Communicating value to enhance service visualization
Purpose – This study aims to examine the effects of enhanced visualization of intangible service value through integration of means-end perspectives on advertising effectiveness. Design/methodology/approach – Banking advertisements, incorporating message stimuli derived from salient values desi...
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| Format: | Article |
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Emerald
2018
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| Online Access: | https://eprints.nottingham.ac.uk/52461/ |
| _version_ | 1848798731329077248 |
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| author | Leong, Vai Shiem Hibbert, Sally Ennew, Christine |
| author_facet | Leong, Vai Shiem Hibbert, Sally Ennew, Christine |
| author_sort | Leong, Vai Shiem |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | Purpose – This study aims to examine the effects of enhanced visualization of intangible service value through integration of means-end perspectives on advertising effectiveness.
Design/methodology/approach – Banking advertisements, incorporating message stimuli derived from salient values desired by the financial consumers and designed to assist message elaboration and stimulate personal relevance, were developed to examine the influence of cognitive connectivity on vividness of intangible service benefits and service advertising effectiveness.
Findings – The findings demonstrate that greater cognitive connectivity positively affects perceived tangibility, attitude towards the advertisement, and attitude towards the brand. Additionally, the results indicated that perceived personal relevance has higher influence on envisioning service components, compared to one’s ability to connect visual cues to perceived benefits and to immediate end-goals.
Research limitations – This study incorporated visual stimuli limited only to financial security and social recognition. Future research should aim to examine the effects of different type of values on consumers’ elaboration process and their ability to visualize financial services.
Originality/value – This study extends knowledge of the means-end chain by proposing a means-end cognitive connectivity (MECC) construct which influences the degree that consumers are able to mentally picture intangible service attributes. This study also provides insight that different values have different degree of influence on one’s ability to visualize service. |
| first_indexed | 2025-11-14T20:24:26Z |
| format | Article |
| id | nottingham-52461 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| last_indexed | 2025-11-14T20:24:26Z |
| publishDate | 2018 |
| publisher | Emerald |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-524612020-05-04T19:37:20Z https://eprints.nottingham.ac.uk/52461/ Communicating value to enhance service visualization Leong, Vai Shiem Hibbert, Sally Ennew, Christine Purpose – This study aims to examine the effects of enhanced visualization of intangible service value through integration of means-end perspectives on advertising effectiveness. Design/methodology/approach – Banking advertisements, incorporating message stimuli derived from salient values desired by the financial consumers and designed to assist message elaboration and stimulate personal relevance, were developed to examine the influence of cognitive connectivity on vividness of intangible service benefits and service advertising effectiveness. Findings – The findings demonstrate that greater cognitive connectivity positively affects perceived tangibility, attitude towards the advertisement, and attitude towards the brand. Additionally, the results indicated that perceived personal relevance has higher influence on envisioning service components, compared to one’s ability to connect visual cues to perceived benefits and to immediate end-goals. Research limitations – This study incorporated visual stimuli limited only to financial security and social recognition. Future research should aim to examine the effects of different type of values on consumers’ elaboration process and their ability to visualize financial services. Originality/value – This study extends knowledge of the means-end chain by proposing a means-end cognitive connectivity (MECC) construct which influences the degree that consumers are able to mentally picture intangible service attributes. This study also provides insight that different values have different degree of influence on one’s ability to visualize service. Emerald 2018-05-24 Article PeerReviewed Leong, Vai Shiem, Hibbert, Sally and Ennew, Christine (2018) Communicating value to enhance service visualization. Journal of Services Marketing . ISSN 0887-6045 (In Press) Intangibility; Financial services; Values; Visualization strategy; Advertising; Means-end chain |
| spellingShingle | Intangibility; Financial services; Values; Visualization strategy; Advertising; Means-end chain Leong, Vai Shiem Hibbert, Sally Ennew, Christine Communicating value to enhance service visualization |
| title | Communicating value to enhance service visualization |
| title_full | Communicating value to enhance service visualization |
| title_fullStr | Communicating value to enhance service visualization |
| title_full_unstemmed | Communicating value to enhance service visualization |
| title_short | Communicating value to enhance service visualization |
| title_sort | communicating value to enhance service visualization |
| topic | Intangibility; Financial services; Values; Visualization strategy; Advertising; Means-end chain |
| url | https://eprints.nottingham.ac.uk/52461/ |