Author
Debra Ann Grace
Bio: Debra Ann Grace is an academic researcher from Griffith University. The author has contributed to research in topics: Brand management & Brand equity. The author has an hindex of 35, co-authored 99 publications receiving 4287 citations.
Papers published on a yearly basis
Papers
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TL;DR: In this article, the authors explored the dimensions of the service brand that influence consumers at time of service consumption and examined post-consumption evaluations, finding that the core service, employee service and servicescape make a significant contribution to the service consumption experience.
Abstract: The impact of the service experience on consumers' feelings, satisfaction and service brand attitudes are of vital importance to service marketers. In an attempt to understand how consumers evaluate service performances this study seeks to explore the dimensions of the service brand that influence consumers at time of service consumption. In addition, the study also examines post‐consumption evaluations. A study of 254 bank consumers revealed that the core service, employee service and servicescape make a significant contribution to the service consumption experience. Furthermore, the service experience was found to significantly effect feelings, satisfaction and brand attitudes.
301 citations
TL;DR: In this paper, the authors explored the differential effect that internally oriented initiatives have on an organisation's human capital and its subsequent impact on the organisation's brand, from the employee's perspective.
Abstract: The creation of a strong brand and the deliverance of perceived service quality are premised by employees' ability to deliver on customer expectations. No consideration has been given, however, to understanding the ‘added value’ encapsulated in an organisation's brand as a result of the operant resources (skills and knowledge) supplied by the organisation's human capital. This paper, therefore, explores the differential effect that internally oriented initiatives have on an organisation's human capital and its subsequent impact on the organisation's brand, from the employee's perspective. In-depth interviews were conducted with employees across a range of service industries and the results provide an insight into the creation of employee brand commitment. Furthermore, this exploratory study provides a solid platform for future research in this area.
281 citations
TL;DR: In this article, the authors present the first known empirically tested model of Employee Based Brand Equity (EBBE), which seeks to provide insight into how organisations can not only effectively manage the internal brand building process but also appreciate the subsequent employee effects and organisational benefits.
Abstract: Purpose – The purpose of this paper is to present the first known empirically‐tested model of Employee Based Brand Equity (EBBE). In doing so, it seeks to provide insight into how organisations can not only effectively manage the internal brand building‐process but also, more importantly, appreciate the subsequent employee effects and organisational benefits.Design/methodology/approach – Data were collected via an online survey of 371 employees who work in service organisations, sourced from a market research database list.Findings – Strong support was found for nine out of the ten hypothesised relationships, thus providing strong validation for the proposed model.Research limitations/implications – The employment of surveys can present data collection problems stemming from such things as lack of willingness to participate on behalf of the respondent, loss of validity when using structured questionnaires, and inherent challenges of wording questions properly. However, in acknowledging these limitations, ...
264 citations
TL;DR: In this article, the authors focused on consumer based perceptions of brand associations of a service brand, attitudes toward and intention to use the branded service via qualitative and quantitative methods, and indicated a number of key dimensions that are important for consumers of services such as core service, experience with brand, self-image congruency, feelings, servicescape and interpersonal service, publicity, advertising, price and brand.
Abstract: The commercial importance of services has been realised in recent times and the importance of research to understand service brands and their meaning for consumers is a growing priority. This study focuses on consumer based perceptions of brand associations of a service brand, attitudes toward and intention to use the branded service via qualitative and quantitative methods. The results indicate a number of key dimensions that are important for consumers of services such as core service, experience with brand, self‐image congruency, feelings, servicescape and interpersonal service, publicity, advertising, price and brand. However, in this study country of origin and word of mouth were not significant. Largely, the findings indicated that service brand associations influence brand attitude and attitude and associations influence intention to use a service brand.
200 citations
TL;DR: This paper explored the extent to which repatronage intentions of retail stores are affected by perceived value for money, customer satisfaction and consumption feelings, and examined the effect of store service provision as an antecedent to such consumer evaluations.
191 citations
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01 Jan 2016
TL;DR: The using multivariate statistics is universally compatible with any devices to read, allowing you to get the most less latency time to download any of the authors' books like this one.
Abstract: Thank you for downloading using multivariate statistics. As you may know, people have look hundreds times for their favorite novels like this using multivariate statistics, but end up in infectious downloads. Rather than reading a good book with a cup of tea in the afternoon, instead they juggled with some harmful bugs inside their laptop. using multivariate statistics is available in our digital library an online access to it is set as public so you can download it instantly. Our books collection saves in multiple locations, allowing you to get the most less latency time to download any of our books like this one. Merely said, the using multivariate statistics is universally compatible with any devices to read.
14,604 citations
Posted Content•
TL;DR: Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments.
Abstract: Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is reliable, valid, and distinct from other brand measures, including brand evaluations, brand involvement, brand attachment, customer delight, and brand personality. Moreover, brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations.
2,671 citations
Posted Content•
TL;DR: The concept of customer engagement behaviors (CEB) as mentioned in this paper is defined as the customers' behavioral manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers, which includes a vast array of behaviors including word-of-mouth (WOM) activity, recommendations, helping other customers, blogging, writing reviews, and even engaging in legal action.
Abstract: This article develops and discusses the concept of customer engagement behaviors (CEB), which we define as the customers’ behavioral manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers. CEBs include a vast array of behaviors including word-of-mouth (WOM) activity, recommendations, helping other customers, blogging, writing reviews, and even engaging in legal action. The authors develop a conceptual model of the antecedents and consequences — customer, firm, and societal — of CEBs. The authors suggest that firms can manage CEBs by taking a more integrative and comprehensive approach that acknowledges their evolution and impact over time.
2,291 citations
TL;DR: The concept of customer engagement behaviors (CEB) as discussed by the authors is defined as the customers' behavioral manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers, which includes a vast array of behaviors including word-of-mouth (WOM) activity, recommendations, helping other customers, blogging, writing reviews, and even engaging in legal action.
Abstract: This article develops and discusses the concept of customer engagement behaviors (CEB), which we define as the customers’ behavioral manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers. CEBs include a vast array of behaviors including word-of-mouth (WOM) activity, recommendations, helping other customers, blogging, writing reviews, and even engaging in legal action. The authors develop a conceptual model of the antecedents and consequences—customer, firm, and societal—of CEBs. The authors suggest that firms can manage CEBs by taking a more integrative and comprehensive approach that acknowledges their evolution and impact over time.
2,180 citations