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This intangibility is also what makes the purchase of a service riskier for the customer. Because it is harder or almost impossible to evaluate a service before it is delivered, the value that it has for the customer can only be measured afterwards. However a brand in this domain can be seen as a risk reducer, because the attributes of that brand can reassure the customer of the value of a particular service. Therefore, in a first part, we are going to explore why services can be considered as a riskier purchase. The second part will analyze the role that branding plays in services. Further, a third part will demonstrate that branding in services has an impact on customer value...
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