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dc.contributor.authorO'Cass, Aronen_US
dc.contributor.authorGrace, Debraen_US
dc.contributor.editorProfessor Michelle A. Morganosky, Dr Richard C Leventhalen_US
dc.date.accessioned2017-04-24T09:59:44Z
dc.date.available2017-04-24T09:59:44Z
dc.date.issued2004en_US
dc.date.modified2009-09-25T04:40:19Z
dc.identifier.issn10610421en_US
dc.identifier.doi10.1108/10610420410546961en_AU
dc.identifier.urihttp://hdl.handle.net/10072/5421
dc.description.abstractThe commercial importance of services has been realised in recent times and the importance of research to understand service brands and their meaning for consumers is a growing priority. This study focuses on consumer based perceptions of brand associations of a service brand, attitudes toward and intention to use the branded service via qualitative and quantitative methods. The results indicate a number of key dimensions that are important for consumers of services such as core service, experience with brand, self-image congruency, feelings, servicescape and interpersonal service, publicity, advertising, price and brand. However, in this study country of origin and word of mouth were not significant. Largely, the findings indicated that service brand associations influence brand attitude and attitude and associations influence intention to use a service brand.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherEmerald Group Publishing Limiteden_US
dc.publisher.placeEnglanden_US
dc.publisher.urihttp://www.emeraldinsight.com/1061-0421.htmen_AU
dc.relation.ispartofpagefrom257en_US
dc.relation.ispartofpageto268en_US
dc.relation.ispartofissue4en_US
dc.relation.ispartofjournalJournal of Product & Brand Managementen_US
dc.relation.ispartofvolume13en_US
dc.subject.fieldofresearchcode350204en_US
dc.titleExploring consumer experiences with a service branden_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.date.issued2004
gro.hasfulltextNo Full Text


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