Исследование роли убедительности бренда в сфере услуг
Баек Т.Х., Вайтхилл К.

Введение;
Исходные данные;
Природа услуг и сервисных брендов;
Теория передачи сигналов;
Концептуальная основа;
Убедительность бренда и ее значение;
Воспринимаемая ценность;
Роль типа услуг и степени вовлеченности потребителей;
Метод;
Общее описание исследования;
Предварительное тестирование;
Методика оценки;
Выборка;
Результаты;
Проверка исходных посылок;
Измерительная модель;
Структурная модель и проверка гипотез;
Анализ данных по группам;
Обсуждение;
Значение;
Ограничения и направления для дальнейших исследований;

Ключевые слова: убедительность бренда, воспринимаемая ценность, воспринимаемое качество, сокращение информационных издержек, воспринимаемый риск, сервисный бренд, имидж бренда

Аннотация

Авторы описывают, как различается роль доверия к бренду в зависимости от типа услуг и уровня вовлеченности потребителей. В работе показано, что доверие к бренду оказывает сильное влияние на намерение совершить покупку благодаря повышению воспринимаемого качества и воспринимаемой ценности, а также сокращению информационных издержек и снижению воспринимаемого риска.

Журнал: «Маркетинг услуг» — №3, 2012 (© Издательский дом Гребенников)
Объем в страницах: 19
Кол-во знаков: около 43,979

1. Aaker D.A. (1991). Managing Brand Equity. The Free Press, New York, NY.

2. Anderson J.C., Gerbing D.W. (1988). «Structural equation modeling in practice: a review and recommended two-step approach». Psychological Bulletin, Vol. 103, No. 3, pp. 411-423.

3. Berry L.L. (2000). «Cultivating service brand equity». Journal of the Academy of Marketing Science, Vol. 28, No. 1, pp. 128-137.

4. Bollen K.A. (1989). Structural Equations with Latent Variables. Wiley, New York, NY.

5. Bolton R.N., Drew J.H. (1991). «A multistage model of customers' assessments of service quality and value». Journal of Consumer Research, Vol. 17, No. 4, pp. 375-384.

6. Bowen J. (1990). «Development of a taxonomy of services to gain strategic marketing insights». Journal of the Academy of Marketing Science, Vol. 18, No. 1, pp. 43-49.

7. Brodie RJ. (2009). «From goods to service branding: an integrative perspective». Marketing Theory, Vol. 9, No. 1, pp. 107-111.

8. Brodie RJ., Glynn M.S., Little V. (2006). «The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory?» Marketing Theory, Vol. 6, No. 3, pp. 363-379.

9. Carvens D.W., Holland C.W., Lamb C.W. Jr., Moncrief W.C. III (1988). «Marketing's role in product and service quality». Industrial Marketing Management, Vol. 17, No. 4, pp. 285-304.

10. Celsi R.L., Olson J.C. (1988). «The role of involvement in attention and comprehension process». Journal of Consumer Research, Vol. 15, No. 2, pp. 210-224.

11. Chaffee S.H., McLeod J.M. (1973). «Consumer decisions and information use». In: Ward S., Robertson T.S. (Eds.). Consumer Behavior: Theoretical Sources. Prentice-Hall, Englewood Cliffs, NJ, pp. 385-415.

12. Chen R., He F. (2003). «Examination of brand knowledge, perceived risk and consumers' intention to adopt an online retailer». Total Quality Management & Business Excellence, Vol. 14, No. 6, pp. 677-693.

13. Chong B., Yang Z., Wong M. (2003). «Asymmetrical impact of trustworthiness attributes on trust, perceived value and purchase intention: a conceptual framework for cross-cultural study on consumer perception of online auction». ACM International Conference Proceeding Series, Vol. 50, pp. 213-219.

14. Dhar R., Wertenbroch K. (2000). «Consumer choice between hedonic and utilitarian goods». Journal of Marketing Research, Vol. 37, No. 1, pp. 60-71.

15. Dillon W.R., Kumar A., Mulani N. (1987). «Offending estimates in covariance structure analysis: comments on the causes of and solutions to Heywood cases». Psychological Bulletin, Vol. 101, No. 1, pp. 126-135.

16. Dodds W.B., Monroe K.B., Grewal D. (1991). «Effects of price, brand, and store information on buyers' product evaluations». Journal of Marketing Research, Vol. 28, No. 3, pp. 307-319.

17. Erdem T., Swait J. (1998). «Brand equity as a signaling phenomenon». Journal of Consumer Psychology, Vol. 7, No. 2, pp. 131-157.

18. Erdem T., Swait J. (2004). «Brand credibility, brand consideration, and choice». Journal of Consumer Research, Vol. 31, No. 1, pp. 191-198.

19. Erdem T., Swait J., Louviere J. (2002). «The impact of brand credibility on consumer price sensitivity». International Journal of Research in Marketing, Vol. 19, No. 1, pp. 1-19.

20. Erdem T., Swait J., Valenzuela A. (2006). «Brands as signals: a cross-country validation study». Journal of Marketing, Vol. 70, No. 1, pp. 34-49.

21. Fornell C., Larcker D.F. (1981). «Evaluating structural equation models with unobservable variables and measurement error». Journal of Marketing Research, Vol. 18, No. 1, pp. 39-50.

22. Grace D., O'Cass A. (2005). «Examining the effects of service brand communications on brand evaluation». Journal of Product & Brand Management, Vol. 14, No. 2, pp. 106-116.

23. Groth J.C., Dye R.T. (1999). «Service quality, perceived value, expectations, shortfalls, and bonuses». Managing Service Quality, Vol. 9, No. 4, pp. 274-285.

24. Hair J.F., Anderson R.E., Tatham R.L., Black W.C. (1998). Multivariate Data Analysis. 5 ed. Prentice-Hall, Upper Saddle River, NJ.

25. Joreskog K.G., Sorbom D. (1996). LISREL 8: User's Reference Guide. Scientific Software International, Chicago, IL.

26. Kaiser H.F. (1974). «An index of factorial simplicity». Psychometrika, Vol. 39, No. 1, pp. 31-36.

27. Kim J.Y., Morris J.D., Swait J. (2008). «Antecedents of true brand loyalty». Journal of Advertising, Vol. 37, No. 2, pp. 99-117.

28. Kirmani A. (1990). «The effect of perceived advertising costs on brand perceptions». Journal of Consumer Research, Vol. 17, No. 2, pp. 160-171.

29. Kirmani A., Rao A.R. (2000). «No pain, no gain: a critical review of the literature on signaling unobservable product quality». Journal of Marketing, Vol. 64, No. 2, pp. 66-79.

30. Kline R.B. (2005). Principles and Practice of Structural Equation Modeling. Guilford Press, New York, NY.

31. Krishnan B.C., Harline M.D. (2001). «Brand equity: is it more important in services?» Journal of Services Marketing, Vol. 15, No. 5, pp. 328-341.

32. Laroche M., McDougall G.H.G., Bergeron J., Yang Z. (2004). «Exploring how intangibility affects perceived risk». Journal of Service Research, Vol. 6, No. 4, pp. 373-389.

33. Lassar W., Mittal B., Sharma A. (1995). «Measuring customer-based brand equity». Journal of Consumer Marketing, Vol. 12, No. 4, pp. 11-19.

34. Leigh J.H., Zinkhan G.M., Swaminathan V. (2006). «Dimensional relationships of recall and recognition measures with selected cognitive and affective aspects of print ads». Journal of Advertising, Vol. 35, No. 1, pp. 105-122.

35. McDougall G.H.G., Snetsinger D.W. (1990). «The intangibility of services: measurement and competitive perspectives». Journal of Services Marketing, Vol. 4, No. 4, pp. 27-40.

36. Mano H., Oliver R.L. (1993). «Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction». Journal of Consumer Research, Vol. 20, No. 4, pp. 451-466.

37. Martin G.S., Brown T.J. (1990). «In search of brand equity: the conceptualization and measurement of the brand impression construct». In: Childers T.L. (Ed.). Marketing Theory and Applications. American Marketing Association, Chicago, IL, pp. 431-438.

38. Martin S.S., Camarero C. (2005). «Consumer reactions to firm signals in asymmetric relationships». Journal of Service Research, Vol. 8, No. 1, pp. 79-97.

39. Mintel (2006). MintelReports: USA. London: Mintel Group.

40. Mitchell V.W., Greatorex M. (1993). «Risk perception and reduction in the purchase of consumer services». Service Industries Journal, Vol. 13, No. 4, pp. 179-200.

41. Mitra K., Reiss M.C., Capella L.M. (1999). «An examination of perceived risk, information search and behavioral intentions in search, experience and credence services». Journal of Services Marketing, Vol. 13, No. 3, pp. 208-228.

42. Mittal B. (2004). «Lack of attribute searchability: some thoughts». Psychology & Marketing, Vol. 21, No. 6, pp. 443-462.

43. Money R.B., Gilly M.C., Graham J.L. (1998). «Explorations of national culture and word-of-mouth referral behavior in the purchase of industrial services in the United States and Japan». Journal of Marketing, Vol. 62, No. 4, pp. 76-87.

44. Montgomery D.B. (1971). «Consumer characteristics associated with dealing: an empirical example». Journal of Marketing Research, Vol. 8, No. 1, pp. 118-120.

45. Moorthy S., Ratchford B.T., Talukdar D. (1997). «Consumer information search revisited: theory and empirical analysis». Journal of Consumer Research, Vol. 23, No. 4, pp. 263-277.

46. Morrin M. (1999). «The impact of brand extensions on parent brand memory structures and retrieval processes». Journal of Marketing Research, Vol. 36, No. 4, pp. 517-526.

47. Mortimer K. (2002). «Integrating advertising theories with conceptual models of services advertising». Journal of Services Marketing, Vol. 16, No. 5, pp. 460-468.

48. Murray K.B. (1991). «A test of services marketing theory: consumer information acquisition activities». Journal of Marketing, Vol. 55, No. 1, pp. 10-25.

49. Murray K.B., Schlacter J.L. (1990). «The impact of services versus goods on consumers' assessment of perceived risk and variability». Journal of the Academy of Marketing Science, Vol. 18, No. 1, pp. 51-65.

50. Nelson P. (1974). «Advertising as information». Journal of Political Economy, Vol. 82, No. 4, pp. 729-754.

51. Newman J.W. (1977). «Consumer external search: amount and determinants». In: Woodside A.G., Sheth J.N., Bennett P.D. (Eds.). Consumer and Industrial Buyer Behavior. North-Holland, New York, NY, pp. 79-94.

52. Nunnally J.C. (1978). Psychometric Theory. McGraw-Hill, New York, NY.

53. O'Cass A., Grace D. (2003). «An exploratory perspective of service brand associations». Journal of Services Marketing, Vol. 17, No. 5, pp. 452-475.

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

55. Ostrom A., Iacobucci D. (1995). «Consumer trade-offs and the evaluation of services». Journal of Marketing, Vol. 59, No. 1, pp. 17-28.

56. Park C.W., Lessing V.P. (1981). «Familiarity and its impact on consumer decision biases and heuristics». Journal of Consumer Research, Vol. 8, No. 2, pp. 223-231.

57. Rao A.R., Monroe K.B. (1989). «The effect of price, brand name, and store name on buyers' perceptions of product quality: an integrative review». Journal of Marketing Research, Vol. 26, No. 3, pp. 351-357.

58. Rao A.R., Qu L., Ruekert R.W. (1999). «Signaling unobservable product quality through a brand ally». Journal of Marketing Research, Vol. 36, No. 2, pp. 258-268.

59. Ratchford B.T. (1987). «New insights about the FCB grid». Journal of Advertising Research, Vol. 27, No. 4, pp. 24-38.

60. Reast J.D. (2005). «Brand trust and brand extension acceptance: the relationship». Journal of Product & Brand Management, Vol. 14, No. 1, pp. 4-13.

61. Richardson P.S., Jain A.K., Dick A. (1996). «Household store brand proneness: a framework». Journal of Retailing, Vol. 72, No. 2, pp. 159-185.

62. Riley F.D., Chernatony L.D. (2000). «The service brand as relationships builder». British Journal of Management, Vol. 11, No. 2, pp. 137-150.

63. Roberts J.H., Urban G.L. (1998). «Modeling multiattribute utility, risk and belief dynamics for new consumer durable brand choice». Management Science, Vol. 34, No. 2, pp. 167-185.

64. Shiffman L., Kanuk L.L. (2003). Consumer Behavior. 8 ed. Prentice-Hall, Upper Saddle River, NJ.

65. Spence M. (1974). Market Signaling: Informational Transfer in Hiring and Related Screening Processes. Harvard University Press, Cambridge, MA.

66. Stafford M.R., Stafford T.F., Day E. (2002). «A contingency approach: the effects of spokesperson type and service type on service advertising perceptions». Journal of Advertising, Vol. 31, No. 2, pp. 17-34.

67. Strahilevitz M.A., Myers J.G. (1998). «Donations to charity as purchase incentives: how well they work may depend on what you are trying to sell». Journal of Consumer Research, Vol. 24, No. 4, pp. 434-446.

68. Sujan H., Weitz B.A., Kumar N. (1994). «Learning orientation, working smart, and effective selling». Journal of Marketing, Vol. 58, July, pp. 39-52.

69. Swait J., Sweeney J.C. (2000). «Perceived value and its impact on choice behavior in a retail setting». Journal of Retailing and Consumer Services, Vol. 7, No. 2, pp. 77-88.

70. Sweeney J.C., Soutar G.N., Johnson, L.W. (1997). «Retail service quality and perceived value: a comparison of two models». Journal of Retailing and Consumer Services, Vol. 4, No. 1, pp. 39-48.

71. Sweeney J.C., Soutar G.N., Johnson L.W. (1999). «The role of perceived risk in the quality-value relationship: a study in a retail environment». Journal of Retailing, Vol. 75, No. 1, pp. 77-105.

72. Tirole J. (1988). The Theory of Industrial Organization. MIT Press, Cambridge, MA.

73. Turley L.W., Moore P.A. (1995). «Brand name strategies in the service sector». Journal of Consumer Marketing, Vol. 12, No. 4, pp. 42-50.

74. Vaughan R. (1980). «How advertising works». Journal of Advertising Research, Vol. 20, No. 5, pp. 27-33.

75. Wernerfelt B. (1988). «Umbrella branding as a signal of new product quality: an example of signaling by posting a bond». RAND Journal of Economics, Vol. 19, No. 3, pp. 458-466.

76. Zaichkowsky J.L. (1985). «Measuring the involvement construct». Journal of Consumer Research, Vol. 12, No. 3, pp. 341-353.

77. Zeithaml V.A. (1988). «Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence». Journal of Marketing, Vol. 52, No. 3, pp. 2-22.

78. Zeithaml V.A., Bitner M.J. (2000). Services Marketing: Integrating Customer Focus Аcross the Firm. McGraw-Hill, New York, NY.

Баек Тей Хьюн

Сотрудник департамента рекламы и связей с общественностью Университета Джорджии.

Атенс, США

Вайтхилл Кинг Карен

Сотрудница департамента рекламы и связей с общественностью Университета Джорджии.

Атенс, США