Notice of RetractionHow Does Service Brand Communication Influence Consumer´s Psychology? A Study from the Perspective of Consumer Brand Attitude

Notice of Retraction

After careful and considered review of the content of this paper by a duly constituted expert committee, this paper has been found to be in violation of IEEE´s Publication Principles.

We hereby retract the content of this paper. Reasonable effort should be made to remove all past references to this paper.

The presenting author of this paper has the option to appeal this decision by contacting TPII@ieee.org.

Service brand communication is an emerging research issue. This study divides service brand communication into employee-involved and non-employee-involved brand-to-customer communication, and identifies their effects on consumers´ cognitive attitude, affective attitude, and behavioral intention based on China´s insurance brand. The findings indicated that two approaches of communication have significant positive effects on cognitive and affective brand attitude and, in addition, influence consumers´ behavioral intention. Interestingly, employee-involved communication is important for cognitive and affective brand attitude equally; on the other hand, non-employee-involved communication has relatively stronger influence on cognitive attitude. Besides, affective attitude has a significant direct effect on behavioral intention, whereas cognitive attitude affects behavioral intention indirectly through affective attitude.