Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation

This study examines the effects of intangible extrinsic cues on consumer quality perception and purchase intention of private brands. We find that store image and product signatureness enhance quality perception and purchase intention of private brands while quality variation reduces both outcomes. All effects of the three extrinsic cues on purchase intention are partially mediated by quality perception. In addition, consumer value consciousness strengthens the relationship between quality perception and purchase intention of private brands.     

Bundling as a new product introduction strategy: The role of brand image and bundle features

Marketers can bundle an unknown brand with a strong brand as a new product introduction strategy. Drawing upon the categorization theory and the elaboration likelihood model, this study examines how a new brand can benefit from bundling with a strong brand. The results of two studies indicate that consumers’ quality perception of a new brand will be affected by the brand image of a bundle partner, and this effect is moderated by the bundle forms and the complementarity of bundle components. Academic and managerial implications of these findings are presented, along with suggestions for further research.     

The Effects of Idealized Advertising Imagery on Social Comparisons,Psychological and Emotional Outcomes,and Consumer Vulnerability: A Conceptual Model

This article integrates marketing and social psychology theories and findings into a conceptual model that describes the conditions for which idealized advertising images induce positive (or negative) consumer outcomes. Extending Bessenoff's moderated mediation model, the authors propose that: (1) effect of social comparison on the relationship between exposure to idealized advertising images and psychological/emotional outcomes will be moderated by internalization of ideals and self-discrepancy; (2) effect of psychological/emotional outcomes on the relationship between social comparison and consumer vulnerability will be moderated by attainability of ideals; and (3) product claims should moderate the relationship between psychological and emotional outcomes and consumer vulnerability.