Service branding

  • How brands i.e. brand experiences are been created in the networks of service business?
  • How to enhance service business growth through branding?
  • What are responsible branding processes in service business?
  • What are corporate brand transfer effects in service networks?


  • Törmälä, M. & Saraniemi, S. (2017). The Roles of Business Partners in Corporate Brand Image Co-Creation. Forthcoming in Journal of Product and Brand Management. Special issue on Corporate Brands,
  • Anees-Ur-Rehman, M., Saraniemi, S., Ulkuniemi, P. & Hurmelinna-Laukkanen, P. (2017). The strategic hybrid orientation and brand performance of B2B SMEs. Forthcoming in Journal of Small Business and Enterprise Development,
  • Oikarinen, E-L & Saraniemi, S. (2016). Categorizing humorous employer brand message in a small company's online job ads. Corporate Reputation Review 19 (3), 198-218,
  • Sinisalo, J., Karjaluoto, H. & Saraniemi, S. (2015). Barriers to the Use of Mobile Sales Force Automation Systems. A Salesperson’s Perspective. Journal of Systems and Information Technology, 17(2),
  • Mäläskä, M., Saraniemi, S. & Tähtinen, J. (2011). Network actors’ participation in B2B SME branding’, Industrial Marketing Management. 40(7).

Last updated: 1.8.2017