The Influence of Intrinsic Brand Cues in Intangible Service Industries: An Application to Life Insurance Services

This 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.