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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Aligning Communicated and Conceived Brand
Promise in Professional Services Firms
Author(s): Deborah Goldring
Citation: Deborah Goldring, (2013) "Aligning Communicated and Conceived Brand Promise in Professional Services Firms," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 2, pp. 72 - 82
Article Type: Research paper
Publisher: North American Business Press
Abstract:
Professional services advertising plays an important role in signally service quality. Prior research has
focused on the expectations of clients in the decision to engage a professional services provider. Yet, little
is known about how professional services providers incorporate this information and craft advertising
messages that address these expectations such that they are aligned with client needs. This research
examines the advertisements of corporate law firms (n = 140) and finds that while most firms are
prioritizing the importance of legal expertise, they are failing to recognize the importance of relationships
in making connections with prospects and customers.
