You can find wuote a few research in tohrism on both.

Thank you so much! I will look into tourism. 

I would look at service-related journals or brand-related journals. There should be research on corporate branding in service-oriented sectors. Also, you could look at the SDL and branding (e.g. Ballantyne and Aitken 2007, Industrial Marketing Management). 

Thank you very much!

Hopefully the following papers could help: 

• Bougoure, U. and Leung, L. C. (2006) Brand Differentiation for Services: An Integrative Framework, Australian and New Zealand Marketing Academy (ANZMAC) Conference 4-6 December 2006, Australia, Queensland, Brisbane, vide: https://www.researchgate.net/profile/Ursula_Bougoure/publication/27481133_Brand_Differentiation_for_Services_An_Integrative_Framework/links/55b8b75908ae092e9659b355.pdf.
• de Chernatony, L. and Dall'Olmo Riley, F. (2000). The service brand as relationships builder. British Journal of Management, 11, 2, pp. 137-150.
• de Chernatony, L. and Segal-Horn, S. (2003). The criteria for successful services brands. European Journal of Marketing, 37, 7/8, pp. 1095-1118.
• Krishnan, B. C. and Hartline, M. D. (2001). Brand equity: is it more important in services? Journal of services marketing, 15, 5, pp. 328-342.
• Padgett, D. and Allen, D. (1997). Communicating experiences: A narrative approach to creating service brand image. Journal of advertising, 26, 4, pp. 49-62.
• Yoo, B., Donthu, N. and Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28, 2, pp. 195-211. 

Article Brand Differentiation for Services: An Integrative Framework

Thank you for the suggestions!

Dear Padma,

What comes first in my mind is Service Quality.

Efficiency of services, Effectiveness and Utility.

Best wishes,

I appreciate your answer. I have researched in the area of service quality and want to explore other possibilities.

Hi, Padma:

Perhaps we can look at this issue of overlapping from an umbrella branding perspective, if you will!

While the topic of “umbrella branding” strategies for manufacturers’ products in the business-to-business literature has received attention, much less has been written about umbrella branding strategies in the hospitality industry.

With the aid of a theoretical framework, this study [Kooli et al., 2016]  explored three types of behavioural characteristics: alliance attribute, communication behaviour and alliance management, to examine cost and service benefits for alliance success within one umbrella organisation in the German hospitality industry. The theoretical framework of the study built on the model of Vanpoucke and Vereecke (2012), incorporating a top management perspective to test and extend an umbrella brand.

Semi-structured interviews with a sample of senior managers were carried out in Germany at the headquarters of Ringhotels e.V. Content analysis of the data collected was implemented to increase understanding of the research phenomenon with regard to relationships and the conceptual framework applied.

The results of the study showed that behavioural characteristics played a significant role in explaining overall alliance success on cost and service benefits. A good level of quality presented in Ringhotels’ services, marketing, risk and coordination was found to be a better predictor of success when absence of management and lack of trust hampered good performance.

The study offers insights into the management of relationships within Ringhotels e.V. and how these can be better managed. The main contribution of the work fills in a gap currently existing in the literature about umbrella branding within the hospitality industry!

Ref:

• Kooli, K., Cai, H., Tang, X., Beer, C., & Wright, L. T. (2016). Better together? A hospitality case for umbrella branding. Journal Of Business & Industrial Marketing, 31(8), 1004-1016.

Hope this helps!

Kind Regards, Nadeem

An interesting read from a SdL perspective would be

Merz, M. A., He, Y., & Vargo, S. L. (2009). The evolving brand logic: a service-dominant logic perspective. Journal of the Academy of Marketing Science, 37(3), 328-344.

https://www.researchgate.net/profile/Stephen_Vargo2/publication/225435616_The_evolving_brand_logic_A_service-dominant_logic_perspective/links/0c960515e89e693c2f000000/The-evolving-brand-logic-A-service-dominant-logic-perspective.pdf

Article The evolving brand logic: A service-dominant logic perspective

Many thanks for both suggestions. Umbrella branding and brand logic seem to be interesting and useful!

We published a few papers along the similar arena. You may start from the following:

Rahman, K.,Areni, C. (2014). Marketing strategies for services: is brand architecture a viable way forward? In: Journal of Strategic Marketing, 22, 328 - 346

Best wishes!

Many thanks!