Service branding

Consumer verdicts on service brands

Debra Grace*, Aron O'Cass

*Corresponding author for this work

Research output: Contribution to journalArticle

83 Citations (Scopus)

Abstract

Service branding is becoming a critical issue for both marketing researchers and practitioners, and, as such, the empirical investigation of service branding issues is warranted. This being the case, this study focuses on the development and testing (via survey method) of a model of services branding. This model is tested in the context of service brands such as retail stores and banks and the results indicate that brand evidence (e.g., core service, employee service, brand name, servicescape, price/value for money, self-image congruence and feelings), along with advertizing and promotion, significantly influence consumer satisfaction, attitude and behavioural intentions towards the chosen service brand.

Original languageEnglish
Pages (from-to)125-139
Number of pages15
JournalJournal of Retailing and Consumer Services
Volume12
Issue number2
DOIs
Publication statusPublished - Mar 2005
Externally publishedYes

Keywords

  • Brand attitudes
  • Brand intentions
  • Branding
  • Decision-making
  • Services

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