TY  - JOUR
AB  - 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.
VL  - 13
IS  - 4
SN  - 1061-0421
DO  - 10.1108/10610420410546961
UR  - https://doi.org/10.1108/10610420410546961
AU  - O'Cass Aron
AU  - Grace Debra
PY  - 2004
Y1  - 2004/01/01
TI  - Exploring consumer experiences with a service brand
T2  - Journal of Product & Brand Management
PB  - Emerald Group Publishing Limited
SP  - 257
EP  - 268
Y2  - 2024/04/25
ER  -