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An exploration of services branding.

机译：服务品牌探索。

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摘要

Although branding has attracted considerable attention from marketing academics in recent years, most of this interest has been associated with physical goods, rather than services. Very few researchers have explicitly explored the branding of services.;This lack of research does not seem to be indicative of the importance of branding to services, however. Brand development is crucial in services, and may be even more important to services than to products. The intrinsic characteristics of services pose particular challenges to marketers and require an adaptation of the branding and marketing techniques usually employed for physical goods.;Using a multimethod approach, this research explores the dynamics of services branding by addressing the following questions: (1) How do consumers perceive services brands? (2) What determines their preference for services brands? (3) How does the type of service associated with a services brand influence those consumer preferences?;This dissertation contributes a theoretically- and empirically-based model of services brand preference to the literature providing academicians and brand managers a useful framework for understanding the relationship between services brand associations, service type, and services brand preference. By outlining these fundamental aspects of services branding, this model and research will hopefully expand and generate academic interest in this rather unexplored area in the literature.
机译：尽管近年来品牌引起了市场营销学者的相当大的关注，但这种兴趣大多与实物而非服务相关。很少有研究人员明确地探索过服务的品牌。；然而，缺乏研究似乎并不表明品牌对服务的重要性。品牌发展对于服务至关重要，与服务相比，对产品甚至更重要。服务的内在特征给营销人员带来了特殊的挑战，需要对通常用于实物商品的品牌和营销技术进行调整。；本研究使用多方法方法，通过解决以下问题来探索服务品牌的动态：（1）如何消费者会感知服务品牌吗？ （2）是什么决定了他们对服务品牌的偏好？ （3）与服务品牌相关的服务类型如何影响这些消费者的偏好？；本文为基于理论和经验的服务品牌偏好模型提供了文献，为院士和品牌管理者提供了一种了解关系的有用框架。服务品牌关联，服务类型和服务品牌偏好之间的关系。通过概述服务品牌的这些基本方面，该模型和研究将有望扩展并引起人们对该文献中这一尚未探索的领域的学术兴趣。

著录项

  • 作者

    Lampo, Sandra Scamardo.;

  • 作者单位

    Texas A&M University.;

  • 授予单位 Texas A&M University.;
  • 学科 Marketing.
  • 学位 Ph.D.
  • 年度 2001
  • 页码 258 p.
  • 总页数 258
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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