{"title":"服务品牌认知与理想对消费意愿的影响","authors":"Lisa M. Sciulli, C. Bebko","doi":"10.1080/15332969.2020.1830641","DOIUrl":null,"url":null,"abstract":"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 willingness to spend time or money consuming a service particularly with healthcare, design, and delivery services as sincere, reassuring, and socially responsible attributes demonstrated the most positive influences. Ruthlessness encouraged expending money but not time as insurance and identify theft protection services suggested a ruthless approach.","PeriodicalId":35539,"journal":{"name":"Services Marketing Quarterly","volume":"42 1","pages":"38 - 56"},"PeriodicalIF":0.0000,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332969.2020.1830641","citationCount":"0","resultStr":"{\"title\":\"The Influence of Service Brand Perceptions and Ideals on Consumption Intentions\",\"authors\":\"Lisa M. Sciulli, C. Bebko\",\"doi\":\"10.1080/15332969.2020.1830641\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"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 willingness to spend time or money consuming a service particularly with healthcare, design, and delivery services as sincere, reassuring, and socially responsible attributes demonstrated the most positive influences. Ruthlessness encouraged expending money but not time as insurance and identify theft protection services suggested a ruthless approach.\",\"PeriodicalId\":35539,\"journal\":{\"name\":\"Services Marketing Quarterly\",\"volume\":\"42 1\",\"pages\":\"38 - 56\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2021-04-03\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://sci-hub-pdf.com/10.1080/15332969.2020.1830641\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Services Marketing Quarterly\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/15332969.2020.1830641\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"Business, Management and Accounting\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Services Marketing Quarterly","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332969.2020.1830641","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
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 willingness to spend time or money consuming a service particularly with healthcare, design, and delivery services as sincere, reassuring, and socially responsible attributes demonstrated the most positive influences. Ruthlessness encouraged expending money but not time as insurance and identify theft protection services suggested a ruthless approach.
Services Marketing QuarterlyBusiness, Management and Accounting-Business, Management and Accounting (miscellaneous)
CiteScore
2.40
自引率
0.00%
发文量
6
期刊介绍：
Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.
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