Exploring consumer experiences with a service brand

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Title Exploring consumer experiences with a service brand
Author O'Cass, Aron; Grace, Debra Ann
Journal Name Journal of Product & Brand Management
Editor Professor Michelle A. Morganosky, Dr Richard C Leventhal
Year Published 2004
Place of publication England
Publisher Emerald Group Publishing Limited
Abstract The commercial importance of services has been realised in recent times and the importance of research to understand service brands and their meaning for consumers is a growing priority. This study focuses on consumer based perceptions of brand associations of a service brand, attitudes toward and intention to use the branded service via qualitative and quantitative methods. The results indicate a number of key dimensions that are important for consumers of services such as core service, experience with brand, self-image congruency, feelings, servicescape and interpersonal service, publicity, advertising, price and brand. However, in this study country of origin and word of mouth were not significant. Largely, the findings indicated that service brand associations influence brand attitude and attitude and associations influence intention to use a service brand.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.emeraldinsight.com/1061-0421.htm
Alternative URI http://dx.doi.org/10.1108/10610420410546961
Volume 13
Issue Number 4
Page from 257
Page to 268
ISSN 1061-0421
Date Accessioned 2004-12-07
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
URI http://hdl.handle.net/10072/5421
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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