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The Influence of Service Brand Perceptions and Ideals on Consumption Intentions
Abstract
This research examines audience perceptions regarding service print advertisements. The impact of brand personality characteristics on service consumption intentions are explored. Positioning maps provide analytical evidence whereby identified attribute ratings reveal desired service offerings. Results are tested to determine predictive capabilities based upon consumption intentions. Amenableness and originality traits significantly influenced...
Paper Details
Title
The Influence of Service Brand Perceptions and Ideals on Consumption Intentions
Published Date
Apr 3, 2021
Journal
Volume
42
Issue
1-2
Pages
38 - 56
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Notes
History