An Examination of Service Brand Communications
MetadataShow full item record
It has long been recognized that marketing communications effects consumers' brand recall, brand choice, brand attitudes and purchase intentions. However, an important influence on the behavior of service consumers comes from communications that are essentially uncontrolled by the marketer. This study examines the role of marketer controlled and uncontrolled communications on aroused feelings and service brand attitudes. Data were gathered from retail store and bank customers related to specific service brands. The findings indicate that advertising has a significant effect on aroused feelings and brand attitudes, whereas WOM communications has a negative effect on brand attitudes.
Celebration of ehrenberg and bass: Marketing discoveries knowledge and contribution: Proceedings
Copyright remains with the authors 2003. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.