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1、AnexecutivesummaryformanagersandexecutiveAnexploratoryperspectiveofreaderscanbefoundattheservicebrandassociationsendofthisarticleAronO'CassChairofMarketing,NewcastleBusinessSchool,TheUniversityofNewcastle,Newcastle,NewSouthWales,AustraliaDebraGraceSchoolofMarketing&Management,GriffithUnive
2、rsity-GoldCoast,Queensland,AustraliaKeywordsBrandimage,Brandloyalty,Consumerresearch,Brands,ServicesmarketingAbstractOverthepast20yearsthecommercialimportanceofserviceshasbeenrealised,highlightingtheimportanceofresearchtounderstandservicebrandsandtheirmeaningforconsumers.However,todate,the
3、brandingmodelsdevelopedlackempiricaltesting,arederivedfromtheperspectiveofbrandpractitionersratherthanconsumers,andpaylittleattentiontothebrandingofservices.Thisstudyseeksconsumer-basedinformationviaqualitativeandquantitativemethodsregardingbranddimensionsthatholdmeaningtoconsumersforbrand
4、edservices.Theresultsindicateanumberofkeydimensionsthatareimportanttoconsumersforbothgoodsandservices,suchascoreproduct/service,experiencewithbrandandimageofuser.Dimensionssuchasfeelingsandself-imagecongruencewerenotfoundtobeimportant,whileword-of-mouth,servicescape,andemployeesheldimporta
5、nceforbrandedservices.Theresultsalsoindicatesignificantrelationshipsforbranddimensionimportanceandbrandassociations,associationsandattitudes,andattitudesandintentions.Theresultssuggestimportantimplicationsforbrandmanagers,inadditiontoprovidingaplatformonwhichfutureresearchcanbebuilttofurth
6、erunderstandservicebranding.IntroductionPurveyorofadvantagesTodaybrandsplayanintegralpartinmarketingstrategyand,asindicatedbyLimandO'Cass)2001),brandsareincreasinglyvaluableassetsandsourcesofdifferentiation.Totheconsumer,abrandidentifiesthesourceoftheproduct,whichinturnassignslegalresponsi
7、bilitytotheproductmaker,andprovidesapromiseorbondwiththemakeroftheproduct)Lassaretal.,1995).Inaddition,brandsreduceconsumersearchcosts)LandesandPosner,1987;Biswas,1992),perceivedrisk,andsignalthequalityoftheproduct)McNealandZerren,1981;HerbigandMilewicz,1993;S