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dc.contributor.authorGrace, D
dc.contributor.authorO'Cass, A
dc.contributor.editorLen Tiu Wright
dc.date.accessioned2017-05-03T12:55:13Z
dc.date.available2017-05-03T12:55:13Z
dc.date.issued2002
dc.date.modified2009-09-25T04:40:00Z
dc.identifier.issn1352-2752
dc.identifier.doi10.1108/13522750210423797
dc.identifier.urihttp://hdl.handle.net/10072/7092
dc.description.abstractAs the importance of brands is realised, so too is the importance of research in this area. However, to date, a number of branding models have been developed that lack empirical testing, are derived from the perspective of brand practitioners, and pay little attention to the branding of services. This study seeks consumer-based information via qualitative methods regarding brand dimensions that hold meaning to consumers for both branded products and branded services. The results indicate a number of key dimensions to be such as core product/service, experience with brand, image of user, important to consumers for both goods and services. Dimensions such as feelings, and self-image congruence, were found to be important only in terms of branded products, while word-of-mouth, servicescape, and employees, held importance with respect to branded services. The results provide a platform upon which future research can be built.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherEmerald
dc.publisher.placeEngland
dc.publisher.urihttp://www.emeraldinsight.com/1352-2752.htm
dc.relation.ispartofpagefrom96
dc.relation.ispartofpageto111
dc.relation.ispartofissue2
dc.relation.ispartofjournalQualitative Market Research: an international journal
dc.relation.ispartofvolume5
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode3506
dc.titleBrand associations: looking through the eye of the beholder
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.date.issued2002
gro.hasfulltextNo Full Text
gro.griffith.authorGrace, Debra A.


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