Bettina Nyffenegger
Bettina Nyffenegger
University of Bern, Switzerland
Bettina Nyffenegger is an Assistant Professor of Marketing at the Institute of Marketing and Management at the University of Bern in Switzerland. Her main research fields are branding, relationship marketing, and consumer behavior with articles published in journals such as the Journal of Marketing, Journal of the Academy of Marketing Science, and Journal of Service Research.
Should We Focus on Service Quality or Emotions? How to Build Customer-Brand Relationships to Increase Marketing Performance
Managers often have to decide whether their marketing activities should focus on improved services and functional features or on more emotional content to develop...