Consumer attitudes and loyalty towards private brands

Private or store brands improve the efficiency of consumer decision making by offering equivalent quality products at lower prices. The present study evaluated consumer attitudes towards private brands with the goal of understanding their appeal in order to enhance efforts to convince more consumers to buy them. We used three samples (ns = 279, 245 and 305) of US consumers to compare attitudes of buyers of private and national brands in three product categories: orange juice, cereal and bottled water. The results show that private label buyers (23% of orange juice, 6.5% of cereal and 14% of bottled water buyers) consider brands themselves to be less important and private brands to offer better performance than do national brand buyers. When asked about specific brands, national brand buyers tended to be price insensitive towards national brands, and private label buyers price insensitive towards store brands. In addition, the national brand buyers saw some of the national brands to be more relevant to their lifestyles and needs, but the private label buyers saw the private labels the same way. Being relevant to consumers' lives appears to influence brand selection. Besides touting lower prices, private brand promotions might stress the equivalent performance of private labels and create promotions showing how these brands can be relevant to consumers' lifestyles and needs.     

怀旧消费决策模型及其营销启示

怀旧是人的天性,是人们感时伤怀的一种情绪。消费者怀旧消费决策主要包括产生于转化两个环节。消费者怀旧情感从纵向视角来看分为两个层次:怀旧倾向与怀旧强度,对应两大产生机制:内化机制与唤起机制。怀旧情感通过品牌信任、品牌依恋和品牌承诺的中介,从而转化怀旧购买。这种怀旧情感的产生-转化模型可以为企业开展怀旧营销提供思路。     

Status of Database Marketing in the Dutch Fast Moving Consumer Goods Industry

Brand manufacturers in the fast moving consumer goods industry are under pressure. Due to increased retailer concentration, access to scanner technology, eroding brand loyalty, an increasing number of price promotions and increasing market share of private labels, power is more and more shifting towards retailers. DBM can be an alternative for brand manufacturers in building brands and gaining more knowledge about the customer. In this paper data of 91 Dutch brand manufacturers are used to find the factors that influence the adoption of database marketing (DBM). A distinction between tactical DBM and strategic DBM is made. Tactical DBM has a short-term focus and a transactional approach. Strategic DBM has a long term focus aiming at enhancing brand loyalty, brand awareness and brand associations. Our results show that DBM is relatively undeveloped in the Dutch FMCG-industry. 29% of all respondents adopted DBM. When it is used, it is mainly used tactically. It is also found that DBM adoption is influenced by top management support, the size of the brand portfolio and the adoption of DBM by a competitor.     

How Consumer Ethnocentrism (CET), Ethnocentric Marketing,and Consumer Individualism Affect Ethnocentric Behavior in China

This study investigates how the value of consumer ethnocentrism (CET) and ethnocentric marketing affect consumers' purchase intentions for domestic and foreign brands in China. In predicting ethnocentric consumer behavior, past research has tended to focus on consumers' ethnocentric values rather than ethnocentric marketing stimuli. In addition, this study examines how the consumer value of individualism and collectivism (IC) affects ethnocentric choice behavior. An experimental study was conducted on 220 Chinese millennials, using fictitious advertisements. The study found that the CET value has moderate effects on consumer purchase intentions for foreign brands, while it strongly influences consumer purchases of domestic brands. In addition, the findings suggest that ethnocentric advertising may not encourage purchases of domestic brands, but can discourage foreign brand purchases. More significantly, individualistic consumers were found to show a greater preference for foreign brands and also their brand choices were less affected by the CET value and ethnocentric advertising.     

The Influence of Hedonic Values on Consumer Behaviors

Summary

This study investigated the influence of hedonic values on the consumer behavior of young Chinese. The results show that hedonic values are negatively associated with utilitarian orientation and positively associated with novelty seeking, responsiveness to promotion stimuli, and preference for foreign brands. Personal income moderates the relationship between hedonic values and brand consciousness. Conceptual importance and managerial implications are discussed.     

男性消费者自我概念结构模型及其实证研究--以杭州市为例

本文在简要回顾消费者行为理论中的自我概念研究现状基础上,提出并在理论上推导出男性消费者自我概念结构SELF理论及其立体结构模型;而后以此为假设,通过对男性消费者问卷调查,采用因子分析和相关分析的实证研究方法,对所提出的理论与模型进行检验;同时,进一步对自我概念的影响因素做了动态研究;论文最后简单论述该理论的应用和需进一步研究的方向.     

Remembering the Good Old Days: The Moderating Role of Consumer Affective State on the Effectiveness of Nostalgic Advertising

Employing different experimental priming procedures and advertising treatments across two studies, we examine the moderating role of consumer affective state on individuals’ responses to nostalgic and nonnostalgic advertising. Consistent with hypothesized expectations, our findings indicate that when consumers are in a positive affective state they respond more favorably (i.e., report more positive memories and favorable brand-related responses) to nostalgic (versus nonnostalgic) ads. In contrast, one's negative affective state appears to play a limited role in affecting responses between ad types. The theoretical implications of these findings as they relate to nostalgic advertising effects are discussed, and recommendations for advertising practitioners are offered.     

Development and validation of the Personal Nostalgia Scale

This research conducts five studies and uses 1185 respondents to develop and validate a six-item, seven-point Likert scale capable of measuring a personal nostalgia response to an advertisement. Traditional forms of scale development and a variety of experimental conditions are undertaken to develop and validate the scale. Statistical techniques include t-tests, correlation, regression, confirmatory factor analysis and a multitrait–multimethod matrix. This research fulfils a significant gap in the current knowledge as the current scales neither distinguish between the distinct types of nostalgia nor measure personal nostalgia as a response to advertising independently of other reactions. This is despite personal nostalgia being considered as a distinct form of nostalgia with a suggested differing influence on a number of important consumer behaviour responses. The scale has implications for researchers undertaking future studies exploring personal nostalgia's influence on consumer behaviour reactions. Nostalgia is also a commonly used and has effective advertising appeal, and this research provides practitioners with a parsimonious instrument to measure the level of personal nostalgia experienced as a result of advertising exposure. This assists in ensuring accuracy when predicting consumer reactions.     

Consumer Attitudes toward Online Advertising: The Moderating Role of Personality

This study investigates how consumer attitudes toward advertising in general affect their attitudes toward online advertising. It also investigates the moderating role of the personality traits of introversion and extroversion in explaining this relationship. An online survey is used to collect data from a convenience sample of 244 respondents living in Canada. Results show that attitude toward advertising in general has a positive and significant impact on attitude toward online advertising. Introversion is found to have no moderating impact on the relationship between both attitudes. However, extroversion moderates this relationship.     

The Moderating Role of Local vs. Foreign Shopping Context in Consumer Experience

The current study seeks to provide a better understanding of how consumers experience shopping and whether it is contingent on local vs. foreign contexts (i.e., local vs. foreign brand department store). Using data collected by an intercept method with shoppers at a local and foreign brand department store in China, the current study finds that different types of values (i.e., emotional and intellectual) are associated with a local vs. foreign shopping context, which, in turn, affects consumer trust and customer loyalty. Results contribute to consumer experience and branding literature, and suggest that domestic companies should not blindly replicate management and operational practices of foreign companies.     

The case for educated UK consumers: the National Consumer Council's consultation on consumer education

Consumer education is an integral part of the consumer empowerment mix. Over recent years the importance of consumer education as a vital tool for protecting consumers and making them better informed has been increasingly recognized in the UK. As part of the developing policy debate in the UK, the National Consumer Council (NCC), one of the key consumer champion bodies, has been arguing the case for a national strategy for consumer education. In order to establish whether a national strategy was needed and, if so, how a strategy could be structured and introduced, the NCC carried out a national consultation. In excess of 100 responses were obtained from a very broad range of organizations. This paper provides a review of the secondary data gathered for the NCC research. It was found that although there are many organizations and networks involved in consumer education in the UK, it lacks focus, is fragmented and is not efficient or coordinated. The research highlighted a need for a strategic approach to place educated and empowered consumers at the heart of the marketplace.     

自我概念一致性与品牌偏好关系研究:自我差异的调节作用

本文研究了自我差异对自我概念一致性与品牌偏好关系的调节作用。结果表明,当消费者感知到高水平的自我差异时,理想的自我概念一致性(相比现实的自我概念一致性)对品牌偏好的影响更大;而当消费者感知到低水平的自我差异时,现实的自我概念一致性(相比理想的自我概念一致性)对品牌偏好的影响更大。因此,企业不仅要深刻认识到消费者自我概念在品牌个性塑造中的重要性,而且必须将自我概念一致性与自我差异相结合,针对消费者不同自我差异水平进行品牌个性的细化塑造。     

The Effects of Native Ads on Consumer Brand Engagement: The Moderating Role of Website Credibility

Abstract

This research examined the effect of native ads on consumer brand engagement – specifically, how source disclosure of ad sponsors affected consumers’ perceived ad deceptiveness as well as their attitude toward the company and the brand. It also explored the moderating role of website credibility. One hundred and ten college students in South Korea participated in the experimental study, which found that high source disclosure of ad sponsors positively affected perceived deceptiveness. The effect of source disclosure on perceived deceptiveness was moderated by website credibility. Perceived deceptiveness negatively affected consumers’ attitude toward the company and the brand. The mediating role of perceived deceptiveness between source disclosure and consumer brand engagement was confirmed only when website credibility was high. The paper discusses the theoretical and practical implications of the findings as well as suggestions for future research in this area.     

The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior

Based on the assumption that consumers will reward firms for their support of social programs, many organizations have adopted corporate social responsibility (CSR) practices. Drawing on social identity theory, a model of influence of CSR on loyalty is developed and tested using a sample of real consumers. Results demonstrate that CSR initiatives are linked to stronger loyalty both because the consumer develops a more positive company evaluation, and because one identifies more strongly with the company. Moreover, identity salience is shown to play a crucial role in the influence of CSR initiatives on consumer loyalty when this influence occurs through consumer-company identification. A strong identifier is not necessarily in a constant state of salience, but activating identity salience of a particular consumer social identity (a company) will affect consumer reactions to product stimuli, increasing consumer loyalty.     

Effects of Consumer Weight Level and Advertising Appeals on Consumer Attitude Toward Food and Advertisements

This study examines the link between consumer weight level, food type, and consumer attitude toward both food and food advertisements. Further, this research explores how food advertisements containing emotional or informational claims influence the attitudes of overweight and normal-weight consumers. Two experiments were conducted to study the interaction between weight levels, food types (meat vs. vegetables), and advertising appeals (emotional vs. informational). The results showed mixed support for the six hypotheses. The findings indicate that consumer weight level interacts with food types, and emotional/information appeals affecting food evaluation and attitudes toward food advertisements. Managerial implications for food manufacturers and advertisers are discussed.     

Consumer rights of the elderly as vulnerable consumers in South Africa: some comparative aspects of the Consumer Protection Act 68 of 2008

Although consumer protection is not a new concept in South African law, the Consumer Protection Act 68 of 2008 (CPA) now provides for a much more comprehensive and encompassing mechanism to protect consumers. Consumers are protected, not only in the provision of goods and services, the conclusion of contracts but also in the promotion and marketing thereof. The CPA further provides special protection to a particular type of consumer which is the vulnerable consumer and includes elderly consumers. Importantly, and for the first time in the history of South African law, the consumer is provided with eight core fundamental consumer rights. As this contribution is an attempt to provide an interdisciplinary analysis from a legal perspective, identification of what is considered to be an ‘elderly' consumer, needs to be assessed by referring to relevant empirical studies from both an international as well as South African perspective. The focus of this study is on the protection of the elderly as a category of vulnerable consumers in terms of the CPA. The investigation will attempt to show that the elderly is protected in terms of all eight of the fundamental consumer rights within the CPA. Special reference will be made to two fundamental rights of the consumer in terms of the CPA. First, the elderly consumer's right to equality in the consumer market (Part A of the CPA) which provides additional protection as the CPA also refers to the Constitutional right to equality. Second, the elderly consumer's the right to fair and responsible marketing (Part E of the CPA) which in terms of the research is compared with the EU Unfair Commercial Practices Directive. Certain problems regarding elderly consumers are identified and the importance of consumer rights as well as the implementation of the correct consumer policy is argued.     

基于决策型态的青少年消费者社会化影响因素

伴随着媒体社会化程度的加深,企业间争夺顾客资源的竞争进一步加剧,青少年市场逐渐受到了学术界和企业界的重视。将决策型态作为青少年消费者社会化的结果,探索形成这一结果的影响因素,结果显示家庭、媒体、消费者教育和同辈群体等四大消费者社会化媒介,及自我概念分别与青少年决策型态显著相关。     

A Conceptualization of the Employee Branding Process

SUMMARY

We propose a conceptual model of the employee branding process in which the employee brand image is driven by the messages employees receive and the mechanisms within employees' psyches that enable them to make sense of those messages. The model identifies various sources through which messages are delivered and describes the contributions of those sources to the employee branding process. The psychological contract is identified as a perceptual mechanism central to the employee branding process. The model specifies the consequences of the employee branding process and describes a feedback loop through which managers can monitor the process.     

Integrating Multiple Factors Affecting Consumer Behavior Toward Organic Foods: The Role of Healthism,Hedonism, and Trust in Consumer Purchase Intentions of Organic Foods

Consumer awareness about organic foods has been growing. However, this trend is not always translated to consumer organic food purchases. It is argued that when it comes to assessing organics, one should expect consumers to use multiattribute evaluations due to credence attributes and organic standards that organic foods need to adhere to. A thorough review of the existing literature on consumer buying behavior of organic foods identifies healthism, hedonism, and trust among some factors that enhance consumer experiences with organic foods and therefore can affect their purchase intentions. This article is one the few studies that integrated multiple factors in one research framework to empirically evaluate their role in explaining consumer purchase intentions of organic foods. Results from a demographically representative sample completed by an online survey in Australia (N = 1011) provides support for the research hypotheses by revealing positive and statistically significant effects of healthism, hedonism, and trust on consumer purchase intentions. The study concludes with implications and suggestions for future research.     

Motivations of the Ethical Consumer

There are strong indications that many consumers are switching towards more socially and environmentally responsible products and services, reflecting a shift in consumer values indicated in several countries. However, little is known about the motives that drive some toward, or deter others from, higher levels of ethical concern and action in their purchasing decisions. Following a qualitative investigation using ZMET and focus group discussions, a questionnaire was developed and administered to a representative sample of consumers; nearly 1,000 usable questionnaires were collected. The degree of awareness, concern and action regarding 16 ethical issues was quantified, using a measure developed from the Stages of Change concept within the Transtheoretical model. Motivations for ethical behaviour, in relation to each individual’s most salient ethical issue, were investigated using initially 22 motive statements within the framework of the Decisional Balance Scale (DBS). The findings suggest that the DBS and Stages model have an explanatory value within the ethical decision-making context, and that the motives identified do reflect the Decisional Balance Constructs. Indeed the study suggests that respondents’ motivational attitudes are a function of their stage of ethical awareness, concern and action. Therefore, the Decisional Balance Scale may well prove useful for designing appropriate interventions and communications to facilitate movement towards more ethical decision-making. These findings yield strategic insight for communicating messages to ethical consumers and for better understanding their purchasing decisions.