eCite Digital Repository

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]


Preview
PDF
Restricted - Request a copy
323Kb
  

Copyright Statement

The definitive version is available at http://www.sciencedirect.com

Official URL: http://www.sciencedirect.com

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 Measurement
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
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

Repository Staff Only: item control page