The Influence of Intrinsic Brand Cues in Intangible Service Industries: An Application to Life Insurance Services
This paper primarily examines the influence of intrinsic brand cues in service industries particularly in the life insurance services. This is due to the growing importance of life insurance in the service sector in Malaysia. A self-structured questionnaire survey was conducted and distributed to re...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Online Access: | View Fulltext in Publisher |