文章基本信息

标题：The Influence of Intrinsic Brand Cues in Intangible Service Industries: An Application to Life Insurance Services
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作者：Siti Sarah Mohamad ; Siti Sarah Mohamad ; Syezreen Dalina Rusdi 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2014
卷号：130
页码：347-353
DOI：10.1016/j.sbspro.2014.04.041
语种：English
出版社：Elsevier
摘要：AbstractThis paper primarily examines the influence of intrinsic brand cues in service industries particularly in the life insurance services. This is due to the growing importance of life insurance in the service sector in Malaysia. A self-structured questionnaire survey was conducted and distributed to respondents in the townships of Dungun and Kemaman. Early results show that company reputation was the most powerful cue that can influence life insurance decision.
关键词：Malaysia;life insurance;intrinsic brand cue;company reputation;service attributes;media reviews