Service Branding: The Sign of Apparel

The emerging service-dominant world has highlighted the significant issue of service brand building. Creating and succeeding in selling service brand image to consumers can help a firm build competitive advantages. However, the perception toward the image of service brand differs from individuals based on personal differences. As clothing can be a form of non-verbal communication, it can help individuals express themselves and send messages to others. The theory of symbolic interactionism, proposed by Kaiser (1983), indicated that people create their features by managing their appearance in utilization of clothing, and they dress themselves on the basis of symbolic meanings attached to clothing. Hence, this study attempts to explore service brand from individuals’ apparel preference.