Naslov
Driving Perceived Service Quality and Brand Loyalty through Brand’s Online and Offline Communication

Autori
Ozretić Došen, Đurđana ; Šerić, Maja

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, neobjavljeni rad, znanstveni

Skup
47th European Marketing Academy Annual Conference

Mjesto i datum
Glasgow, Ujedinjeno Kraljevstvo, 29.05.2018. - 01.06.2018

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
perceived service quality, brand loyalty, brand communication

Sažetak
Perceived service quality and brand loyalty have been frequently considered as outcomes of key marketing variables such as brand image, perceived value and brand awareness. However, there is a general lack of research regarding the effects of brand communication on these two variables in the services industry, and issue which is addressed in this work. In particular, the impact of brand communication through different online and offline media has been examined. The empirical research took place in two services contexts. Findings reveal that both perceived service quality and loyalty are influenced by brand communication. However, in one of the two settings, the effects of brand communication on brand loyalty was not direct, but mediated through perceived service quality. This study contributes to the understanding of the potential of brands’ online and offline communication in increasing perceived quality and brand loyalty in services.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA