The Importance of Academic Journals Essay Example | Topics and Well Written Essays - 2500 words

The Importance of Academic Journals - Essay Example One of the objects of analysis for the purpose of this assignment is the article â€Å"The Influence of Culture and Market Orientation of Service Brands: Insights from Irish Banking and Retail Firms† published in the Journal of Services Marketing. The essence of this journal is to analyze the fundamental relationship between a service firms culture and its brand as well as the development and implementation of brand values. The journal is written by two professors who have a reputation for an experience both in academia and in consultancy to firms in the service industry. Due to this, they use their experiences in the lecture halls, research work and in managing or consultancy to real business to examine two important things in business: the service sector and branding. The service sector is not given so much prominence in research. Most research work is done for companies that produce tangible products. Thus, these two professors produce a research on a topic that is fairly r are and they do this to give people in specialized niches like banking to get an insight into things and trends in the modern society. Healey identifies branding from three separate angles. First of all, they argue that a brand is the name of a product or service. The second facade is that a brand is the legal trademark of a given product or service. Thirdly, a brand is a belief or view that is connected to a given product or service. Davis identifies that brand encompasses the perception or the kind of emotion that a given product or service invokes in a person when it is mentioned. Thus, Barclays can be seen as a brand on its own. Barclays comes with a unique business identity that has a legal existence that is separate from its owners. Additionally, Barclays incites some kind of mindset or emotions in people who hear about it.