Consumer brand confusion: A conceptual framework

A definition and theoretical framework for consumer brand confusion are developed. Brand confusion is distinguished from related terms, such as uncertainty, miscomprehension, infringement, and deception. The factors affecting the likelihood of brand confusion are extended beyond stimulus similarity to include individual and situational factors, and propositions regarding the effects of individual and situational factors are developed. The value of a better understanding of consumer brand confusion to managers and policy makers is discussed.     

An investigation of B-to-B brand value: evidence from manufacturing SMEs in Taiwan

Purpose: The importance of brand value has been increasingly recognized in business-to-business (B-to-B) marketing settings. Leek and Christodoulides (2012) proposed a comprehensive B-to-B brand value framework based on qualitative examination, which has yet to be quantitatively examined. As such, the objectives of this study are twofold: first, to quantitatively investigate Leek and Christodoulides’ (2012) B-to-B brand value framework and reveal the relative importance of the various attributes/elements; second, to explore whether the attribute/element priority in Leek and Christodoulides’ (2012) value framework differs for various types of buyers with respect to supplier characteristics, environmental factors, and situational factors. The research context is small- and medium-sized enterprises (SMEs) in Taiwan. For industrial marketers, a better understanding of attribute/element priority pertaining to brand value is helpful in terms of marketing efficiency and success probability.

Methodology/Approach: Based on data from 22 SME buyers in Taiwan, a cluster analysis was performed to classify SME buyers into different buyer groups based on supplier characteristics, environmental factors, and situational factors, while an analytic hierarchy process was used to indicate the preference structure under different buyer groups.

Findings: The results reveal that the functional value items outperformed emotional value ones; further, quality, technology, and after-sales service were the top three elements of brand value. However, the attribute/element priority varied across different buyer groups. In general, the importance of functional value items was greater than that of emotional value items for most SME types. Top attributes/elements that exceeded 10% importance weight were almost all function-related, aside from emotion-related credibility—the primary concern (20.3%) of forced SMEs that held pessimistic perceptions regarding the economic environment, and procured within a highly concentrated market structure.

Originality/Value: This research study contributes by indicating the relative importance of brand value attributes/elements in the SME context and examining whether the attribute/element priority varies for distinct types of buyers. Based on the results, a target marketing strategy is provided for B-to-B marketers to effectively design marketing offerings and create brand value for their business buyers.     

Personal values and business decisions: An exploratory investigation

Interest in subjective values and decision responses are investigated empirically, including statistically testing the predictive relationships between subjective values, other independent variables such as level and area of executive responsibility, and decision responses. John H. Barnett is Associate Professor at the Whittemore School of Business and Economics, University of New Hampshire, U.S.A. He was previously a Management Consultant (Cresap, McCormick & Paget) and a Volunteer Executive (Brazil, Mexico, Panama, Papua New guinea, Philippines). He is a Certified Public Accountant and a Doctor of Divinity. His most important publications are: A Business Model of Enlightenment, Journal of Business Ethics 4 (1985), Controversy and Change in Cultural concepts, (Sierra Madre Seminary), and Down the Rose Path: A Businessman's Search for Enlightenment, in press. Marvin J. Karson is Professor of Business Statistics and James R. Carter Professor of Management at the University of New Hampshire. He was formerly Professor of Statistics at the University of Alabama. His work has been published in a number of professional journals. One of his most recent publications is: Karson, M. J. and Cheng, D. C., Estimation of Multi-Period Expected Rates of Return When Investment Relatives are Lognormally Distributed, Journal of Business and Economic Statistics 3, No. 2 (1985), 140–148. He is also the author of Multivariate Statistical Methods (Iowa State University Press, 1982).     

Correlates of salespeople's ethical conflict: An exploratory investigation

Much have been written about marketing ethics. Virtually no published research, however, has examined what factors are related to the ethical conflict of salespeople. Such research is important because it could have direct implications for the management of sales personnel. This paper presents the results of an exploratory study that examined selected correlates of salespeople's ethical conflict. Implications for practitioners and academic are also provided. Alan J. Dubinsky is visiting Associate Professor of Marketing at the University of Minnesota. He was previously Assistant Professor of Marketing at Southern Methodist University and Territory Manager for Burroughs Corperation. His publications have appeared in several journals, including Journal of Retailing, Journal of Advertising, California Management Review, MSU Business Topics, Business Horizons, Industrial Marketing Management, Journal of Purchasing and Materials Management, Journal of Personal Selling and Sales Management, and Journal of the Academy of Marketing Science. Thomas N. Ingram is Associate Professor of Marketing at the University of Kentucky. He was formerly Product Manager and then Sales Manager with EXXON Company, U.S.A. and Mobil Chemical. His publications have appeared in Journal of Marketing Research, California Management Review, Business Horizons, Journal of Purchasing and Materials Management, Industrial Marketing Management, Journal of Personal Selling and Sales Management, and Journal of the Academy of Marketing Science. He is also coauthor of a personal selling textbook (Macmillan, 1984).The autors gratefully acknowledge the University of Kentucky Research Foundation for its financial support of this project.     

Product familiarity and information processing strategies: An exploratory investigation

A theoretical and empirical examination of the relationship between product class familiarity and usage of information processing strategies is presented. Four major dimensions of information processing strategies are identified and used to conceptualize the linkage between product class familiarity and usage of particular strategies. Research hypotheses are tested in an exploratory study using a laboratory choice situation. Implications of the study with respect to usage of specific strategies and for future research are discussed.     

Competitive position effects and market share: An exploratory investigation

This paper investigates the relative competitive position of a firm with a view toward determining those marketing effort dimensions that significantly influence market share. The study differs from previously published reports in that it utilizes the Profit Impact of Marketing Strategy (PIMS) data base on relative marketing effort to identify key marketing effort variables for two broad classes of goods: consumer nondurables and capital goods. The framework for a competitive positive effects model is developed in terms of nine relative marketing effort dimensions expressed along categories roughly corresponding to competitive superiority, parity, or inferiority. Hypotheses for the two classes of goods, gleaned from the available marketing literature, were empirically tested with use of linear regression models. Though the sets of coefficients relating to the nine marketing decision variables significantly differed ac across industries, similar patterns were found in both groups with respect to the relative breadth of product line and relative product quality dimensions. The results also tended to (a) support the claim of Buzzel et al. [Product Quality, Strategic Planning Institute, Cambridge, 1978] that for product quality to matter, improvements relative to competition must be substantial, and (b) show that for certain effort dimensions striving for competitive superiority may not generate sizable increases in relative market share.     

Brand extension naming strategies: An exploratory study of the impact of brand traits

When a known brand extends into a product category that involves sophisticated and state-of-the-art technology, consumers face uncertainty and perceive a financial risk when considering the extension for purchase. This study explores how the brand's perceived expertise in the extension category and various brand traits (predictability, dependability, and faith) affect that consideration decision and how these interact with particular extension naming strategies (direct versus brand-bridging). Exploratory results from a field study give three insights. First, a consumer's faith in a brand appears to improve the extension consideration independent of what naming strategy is adopted. Second, brands with good predictability seem to benefit only by using a direct naming strategy in the brand extension. Third, a perceived lack of expertise appears to reduce the extension consideration even when a brand-bridging strategy is adopted. A discussion of these insights and their implications is provided.     

An investigation of consumer evaluation of brand extensions

This paper deals with the effects of perceived quality, perceived fit and perceived difficulty, and interaction between perceived quality and fit on consumer evaluations of brand extension. We used multi‐item scales to measure these constructs. Data were analysed via structural equation models. Results show that both perceived quality and perceived fit have direct positive effects on consumer evaluation of extensions. We find support for the chance of transferring the positive values of a brand to an extension is greater when consumers see the extension as a good fit with the original brand and the original brand is considered as of high quality.     

Dimensions of success in new product development: An exploratory investigation

As a key element in survival and sustaining growth, the constant development and re‐development of products has been the subject of many academic and consulting group studies. The specific focus of these studies has often been to identify and describe those factors which determine the outcome of new product developments; the critical success factors in NPD. In order to fulfill their objectives, the studies have focused on many aspects of the management of new product development programmes in companies, and attempted to relate them to a number of alternative outcomes. This has called for the measurement of “success” itself. Unfortunately, there is very little consensus amongst the studies regarding how best to operationalize “success”, and researchers have employed a variety of measures, focused on different levels of analysis, sought data from different sources and used different data collection methods. This paper examines the performance measures used in several major NPD studies and shows how success “measures” have been treated as financial and non‐financial. In addition, attention is drawn to the problems inherent in the different definitions of success. Finally, using data from an empirical survey, the relationship between financial and non‐financial outcomes is examined.     

Research note: Sales force opportunism in emerging markets: An exploratory investigation

Do overseas‐based sales forces commit opportunism? Answer to the question is critical for exporting manufacturers who are considering setting up sales offices in emerging markets. This inductive study of 15 British manufacturers in China led to propositions exploring the question. It specifies various contexts in which sales force employees in emerging markets may commit opportunistic behaviors. In those contexts, sales offices in emerging markets may not necessarily combat channel opportunism or save monitoring costs. © 2002 Wiley Periodicals, Inc.     

An investigation of brand placement effects on brand attitudes and purchase intentions: Brand placements versus TV commercials

Brand placements are gradually becoming an important part of promotional toolkit of many major companies. However, despite the increasing volume of research on brand placements during the last decade, several important questions still remain unanswered. The purpose of this research is to investigate the effectiveness of brand placements in television sitcoms and contrast it with the effectiveness of 30-second commercials. The authors administer a quasi-natural experiment to a sample of research panel participants to investigate how brand placements in television sitcoms affect their attitudes and purchase intentions. Results of the study suggest that people have a more positive attitude toward brand placements than toward traditional television commercials. Moreover, placements can be more effective than 30-seconds commercials when targeting audiences with low attitude toward advertising. Finally, a combination of a brand placement and a commercial within one program doesn't significantly increase brand attitudes and purchase intentions compared with sole exposure conditions.     

Lookalikes and customer confusion in the grocery sector: an exploratory survey

This paper discusses the issue of copy-cat branding, an issue that has dominated the marketing and retail trade press recently. Brand owners have claimed that lookalike own-label products confuse consumers. Retailers, mean-while have claimed that similarities in packaging design are essential to enable consumers to recognize own-label products. There is, however, relatively little academic research on the issue of lookalikes and consumer confusion.

This paper reports the results of an exploratory survey which show that a considerable number of consumers are confused by the packaging of own-label products. It is also shown that consumer confusion varies by store, product and frequency of shopping. Safeway shoppers were found to be more confused by own-label packaging than shoppers who used other retail outlets. Significantly, shoppers at Sainsbury's - the store that has been criticized most heavily over the packaging of its own-label products - were found to be considerably less confused than the 'average consumer'. The purchasers of Coca-Cola, Head & Shoulders and Nescafe Gold Blend were found to be most confused by own-label packaging.     

Managing brand extension via licensing: An investigation into the high-end fashion industry

Brand managers are increasingly confronted with the option of licensing their brands when pursuing brand extensions. Such decisions are typically based on evaluation of the risks associated with such a contractual form, and with the nature of the asset at stake, i.e., the brand. Drawing on transaction cost economics and the brand extension literature, the authors investigate how managers balance the advantages of rapidly accessing new product categories through licensing with the risk of negative reciprocal effects and licensees' opportunistic behavior. Our results suggests that firms tend to be strategically conservative when examining how to extend their brands, as managers see the risk of negative effects on the parent brand as outweighing the advantages associated with licensing.     

Consumer complaint handling in an advanced developing economy: An empirical investigation

The purpose of this article is to examine consumer protection, complaint, and statisfaction/dissatisfaction behaviors in developing countries with special reference to an advanced developing country — Turkey. The study was designed to describe consumer complaint handling issues in urban Turkey. It tries to explain consumer behavior differences along five consumer product categories as to the frequency and manner of consumer complaining behavior and suggests insights into the effectiveness of consumer complaint handling policies in Turkey. It is maintained that the study results are also applicable to other developing countries which are at a similar level of socio-economic and technological development.Erdener Kaynak, Ph.D. is currently a Professor of Marketing at the School of Business Administration of The Pennsylvania State University at Harrisburg, Middletown, Pennsylvania. Dr. Kaynak has served as a business consultant and training adviser to a number of Turkish, Canadian, Dutch, American, Peruvian, Yugoslavian, and international organizations. A prolific author, he has published over one hundred articles in refereed scholarly and professional journals as well as being the author or co-author of thirteen books. Dr. Kaynak is also Executive Editor ofInternational Business Press (IBP), an imprint of the Haworth Press Inc. of New York, London, and Sydney. In this capacity, in addition to being responsible for the international business book series, he edits several international marketing journals.Orsay Kucukemiroglu is presently an Assistant Professor of Business Administration at the Pennsylvania State University, York Campus, York, Pennsylvania. He holds a B.S. degree in Economics, an M.A. in Statistics, and an M.Sc. in Business Administartion and Operations Research. He also holds a CPA designation in the Communwealth of Pennsylvania. Mr. Kucukemiroglu has published articles in such journals asDecision Sciences, International Journal of Bank Marketing, Journal of Professional Services Marketing as well as presenting papers before various learned societies in North America and in Europe.Yavuz Odabasi is Professor of Marketing and Director of the Vocational Training School of Anadolu University in Eskisehir, Turkey. A graduate of Turkish and U.S. universities, Dr. Odabasi was a faculty member at Erciyes University before joining his current university. He has published articles in such journals asService Industries Journal, International Journal of Bank Marketing as well as publishing in Turkish academic and professional journals.     

An exploratory investigation of problematic online auction behaviors: Experiences of eBay users

eBay hosts more than 12.5 million auctions per day in more than 1000 categories across 28 global markets and attracts more than 43 million unique visitors per month. This paper explores online auction users problematic behaviors that could potentially lead to an addiction. Specifically, we examine the following research questions: what consumer behaviors could be construed as problematic and potentially addictive; do these behaviors generally reflect the core components of addiction; and what are the implications for online auction retailers, managers, and society? Using qualitative methods, the authors identify four key themes that capture problematic behaviors that could lead to online auction addiction. These themes include psychological distress; habitual usage; negative consequences; and dependence, withdrawal and self-regulation.     

An exploratory investigation of aberrant consumer behaviour in Libya: a sociocultural approach

Abstract

Studies concerning aberrant consumer behaviour (ACB) are dominated by research conducted in the West. By examining the impact social and cultural factors have on the management and understanding of ACB in Libya, a Muslim country, this paper extends knowledge by exploring this issue in a different setting. Materials were collected by conducting in-depth interviews with 26 sellers in Libya and ACB was explored in three different contexts: grocery stores, computer stores and hotels. The study finds that the sellers use alternative marketplace behaviours to manage ACB to that described in the literature, namely informal, community-based approaches that reflect accepted societal and cultural norms. Furthermore, the study finds that not all activities reported to be ACB in the literature are perceived to be misbehaviour by the Libyan sellers.     

Consumer perceptions of environmental marketing claims: an exploratory study

This paper reports the results of research which examined consumer perceptions of 10 environmental claims: degradable, biodegradable, no CFCs, safe for the environment, environmentally friendly, compostable, recycled, pre-consumer waste, post-consumer waste, and recyclable. Implications for policy makers and future research are identified.     

Consumer ethics: An empirical investigation of the ethical beliefs of Austrian consumers

Business and Marketing ethics have come to the forefront in recent years. While consumers have been surveyed regarding their perceptions of ethical business and marketing practices, research has been minimal with regard to their ethical beliefs and ideologies. In addition, no study has examined the ethical beliefs of Austrian consumers even though Austria maintains a unique status of political neutrality, nonalignment, stability, economic prosperity and geographical proximity to the East- and West-European countries. This research investigates the relationship between Machiavellianism, ethical ideology and ethical beliefs of Austrian consumers. The results indicate that Austrian consumers are mostly situationists who, while rejecting moral rules, judge the ethics of a behavior by the consequences and outcomes of the situation. Mohammed Y.A. Rawwas is an Assistant Professor of Marketing at the University of Northern Iowa. His research has appeared in the Journal of Business Ethics, Marketing Educational Review, Advances in International Marketing, European Journal of Marketing, Journal of Hospital Marketing, Health Marketing Quarterly, Medical Marketing and Media,among other journals and proceedings.     

零售业自有品牌的创新与开发

零售企业开发自有品牌的 必要性 1,提高商店形象与顺各忠诚度的需要.随着自有品牌的发展,提高消费者忠诚度和树立商店形象必须成为一个主要的长期考虑因素.     

顾客视角下的电视媒体品牌价值解构——基于中央电视台的研究

中国的电视媒体已经进入品牌化竞争阶段，这既是对以互联网为代表的新媒体挑战做出的回应，又是行业内竞争与发展的主流趋势。信息获取渠道的拓展以及视觉欣赏品位的转变正在使观众慢慢地偏移对电视这一昔日第一媒体的选择；电视媒体收入的主要来源——广告经营也日渐感受到新媒体时代广告变革带来的挑战。[第一段]