Exploring consumer experiences with a service brand

Aron O'Cass, Debra Grace

Research output: Contribution to journalArticlepeer-review

100 Citations (Scopus)

Abstract

The 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.

Original languageEnglish
Pages (from-to)257-268
Number of pages12
JournalJournal of Product & Brand Management
Volume13
Issue number4
DOIs
Publication statusPublished - 1 Jun 2004
Externally publishedYes

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