Brand associations: looking through the eye of the beholder

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Title Brand associations: looking through the eye of the beholder
Author Grace, Debra Ann; O'Cass, Aron
Journal Name Qualitative Market Research: an international journal
Editor Len Tiu Wright
Year Published 2002
Place of publication England
Publisher Emerald
Abstract As 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.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.emeraldinsight.com/1352-2752.htm
Alternative URI http://dx.doi.org/10.1108/13522750210423797
Volume 5
Issue Number 2
Page from 96
Page to 111
ISSN 1352-2752
Date Accessioned 2003-04-11
Language en_AU
Research Centre Griffith Institute For Tourism
Subject PRE2009-Marketing and Market Research
URI http://hdl.handle.net/10072/7092
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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