Branded Products in Service Encounters: An Information Integration Model of Consumer Evaluations and Intentions

摘要

This article investigates the effects of branded products in service encounters on consumer evaluations, drawing from information integration and categorization theories. A conceptual model illustrates that the quality of a product brand will have significant effects on the attitude toward and purchase intentions of the service brand. Such effects are moderated by the quality of the service brand. However, service brand attributes will not have the same effect on component product brands included in the performance of that service. An experimental study provides empirical support for the relationships hypothesized by the conceptual model.View full textDownload full textKEYWORDSbrand alliances, attitudes toward services, co-branding, service quality, purchase intentions for servicesRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/15332969.2012.689939