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.

Keywords:

• Service positioning
• service brand personality
• perceptual mapping
• service advertisements