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1
K. Govender, Krishna. "Consumer Choice Behavior during a Social Disruption." Problems and Perspectives in Management 15, no. 3 (December 6, 2017): 411–24. http://dx.doi.org/10.21511/ppm.15(3-2).2017.09.
Анотація:
This paper explores the relationship between an external socio-disruptive factor and consumer product and brand decision-making behavior. The social disruption was physical relocation, which resulted in a radical change in the toilet system, which had implications for toilet cleaning product and brands used. By using a sample calculator, a probability sample of 384 households from Cosmo City, South Africa were surveyed using a structured questionnaire. The data from 332 respondents (86% response rate) were analyzed using various inferential statistical analysis techniques to test three hypotheses. Multiple regression path coefficients demonstrated positive and significant changes β=1.709,  p<.0005 in the desired brand benefits following the social disruption, and that there were no significant differences β=-0.601,  p<.027 between households that switched brands and those that did not. The findings underscore the importance of recognizing that consumers re-evaluate their brand choices, leading to significant brand switching in cases where the social change has a radical effect on brand usage. The results also indicate that ‘out-of-market’ changes such as a radical social change have the same impact on consumer brand behavior and brand choice, as “in-market” disruptions such as the introduction of an innovative brand. The findings have strategy implications for marketers of toilet cleaning products in particular and consumer goods in general.
2
Humphrey Jr, William F., Debra A. Laverie, and Shannon B. Rinaldo. "Brand choice via incidental social media exposure." Journal of Research in Interactive Marketing 11, no. 2 (June 12, 2017): 110–30. http://dx.doi.org/10.1108/jrim-04-2016-0025.
Анотація:
Purpose The paper seeks to establish the effectiveness of social media advertising and participation by brands through incidental exposure. Using experimental design, in a social media environment, this paper aims to extend incidental exposure research in the context of social media. Design/methodology/approach This paper uses an experimental design with controlled image durations using MediaLab and DirectRT, allowing for precise image display times and randomization of screens. Participants were split between high-involvement and low-involvement product categories, and the brand choice exercise was administered in an on-screen experiment. Findings The paper provides support that incidental exposure influences brand choice. Further, it indicates that for low-involvement product categories, the type of social media exposure does not influence brand choice significantly between types. For high-involvement product categories, ads perform better than sponsored story executions; consumer-generated brand messages perform better than brand-generated messages; and the influence of reference group affects brand choice. Research limitations/implications This paper tests one social media environment using a desktop Web environment. Additional studies would be needed to test other social media environments and mobile technology. Practical implications The paper provides evidence that brands benefit by simply participating and advertising in social media, but the execution style matters to a greater extent for high-involvement product categories in influencing brand choice. Social implications Mere exposure to a brand message may influence consumers unknowingly. Repeated exposure as short as 5 s per viewing is related to increases in brand choice. Originality/value This paper extends research on incidental exposure and establishes a key positive brand outcome for practice and research, and it provides the first exploration on the outcome of incident exposure to brand messages in social media. The results suggest that social media and advertising by brands have positive impacts beyond traditional measures of success online.
3
Koch, Camilo, and Davit Mkhitaryan. "Consumer’s Brand Choice Behavior for Luxury Cars in China." International Journal of Management Science and Business Administration 1, no. 12 (2015): 46–57. http://dx.doi.org/10.18775/ijmsba.1849-5664-5419.2014.112.1005.
Анотація:
This paper introduces the aphorism “think globally, act locally” and examines consumer tendencies in the Chinese automobile marketplace based on the analysis of relevant local brands. Findings demonstrate significant consumer preferences for products related to the luxury category signifying the need for refining local marketing operations where performance of multinational corporations must match global standards as expected by local consumers. Car consumption has grown during the last years in China turning brand marketing into a critical variable that can forge an active place in consumer’s minds, or negative impact if a campaign is not well-implemented. The relevance of this subject result from the realities that brand marketing is one of the most important aspects of determining whether a brand succeeds or fails. Regardless of the benefits of the brand, poorly marketed brand can end in failure. Multinational corporations need to identify several factors to understand the benefits of branding such as the image and characteristics of the firm, the purpose of the brand, the consumers profile, the brand’s position within the marketplace, and the brand’s general impression. Once, multinational corporations entirely assume these aspects they can utilize brand marketing to market the benefits of the brand in any space in the marketplace. The investigation provides several recommendations to multinational corporations intending to enter Chinese market by utilizing brand marketing as a strategic tool to focus on consumer needs and preferences in the Chinese luxury automobile market.
4
Campbell, Julie, Alicia Rihn, and Hayk Khachatryan. "Factors Influencing Home Lawn Fertilizer Choice in the United States." HortTechnology 30, no. 3 (June 2020): 296–305. http://dx.doi.org/10.21273/horttech04454-19.
Анотація:
Home lawn fertilizer use throughout the United States is coming under increased scrutiny due to potential negative environmental impacts. A better understanding of how consumer perceptions and socio-demographics impact their choices of types of lawn fertilizers can aid industry stakeholders when marketing products. This research uses a nationwide survey to evaluate factors that impact respondents’ choice of lawn fertilizer brands. Respondents with home lawns selected the lawn fertilizer brands they purchased the most frequently and rated the importance of various fertilizer attributes (e.g., nitrogen–phosphorus–potassium ratio, brand, price, etc.) when selecting lawn fertilizers. Given many lawn fertilizer brands share commonalities, respondents’ answers were grouped into five categories: most popular brand, primarily turf brands, sustainable/organic brands, other brands, and “I don’t remember the brand.” The most popular brand of fertilizer was chosen by 69% of respondents, with the primarily turf brands and other fertilizers being chosen by 25% and 23% of respondents, respectively. This study finds that brand selection is impacted by important fertilizer features, frequented retail outlets, geographical region of residence, and demographic variables. For example, brand importance and purchasing from mass merchandisers or wholesale clubs increased respondents’ selection likelihood of the most popular brand by 6.9% and 20.5% points, respectively. Marketing implications are discussed.
5
Erdem, Tülin, and Joffre Swait. "Brand Credibility, Brand Consideration, and Choice." Journal of Consumer Research 31, no. 1 (June 2004): 191–98. http://dx.doi.org/10.1086/383434.
6
Trivitt, Julie R., and Patrick J. Wolf. "School Choice and the Branding of Catholic Schools." Education Finance and Policy 6, no. 2 (April 2011): 202–45. http://dx.doi.org/10.1162/edfp_a_00032.
Анотація:
How useful are “corporate brands” in markets? In theory, brands convey reliable information, providing consumers with shortcuts to time-consuming provider searches. We examine the usefulness of a corporate brand when parental school choice is expanded through K–12 tuition scholarships. Specifically, we evaluate whether Catholic schools carry an identifiable education brand (1) preferred even by non-Catholics, (2) for reasons connected to the brand, (3) signaling largely accurate information resulting in an enduring “match” of school characteristics to student needs, and (4) leading to exit from the program when a Catholic school fails to meet consumers' brand expectations. We test these hypotheses using attitudinal and behavioral data from a scholarship program in Washington, DC. The results largely confirm our hypotheses about the Catholic school brand being attractive, familiar, generally accurate, and, when not accurate, an instigator of programmatic attrition—results that speak to enduring policy issues involving school choice.
7
Kaswengi, Joseph, Mbaye Fall Diallo, Houcine Akrout, and Pierre Valette-Florence. "Choosing high-equity cosmetic brands in bad macroeconomic conditions: evidence from panel data." International Journal of Retail & Distribution Management 48, no. 4 (April 7, 2020): 305–25. http://dx.doi.org/10.1108/ijrdm-01-2019-0003.
Анотація:
PurposeThis study investigates how price, promotion and consumer characteristics affect consumer choice of high over medium- and low-equity cosmetic brand under different macroeconomic conditions.Design/methodology/approachThe study uses purchase records from MarketingScan's Behaviour Scan panels (a GFK – Mediametrie Company) covering the period from 2008 to 2009. The panel analysed represents a sample of 2,149 households representative of the national population.FindingsResults indicate that regular price and relative brand price increase high-equity cosmetic brand choice over both low- and medium-equity brands, while reference price decreases it. Brand feature promotion activity and joint promotion positively affect high-equity cosmetic brand choice, whereas display promotion decreases it. In comparison to medium-equity cosmetic brands, gender and education slightly increase high-equity cosmetic brand choice, while age decreases it. Surprisingly, household income does not affect high-equity cosmetic brand choice. The effect of regular price decreases over worsening macroeconomic conditions. However, the effect of relative brand price decreases between low and moderate contraction periods, but increases between moderate and high contraction times. Feature promotion is effective only when the contraction is moderate, while the negative effect of display promotion is stable over time.Originality/valueThe paper underlines the moderating role of macroeconomic conditions on the relationship between pricing decisions as well as promotion activity and consumer choice of high-equity cosmetic brands.
8
Schori, Thomas R., and H. Lee Meadow. "Brand Choice Modeling: Identifying a Brands Optimal Positioning." Psychological Reports 57, no. 3_suppl (December 1985): 1260–62. http://dx.doi.org/10.2466/pr0.1985.57.3f.1260.
Анотація:
Using a Fishbein-type approach, the authors developed a Brand Choice Model. Conceptually very simple, this model identifies each consumer's unique determinants of brand choice. By simulating changes in beliefs about a brand, it is possible to identify that brand's optimal positioning, i.e., a perceptual positioning that will maximize the brand's share of the market. As a result of having carefully selected attributes for inclusion in the model, the identified optimal positioning can be readily implemented.
9
Palmeira, Mauricio. "The interplay of products from the same product line: the role of brand reputation." European Journal of Marketing 48, no. 9/10 (September 2, 2014): 1648–63. http://dx.doi.org/10.1108/ejm-03-2013-0159.
Анотація:
Purpose – The main aim of this paper is to examine the role of brand reputation on the impact of value product on perceptions of a premium product from the same brand. As a secondary goal, it tests and extends existing findings from judgment tasks to a choice task. Design/methodology/approach – Two online experiments are presented. In Study 1 (1a and 1b), participants provided quality and price judgments to products. Brand reputation was manipulated by comparing common store brands to non-store brands (Study 1a) and to upscale store brands (Study 1b). In Study 2, we examined whether findings indicating a positive effect of a value store brand on a premium store brand extends to a choice context. Participants made choices between a premium store brand and a national brand in the presence of either a value store brand or a value national brand. Findings – It was found that brand reputation plays an important role in the interplay of products in line extensions. While the positive impact of a value brand on a premium brand is at its strongest level for a regular store brand, it still has a moderate size for a non-store brand without a defined reputation, as well as for an upscale store brand. Second, using a choice task, we reject an important rival explanation for the impact of a value store brand on a premium store brand observed in previous research. Research limitations/implications – The authors have focused on consumers’ expectations of products. While research has shown that these expectations play an important role in evaluations, future research may directly examine perceptions after consumption. The findings also offer an opportunity for future research to examine the differences in perceptions between store and non-store brands at different positioning levels, as well as other factors that affect brand reputation. Practical implications – The findings have two practical implications. First, our results indicate that when a manufacturer produces two products in the same category at different levels of quality, there is some benefit in letting consumers know about this relationship. The authors consistently found no negative impact on the brands and often a positive impact on the premium brand. While effects are stronger for common store brands, they are likely to emerge for any type of brand, albeit weaker. Originality/value – This paper contributes to the nascent literature on multi-tier brands and vertical extensions in several ways. First, the role of brand reputation was examined and how it interacts with positioning in line extension context. Second, we show that the effect of a value brand on a premium brand is stronger for store brands, but still existent for non-store brands. These results offer implications for practice and open opportunities for future research on multi-tier store brands.
10
Kulter Demirgunes, Banu, and Bulent Ozsacmaci. "Exploring the Effect of Consumers’ Food-Related Decision Making Styles on National Brand vs. Store Brand Choice." International Journal of Marketing Studies 9, no. 1 (January 16, 2017): 46. http://dx.doi.org/10.5539/ijms.v9n1p46.
Анотація:
It is important for marketers to understand individuals’ buying decisions in a competitive environment. The concept of decision making style is one of the key determinants of consumers’ behavioral patterns. This study aims to explore the effects of consumers’ decision making styles on buying national and store brand food products. To examine consumer decision making styles, Sproles & Kendall’s (1986) The Consumer Style Inventory (CSI) is adopted for the study. The framework of the study is based on eight consumer decision making styles, expected to shape consumers’ national and store brand choices on food products. The empirical analysis is based on data obtained from consumers living in Kırşehir, a city in Turkey. Questionnaires are handed over to customers of retail stores both selling national and their own brands. The sample consists of 400 customers. The data is gathered by using convenience sampling and face-to-face survey methods. Multiple regression analysis is used to test some hypotheses of the research and to compare consumers’ national and store brand choices in the context of their decision-making styles. Besides, independent samples t-test and one way ANOVA are also used to see whether national and store brand choices significantly differs in demographic characteristics. The results of the study reveal that lower price seeking, habituation/brand loyalty, recreation consciousness and impulsiveness/carelessness have significant effects on the choice of store brand food product, whereas novelty/fashion consciousness, confused by over choice and value seeking have statistically significant effects on consumers’ choices of national brand food products. Lower price seeking is found to have the strongest effect on consumers’ store brand choices, whereas novelty fashion consciousness has the strongest effect on national brand food product choice. Besides, both store and national brand food product choices differ according to gender and income level.
11
Friedmann, Enav, and Oded Lowengart. "The context of choice as boundary condition for gender differences in brand choice considerations." European Journal of Marketing 52, no. 5/6 (May 14, 2018): 1280–304. http://dx.doi.org/10.1108/ejm-08-2017-0524.
Анотація:
Purpose Marketers often assume that functional, hedonic and socially conspicuous utilities in choosing a brand differ for men and women, thus different marketing strategies are required for each gender. To date, most of the research studies have used self-reported measures when shopping in general or in regard to a single product. The purpose of this research is to examine this question using two different contexts of brand choice: single choice evaluation (SCE) and brand selection context (BSC). This assessment will clarify whether male and female utilities when choosing a brand are indeed inherent and consistent. Design/methodology/approach Data were collected using surveys in three studies (N = 923). Conjoint analysis and ICLV (integrated choice and latent variables) models were examined. Findings BSC analysis that more closely mimics real-life contexts revealed that the consideration of these utilities is generally similar for men and women, while the SCE analysis showed significant gender differences. Practical implications In the context of choosing between brands, stereotypical gender targeting may be ineffective and might not be the best allocation of resources for marketers. Social implications Gender stereotypes in advertising seem to reconstruct differences that are not significant in a realistic brand selection context. Originality/value The context of choice was found to be a condition boundary for gender differences in brand choice considerations. Gender differences are not evolutionary or inherent.
12
Sivakumar, K., and S. P. Raj. "Quality Tier Competition: How Price Change Influences Brand Choice and Category Choice." Journal of Marketing 61, no. 3 (July 1997): 71–84. http://dx.doi.org/10.1177/002224299706100305.
Анотація:
The authors demonstrate that competition among brands in different quality tiers can be asymmetric both in brand choice (“what”) and in category choice (“whether”). They also investigate how competition among quality tiers is affected by the direction of price changes (increase or decrease). Empirical findings from four scanner panel data sets consistently show that with price reduction, high-quality brands gain more than do low-quality brands both in “what” and “whether” decisions. Furthermore, high-quality brands are less vulnerable to losses when prices are increased. The authors conclude with implications for understanding quality tier competition and developing price promotional strategies.
13
Zhu, Xiaodong, Chunling Yu, and Saiquan Hu. "Love for One's Country or Oneself: A Brand-choice Framework in Emerging Markets." Social Behavior and Personality: an international journal 44, no. 2 (March 23, 2016): 325–37. http://dx.doi.org/10.2224/sbp.2016.44.2.325.
Анотація:
We utilized 185 Chinese survey responses to evaluate the effects of national brand consciousness (NBC) and self–brand connection (SBC) on Chinese consumer preferences. We used linear models, and our analyses established two key effects. First, NBC was positively related to Chinese consumers' attitudes toward national brands and negatively related to foreign brands. Second, SBC exerted a positive influence on Chinese consumers' attitudes toward both national and foreign brands. Whereas quality judgments moderated their attitude toward national brands, psychological distance between consumer and brand moderated their attitude toward foreign brands. The relationship between brand attitude and purchase intention was also positive. Finally, we have suggested branding strategies for both Chinese and foreign firms operating in the Chinese market.
14
Qaisar, Dr Abdul Rehman, Dr Bakht Rawan, and Dr Muhammad Sher Juni. "Celebrity Endorsed Advertisements and Its Influence on Brand Choice and Buying Behavior of Females." Journal of Research in Social Sciences 10, no. 2 (August 4, 2022): 64–73. http://dx.doi.org/10.52015/jrss.10i2.190.
Анотація:
Celebrity endorsement is considered one of the popular tools of marketing which is used by many brands. The purpose is to involve any famous celebrity in order to promote that specific brand. Present study is designed to explore influence of celebrity endorsed advertisements on brand choice and perception of female students. Using survey research design, data from 300 female respondents is collected through a well-designed questionnaire. Theoretically, present study is based on elaboration likelihood model. In order to draw inferences from collected data, statistical tests such as chi square and correlation are used. Overall analysis describes that advertising has significant impact on brand choice of female students. Results also indicate that female students give more attention to advertisement of cosmetics and dresses as compared to gadgets. Accordingly, comparative analysis of the selected mediums for advertising showed that overall female students more prefer social media as compared to TV and print media for acquiring information about products and brands. Findings also suggest that celebrity is one of the key factors in advertising to influence females brand choices. It is evident from the findings that females are increasingly becoming brand conscious due to the role of celebrities which is part of celebrity endorsement. Brands advertisements containing celebrities have more successful impact as compared to brand ads without celebrities.
15
Swaminathan, Vanitha. "Sequential brand extensions and brand choice behavior." Journal of Business Research 56, no. 6 (June 2003): 431–42. http://dx.doi.org/10.1016/s0148-2963(01)00242-9.
16
Davvetas, Vasileios, and Adamantios Diamantopoulos. "“Should have I Bought the other One?” Experiencing Regret in Global versus Local Brand Purchase Decisions." Journal of International Marketing 26, no. 2 (June 2018): 1–21. http://dx.doi.org/10.1509/jim.17.0040.
Анотація:
This research addresses the unexplored postpurchase dynamics of global/local brand choices by investigating the experience of regret in global versus local brand purchases. Drawing on regret theory, the authors demonstrate in four complementary studies that the global/local availability of both chosen and forgone brands influences consumer responses to regrettable purchases and that the direction and magnitude of this influence depend on the consumers’ product category schema and global identity. Study 1 shows that regrettable decisions to forgo global for local brands elicit stronger regret, lower satisfaction, and higher brand switching than regrettable purchases of global (vs. local) brands for consumers with a global brand superiority schema for the category; the inverse holds for consumers with a local brand superiority schema. Studies 2 and 3 replicate the effect and show that it is mediated by perceived decision justifiability and moderated by global identity. Study 4 further validates the observed effect using a real brand choice task in a category with a local brand–dominated schema. The findings reveal the postpurchase consequences of global/local brand choices and provide concrete advice for global/local branding strategies.
17
Park, Joonyong, Xuan Chenghui, and Renee B. Kim. "The effect of brand credibility on search and credence goods: A cross-country analysis of Korea, China & France." JOURNAL OF INTERNATIONAL STUDIES 15, no. 2 (June 2022): 199–209. http://dx.doi.org/10.14254/2071-8330.2022/15-2/13.
Анотація:
The purpose of this research is to investigate how brands as signals affect brand attributes/benefits and brand choices for search and credence goods. The empirical model approximates the relationship between brand credibility (BR) and consumers’ purchase intention (BCP), which is mediated by four selected constructs: perceived quality (PQ), information cost saved (ICS), lower perceived risk (LPR) and relative price (RP). This study examines the importance of brand credibility as a latent construct for brand attributes and benefits which influence consumers’ brand choices and purchase intentions. Consumers’ brand choice making process is assessed for three major consumer markets – Korea, China and France – for the month of October 2020. Different outcomes of the relative path importance in two product categories of three consumer markets evidently show that brand may need to ‘signal’ appropriate features (i.e., brand attributes/benefits) and context (i.e., elements of marketing mix) for various product/market conditions and consumer characteristics.
18
Bronnenberg, Bart J., and Wilfried R. Vanhonacker. "Limited Choice Sets, Local Price Response, and Implied Measures of Price Competition." Journal of Marketing Research 33, no. 2 (May 1996): 163–73. http://dx.doi.org/10.1177/002224379603300204.
Анотація:
It is becoming increasingly evident that a consumer's brand choice decision in low-involvement categories does not involve full search, evaluation, and comparison of price information of all brands available at point of purchase (global price response). The authors propose a two-stage choice process in which the consumer first identifies a subset of brands within the universal set of brands called the choice set and then evaluates only those brands that are in the choice set relative to one another to select a single brand. The authors find that, consistent with reports of the extent of external price search of consumers, response to shelf price variations is limited to the brands in the choice set (local price response). Their results indicate that employing the assumption of global price response may lead to biased estimates of price elasticity and derived measures of clout and vulnerability. To enable a managerially meaningful and useful assessment of a brand's competitive clout and vulnerability, the authors provide a brand-level approach to integrate local price response into the derivation of these measures.
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Balachander, Subramanian, and Sanjoy Ghose. "Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions." Journal of Marketing 67, no. 1 (January 2003): 4–13. http://dx.doi.org/10.1509/jmkg.67.1.4.18594.
Анотація:
A commonly advanced rationale for the proliferation of brand extensions is companies’ motivation to leverage the equity in established brands, thereby developing profitable products relatively easily. A more interesting strategic argument for brand extensions that has been advanced is that extensions would favorably affect the image of the parent brand and thereby influence its choice. In this research, the authors investigate the existence of such reciprocal spillover effects emanating from the advertising of a brand extension. The authors use scanner panel data and study spillover effects of advertising on brand choice. They develop implications for brand and product line management.
20
Dentoni, D., G. Tonsor, R. Calantone, and H. C. Peterson. "Consumers' perceptions of stakeholder credibility: who has it and who perceives it." Journal on Chain and Network Science 14, no. 1 (January 1, 2014): 3–20. http://dx.doi.org/10.3920/jcns2014.0228.
Анотація:
Based on the case of US consumer choice of beef steak brands, this study investigates how individual perceptions of information source credibility influence food brand choices. In particular, it tackles the questions: which stakeholders inside or outside the food chain are perceived as credible information sources in promoting food quality? Which consumer segments perceive different stakeholders as credible? What is the relationship between consumers' perceptions of stakeholder credibility and their brand choices? Data are collected from a representative sample of 460 US citizens through an online survey in November 2009 and analyzed through a set of path models. Results provide evidence that: perceptions of stakeholder credibility overall influence their beef brand choices; consumer perceptions that a stakeholder is knowledgeable and has no vested interests are negatively associated; government and family & friends are the stakeholders that mostly influence consumer beef brand choice, although differences across consumer segments are substantial; age, gender, and education are factors that significantly influence consumer perceptions of stakeholder credibility. Marketing managers, policy-makers and their stakeholders in the food sector can use results and methods from this study to design both generic and brand promotion campaigns, especially to influence consumers' perceptions on intangible yet valuable attributes of food, such as locally grown, ‘fair trade’, or sustainable.
21
Bucklin, Randolph E., and Sunil Gupta. "Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach." Journal of Marketing Research 29, no. 2 (May 1992): 201–15. http://dx.doi.org/10.1177/002224379202900205.
Анотація:
The authors develop an approach to market segmentation based on consumer response to marketing variables in both brand choice and category purchase incidence. The approach reveals segmentation as well as the nature of choice and incidence response for each segment. Brand choice and purchase incidence decisions are modeled at the segment level with the disaggregate multinomial logit and nested logit models; segment sizes are estimated simultaneously with the choice and incidence probabilities. Households are assigned to segments by using their posterior probabilities of segment membership based on their purchase histories. The procedure thereby permits an analysis of the demographic, purchase behavior, and brand preference characteristics of each response segment. The authors illustrate their approach with scanner panel data on the liquid laundry detergent category and find segmentation in price and promotion sensitivity for both brand choice and category purchase incidence. The results suggest that many households that switch brands on the basis of price and promotion do not also accelerate their category purchases and that households that accelerate purchases do not necessarily switch brands.
22
G. Dawes, John. "Patterns in competitive structure among retail financial services brands." European Journal of Marketing 48, no. 5/6 (May 6, 2014): 924–42. http://dx.doi.org/10.1108/ejm-02-2012-0085.
Анотація:
Purpose – The purpose of this paper is to determine if services brands such as banks share their customers with competing brands in line with the market share of those competitors, and whether services brands with similar images form market partitions with heightened competitive intensity. Design/methodology/approach – The study uses brand usage, forced-choice and brand perceptions data obtained from a survey of consumers. The study uses a log-linear modelling framework to identify market structure and to test if partitions correspond to similarities in brand image. Findings – Analysis of in-market data shows customers share their requirements between competing brands in line with market share, and that brands with similar images do not form partitions. However, when consumers are asked to choose brands for a specific product, there is some tentative evidence of brand partitions among brands with similar brand image. Practical implications – The results here can help managers in service markets such as banking and insurance understand market structure. As a result, they can better plan customer acquisition and retention strategies. Originality/value – The study addresses a lack of research into customer sharing and switching in services markets. No previous study has successfully employed brand-sharing, forced-choice and brand image data to identify market structure in a services context.
23
Misuraca, Raffaella, Francesco Ceresia, Ashley E. Nixon, and Costanza Scaffidi Abbate. "When is more really more? The effect of brands on choice overload in adolescents." Journal of Consumer Marketing 38, no. 2 (January 9, 2021): 168–77. http://dx.doi.org/10.1108/jcm-08-2020-4021.
Анотація:
Purpose Research on choice overload with adult participants has shown that the presence of a brand significantly mitigates the phenomenon. The purpose of this study is to investigate whether these findings can be expanded to a population of adolescents, where it has already been shown that choice overload occurs in a similar way as adults. Design/methodology/approach Studies 1 and 2 aim to test whether the presence of a brand name mitigates the adverse consequences of choice overload in adolescents. In line with prior research on choice overload, in both studies, the authors compared between-subjects differences in the levels of reported dissatisfaction, difficulty and regret in a choice condition where adolescents chose among either 6 or 24 options associated with brand names and in another choice condition where adolescents chose among the same 6 or 24 options but not associated with brand names. Findings This paper presents evidence from two studies that when facing either a large or a small amount of choice options that are associated with brand names, choice overload disappears among adolescents. Conversely, when no brands are associated to the choice options, adolescents report choice overload, that is a greater dissatisfaction, difficulties and regret with larger (versus smaller) assortments. Practical implications Prior research on choice overload has led to recommendations that marketers and other choice architects should simply reduce choice options or assortments to improve consumers’ satisfaction. However, our finding suggests that this recommendation may be invalidated when brands are present, at least for certain age groups. Adolescents cope indeed very well with large assortments of branded products. Originality/value The research adds to the existing understanding of choice overload, demonstrating that the brand is a moderator of the phenomenon for adolescents, who currently represent a large portion of the market. A second important contribution of this work is that it extends prior research on choice overload to real-world consumer scenarios, where consumers choose among products with a brand, rather than among products described only by technical characteristics or nutritional values, as in classical studies on choice overload.
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Tzeng, S. Y., and W. M. Wong. "Retention or defection? Chinese consumers’ decision-making styles for domestic and global brands." South African Journal of Business Management 47, no. 4 (December 30, 2016): 83–92. http://dx.doi.org/10.4102/sajbm.v47i4.77.
Анотація:
This study explores consumers’ decision-making in terms of intention to switch to foreign brands from domestic brands when purchasing cell phones and sports shoes. A survey of 584 undergraduates in Guangdong, China, shows that domestic brands retain their low quality-conscious, low fashion-and-recreational-conscious and low price-conscious customers and attract low brand-conscious and high choice-confused buyers from foreign brands. Foreign brands typically retain their consumers who are highly conscious of fashion and recreation and keep and draw customers with low choice confusion. High-price-conscious consumers and those who are highly brand-confused will assess foreign and domestic brands when searching for bargains. Regarding managerial implications, local brands should offer products of high quality at low pricesand constantly invest in R&D; foreign brands may expand their customer bases and build interactive brand channels; all companies can retain brand-confused customers with preferential packages and design their marketing strategies based on decision-making styles of their target consumers.
25
Tellis, Gerard J. "Advertising Exposure, Loyalty, and Brand Purchase: A Two-Stage Model of Choice." Journal of Marketing Research 25, no. 2 (May 1988): 134–44. http://dx.doi.org/10.1177/002224378802500202.
Анотація:
Information processing theory and findings on advertising response suggest a nonlinear response to repetitive ad exposure, mediated by brand loyalty. The response can occur in either or both of the hypothesized stages of purchase: brand choice and quantity choice. A tobit-type analysis of scanner purchases (with TV exposures) of a mature product category appears to support these hypotheses. The effect of advertising is generally nonlinear and its impact on volume purchased is mediated by brand loyalty. Advertising seems to reinforce preference for current brands rather than stimulate brand switching. However, features, displays, and especially price have a stronger impact on response than does advertising. The effect of brand loyalty dominates that of the other variables.
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Kamakura, Wagner A., and Gary J. Russell. "A Probabilistic Choice Model for Market Segmentation and Elasticity Structure." Journal of Marketing Research 26, no. 4 (November 1989): 379–90. http://dx.doi.org/10.1177/002224378902600401.
Анотація:
Marketing scholars commonly characterize market structure by studying the patterns of substitution implied by brand switching. Though the approach is useful, it typically ignores the destabilizing role of marketing variables (e.g., price) in switching behavior. The authors propose a flexible choice model that partitions the market into consumer segments differing in both brand preference and price sensitivity. The result is a unified description of market structure that links the pattern of brand switching to the magnitudes of own- and cross-price elasticities. The approach is applied in a study of competition between national brands and private labels in one product category.
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Varsha P. S., Shahriar Akter, Amit Kumar, Saikat Gochhait, and Basanna Patagundi. "The Impact of Artificial Intelligence on Branding." Journal of Global Information Management 29, no. 4 (July 2021): 221–46. http://dx.doi.org/10.4018/jgim.20210701.oa10.
Анотація:
Understanding the growth paths of artificial intelligence (AI) and its impact on branding is extremely pertinent of technology-driven marketing. This explorative research covers a complete bibliometric analysis of the impact of AI on branding. The sample for this research included all 117 articles from the period of 1982-2019 in the Scopus database. A bibliometric study was conducted using co-occurrence, citation analysis and co-citation analysis. The empirical analysis investigates the value propositions of AI on branding. The study revealed the nine clusters of co-occurrence: Social Media Analytics and Brand Equity; Neural Networks and Brand Choice; Chat Bots-Brand Intimacy; Twitter, Facebook, Instagram-Luxury Brands; Interactive Agent-Brand Love and User Choice; Algorithm Recommendations and E-Brand Experience; User-Generated Content-Brand Sustainability; Brand Intelligence Analytics; and Digital Innovations and Brand Excellence. The findings also identify four clusters of citation analysis—Social Media Analysis and Brand Photos, Network Analysis and E-Commerce, Hybrid Simulating Modelling, and Real-time Knowledge-Based Systems—and four clusters of co-citation analysis: B2B Technology Brands, AI Fostered E-Brands, Information Cascades and Online Brand Ratings, and Voice Assistants-Brand Eureka Moments. Overall, the study presents the patterns of convergence and divergence of themes, narrowing to the specific topic, and multidisciplinary engagement in research, thus offering the recent insights in the field of AI on branding.
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Roy, Souvik, and Santanu Mandal. "Antecedents and Consequences of Customer Brand Engagement: An Empirical Study in the Mobile Headset Category." International Journal of Information Systems in the Service Sector 9, no. 3 (July 2017): 58–77. http://dx.doi.org/10.4018/ijisss.2017070104.
Анотація:
Mobile phone markets are one of the most turbulent market environments today due to increased competition and change. Thus, it is of growing concern to look at consumer buying decision process and cast light on the factors that finally determine consumer choices between different mobile phone brands. With its calculated roots in fields including psychology and authoritative conduct, the engagement idea is rising in the promoting writing, with preparatory exploration showing that connected with buyers may display more prominent dedication to central brands. Notwithstanding these progressions, the engagement idea stays underexplored to date. On this basis, this article deals with consumers' choice criteria in mobile phone markets by studying factors that leads to customer brand engagement and the consequences to it in the context of mobile headset brand. Findings indicate that brand self-congruity, involvement, and interactivity leads to customer brand engagement and which itself influences satisfaction, trust and commitment for mobile headset brands.
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Nowlis, Stephen M., and Itamar Simonson. "The Effect of New Product Features on Brand Choice." Journal of Marketing Research 33, no. 1 (February 1996): 36–46. http://dx.doi.org/10.1177/002224379603300104.
Анотація:
Companies often introduce new product features to differentiate their brands and gain a competitive advantage. The authors investigate factors that moderate the impact of a new feature on brand choice. Building on two principles, multiattribute diminishing sensitivity and performance uncertainty, they propose that the characteristics of the products to which new features are added are important determinants of the impact of these features on sales and market share. Specifically, in six studies, they show that a new feature adds greater value and increases the choice share of a brand more when the brand (1) has relatively inferior existing features, (2) is associated with lower (perceived) quality, (3) has a higher price, and (4) is both high-priced and high-quality. The results also suggest that the addition of a new feature reduces buyers’ price sensitivity for low-quality, but not for high-quality, brands and that multiattribute diminishing sensitivity is a more important moderator of the effect of new features than performance uncertainty. The authors discuss the theoretical and practical implications of the findings.
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Govender, Krishna Kisten. "Brand choice and brand switching: a case study of relocated consumers." African Journal of Economic and Management Studies 8, no. 4 (December 4, 2017): 441–61. http://dx.doi.org/10.1108/ajems-11-2016-0169.
Анотація:
Purpose The purpose of this paper is to investigate the impact on consumer behaviour/brand choice resulting in the relocation of communities from informal to formal settlements. Design/methodology/approach A survey conducted among a probability sample of 384 consumers comprising different “socio-income” groups, who were relocated from informal settlements as well as others who relocated voluntarily to Cosmo City, a state designed residential development, to explore their brand choice behaviour. Findings It was ascertained that households switch brands if the degree of social change is greater than the perceived strength of the current brand, and an improvement in the space or house size which impacted their lifestyle. There is also a significant relationship between the product format and brand switching; between brand choice and change in the place and type of residence. Research limitations/implications It is evident that residential location, changes in social positions, inclusive of place of residence, lifestyle changes, and functional benefits, are essential factors for consideration in the development of a coherent brand strategy that seeks to adequately address the toilet-care product brand needs of consumers in the new democratic South Africa. Practical implications Marketers have to move beyond simple demographics and use multifaceted approaches to understanding brand switching behaviour, because consumers adapt quickly to changes in the market. Marketers also need to be cognisant of the rapid changes in consumers’ perception of their lifestyle change, and how they (consumers) relate to these changes. Social implications The relocation was viewed as a “social disruption” which in this study was the “relocation” which changed the place of and type of dwelling/home ownership type. Marketers also need to be cognisant of the rapid changes in consumers’ perception of their lifestyle change, and how they (consumers) relate to these changes. Originality/value The concept of social disruption in the form or relocated customers has not been studied in South Africa, especially with respect to the impact on brand choice of toilet cleaning products.
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Siddarth, S., Randolph E. Bucklin, and Donald G. Morrison. "Making the Cut: Modeling and Analyzing Choice Set Restriction in Scanner Panel Data." Journal of Marketing Research 32, no. 3 (August 1995): 255–66. http://dx.doi.org/10.1177/002224379503200302.
Анотація:
The authors develop an approach to determine and analyze choice set restriction on the basis of secondary source information on consumer purchase histories. Individual-level choice sets are estimated using a Bayesian updating procedure in conjunction with the multinomial logit model. The authors apply the procedure to scanner panel data for the liquid laundry detergent category. An analysis of estimated choice sets across panelists reveals that market share does not “go hand-in-hand” with choice set share (the percentage of choice sets in which a brand is a member). Examining choice set membership patterns, such as the cooccurrence of brands in the same product line, also provides insight into sister-brand cannibalization. Estimation results also show that promotions can expand choice sets, providing excluded brands a means to gain entry and long-term sales benefits.
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Miniard, Paul W., Deepak Sirdeshmukh, and Daniel E. Innis. "Peripheral Persuasion and Brand Choice." Journal of Consumer Research 19, no. 2 (September 1992): 226. http://dx.doi.org/10.1086/209298.
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Spanjaard, Daniela, Louise Young, and Lynne Freeman. "Emotions in supermarket brand choice." Qualitative Market Research: An International Journal 17, no. 3 (June 3, 2014): 209–24. http://dx.doi.org/10.1108/qmr-10-2012-0049.
Анотація:
Purpose – The purpose of this article is to show how the application of multiple qualitative methods reveals insights into grocery shopping that cannot be captured via traditional survey methods. Design/methodology/approach – A mixed-method approach was applied where the results of one technique provided the guidelines for the next as a way to understand how decisions are made within a grocery store. A mail survey started the process which subsequently presented input for the focus group, leading to videographic observations, depth interviews and consumer diaries. Findings – The results show that many decisions in the grocery store are not driven by the store environment but rather by emotional connections to the brand. This suggests that using behavioral and attitudinal surveys to understand this perspective may not adequately capture important aspects of grocery buying. Instead, consideration must be given to alternative methods which offer the shopper freedom to discuss what is important to them in terms of product selection. Research limitations/implications – This study is unique in applying multiple qualitative methods to an environment that is often overlooked as a source for meaningful insights into consumer decisions. The ability to use methods such as videography and self-assessment provides consequential reasons behind consumer behaviour rather than just statistical measurements of this. Practical implications – The results make a note of caution for retailers. Radical changes to brand offerings (e.g. deleting lines) and accessibility to preferred products (e.g. out of stocks, store layouts) runs the risk of potentially isolating regular customers. Our research shows that when a favorite product is not available, a substitute is not likely. Instead respondents tend to go to another store that does stock their brand, or they buy a smaller, cheaper product to “make do” until the next shop. Neither option is a good outcome for the consumer, the manufacturer or the store. Originality/value – This study will show that for grocery buying, not all decisions are rational where the use of available information is what drives the final brand choice. Instead, consumers display evidence of emotion that one research method in isolation is unlikely to adequately capture.
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Ballantyne, Ronnie, Anne Warren, and Karinna Nobbs. "The evolution of brand choice." Journal of Brand Management 13, no. 4-5 (April 2006): 339–52. http://dx.doi.org/10.1057/palgrave.bm.2540276.
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Doyle, John R., and Paul A. Bottomley. "Font appropriateness and brand choice." Journal of Business Research 57, no. 8 (August 2004): 873–80. http://dx.doi.org/10.1016/s0148-2963(02)00487-3.
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Villas-Boas, J. Miguel, and Russell S. Winer. "Endogeneity in Brand Choice Models." Management Science 45, no. 10 (October 1999): 1324–38. http://dx.doi.org/10.1287/mnsc.45.10.1324.
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Cavero, Sandra, and Javier Cebollada. "Brand Choice and Marketing Strategy." Journal of International Consumer Marketing 10, no. 1-2 (February 23, 1998): 57–71. http://dx.doi.org/10.1300/j046v10n01_04.
38
Chakraborty, Goutam, and Catherine Cole. "Coupon characteristics and brand choice." Psychology and Marketing 8, no. 3 (1991): 145–59. http://dx.doi.org/10.1002/mar.4220080302.
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Chen, Kuang‐Jung, and Chu‐Mei Liu. "Positive brand extension trial and choice of parent brand." Journal of Product & Brand Management 13, no. 1 (January 2004): 25–36. http://dx.doi.org/10.1108/10610420410523821.
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Lantos, Geoffrey P. "Positive Brand Extension Trial and Choice of Parent Brand." Journal of Product Innovation Management 22, no. 6 (November 2005): 535–37. http://dx.doi.org/10.1111/j.1540-5885.2005.00149.x.
41
Chattopadhyay, Tanmay, Shraddha Shivani, and Mahesh Krishnan. "Marketing Mix Elements Influencing Brand Equity and Brand Choice." Vikalpa: The Journal for Decision Makers 35, no. 3 (July 2010): 67–84. http://dx.doi.org/10.1177/0256090920100305.
Анотація:
This study develops and empirically tests a model for determining the determinants and effects of brand equity for the Indian passenger car market. Towards the same, the Brand Equity Creation Model developed by Yoo, Donthu and Lee (2000) was expanded and combined with the Brand Choice Model developed by Erdem, et al (1999). The dimensions of brand equity were thought to affect Overall Brand Equity, which in turn affected the final brand choice made by the consumers. The effect that ten selected marketing activities had on the dimensions of brand equity was examined. The passenger car market was differentiated on the basis of the price of car as premium, volume, and economy type and shopping centre intercept survey was conducted to collect respondent data across ten centres throughout the country. Multiple time passenger car buyers were considered as the respondent base for the study. A total of 1,932 consumers were contacted and 302 valid responses were received. Structural Equation Model was used as the tool for analysis. The results showed that: Of the ten marketing mix elements considered, some had a very strong impact on brand equity because they positively impacted both the dimensions considered for the study. However, contrary to what many previous studies reported, country of origin and price promotion did not impact the brand equity for such consumers. Advertising frequency is not a builder of brand equity; word-of-mouth is a better determinant of brand equity for repeat passenger car buyers. The different results obtained in this study vis- à- vis those from earlier studies suggest that the cultural differences between consumers of two countries mediates the effect of the marketing efforts on brand equity creation. Again since each of the dimensions of brand equity under this study was found to positively impact brand choice, it has been posited that the probability of the consumers choosing the final brand is increased with an increase in the equity of the brand. Geographical limitation of the sample and absence of interaction of marketing mix elements amongst themselves were identified as some of the key limitations of the study.
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Krishnamurthi, Lakshman, S. P. Raj, and K. Sivakumar. "Unique inter-brand effects of price on brand choice." Journal of Business Research 34, no. 1 (September 1995): 47–56. http://dx.doi.org/10.1016/0148-2963(94)00041-c.
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Briesch, Richard A., Pradeep K. Chintagunta, and Edward J. Fox. "How Does Assortment Affect Grocery Store Choice?" Journal of Marketing Research 46, no. 2 (April 2009): 176–89. http://dx.doi.org/10.1509/jmkr.46.2.176.
Анотація:
The authors investigate the impact of product assortments, along with convenience, prices, and feature advertising, on consumers’ grocery store choice decisions. Extending recent research on store choice, they add assortments as a predictor, specify a general structure for heterogeneity, and estimate store choice and category needs models simultaneously. Using household-level market basket data, the authors find that, in general, assortments are more important than retail prices in store choice decisions. They find that the number of brands offered in retail assortments has a positive effect on store choice for most households, while the number of stockkeeping units per brand, sizes per brand, and proportion of stockkeeping units that are unique to the store (a proxy for presence of private labels) have a negative effect on store choice for most households. They also find more heterogeneity in response to assortment than to either convenience or price. Therefore, optimal assortments depend on the particular preferences of a retailer's shoppers. Finally, the authors find a correlation in household-level responses to assortment and travel distance (r = .43), which suggests that the less important an assortment is to a consumer's store choices, the more the consumer values convenience, and vice versa.
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Brick, Danielle J., and Gavan J. Fitzsimons. "Oppositional brand choice: Using brands to respond to relationship frustration." Journal of Consumer Psychology 27, no. 2 (April 2017): 257–63. http://dx.doi.org/10.1016/j.jcps.2016.10.002.
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Desarbo, Wayne S., and Donna L. Hoffman. "Constructing MDS Joint Spaces from Binary Choice Data: A Multidimensional Unfolding Threshold Model for Marketing Research." Journal of Marketing Research 24, no. 1 (February 1987): 40–54. http://dx.doi.org/10.1177/002224378702400104.
Анотація:
The authors present a new multidimensional unfolding methodology that can analyze various types of individual choice data. The model represents choice data, defined by dichotomous variables that indicate whether a particular brand was chosen or not, in terms of a joint space of consumers and brands. Explicit treatment of marketing and subject background variables is allowed through optional model reparameterizations of consumers and brands. Together with the joint space representation of both consumers and brands, these optional reparameterizations can provide information on appropriate market segmentation bases and respective product positioning strategies. The authors apply this spatial choice model to data on consumer (intended) choices for 12 residential communications devices and demonstrate how the results can be used for optimal positioning decisions.
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Braeutigam, Sven, John F. Stins, Steven P. R. Rose, Stephen J. Swithenby, and Tim Ambler. "Magnetoencephalographic Signals Identify Stages in Real-Life Decision Processes." Neural Plasticity 8, no. 4 (2001): 241–54. http://dx.doi.org/10.1155/np.2001.241.
Анотація:
We used magnetoencephalography (MEG) to study the dynamics of neural responses in eight subjects engaged in shopping for day-to-day items from supermarket shelves. This behavior not only has personal and economic importance but also provides an example of an experience that is both personal and shared between individuals. The shopping experience enables the exploration of neural mechanisms underlying choice based on complex memories. Choosing among different brands of closely related products activated a robust sequence of signals within the first second after the presentation of the choice images. This sequence engaged first the visual cortex (80-100 ms), then as the images were analyzed, predominantly the left temporal regions (310-340 ms). At longer latency, characteristic neural activetion was found in motor speech areas (500-520 ms) for images requiring low salience choices with respect to previous (brand) memory, and in right parietal cortex for high salience choices (850-920 ms). We argue that the neural processes associated with the particular brand-choice stimulus can be separated into identifiable stages through observation of MEG responses and knowledge of functional anatomy.
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Shahid, Saad. "Does the Choice of Brand Positioning Strategy Matter in the Creation of Brand Love? The Mediating Role of Brand Positioning Effectiveness." Lahore Journal of Business 8, no. 1 (September 1, 2019): 107–44. http://dx.doi.org/10.35536/ljb.2019.v8.i1.a6.
Анотація:
To understand how brand love can be created, this study examines the effect of brand positioning strategies (benefit brand positioning strategy, feature brand positioning strategy and surrogate brand positioning strategy) on brand love, by conceptualizing brand positioning effectiveness as a mediator. The proposed conceptual model was empirically studied with the responses of 607 young consumers from private universities in Pakistan. This study finds evidence of complementary mediation of brand positioning effectiveness between brand positioning strategies, and brand love in the context of high street fashion retail brands. For the brand managers, this study implies that the development of an interpersonal consumer-brand bond can be developed by employing benefit brand positioning strategy, surrogate brand positioning strategy and feature brand positioning strategy. This, as a result, also indicates the effectiveness of all three of these brand positioning strategies.
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Srivastava, Ankur, Dipanjan Kumar Dey, and Balaji M.S. "Drivers of brand credibility in consumer evaluation of global brands and domestic brands in an emerging market context." Journal of Product & Brand Management 29, no. 7 (January 27, 2020): 849–61. http://dx.doi.org/10.1108/jpbm-03-2018-1782.
Анотація:
Purpose The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It further examines three drivers of brand credibility: perceived globalness, perceived local iconness and perceived authenticity. Design/methodology/approach A structured questionnaire was used for data collection. Systematic random sampling using the mall intercept technique was used to collect cross-sectional data from 836 customers in India. Hypotheses were tested by using structural equation modeling with AMOS 21. Findings The results demonstrate the significance of brand credibility on purchase intentions. Furthermore, brand globalness differentially influence brand credibility for global and domestic brands. Research limitations/implications The findings provide key insights for marketers regarding consumer evaluation of global brands and domestic brands in emerging markets. Originality/value This study contributes to the literature by proposing and testing the key role of brand credibility in consumer choice of global brands versus domestic brands in an emerging market context.
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FAYVISHENKO, Diana. "FACTOR DETERMINANTS OF CONSUMER DEMAND MINERAL WATER." "EСONOMY. FINANСES. MANAGEMENT: Topical issues of science and practical activity", no. 2 (52) (June 26, 2020): 93–104. http://dx.doi.org/10.37128/10.37128/2411-4413-2020-2-8.
Анотація:
In a highly competitive business environment, research into the determinants of consumer choice is a key challenge in formulating a brand development and management strategy. It is the formation of the concept of strategic management that emphasizes the central role of factors in making major decisions, the synthesis of the concept of brand positioning and its value attributes, purposefully influences the consumer's conscience and determines his demand as a whole. The purpose. Analysis of factor determinants of consumer choice of brands in the mineral water market, justification of the decision-making process. Methods of the research is based on theoretical and methodological aspects of the analysis of factors of consumer demand and choice of brands in the market of mineral water, analytical data of market analysis and water consumption. The article emphasizes that consumption has always been an integral part of society's development, driven by the influence of social, cultural, economic and psychological processes. Both consumer’s choice issue and analysis of the main groups of factors that influence purchasing behavior when forming a brand management strategy in the mineral water market remain quite relevant and require a detailed analysis. Factor determinants of consumer demand of mineral water were revealed, the main factors that influence the consumer's choice were analyzed, his perception of the brand, was formed and also value aspects were emphasized, taking into account force majeure in managing the brand. It is concluded that the integrated demand factors, specific position, attributive and cognitive characteristics of the brand, a clearly constructed model of brand management, a complete presentation of the goals and tools to achieve them, corporate influence the consumer demand of mineral water, taking into account the purchasing power of the consumer audience, seasonality of the product responsibility of all staff. Prospects for further research are the development of consumer behavior models and its adaptation in the system of strategic brand management.
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Newmeyer, Casey E., and Julie A. Ruth. "Good times and bad: responsibility in brand alliances." European Journal of Marketing 54, no. 2 (January 31, 2020): 448–71. http://dx.doi.org/10.1108/ejm-02-2018-0140.
Анотація:
Purpose Marketing managers have strategic choices when forming brand alliances. One such choice is integration, defined as the extent to which the offering is a fusion in the form and function of the partner brands. The paper aims to investigate how integration affects consumer attribution of responsibility to brand alliance partners. Design/methodology/approach This paper builds on the previous study on brand alliances and attribution theory. Multiple experiments are used to test three hypotheses. Findings This research shows that consumers are sensitive to the level of alliance integration, which, in turn, affects attributions of responsibility for the joint offering. Consistent with attribution theory, results show that responsibility for each brand varies systematically by integration and lead brand status vis-à-vis the alliance: while consumers perceive both brands as equally responsible for higher integration brand alliances, responsibility attributions diverge in lower integration alliances based on whether the brand is the alliance host. This pattern also holds for product-harm events. Research limitations/implications It is important to explore brand alliance characteristics and to date, the level of integration between the partners has not been considered from a consumer standpoint. Consumers are sensitive to the level of partner brand integration and this perception influences perceptions of responsibility. Practical implications Managers should be aware that the level of brand alliance integration and lead brand status lead to different attributions of responsibility, which is strategically important, as brands seek to take credit in positive contexts and avoid blame for negative events. Originality/value This paper explores brand alliances via the level of integration and leads brand status, which are key determinants of consumer attributions of responsibility.