Intangibility as a determinant of consumer evaluation of co-branded services

Kalafatis, Stavros, Singh, Jaywant and Riley, Debra (2012) Intangibility as a determinant of consumer evaluation of co-branded services. In: 41st European Marketing Academy (EMAC) Annual Conference 2012: Marketing to Citizens: Going beyond Customers and Consumers ; 22-25 May 2012, Lisbon, Portugal. ISBN 9789897320040

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Abstract

Co-branding as a brand management strategy has become increasingly popular in recent years. However there are no studies on how consumers evaluate services co-brands, even though it is widely accepted that services have attributes that are different to tangible products. This study is the first to investigate consumer perceptions of co-branding in the services context. Employing a quasi-experimental design, the study examines the impact of intangibility on consumer evaluation of services co-brands. The results show that intangibility has an impact on consumer evaluations of the co-brands, as a consequence of the differences between higher and lower perceptions of co-brands’ intangibility.

Item Type: Conference or Workshop Item (Paper)
Event Title: 41st European Marketing Academy (EMAC) Annual Conference 2012: Marketing to Citizens: Going beyond Customers and Consumers
Organising Body: European Marketing Academy Conference
Research Area: Business and management studies
Faculty, School or Research Centre: Faculty of Business and Law
Faculty of Business and Law > Kingston Business School (Strategy, Marketing and Entrepreneurship) (until July 2013)
Depositing User: Jaywant Singh
Date Deposited: 03 Aug 2012 09:07
Last Modified: 03 Aug 2012 09:07
URI: http://eprints.kingston.ac.uk/id/eprint/23395

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