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dc.contributor.convenorSylvie Chetty and Brett Collins
dc.contributor.authorGrace, Debra
dc.contributor.authorO'Cass, Aron
dc.contributor.editorSylvie Chetty and Brett Collins
dc.date.accessioned2018-04-03T05:40:36Z
dc.date.available2018-04-03T05:40:36Z
dc.date.issued2001
dc.date.modified2007-03-10T05:05:46Z
dc.identifier.urihttp://hdl.handle.net/10072/1361
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 and quantitative methods regarding brand dimensions of services that hold meaning to consumers. The results indicate a number of key dimensions such as, core product/service, experience with brand, image of user, as important to consumers for both goods and services. Findings also indicted a significant influence of service brand associations on service brand attitude, also attitudes significantly influenced service brand usage. The results provide a platform upon which future research can be built.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherCollege of Business Massey university
dc.publisher.placeNew Zealand
dc.publisher.urihttps://anzmac.wildapricot.org
dc.relation.ispartofbookorjournalProceedings of The Australian and new Zealand Marketing Academy Conference 1st-5th December 2001
dc.relation.ispartofconferencenameANZMAC Conference 2001
dc.relation.ispartofconferencetitleProceedings of The Australian and new Zealand Marketing Academy Conference 1st-5th December 2001
dc.relation.ispartofdatefrom2001-12-01
dc.relation.ispartofdateto2001-12-05
dc.relation.ispartoflocationAuckland, NZ
dc.subject.fieldofresearchcode359999
dc.titleService brands: Brand associations and issues
dc.typeConference output
dc.type.descriptionE1 - Conferences
dc.type.codeE - Conference Publications
dc.description.versionVersion of Record (VoR)
gro.facultyGriffith Business School, Department of Marketing
gro.rights.copyright© The Author(s) 2001. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).
gro.date.issued2001
gro.hasfulltextFull Text
gro.griffith.authorO'Cass, Aron
gro.griffith.authorGrace, Debra A.


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    Contains papers delivered by Griffith authors at national and international conferences.

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