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Exploring consumer experiences with a service brand

Aron O'Cass (Chair of Marketing at Newcastle Business School, University of Newcastle, Callaghan, Australia)
Debra Grace (Lecturer at the School of Marketing and Management, Griffith University‐Gold Coast, Gold Coast, Australia)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 June 2004



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.



O'Cass, A. and Grace, D. (2004), "Exploring consumer experiences with a service brand", Journal of Product & Brand Management, Vol. 13 No. 4, pp. 257-268.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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