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dc.contributor.authorGrace, Debraen_US
dc.contributor.authorO'Cass, Aronen_US
dc.contributor.editorLen Tiu Wrighten_US
dc.date.accessioned2017-04-04T16:52:14Z
dc.date.available2017-04-04T16:52:14Z
dc.date.issued2002en_US
dc.date.modified2009-09-25T04:40:00Z
dc.identifier.issn13522752en_US
dc.identifier.doi10.1108/13522750210423797en_AU
dc.identifier.urihttp://hdl.handle.net/10072/7092
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 methods regarding brand dimensions that hold meaning to consumers for both branded products and branded services. The results indicate a number of key dimensions to be such as core product/service, experience with brand, image of user, important to consumers for both goods and services. Dimensions such as feelings, and self-image congruence, were found to be important only in terms of branded products, while word-of-mouth, servicescape, and employees, held importance with respect to branded services. The results provide a platform upon which future research can be built.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherEmeralden_US
dc.publisher.placeEnglanden_US
dc.publisher.urihttp://www.emeraldinsight.com/1352-2752.htmen_AU
dc.relation.ispartofpagefrom96en_US
dc.relation.ispartofpageto111en_US
dc.relation.ispartofissue2en_AU
dc.relation.ispartofjournalQualitative Market Research: an international journalen_US
dc.relation.ispartofvolume5en_US
dc.subject.fieldofresearchcode350204en_US
dc.titleBrand associations: looking through the eye of the beholderen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.date.issued2002
gro.hasfulltextNo Full Text


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