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Service branding: Consumer verdicts on service brands
Citation
Grace, D and O'Cass, AG, Service branding: Consumer verdicts on service brands, Journal of Retailing and Consumer Services, 12, (2) pp. 125-139. ISSN 0969-6989 (2005) [Refereed Article]
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DOI: doi:10.1016/j.jretconser.2004.05.002
Abstract
Service branding is becoming a critical issue for both marketing researchers and practitioners, and, as such, the empirical investigation of service branding issues is warranted. This being the case, this study focuses on the development and testing (via survey method) of a model of services branding. This model is tested in the context of service brands such as retail stores and banks and the results indicate that brand evidence (e.g., core service, employee service, brand name, servicescape, price/value for money, self-image congruence and feelings), along with advertizing and promotion, significantly influence consumer satisfaction, attitude and behavioural intentions towards the chosen service brand.
Item Details
| Item Type: | Refereed Article |
|---|---|
| Keywords: | Services; Branding; Decision-making; Brand attitudes; Brand intentions |
| Research Division: | Commerce, Management, Tourism and Services |
| Research Group: | Marketing |
| Research Field: | Marketing research methodology |
| Objective Division: | Economic Framework |
| Objective Group: | Management and productivity |
| Objective Field: | Marketing |
| UTAS Author: | O'Cass, AG (Professor Aron O'Cass) |
| ID Code: | 68158 |
| Year Published: | 2005 |
| Deposited By: | Management |
| Deposited On: | 2011-03-09 |
| Last Modified: | 2011-04-19 |
| Downloads: | 30 View Download Statistics |
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