Showing papers in "Journal of Product & Brand Management in 2011"
TL;DR: In this article, a large-scale survey conducted among Chinese luxury brand consumers in Taiwan was used to investigate the role of social context, individual perception, and vanity in the purchase intention of Chinese consumers.
Abstract: Purpose – There has been considerable research into the global phenomenon of luxury brand consumption, but relatively few studies have empirically explored key relationships influencing purchase intention. This research aims to consider the respective roles of social context, individual perception, and vanity, and to set these relationships within a broader theoretical context of the literature on possession and consumer identity. Design/methodology/approach – The empirical study consisted of a large-scale survey conducted among Chinese luxury brand consumers in Taiwan. The data were analyzed using exploratory factor analysis and multiple regression. Findings – The findings support the influence of the social context on purchase intention for luxury brands. There was weaker support for the role of perception. The experiential and functional aspects of luxury brand purchase were positively correlated with purchase intention, but symbolic value was not. Physical and achievement vanity had a positive impact on purchase intention while only achievement vanity had a moderating effect on perception. Practical implications – This study offers new empirical support for the proposition that vanity has a role in luxury brand purchase intention and thereby shades both theoretical and managerial understanding of luxury brand consumption. It also suggests that symbolic value, which is highly influential in western conceptualizations of luxury brand meaning, needs to be re-evaluated in the context of Chinese consumers. Originality/value – This study offers new empirical findings which contribute to a re-conceptualization of the antecedents of purchase intention in the area of luxury brand consumption. In particular, the study provides evidence of the roles of social context, perception and vanity in a Chinese consumption context to inform the primarily western models of luxury brand purchase intention.
290 citations
TL;DR: In this paper, the role of attachment in consumer brand relationships and its links with constructs such as trust, satisfaction, commitment and behavioural loyalty are examined based on exploratory and confirmatory studies that provide a model that explains the relationship between brand attachment and its outcomes.
Abstract: Purpose – This paper aims to examine the role of attachment in consumer brand relationships and its links with constructs such as trust, satisfaction, commitment and behavioural loyalty.Design/methodology/approach – This paper is based on exploratory and confirmatory studies that provide a model that explains the relationship between brand attachment and its outcomes. A structural equation modelling is used to assess the hypothetical links.Findings – The findings of the structural model confirm the majority of the hypothesised relationships. Brand attachment is considered as an important input to brand commitment for utilitarian products.Originality/value – Few studies have attempted to model the relationship between brand attachment and its antecedents and outcomes. This research also focused on a particular utilitarian product that is not – apparently – affect laden.
221 citations
TL;DR: In this paper, a series of four studies developed and validated a three-factor, 12-item measurement scale for brand romance using exploratory and confirmatory factor analyses and found that brand romance is a reliable, valid, and a more proximal construct that explains loyalty significantly better than attitudes.
Abstract: Purpose – This research aims to explain consumer attraction to brands when stimulation needs are paramount using the perspective of the Self‐Expansion Model. In doing so, it seeks to identiy brand romance – a more proximal construct to brand loyalty and aims to offer a complementary perspective to understand emotional attachment to brands.Design/methodology/approach – A series of four studies developed and validated a three‐factor, 12‐item measurement scale for brand romance using exploratory and confirmatory factor analyses. Reliability, convergent, criterion, discriminant and nomological validities were established.Findings – Brand romance is a reliable, valid, and a more proximal construct that explains loyalty significantly better than attitudes.Research limitations/implications – Student subjects constitute the sample and the findings are cautiously generalizable to adult populations. Future research should focus on teasing out product category effects, extending generalizability to other product cat...
140 citations
TL;DR: Brand heritage is a mixture of the history as well as the consistency and continuity of core values, product brands, and visual symbols as discussed by the authors, and a country's cultural heritage could be conceived as homogeneity and endurance.
Abstract: Purpose – Brand heritage is acknowledged as one of the future priorities in branding research. Adopting it in an international context is challenging. In order to maximise its use it is necessary to know how strong it and the target country's cultural heritage are. Accordingly, the aim of the study is to construct a pioneering operationalisation of both brand and cultural heritage.Design/methodology/approach – The study begins with a discussion on the focal concepts. Definitions are proposed and suggestions for operationalisation put forward. Thereafter, the concepts are applied in an analysis of brand heritage in different countries.Findings – It is suggested that brand heritage is a mixture of the history as well as the consistency and continuity of core values, product brands, and visual symbols. A country's cultural heritage could be conceived of as homogeneity and endurance.Research limitations/implications – The preliminary operationalisation of the concept needs to be further tested. Nevertheless, ...
125 citations
TL;DR: In this paper, the authors illustrate a new methodology for gaining actionable, strategic insight into a brand's associations and its competitive uniqueness vis-a-vis key competitors by integrating free association protocols, response latency, and more conventional scale items.
Abstract: Purpose – The primary purpose of this paper is to illustrate a new methodology for gaining actionable, strategic insight into a brand's associations and its competitive uniqueness vis‐a‐vis key competitors.Design/methodology/approach – The authors integrate free association protocols, response latency, and more conventional scale items to develop a strategic overview of a brand's associations and to depict brands' strategic meaning in a comprehensive visual presentation.Findings – The authors show, via an example featuring peanut butter brands, how their methodology effectively uncovers associations that the market has for the brands and how strong, unique, relevant, and favorable those associations are.Research limitations/implications – This methodology is most appropriate for four to six brands at a time.Practical implications – The strategic brand association map process demonstrated provides managers with a very clear, consumer‐driven, strategic view of the associations their brand has, and how those...
97 citations
TL;DR: In this paper, the moderating role of consumers' familiarity with a food product with a protected denomination of origin (PDO) influences consumer behavior, and the effect of familiarity on the relation between perceived risk, trust, satisfaction, loyalty and buying intention in a PDO food product was investigated.
Abstract: Purpose – This research proposes studying how the moderating role of consumers' familiarity with a food product with a protected denomination of origin (PDO) influences consumer behavior. Past research has ascertained that consumers confuse different brands and PDOs. For this reason, it is important to analyze whether the level of consumers' experience with PDO food products influences their decisions.Design/methodology/approach – Structural equations and multi‐sample models were applied to measure the effect of familiarity on the relations between perceived risk, trust, satisfaction, loyalty and buying intention in a PDO food product. The consumer was asked to indicate his/her level of agreement or disagreement with a series of statements based on a seven‐point Likert scale. After the completion of the fieldwork, an analytic process (exploratory and confirmatory reliability analysis) was performed and 414 valid questionnaires were obtained.Findings – Results indicate that all the relationships proposed i...
93 citations
TL;DR: In this article, the impact of country of origin image on brand equity of generic drugs was explored through an analytical review, which showed that country-of-origin image had a positive and significant effect on components of brand equity, i.e. brand strength and brand awareness.
Abstract: Purpose – The purpose of this paper is to explore the impact of country of origin image on brand equity of branded generic drugs.Design/methodology/approach – Brand equity of branded generics is examined through an analytical review. Country of origin image is hypothesised to influence components of brand equity, i.e. brand strength and brand awareness, which in turn influence brand equity. An empirical investigation was carried out among professionally similar respondents, i.e. doctors of different categories in Kolkata megapolis, India.Findings – Results showed that country of origin image had a positive and significant effect on components of brand equity, i.e. brand strength and brand awareness, derived from factor analysis conducted on brand equity components. The result also showed that country of origin image of branded generics significantly, but indirectly, affected brand equity through the mediating variables, brand strength and brand awareness.Research limitations/implications – Different varia...
80 citations
TL;DR: In this article, the meanings and essence of counterfeit goods and non-brand products are uncovered by written stories and the photo-ethnographical method was used to generate the stories.
Abstract: Purpose – The aim of this study is to deepen the understanding of luxury consumption by comparing the meanings and the attributes of counterfeit branded products and luxury goods.Design/methodology/approach – This study is an interpretative qualitative research in which the meanings and essence of luxury and counterfeit goods are uncovered by written stories. The photo‐ethnographical method was used to generate the stories.Findings – Consumers regard both luxury goods and counterfeits as being at different levels and of different quality ranging from poor to excellent. Counterfeits possess mainly social meanings, whereas authentic luxury goods may also operate on a personal level. However, consumers do not perceive luxury and counterfeit branded products as counterparts; counterfeits can be regarded as the embodiment of luxury, whereas non‐brand products are rather the opposite. Moreover, the existence of authenticity is perceived to be a vital connective and distinctive factor among luxury and counterfei...
78 citations
TL;DR: In this paper, a questionnaire-based survey was used to gather attitudes towards brand preference and its antecedents in the context of mobile telecommunications service providers in Jordan, and principal component analysis (PCA) was applied to identify the antecedent of brand preference.
Abstract: Purpose – This paper aims to report on a study into the antecedents of consumer brand preference, in the context of telecommunications service brands in Jordan.Design/methodology/approach – A questionnaire‐based survey was used to gather attitudes towards brand preference and its antecedents in the context of mobile telecommunications service providers in Jordan. The questionnaire was distributed, in Arabic, to university students in Jordan, a group selected as being active users of mobile phone services; 648 completed questionnaires were received. Data were entered into SPSS. Principal component analysis (PCA) was applied to identify the antecedents of brand preference. Multiple regression was conducted in order to investigate the relative impact of the identified factors on brand preference.Findings – Factor analysis identified 11 antecedents of brand preference; these can be theoretically clustered into three groups: awareness antecedents (controlled communication (advertising), and uncontrolled commun...
74 citations
TL;DR: In this paper, the authors measure consumer-based brand equity in the supermarket industry and identify the strategy drivers associated with levels of brand equity for consumers' typically patronized supermarkets, finding that the top supermarket brands typically score highly on at least one other key driver of equity.
Abstract: Purpose – The purpose of this paper is to measure consumer‐based brand equity in the supermarket industry and to identify the strategy drivers associated with levels of brand equity for consumers' typically patronized supermarkets.Design/methodology/approach – A nine state survey of consumers was conducted to provide brand equity ratings of 22 national, regional, and specialty supermarket brands.Findings – Factor analysis yields two brand equity outcome dimensions and eight brand equity drivers. A large proportion of consumers clearly have strong feelings about the supermarkets they patronize, and that effort expended in keeping customers, service level, and product quality and assortment appear to be basic requirements for achieving high levels of consumer‐based brand equity. The top supermarket brands typically score highly on at least one other key driver of equity. Supermarket brands that use formal loyalty programs to drive patronage in general have lower levels of customer‐based brand equity.Researc...
73 citations
TL;DR: In this article, the authors examined the sources of consumer-brand relationship investment, specifically isolating the sources and outcomes of communality and exchange relationship characteristics, and found that perceptions of product performance and service quality influence the development of brand reliability and brand fidelity.
Abstract: Purpose – This paper aims to examine the sources of consumer‐brand relationship investment, specifically isolating the sources and outcomes of communality and exchange relationship characteristics.Design/methodology/approach – The paper utilizes a survey‐based empirical study and subsequent structural modeling approach to test a series of hypotheses concerning how brand performance perceptions influence the development of consumer relationship connections.Findings – The paper finds that perceptions of product performance and service quality influence the development of brand reliability and brand fidelity respectively. Similarly, brand reliability is the primary source of an exchange orientation, while brand fidelity leads to communal brand connections and, ultimately, consumer‐brand relationship investment.Research limitations/implications – This research is limited by the scope of the sample, fast food restaurants. Future research should explore consumer relationship investment in other product and serv...
TL;DR: In this paper, the authors examined the impact of global consumer culture positioning (GCCP) in comparison to local consumer culture (LCCP), on consumer evaluations of a new unknown brand.
Abstract: Purpose – The purpose of this paper is to examine the impact of global consumer culture positioning (GCCP) in comparison to local consumer culture positioning (LCCP) strategies on consumer evaluations of a new unknown brand.Design/methodology/approach – Using an experimental method in the USA and India, the paper examines if the use of such positioning strategies in a print advertisement stimuli influence consumer evaluations of a fictitious brand.Findings – The results support the effectiveness of such strategies as demonstrated by overall improvement in subjects' attitudinal evaluations of the fictitious brand when GCCP is used relative to the use of LCCP. Furthermore, our results show a moderation effect for subjects' level of belief in global citizenship on the effectiveness of the GCCP strategy. These results were observed across the two samples.Research limitations/implications – This study provides valuable managerial insights into the potential value of GCCP strategy and offers specific strategic ...
TL;DR: In this article, the effects of country image and country-of-origin's image on consumers' uncertainty, aspiration and purchasing intention of high-tech products were investigated in emerging countries.
Abstract: Purpose – The pupose of this paper is to investigate consumers' behavior in emerging countries. In particular, it simultaneously assesses the effects of country image and country‐of‐origin's image on consumers' uncertainty, aspiration and purchasing intention of high‐tech products.Design/methodology/approach – Based on a sample of 479 Chinese consumers, structural equation modeling was used to test the hypothesized relationships.Findings – Results show that compared to country‐of‐origin, country's image is a more effective tool in reducing consumers' uncertainty and increasing their aspiration to purchase high technology products. Contrary to country's image, however, country‐of‐origin's image plays a considerable role in influencing the product image.Research limitations/implications – The major role of a country‐of‐origin is to influence product image while that of country's image is to increase consumers' aspiration to acquire its product and diminish their uncertainty and hesitation about buying the p...
TL;DR: In this paper, the authors analyzed the factors that influence consumers' responses toward gift promotions and found that the nature of the promoted product, the fit between the product and the gift, the type of brand used in the promotion and the deal-proneness had a positive impact on purchase intentions.
Abstract: Purpose: The objective of this paper is to better understand the factors that influence consumers' responses toward gift promotions. Specifically, the aim is to analyse four variables: the nature of the promoted product, the fit between the product and the gift, the type of brand used in the promotion and the deal-proneness. Design/methodology/approach: In an experimental context, 247 subjects were randomly assigned to a 2 (product type: utilitarian vs hedonic)×2 (gift type: utilitarian vs hedonic)×2 (brand type: high equity vs medium equity) between-subjects factorial design. Findings: Results indicate that the nature of the promoted product does not influence consumer response. Overall evaluation of gift promotions is more favourable when simultaneously the brand promoted has high equity and the fit between the promoted product and the gift is high. Offering a gift that fits with the product and using high equity brands is a wise strategy to positively influence purchase intentions. Findings also show that deal proneness has a positive impact on purchase intentions. Research limitations/implications: A limited set of product categories, gifts and brands were used. Future research should also examine other variables and use a representative sample. Practical implications: Findings provide useful guidelines for the design of gift promotions. Originality/value: Most previous research has focused on monetary promotions with little about non-monetary promotions. This paper addresses this gap by analysing consumers' responses to gift promotions incorporating key determinants in the analysis.
TL;DR: In this paper, the authors identify factors influencing Chinese consumers' intention to purchase customized desk top and their effect levels and find that perceived knowledge has a very strong and positive effect on self-confidence and attitude; subjective norm and perceived usefulness influence attitude positively.
Abstract: Purpose – This paper seeks to empirically identify factors influencing Chinese consumers' intention to purchase customized desk top (PC for short) and their effect levels.Design/methodology/approach – Survey and structural equation modeling techniques were used.Findings – This research finds that: attitude toward purchasing customized PC, followed by self‐confidence, and subjective norm influence behavioral intention most significantly; perceived knowledge has a very strong and positive effect on self‐confidence and attitude; and subjective norm and perceived usefulness influence attitude positively. In contrast, a direct effect of perceived knowledge on behavioral intention is rejected. Experience for males and females moderates the confirmed relationships except the relationship between perceived knowledge and attitude for females. Gender for respondents with and without experience moderates the confirmed relationships except the effects of attitude and subjective norm on behavioral intention for respon...
TL;DR: In this paper, the authors investigate impacts of counterfeit branded products ownership on branded products (BP) and explore determinants of CBP purchase intention of both CBP owners and CBP non-owners.
Abstract: Purpose – The purpose of this study is to investigate impacts of counterfeit branded products (CBP) ownership on branded products (BP) and to explore determinants of CBP purchase intention of both CBP owners and CBP non‐owners.Design/methodology/approach – Following four focus group discussions, a quantitative survey of 430 adults in Glasgow, UK was conducted measuring consumers' brand perceptions of CBP and BP, CBP non‐deceptive ownership, and CBP purchase intention.Findings – Consumers were found to have more favourable perceptions of BP than CBP, with exceptions of financial risk and security concerns. Significant perception differences concerning CBP were identified between CBP owners and non‐owners. In contrast, CBP ownership had no significant effect on consumers' evaluations of BP. Several perception dimensions appeared to be significantly influential on CBP behavioural intention, with brand personality playing the dominant role. Evidence of an interaction effect of CBP ownership with consumers' pe...
TL;DR: In this article, a conceptual framework explaining the influence of the sales force on brand equity relative to the product and promotion elements of the marketing mix, in the context of business-to-business marketing is presented.
Abstract: Purpose – This paper aims to develop and empirically test a conceptual framework explaining the influence of the sales force on brand equity relative to the product and promotion elements of the marketing mix, in the context of business‐to‐business marketing.Design/methodology/approach – Six research hypotheses, relating to the effects of four key drivers of B‐to‐B brand equity identified in a review of the relevant literature, were empirically tested with a sample of 201 respondents in B‐to‐B firms in Germany, using partial least squares analysis.Findings – The results confirm the high relevance of the sales force to the building and maintenance of a strong B‐to‐B brand. The most important driver of brand equity in this environment is the salesperson's behaviour, followed in sequence by his or her personality, product quality and non‐personal marketing communications.Research limitations/implications – The sample size permits only a general analysis and conclusions. The choice of PLS analysis and formati...
TL;DR: In this article, the influence of private label resources possessed by a supermarket retailer on the shopping behavior of loyal customers was investigated, showing that overall dollars spent by loyal customers significantly impacted overall profitability.
Abstract: Purpose – The purpose of this study is to investigate the influence of private label resources possessed by a supermarket retailer on the shopping behavior of loyal customers. The study examines whether or not private label products can help in the overall enhancement of product category performance.Design/methodology/approach – The paper examines the performance of a supermarket retailer in the Northeast United States that operates over 100 stores and generates a total yearly sales volume in excess of $3 billion. Data obtained from the Supermarket's point of sale information were used. The paper then developed a research model from the literature review and used structural equation modeling to analyze the data.Findings – The findings show that overall dollars spent by loyal customers significantly impacted overall profitability.Research limitations/implications – The data collected pertained to the supermarket's grocery department that is comprised of center store dry grocery products, frozen food produc...
TL;DR: In this paper, the role of brand images in consumer practices for uncovering brand strength is analyzed and the authors suggest practices as an additional unit of analysis for understanding brand strength based on image.
Abstract: Purpose – The present paper seeks to analyse the role of brand images in consumer practices for uncovering brand strength.Design/methodology/approach – By employing a qualitative approach, data are analysed based on three elements that constitute the practices: objects (what tools or resources are required in the practice), images involved, and competences (what competences does the practice require).Findings – The authors suggest practices as an additional unit of analysis for understanding brand strength based on image. Towards this end, the paper identifies and systematically categorises consumer practices and proposes that consumers develop novel and personal practices related to brands. The findings reveal embedded brand strength in mundane, routinised practices.Originality/value – The paper presents a novel approach for understanding the past (image heritage) and current (image‐in‐use) dimensions of brand images and their embeddedness in consumer practices.
TL;DR: A 43‐item scale is developed and tested illustrating the relationship among product characteristics and with adoption and is then used to test a second order model illustrating the relationships innovation characteristics have with each other and ultimately innovation adoption.
Abstract: Purpose – The aim of this paper is to develop a measurement scale that encompasses a wide array of product characteristics. In addition, a comprehensive model is developed and tested illustrating the relationship among product characteristics and with adoption.Design/methodology/approach – Utilizing 628 respondents, a measurement scale is developed and a structural equation model is tested through a multi‐stage series of surveys. The scope of the research is consumer durable products.Findings – This paper is successful in developing a 43‐item scale that measures 15 unique innovation characteristics. This scale is then used to test a second order model illustrating the relationships innovation characteristics have with each other and ultimately innovation adoption.Research limitations/implications – The major limitation this research suffers from is its lack of variety in products under analysis. For the four consumer durable products studied, the research finds significant results. However, these findings...
TL;DR: In this article, the authors used Kapferer's brand identity prism to define more acceptable brand extensions to predict the success or failure of new products launched with a well-known brand name.
Abstract: Purpose – Brand extension strategies have become widespread since the early 1980s. However, a large proportion of brand extensions still fail, suggesting the need for methodologies that produce better predictions of success or failure of new products launched with a well‐known brand name. Although the symbolic fit between established brand names and brand extensions is considered as one of the most important determinants of brand extension success or failure, managers need more accurate tools to determine, from a symbolic point‐of‐view, which brand extensions are consistent with their brand. This paper proposes to use Kapferer's brand identity prism to define more acceptable brand extensions.Design/methodology/approach – Two studies were conducted. A first study aimed at developing a brand identity inventory (BII). In a second study, the BII's ability to predict brand extensions' success or failure was tested.Findings – The second order structure of Kapferer's brand identity prism is confirmed. The paper ...
TL;DR: In this article, the authors assess the role that elapsed time and culture may play in affecting intergenerational influence (IGI) on brand preference in Mexico and reveal that coincidence in family life cycle stage emerges as an important factor in determining IGI strength.
Abstract: Purpose – The purpose of this paper is to assess the role that elapsed time and culture may play in affecting intergenerational influence (IGI) on brand preference. The results of an empirical study conducted in Mexico reveal that coincidence in family life‐cycle stage emerges as an important factor in determining IGI strength.Design/methodology/approach – A total of 600 questionnaires were collected from 300 dyads of mothers/daughters. This research extends Moore et al.'s basic methodology and findings to the Mexican context by including daughters at different stages of their family life cycle covering a time frame of up to 15 years out of the parents' household.Findings – The findings support results from previous research conducted in the USA, signaling IGI as influencing brand preferences. However, the results diverge by demonstrating that in certain cultural contexts (e.g. Mexico), coincidence in family life‐cycle may have a stronger influence on IGI than the amount of elapsed time not living with pa...
TL;DR: In this paper, the authors examine the comparative influence of manufacturer brands and retail brands on customers' purchase behaviors, and find that customers' loyalty to retail brands has greater influence on their purchase behavior than manufacturer brands.
Abstract: Purpose – Owing to the increasing market presence and financial success of retail brands, this study seeks to examine the comparative influence of manufacturer brands and retail brands on customers' purchase behaviors.Design/methodology/approach – The survey was administered to 1,120 samples (of which 200 were returned), with data analyzed using structural equation modeling to test the study's hypotheses.Findings – The study revealed that customers' loyalty to retail brand(s) has greater influence on their purchase behavior than manufacturer brand(s). It also revealed that attitude toward store brands directly influences one's propensity to switch to retail brands, and mediates relationships between loyalty to manufacturer/retail brands and one's propensity to switch to retail brand(s).Research limitations/implications – Only one type of retailer was employed in the study. The samples are individuals that have either purchased an item(s) from the retailer, or have at least visited one of their retail site...
TL;DR: In this article, the authors present the strategic and operational movements that led to the reduction of the P&G brand portfolio in the laundry category and compare them with the current results of the company in this market to assess the performance of this strategy of rationalization.
Abstract: Purpose - In the literature, the question of how the strategies of brand portfolios affect performance remains open and subject to contradictory developments. This paper aims to highlight the various steps involved in the analysis of international brand portfolios as well as issues specific to each of these phases. Design/methodology/approach - This article relies on the results of a longitudinal case study conducted in collaboration with the marketing direction of Procter & Gamble's European Business Unit "Laundry and Fabric Care" from 2004 to 2009. Findings - The authors present the strategic and operational movements that led to the reduction of the P&G brand portfolio in the laundry category. The authors then compare them with the current results of the company in this market to assess the performance of this strategy of rationalization. Originality/value - While the best way forward to construct international brand portfolios has not yet been specifically defined and many questions remain, this article provides an illustration of a methodology tested by an international company
TL;DR: In this global world in which brands are present in many different countries and operate in really diverse business sectors the classical brand management theories and many of their assumptions may need to be revised as discussed by the authors.
Abstract: Purpose – Brands are facing key changes and challenges that need to be addressed from both the academic as well as the managerial perspectives. This paper aims to discuss some of them and revises the research agenda of the field of brand management.Design/methodology/approach – Conceptual implications are drawn from the analysis and discussion of the papers of this special issue, as well as from previous literature.Findings – In this global world in which brands are present in many different countries and operate in really diverse business sectors the classical brand management theories and many of their assumptions may need to be revised.Originality/value – The paper discusses the key challenges that brands are facing and encourages academics to use the rich diversity of methodologies that they have at their disposal and that can be extremely helpful to address the future research agenda of this field.
TL;DR: In this article, the significance of various aspects of consumers' perception of a collective label as predictors for consumers' intention to buy the labelled item and willingness to pay for the label was examined.
Abstract: Purpose – This paper seeks to examine the significance of various aspects of consumers' perception of a collective label as predictors for consumers' intention to buy the labelled item and willingness to pay for the label.Design/methodology/approach – The online survey was organised based on random sampling from a panel consisting of 46,000 people who had previously agreed to serve as online consumer panellists for a large market research firm. A total of 2,844 invitations were sent out and 684 panellists answered the invitation. The final sample consisted of 522 subjects.Findings – The authors have developed and tested a model looking at the significance of various aspects of consumers' perception of a collective label as predictors for consumers' purchase intentions and willingness to pay for the labelled commodity.Practical implications – By defining which factors influence consumers' purchase intentions and willingness to pay for the labelled product the paper suggests what managers should pay attenti...
TL;DR: In this article, the authors argue that the polarization index (φ) represents a valid loyalty measure for evaluating changes over time and is not biased in this manner and is more appropriate for evaluating change over time.
Abstract: Purpose – This paper aims to argue that the polarization index (φ) represents a valid loyalty measure for evaluating changes over time.Design/methodology/approach – The brand performance measures (BPM) are a valid and useful tool for marketing managers in measuring the loyalty consumers attach, in a single time period, to a product or brand. However, the BPM reflect other attributes and not only loyalty. Over time, what might appear to be a change in loyalty may actually be a change in market size or market share. The polarization index (φ) is not biased in this manner and is more appropriate for evaluating changes over time. The study compares the results obtained with three well known BPM utilised for the analysis of loyalty – the purchase frequency, the share of category requirements and the repeat rate – with those obtained with the φ on the purchases of wine made by Italian consumers in the retail sector over two three‐year periods (2003‐2005 and 2006‐2008).Findings – The study shows that the BPM are...
TL;DR: In this article, a multilevel interdisciplinary conceptual model is developed with nine factors at three levels of influence: the market, firm, and brand portfolio, and the model is tested using logistic regression to determine which factors significantly influence brand portfolio expansion strategy and whether they encourage acquisition or creation.
Abstract: Purpose – This paper seeks to address the following question: What causes firms to choose brand creation vs brand acquisition for brand portfolio expansion?Design/methodology/approach – A multilevel interdisciplinary conceptual model is developed with nine factors at three levels of influence: the market, firm, and brand portfolio. Using 125 brand acquisitions and creations for 22 firms between 2001 and 2007, the model is tested using logistic regression to determine which factors significantly influence brand portfolio expansion strategy and whether they encourage acquisition or creation.Findings – Significant factors were found at the market and firm levels, with competitive intensity of the market having the strongest effect, followed by the firm's financial leverage, market concentration, and market growth.Practical implications – Contrary to prior expectations, external factors at the market and firm levels have an impact on choice of acquisition vs creation. However, internal firm factors may serve ...
TL;DR: In this paper, the authors aim to understand why a significant percentage of consumers who purchase a product intending to redeem an accompanying rebate, fail to do so, a phenomenon known as "slippage".
Abstract: Purpose – Mail‐in rebates are an oft used, but poorly understood mechanism to promote the purchase of a product. In particular, prior research suggests that a significant percentage of consumers who purchase a product intending to redeem an accompanying rebate, fail to do so – a phenomenon known as “slippage.” To date, however, there has been very little research designed to understand why this takes place. The authors here aim to propose that the presence of a rebate provides a consumer with the means to justify a preferred course of action. Specifically, when considering the purchase of a desired product that carries a rebate, consumers tend to generate scenarios of successful rebate redemption and fail to adequately account for things that can go wrong in the redemption process. As a result, they systematically overestimate their likelihood of rebate redemption.Design/methodology/approach – The authors conduct three laboratory experiments to test the proposed framework.Findings – Study 1 shows that con...