An exploratory perspective of service brand associations

Aron O’Cass (Chair of Marketing, Newcastle Business School, The University of Newcastle, Newcastle, New South Wales, Australia)
Debra Grace (School of Marketing & Management, Griffith University‐Gold Coast, Queensland, Australia)

Journal of Services Marketing

ISSN: 0887-6045

Publication date: 1 September 2003

Abstract

Over the past 20 years the commercial importance of services has been realised, highlighting the importance of research to understand service brands and their meaning for consumers. However, to date, the branding models developed lack empirical testing, are derived from the perspective of brand practitioners rather than consumers, and pay little attention to the branding of services. This study seeks consumer‐based information via qualitative and quantitative methods regarding brand dimensions that hold meaning to consumers for branded services. The results indicate a number of key dimensions that are important to consumers for both goods and services, such as core product/service, experience with brand and image of user. Dimensions such as feelings and self‐image congruence were not found to be important, while word‐of‐mouth, servicescape, and employees held importance for branded services. The results also indicate significant relationships for brand dimension importance and brand associations, associations and attitudes, and attitudes and intentions. The results suggest important implications for brand managers, in addition to providing a platform on which future research can be built to further understand service branding.

Keywords

Citation

O’Cass, A. and Grace, D. (2003), "An exploratory perspective of service brand associations", Journal of Services Marketing, Vol. 17 No. 5, pp. 452-475. https://doi.org/10.1108/08876040310486267

Download as .RIS

Publisher

:

MCB UP Ltd

Copyright © 2003, MCB UP Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.