The effects of price and brand on consumers' perceptions of service quality, service value and behavioral intentions: Pre-purchase versus post-purchase

This dissertation synthesizes previous research from consumer research, psychology and applied economics to develop a conceptual model explaining the effects of perceived price and perceived brand on consumers' pre-purchase service expectations. This research also addresses the extent consumers' perceptions of value mediate the relationship between consumers' perceived service quality (i.e., pre-purchase expectations of service and post-purchase evaluations of actual service) and their behavioral intentions (e.g., willingness to buy and search intentions).