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)
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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