An examination of brand value, satisfaction, attitudes and intentions in the context of service brands.
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O'Cass, Aron
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Robyn N Shaw, Stewart Adam, Heath McDonald
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Melbourne
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Abstract
As customers experience difficulty in evaluating service brands due to the often intangible and non-standardised nature of the offering, consumer brand research in the services arena is warranted. This study, therefore, attempts to understand how consumers respond to service brands by exploring the role of perceived brand value (value for money) and satisfaction in consumer evaluations of and responses to service brands. Results of a survey of 254 bank consumers indicate that perceived brand value has a significant positive effect on satisfaction, and satisfaction has a significant positive effect on both brand attitude and brand usage intentions.
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Proceedings of the Australian and New Zealand Marketing Academy Conference
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© The Author(s) 2002. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).