Brand attributes : differences in perceptions across product and service types

This research provides academicians and marketers expanded knowledge into consumer evaluations of brands based on whether the brand is a product or service and provides the ability to refine branding efforts accordingly. A range of key brand attributes are drawn from the extant literature; reliability, value, image, quality, uniqueness, price belief, attachment and familiarity. The importance of these attributes is then captured for a variety of conditions; that is whether the brand is a product or service; whether it is a private or public brand; and whether it is a necessity or a luxury brand. The research examines whether different brand attributes might vary in importance under differing circumstances. The results of the research are based on a quantitative study of 1348 Australian consumers. Respondents placed importance on all brand attributes for both service and product brands, although the attributes of reliability and belief were rated significantly more important for products than for services. Respondents placed greater importance on image, uniqueness, belief and attachment for luxury products and services than non-luxury.1 page(s