Title:
Professor Rod Brodie New Zealand

Description:
Investigating the Elements of the Service Brand Despite considerable interest in the nature and role of marketing in the service economy (Vargo and Lusch 2004) there has been limited research that investigates the "service brand". Research to date has tended to be qualitative (e.g. Berry, 2000; de Chernatony & Segal-Horn, 2003) with little emphasis on theory testing. Our research closes this gap by developing and testing a theory of the service brand. The model includes the traditional element of brand image plus three additional elements which more fully reflect the broader service brand perspective (company reputation, employee trust, and company trust). We examine how these brand elements influence the customer value-loyalty process. Using survey data of a sample of 552 airline customers, our analysis shows there is a direct influence of all the brand elements on customers' perceptions of value. In addition brand image, company reputation and employee trust have a mediated influence on customer value through customers' perceptions of service quality. Finally our analysis shows that a service brand does not have a direct influence on customer loyalty but rather its influence is mediated through customer value.

Author:
MKTGGURUS

Tags:
brand, branding, Brodie, cost, customer, equity, image, loyalty, marketing, New, quality, Rod, service, trust, value, Zealand,