Validating the Effects of Brand Quality on Attitude and Purchase Intention in Service–Product Alliances

Abstract

ABSTRACTThe purpose of this article is to replicate the findings of previous research studying the effects of brand quality on consumer attitude and purchase intentions in service–product encounters. The main contribution of the current research is to improve the generalizability of the previous findings by basing the experimental inquiry on real-world brands. Drawing on information integration and categorization theories, a set of hypotheses are presented that predict both mediating and moderating relationships between the independent and dependent variables. Results from an experimental study confirm previous findings, demonstrating that the quality of a product brand in a service–product alliance has significant effects on the attitude toward the service brand. Such effects are moderated by the quality of the service brand. Alternatively, service brand attributes do not have the same effect on component product brands included in the performance of that service. Service and product quality exhibit the same effects on purchase intentions as mediated by attitude.