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dc.contributor.authorGrace, Debraen_US
dc.contributor.authorO'Cass, Aronen_US
dc.contributor.editorCharles L Martinen_US
dc.date.accessioned2017-04-04T16:52:28Z
dc.date.available2017-04-04T16:52:28Z
dc.date.issued2003en_US
dc.date.modified2009-09-25T04:40:02Z
dc.identifier.issn08876045en_US
dc.identifier.doi10.1108/08876040310486267en_AU
dc.identifier.urihttp://hdl.handle.net/10072/6483
dc.description.abstractOver the past 20 years the commercial importance of services has been realised, highlighting the importance of research to understand service brands and their meaning for consumers. However, to date, the branding models developed lack empirical testing, are derived from the perspective of brand practitioners rather than consumers, and pay little attention to the branding of services. This study seeks consumer-based information via qualitative and quantitative methods regarding brand dimensions that hold meaning to consumers for branded services. The results indicate a number of key dimensions that are important to consumers for both goods and services, such as core product/service, experience with brand and image of user. Dimensions such as feelings and self-image congruence were not found to be important, while word-of-mouth, servicescape, and employees held importance for branded services. The results also indicate significant relationships for brand dimension importance and brand associations, associations and attitudes, and attitudes and intentions. The results suggest important implications for brand managers, in addition to providing a platform on which future research can be built to further understand service branding.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherEmeralden_US
dc.publisher.placeBradford, Englanden_US
dc.publisher.urihttp://www.emeraldinsight.com/0887-6045.htmen_AU
dc.relation.ispartofpagefrom452en_US
dc.relation.ispartofpageto475en_US
dc.relation.ispartofissue5en_AU
dc.relation.ispartofjournalThe Journal of Services Marketingen_US
dc.relation.ispartofvolume17en_US
dc.subject.fieldofresearchcode350204en_US
dc.titleAn exploratory perspective of service brand associationsen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.date.issued2003
gro.hasfulltextNo Full Text


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