An Examination of Service Brand Communications

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Title An Examination of Service Brand Communications
Author Grace, Debra Ann; O'Cass, Aron
Publication Title Celebration of ehrenberg and bass: Marketing discoveries knowledge and contribution: Proceedings
Editor Dr Rachel Kennedy
Year Published 2003
Place of publication Adelaide
Publisher ANZMAC
Abstract It has long been recognized that marketing communications effects consumers' brand recall, brand choice, brand attitudes and purchase intentions. However, an important influence on the behavior of service consumers comes from communications that are essentially uncontrolled by the marketer. This study examines the role of marketer controlled and uncontrolled communications on aroused feelings and service brand attitudes. Data were gathered from retail store and bank customers related to specific service brands. The findings indicate that advertising has a significant effect on aroused feelings and brand attitudes, whereas WOM communications has a negative effect on brand attitudes.
Peer Reviewed Yes
Published Yes
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Copyright Statement Copyright remains with the authors 2003. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
ISBN 0868039837
Conference name ANZMAC 2003
Location Adelaide
Date From 2003-12-01
Date To 2003-12-03
Date Accessioned 2004-03-03
Language en_AU
Research Centre Griffith Institute For Tourism
Subject PRE2009-Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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