Examining the effects of service brand communications on brand evaluation

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Title Examining the effects of service brand communications on brand evaluation
Author Grace, Debra Ann; O'Cass, Aron
Journal Name Journal of Product & Brand Management
Year Published 2005
Place of publication Bradford, England
Publisher Emerald Group Publishing Limited
Abstract Purpose – This study seeks to examine the effects of three communication avenues, namely controlled communication (e.g. advertising/promotions), uncontrolled communications (word-of-mouth (WOM)/publicity), and brand name, on consumer service brand evaluation. Design/methodology/approach – This study employed a quantitative methodology and data were gathered from consumers intercepted in a shopping mall via a self-completed survey. Findings – The results show that controlled communications and brand name have a significant effect on customer satisfaction, brand attitudes and brand reuse intentions. WOM was shown to have a significant influence only on brand reuse intentions. In addition, comparisons made across different retail service types (e.g. stores and banks) showed differences in relationships between the examined variables. Research limitations/implications – The brand stimuli used in the survey instrument limit the findings to retail stores and banks and, thus, may not be applicable in all service situations. On this basis, it is recommended that future research should further explore the key constructs of this study in other service settings. Practical implications – The findings suggest that controlled communications and brand name are pivotal in establishing consumer expectations, thus influencing satisfaction and brand attitudes. Therefore, these types of advertising should be utilised to communicate realistic service experiences, while brand names should reinforce consumer confidence, trust and safety in usage. Positive WOM advocating proven reliability and consistency of the brand should be encouraged and rewarded to encourage new usage and reusage behaviour. Originality/value – The value of this paper lies in the comparison of different brand communications with different consumer responses to the brand not previously examined. The results therefore suggest ways in which marketers can maximise the benefits of their communications.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.emeraldinsight.com/1061-0421.htm
Alternative URI http://dx.doi.org/10.1108/10610420510592581
Volume 14
Issue Number 2
Page from 106
Page to 116
ISSN 1061-0421
Date Accessioned 2005-12-12
Date Available 2009-09-25T04:45:15Z
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
URI http://hdl.handle.net/10072/4655
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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