Service providers like hotels, airlines, and car rental companies encounter significant marketing challenges due to the unique characteristics of their services, such as intangibility and perishability. Customers experience higher risks when purchasing services, as they lack physical evidence to evaluate quality and value before making a decision. Additionally, since services cannot be stored, providers implement various pricing and distribution strategies, leading to price discrepancies across channels. This creates uncertainty for customers regarding the best price, resulting in information asymmetry where providers hold knowledge about service quality and pricing that customers do not. To mitigate this asymmetry, service providers can utilize signals such as brand names and best-rate guarantees. A key concern for providers is whether these signals effectively reduce perceived uncertainty and how to measure their impact. The study introduces two monetary methods for assessing brand-specific earnings through price premiums in the service sector, utilizing a hedonic price function and non-parametric matching estimation. By comparing branded and non-branded services, the research offers innovative data generation techniques. Furthermore, three experiments explore whether best-rate guarantees positively influence customer behavior, such as increasing booking intentions or improving price perceptions, considering factors like d
