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1、AnexecutivesummaryformanagersandexecutiveAnexploratoryperspectiveofreaderscanbefoundattheservicebrandassociationsendofthisarticleAronO'CassChairofMarketing,NewcastleBusinessSchool,TheUniversityofNewcastle,Newcastle,NewSouthWales,AustraliaDebraGraceSchoolofMarketing&Management,GriffithUniversity-G
2、oldCoast,Queensland,AustraliaKeywordsBrandimage,Brandloyalty,Consumerresearch,Brands,ServicesmarketingAbstractOverthepast20yearsthecommercialimportanceofserviceshasbeenrealised,highlightingtheimportanceofresearchtounderstandservicebrandsandtheirmeaningforconsumers.However,todate,thebrandingmodels
3、developedlackempiricaltesting,arederivedfromtheperspectiveofbrandpractitionersratherthanconsumers,andpaylittleattentiontothebrandingofservices.Thisstudyseeksconsumer-basedinformationviaqualitativeandquantitativemethodsregardingbranddimensionsthatholdmeaningtoconsumersforbrandedservices.Theresults
4、indicateanumberofkeydimensionsthatareimportanttoconsumersforbothgoodsandservices,suchascoreproduct/service,experiencewithbrandandimageofuser.Dimensionssuchasfeelingsandself-imagecongruencewerenotfoundtobeimportant,whileword-of-mouth,servicescape,andemployeesheldimportanceforbrandedservices.Theres
5、ultsalsoindicatesignificantrelationshipsforbranddimensionimportanceandbrandassociations,associationsandattitudes,andattitudesandintentions.Theresultssuggestimportantimplicationsforbrandmanagers,inadditiontoprovidingaplatformonwhichfutureresearchcanbebuilttofurtherunderstandservicebranding.Introdu
6、ctionPurveyorofadvantagesTodaybrandsplayanintegralpartinmarketingstrategyand,asindicatedbyLimandO'Cass)2001),brandsareincreasinglyvaluableassetsandsourcesofdifferentiation.Totheconsumer,abrandidentifiesthesourceoftheproduct,whichinturnassignslegalresponsibilitytotheproductmaker,andprovidesapromis
7、eorbondwiththemakeroftheproduct)Lassaretal.,1995).Inaddition,brandsreduceconsumersearchcosts)LandesandPosner,1987;Biswas,1992),perceivedrisk,andsignalthequalityoftheproduct)McNealandZerren,1981;HerbigandMilewicz,1993;S
