"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Marketing, University of Oulu, Oulu, Finland","institution_ids":["https://openalex.org/I98381234"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5020709301","display_name":"Satu N\u00e4tti","orcid":"https://orcid.org/0000-0002-0815-6152","observed_orcids":["https://orcid.org/0000-0002-0815-6152"]},"institutions":[{"id":"https://openalex.org/I98381234","display_name":"University of Oulu","ror":"https://ror.org/03yj89h83","country_code":"FI","type":"education","lineage":["https://openalex.org/I98381234"]}],"countries":["FI"],"is_corresponding":false,"raw_author_name":"Satu N\u00e4tti","raw_affiliation_strings":["Department of Marketing, University of Oulu, Oulu, Finland"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Marketing, University of Oulu, Oulu, Finland","institution_ids":["https://openalex.org/I98381234"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5012004016","display_name":"Jaana T\u00e4htinen","orcid":"https://orcid.org/0000-0002-5887-7804","observed_orcids":["https://orcid.org/0000-0002-5887-7804"]},"institutions":[{"id":"https://openalex.org/I98381234","display_name":"University of Oulu","ror":"https://ror.org/03yj89h83","country_code":"FI","type":"education","lineage":["https://openalex.org/I98381234"]}],"countries":["FI"],"is_corresponding":false,"raw_author_name":"Jaana T\u00e4htinen","raw_affiliation_strings":["Department of Marketing, University of Oulu, Oulu, Finland"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Marketing, University of Oulu, Oulu, Finland","institution_ids":["https://openalex.org/I98381234"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I98381234"],"apc_list":null,"apc_paid":null,"fwci":6.4819,"has_fulltext":false,"cited_by_count":24,"citation_normalized_percentile":{"value":0.96066293,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":90,"max":97},"biblio":{"volume":"27","issue":"2","first_page":"166","last_page":"177"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12738","display_name":"Corporate Identity and Reputation","score":0.9682999849319458,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12738","display_name":"Corporate Identity and Reputation","score":0.9682999849319458,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.02410000003874302,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13803","display_name":"Organizational Strategy and Culture","score":0.0032999999821186066,"subfield":{"id":"https://openalex.org/subfields/1407","display_name":"Organizational Behavior and Human Resource Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/corporate-branding","display_name":"corporate branding","score":0.9750000238418579},{"id":"https://openalex.org/keywords/service-branding","display_name":"service branding","score":0.6669999957084656},{"id":"https://openalex.org/keywords/corporate-brand-identity","display_name":"corporate brand identity","score":0.7760000228881836},{"id":"https://openalex.org/keywords/brand-image","display_name":"brand image","score":0.7070000171661377},{"id":"https://openalex.org/keywords/stakeholder-engagement","display_name":"stakeholder engagement","score":0.5830000042915344},{"id":"https://openalex.org/keywords/corporate-communication","display_name":"corporate communication","score":0.7129999995231628},{"id":"https://openalex.org/keywords/networking","display_name":"networking","score":0.5429999828338623},{"id":"https://openalex.org/keywords/stakeholder-retention","display_name":"stakeholder retention","score":0.6949999928474426},{"id":"https://openalex.org/keywords/company-value","display_name":"company value","score":0.6169999837875366},{"id":"https://openalex.org/keywords/service-process-design","display_name":"service process design","score":0.6570000052452087},{"id":"https://openalex.org/keywords/brand-hierarchy","display_name":"brand hierarchy","score":0.5989999771118164}],"concepts":[{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6493836641311646},{"id":"https://openalex.org/C2776950860","wikidata":"https://www.wikidata.org/wiki/Q2914681","display_name":"Originality","level":3,"score":0.6432207226753235},{"id":"https://openalex.org/C136006765","wikidata":"https://www.wikidata.org/wiki/Q1134689","display_name":"Corporate branding","level":3,"score":0.6356567740440369},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5916048288345337},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.5067568421363831},{"id":"https://openalex.org/C57375061","wikidata":"https://www.wikidata.org/wiki/Q453181","display_name":"Brand management","level":2,"score":0.4731798470020294},{"id":"https://openalex.org/C98045186","wikidata":"https://www.wikidata.org/wiki/Q205663","display_name":"Process (computing)","level":2,"score":0.4448360800743103},{"id":"https://openalex.org/C190248442","wikidata":"https://www.wikidata.org/wiki/Q839486","display_name":"Qualitative research","level":2,"score":0.23656031489372253},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.15745148062705994},{"id":"https://openalex.org/C111919701","wikidata":"https://www.wikidata.org/wiki/Q9135","display_name":"Operating system","level":1,"score":0.0},{"id":"https://openalex.org/C36289849","wikidata":"https://www.wikidata.org/wiki/Q34749","display_name":"Social science","level":1,"score":0.0},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1108/08876041311309270","doi":"https://doi.org/10.1108/08876041311309270","is_oa":false,"landing_page_url":"https://doi.org/10.1108/08876041311309270","pdf_url":null,"source":{"id":"https://openalex.org/S180851279","display_name":"Journal of Services Marketing","issn_l":"0887-6045","issn":["0887-6045","2054-1651"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-3","jufo-1","norway-1","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Services Marketing","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":125,"referenced_works":["https://openalex.org/W54235218","https://openalex.org/W580421811","https://openalex.org/W650130533","https://openalex.org/W652940789","https://openalex.org/W1506150625","https://openalex.org/W1510115238","https://openalex.org/W1527311855","https://openalex.org/W1530487374","https://openalex.org/W1536424097","https://openalex.org/W1548616943","https://openalex.org/W1568875461","https://openalex.org/W1574682103","https://openalex.org/W1590025859","https://openalex.org/W1601524222","https://openalex.org/W1823814332","https://openalex.org/W1967295847","https://openalex.org/W1967961052","https://openalex.org/W1968471910","https://openalex.org/W1968682988","https://openalex.org/W1968736324","https://openalex.org/W1969805774","https://openalex.org/W1976075852","https://openalex.org/W1977807174","https://openalex.org/W1980225821","https://openalex.org/W1982520331","https://openalex.org/W1983103066","https://openalex.org/W1983630216","https://openalex.org/W1984263896","https://openalex.org/W1987710220","https://openalex.org/W1991113439","https://openalex.org/W1993238136","https://openalex.org/W1997371772","https://openalex.org/W1997855399","https://openalex.org/W1999886039","https://openalex.org/W2001815949","https://openalex.org/W2004906589","https://openalex.org/W2005239129","https://openalex.org/W2009292609","https://openalex.org/W2012995862","https://openalex.org/W2018648608","https://openalex.org/W2018803653","https://openalex.org/W2020026824","https://openalex.org/W2022382845","https://openalex.org/W2024988423","https://openalex.org/W2025455163","https://openalex.org/W2026036261","https://openalex.org/W2027719129","https://openalex.org/W2030174918","https://openalex.org/W2030946459","https://openalex.org/W2032317468","https://openalex.org/W2033847105","https://openalex.org/W2033952602","https://openalex.org/W2035479208","https://openalex.org/W2037501792","https://openalex.org/W2039354463","https://openalex.org/W2040247369","https://openalex.org/W2040954868","https://openalex.org/W2041511948","https://openalex.org/W2042425152","https://openalex.org/W2044443393","https://openalex.org/W2044744663","https://openalex.org/W2046187723","https://openalex.org/W2048062276","https://openalex.org/W2048692896","https://openalex.org/W2048826347","https://openalex.org/W2051080078","https://openalex.org/W2051877349","https://openalex.org/W2052440509","https://openalex.org/W2052767430","https://openalex.org/W2053554282","https://openalex.org/W2054187037","https://openalex.org/W2054809973","https://openalex.org/W2056330418","https://openalex.org/W2057654774","https://openalex.org/W2058434107","https://openalex.org/W2060704347","https://openalex.org/W2062898843","https://openalex.org/W2063183167","https://openalex.org/W2065126543","https://openalex.org/W2068166725","https://openalex.org/W2070717443","https://openalex.org/W2071782703","https://openalex.org/W2079210396","https://openalex.org/W2079212180","https://openalex.org/W2081796160","https://openalex.org/W2085129756","https://openalex.org/W2085456955","https://openalex.org/W2086660938","https://openalex.org/W2086887476","https://openalex.org/W2088779617","https://openalex.org/W2088801869","https://openalex.org/W2088806674","https://openalex.org/W2090210851","https://openalex.org/W2090426548","https://openalex.org/W2091008758","https://openalex.org/W2118393265","https://openalex.org/W2120736825","https://openalex.org/W2133624447","https://openalex.org/W2135526934","https://openalex.org/W2137053702","https://openalex.org/W2137972155","https://openalex.org/W2139783857","https://openalex.org/W2141951329","https://openalex.org/W2149690315","https://openalex.org/W2155681216","https://openalex.org/W2160069518","https://openalex.org/W2168512241","https://openalex.org/W2171148471","https://openalex.org/W2171735111","https://openalex.org/W2481754989","https://openalex.org/W2489436341","https://openalex.org/W2501578540","https://openalex.org/W2594560088","https://openalex.org/W2594598485","https://openalex.org/W2605895408","https://openalex.org/W2798750891","https://openalex.org/W2891899567","https://openalex.org/W2970235121","https://openalex.org/W3122857273","https://openalex.org/W3125314021","https://openalex.org/W4231039074","https://openalex.org/W4252835395","https://openalex.org/W4253391024","https://openalex.org/W4388152127","https://openalex.org/W4388152161"],"related_works":["https://openalex.org/W2554382014","https://openalex.org/W69049915","https://openalex.org/W419736451","https://openalex.org/W7171088730","https://openalex.org/W2886664889","https://openalex.org/W2134490037","https://openalex.org/W2186174722","https://openalex.org/W2143375227","https://openalex.org/W7125955923","https://openalex.org/W955010486"],"abstract_inverted_index":{"Purpose":[0],"\u2013":[1,24,55,116,180,219],"The":[2],"purpose":[3],"of":[4,17,120,133,160,200],"this":[5,134,156],"paper":[6,182],"is":[7,136],"to":[8,107,127,227],"explore":[9],"the":[10,82,89,118,121,131,139,158,161,170,207,215,223],"internal":[11,122],"and":[12,29,50,64,81,87,101,104,173],"external":[13,202],"corporate":[14,61,94,110],"branding":[15,123,172,216,225],"activities":[16,234],"micro-sized":[18,68],"industrial":[19,69,228],"business":[20,70,83],"services":[21,71,229],"companies.":[22],"Design/methodology/approach":[23],"An":[25],"abductive":[26],"research":[27,150],"approach":[28],"a":[30,45,60,67,109,143,185],"case":[31,46,140],"study":[32,135,221],"method":[33],"were":[34,37,112],"used.":[35],"Data":[36],"gathered":[38],"with":[39,129,167],"thematic":[40],"interviews":[41],"from":[42],"three":[43],"sources,":[44],"company,":[47],"its":[48,51,190],"distributors,":[49],"end":[52],"customers.":[53],"Findings":[54],"A":[56],"model":[57,163],"for":[58,148],"building":[59],"brand":[62,111,176],"identity":[63],"image":[65],"in":[66,214],"company":[72,79,175,187,208],"was":[73],"devised.":[74],"Key":[75],"activities,":[76],"including":[77],"defining":[78],"values":[80],"idea,":[84],"designing,":[85],"managing":[86],"stabilizing":[88],"service":[90,174,224],"process,":[91],"utilizing":[92,105,201],"holistic":[93],"communications,":[95],"networking":[96],"as":[97,99],"well":[98],"activating":[100],"retaining":[102],"stakeholders":[103,211],"feedback,":[106],"build":[108,189],"identified.":[113],"Research":[114],"limitations/implications":[115],"As":[117],"importance":[119],"can":[124,151,188,212,237],"be":[125,152],"presumed":[126],"rise":[128],"headcount,":[130],"repeatability":[132],"weakened":[137],"by":[138,204,232],"organization":[141],"being":[142],"micro":[144,186,230],"company.":[145],"Several":[146],"suggestions":[147],"future":[149],"made":[153],"based":[154],"on":[155],"study:":[157],"causality":[159],"presented":[162],"'":[164,209],"s":[165,210],"connections":[166],"quantitative":[168],"methods,":[169],"network":[171],"hierarchies.":[177],"Practical":[178],"implications":[179],"This":[181,220],"shows":[183],"how":[184,206],"brand,":[191],"without":[192],"deploying":[193],"extra":[194],"resources.":[195],"Moreover,":[196],"it":[197],"suggests":[198],"ways":[199],"resources,":[203],"exploring":[205],"participate":[213],"process.":[217],"Originality/value":[218],"expands":[222],"literature":[226],"companies":[231],"identifying":[233],"that":[235],"they":[236],"undertake.":[238]},"counts_by_year":[{"year":2026,"cited_by_count":2},{"year":2025,"cited_by_count":1},{"year":2024,"cited_by_count":3},{"year":2022,"cited_by_count":2},{"year":2020,"cited_by_count":2},{"year":2019,"cited_by_count":2},{"year":2018,"cited_by_count":3},{"year":2017,"cited_by_count":2},{"year":2016,"cited_by_count":2},{"year":2015,"cited_by_count":3},{"year":2014,"cited_by_count":2}],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2016-06-24T00:00:00"}