An Examination of Service Brand Communications

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.