As there is limited research about branding in this research closes this gap by developing and testing a theory of the influence of the service brand on the customer value–loyalty process. The model includes the traditional influence of brand image plus three additional influences that reflect the broader service perspective. Using analyses data of a sample of 227 banks customers, the analysis shows there is a direct influence of all the aspects of the brand on customers' perceptions of value. In addition brand image, company image and employee trust have a reflected influence on customer value through customers' conceptions of service quality. However the analysis shows that a service brand does not have a direct influence on customer loyalty but rather its influence is considered through customer value. This paper concludes with a discussion of the managerial and research implications.
