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.

摘要

这项研究调查了受众对服务印刷广告的看法。探讨品牌个性特征对服务消费意愿的影响。定位图提供了分析证据，由此确定的属性评级揭示了所需的服务产品。测试结果以确定基于消费意图的预测能力。服从性和原创性特征显着影响了花费时间或金钱消费服务的意愿，尤其是医疗保健、设计和交付服务，因为真诚、令人放心和对社会负责的属性表现出最积极的影响。无情鼓励花钱而不是时间作为保险，身份盗窃保护服务建议采取无情的方法。