Service branding: consumer verdicts on service brands
Author(s)
Grace, D
O'Cass, A
Griffith University Author(s)
Year published
2005
Metadata
Show full item recordAbstract
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 ...
View more >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.
View less >
View more >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.
View less >
Journal Title
Journal of Retailing and Consumer Services
Volume
12
Issue
2
Subject
Marketing
Tourism