Brands as substitutes for the need for touch in online shopping

This article addresses the potential of reputable brands to overcome the lack of tangibility that characterizes the process of e-commerce through an experiment-based analysis. In a sequential argument, the authors propose that (1) the brand becomes more important in online than in offline channels, as a consequence of the intangibility or lack of physical contact in online purchasing processes; (2) the limitations associated with the need for touch and the lack of access to the physical product during the buying process does not have equal importance across all product categories and (3) the role of the brand in online channels thus is more relevant if the product category is associated with a higher need for touch. The study based on the experimental design reveals that leading brands enjoy an advanta in consumers' quality assessments, regardless of the objective attributes that characterize the products. This advantage may be greater in online channels, though only for product categories for which the lack of physical contact with the product during the purchase process is an important limitation. In such cases, brand associations can compensate for intangibility during purchase.     

On the Extendibility of Brands with Subordinate versus Basic Category Concepts

In this paper, we use a series of experimental studies to show that consumers’ response to the extension of a brand associated with a basic versus a sub-category depends on the closeness of the brand's parent and extension categories. When the two categories are close, consumers respond more favorably to the extension of a brand with a basic category concept, but the pattern reverses when the categories are far apart. However, a brand with a basic category concept can mitigate its disadvantage in a distant category by first launching an intervening line extension. Our results suggest that brands with sub-category concepts are not limited in their ability to extend, and can help retailers meet the twin objectives of leveraging the high growth of specialized categories and rationalizing their brand portfolio. They also suggest that managers should aim to extend brands with sub-category concepts into distant categories where the modifier in the brand concept is relevant rather than into close categories.     

The impact of brand equity and the hedonic level of products on consumer stock-out reactions

We investigate the impact of brand equity and the hedonic level of the product on consumer stock-out responses. We also examine whether the hedonic level of the product moderates the effect of brand equity. Using a sample of Dutch consumers divided over eight product groups and eight retail chains, we tested our hypotheses and found that consumers were more loyal to high-equity brands than to low-equity brands in the case of a stock-out situation. In hedonic product groups, consumers were more likely to switch to another store. Purchasers of high-equity brands in hedonic product groups were, compared to purchasers of high-equity brands in utilitarian product groups, less inclined to postpone the purchase but were more likely to switch to another item by that brand. In addition to these two main variables, we also investigate the effect of variables from prior research and some new variables, such as stockpiling and impulse buying. Finally, we discuss the theoretical and managerial implications of the findings.     

“New and old”: Consumer evaluations of co-branding between new brands and Chinese time-honored brands

Nowadays, rejuvenation of Chinese time-honored brands, a symbol of Chinese traditional culture, is manifested in their co-branding with new brands. With focus on sincerity and excitement, two fundamental dimensions of brand personality, the authors explore this co-branding strategy which remains unexplored by the extant literature. Based on the integration of brand personality and Stereotype Content Model, a new mechanism is constructed from the perspective of consumers, with brand admiration being the underlying mechanism, as well as product category—hedonic vs. utilitarian—being a boundary condition. Through three experimental studies, the results show that the exciting (vs. sincere) personality of new brands increases consumers’ admiration for both allied brands, which in turn enhances co-branding evaluations, and that the advantage of the exciting personality holds for the hedonic co-branded product, but disappears for the utilitarian one. The research contributes to the co-branding literature and provides implications for brand partner selection and co-branded product design.     

Cigarette brand loyalty and purchase patterns: An examination using US consumer panel data

This study analyzes data on cigarette purchasing using an extensive panel dataset. Major findings are: (1) cigarette purchasing in this market exhibits a reverse-J, or NBD (Negative Binomial Distribution)-like shape: many infrequent buyers and fewer frequent buyers; (2) Cigarette brands do exhibit high loyalty compared to other consumer categories, and show a trend to higher brand loyalty over time coinciding with fewer price promotions; (3) The data shows a weak double jeopardy pattern of smaller brands enjoying somewhat lower loyalty; (4) Smokers of a given brand are on average more likely to purchase another large cigarette brand than another small brand; (5) A straightforward analysis method identifies occurrences of excessive cross-brand cannibalization in the portfolio of one of the major tobacco corporations; and (6) Certain brands enjoy particular appeal among specific demographic groups. The study sheds more light on consumer behavior towards a product with addictive qualities and known harmful effects.     

The role of brand exposure and experience on brand recall—Product durables vis-à-vis FMCG

The purpose of this study was to examine the role of brand exposure and experience on brand recall, mediated by three affectional drivers: brand trust, brand image and self-image congruence. The study distinguishes between an individual consumer׳s brand exposure and experience, and how these impact brand recall. Using original data collected from a survey of 219 consumers, brand recall models in two product categories (Fast Moving Consumer Goods FMCG and durable goods) were tested. Structural equation modelling (SEM) was applied, resulting in models for the two types of goods, establishing notable differences between durables and FMCGs. Experience influences brand recall in durable goods while brand recall is established via exposure for fast-moving consumer goods. This suggests that consumers are better able to recall durable goods brands if they have personally used them, while consumers of FMCG are more heavily influenced by advertising. Our study also established that brand trust has a significant role in mediating both of these relationships. Ultimately, the study establishes key differences between the brand recall of product categories, as well as the mediating role of brand trust, providing a framework for future brand recall research.     

How Attitudes Toward Product Categories Drive Individual Brand Attitudes and Choice

Three experiments examine the role of attitudes toward the category to which a brand belongs in consumers’ attitudes toward individual brands. The core findings indicate that what consumers think generally about a category affects their evaluations of singular brands belonging to the category. Study 1 demonstrates that both consumers’ attitudes toward a category as well as their relative attitudes toward a brand versus intracategory competitors drive overall attitudes toward individual brands. Study 2 shows that manipulating attitudes toward a product category affects attitudes toward, and purchase intention of, individual brands belonging to that category. Study 3 demonstrates that more versus less favorably evaluated categories are more likely to exhibit brand positivity effects in judgments of singular brands. The results suggest the practical importance of measuring attitudes toward product categories, as well as the utility of marketing interventions aimed at the category level.     

By-Brand or By-Category? The Effect of Display Format on Brand Extension Evaluation

Although consumers often encounter brand extensions for the first time during a store visit, most research on brand extensions does not take into consideration how product display in retail environments might affect evaluation of a brand extension. We explore the effect of two distinct display formats on brand extension evaluations: by-brand display, where a brand extension is presented in the context of other products made by the same parent brand (e.g., Nike razors displayed with Nike sneakers, Nike sportswear, etc.), and by-category display, where a brand extension is presented in the context of competing brands within the extension category (e.g., Nike razors displayed with Philips razors, Gillette razors, etc.). Three studies demonstrate that low fit extensions of high quality brands are evaluated more favorably when displayed by-category than by-brand, whereas high fit extensions of low quality brands are evaluated more favorably when displayed by-brand than by-category. In support of the proposed underlying mechanism, we show that display format influences consumers’ evaluations of brand extensions by changing the weight of importance given to parent brand quality and brand-extension fit information. Finally, we demonstrate that display format not only influences evaluation of the extension, but also has downstream consequences for the consumption experience with the extension.     

Examining older consumers’ loyalty towards older brands in grocery retailing

This paper compares the buying behaviours of older and younger consumers of older and newer brands in grocery retailing. We analysed 88,000 purchases of 60 brands from six categories. Behavioural loyalty measures for different consumer age cohorts were calculated and compared relative to each brand's launch date. Results showed older consumers do not buy older brands more often than newer brands. Older consumers also do not principally buy older brands. Therefore, brands of all ages compete for consumers of all ages. Findings indicate that for newer brands, older consumers should not be ignored as a market for growing the brand. For older brands, despite the default advantage of long-term exposure of older consumers, such advantage will fade if these brands fail to maintain a competitive presence in the market, as older consumers trial and become loyal to newer brands.     

Genuine brands or high quality counterfeits: An investigation of luxury consumption in China

This study examines the effects of different marketing and manufacturing factors on the perceived quality gap and willingness to pay (WTP) for genuine luxury brands. Using the survey data of 786 Chinese consumers, the results show that three marketing factors (product innovation, price promotion, and sales environment) and two manufacturing factors (production in country of brand origin and difficulty in producing the products) all indirectly influence WTP through a perceived quality gap between originals and counterfeits. These effects differ significantly among consumers with different counterfeit and genuine brand purchasing experiences. For consumers with counterfeit purchasing experience, it is important to emphasize the manufacturing factors in the marketing strategies; however, for consumers who only buy genuine brands, marketing factors play a more important role. Copyright © 2016 ASAC. Published by John Wiley & Sons, Ltd.     

The shape of premiumness: Logo Shape's effects on perceived brand premiumness and brand preference

Logos are the brands’ visual identity, which can influence brand positioning and contribute to brand success. However, little is known about the effect of logo shape on brand premiumness perception. Thus, we conducted four studies, including one archival dataset analysis, to examine this issue. Results revealed that consumers perceive angular-logo brands as more premium than circular-logo brands. Such logo shape effect is driven by perceived psychological distance between the brand and consumers. We further identified the downstream consequences of perceived brand premiumness. To express status, consumers are more likely to choose angular-logo brands, which are perceived as more premium. However, consumers unmotivated by status-expressing goals will be unaffected by such perceptions. These findings have theoretical implications regarding brand logo and positioning, and practical implications for logo design.     

Category characteristics' effects on brand extension attitudes: A research note

Prior studies on attitudes towards brand extensions focus mainly on the effects of the perceived fit between the brand extension and the extension category. This exploratory paper contributes by describing two studies of how the following four extension category characteristics affect consumers' attitudes towards brand extensions: (1) the awareness set size; (2) the perceived similarity among existing brands; (3) the perceived category familiarity; and (4) overall category attitudes. Results from two studies suggest that consumers evaluate brand extensions more favorably when the awareness set size is small or when their attitude towards the extension category is favorable. Consequently, brand managers must analyze the extension category carefully when developing brand extensions.     

Uppercase Premium Effect: The Role of Brand Letter Case in Brand Premiumness

Researchers have recently begun investigating how visual elements affect brand positioning. However, little is known about the effect of brand typeface features on brand premiumness. This paper proposes and verifies that letter case affects consumers’ perceived brand premiumness. Eight experiments, including one eye-tracking experiment, reveal that consumers perceive brands that use all uppercase letters (“uppercase brands”) as more premium than those that use all lowercase letters (“lowercase brands”). We refer to this effect as the “uppercase premium effect.” This effect is induced by the perceived conspicuousness of uppercase brands, a process which in turn is moderated by the product's social visibility. The effect is reversed for consumers who prefer subtle signals (“inconspicuous consumers”) because these consumers are likely to perceive a conspicuous uppercase brand as gaudy. Whereas status-motivated consumers are more likely to choose uppercase brands due to the increased premiumness perceptions, the increment in such perceptions does not further influence the purchase decisions of consumers indifferent to expressing status. We conclude with a discussion of theoretical and practical implications and offer suggestions for further research.     

Store Brand Quality and Retailer’s Product Line Design

This study analyzes a retailer’s store brand quality decision in vertically differentiated product categories. We analyze a game theoretic model composed of one or two national brand manufacturers and a retailer, who strategically chooses the quality level(s) of its store brand(s) relative to the well-established national brand position(s) to maximize its category profit. Our analysis reveals that the nature of a retailer’s store brand quality positioning is quite different from the manufacturer’s national brand positioning decision, and that the best position for a store brand is not “as close to a national brand as possible” as previous studies suggest. Instead, the optimal quality position of each store brand is remarkably sensitive to the distribution of consumers’ willingness-to-pay. In particular, the relative proportions of quality sensitive consumers and price sensitive consumers determine the balance of three key strategic forces — the market expansion force, the retail margin force, and the consumer profitability force, leading to different optimal product line designs for store brands across different category environments. Interestingly, against multiple incumbent national brands, the retailer’s optimal product line design includes a store brand positioned at the highest quality level in the category only if most consumers are moderately quality conscious. We also analyze the implications of national brands’ brand equity for retailers’ store brand strategy.     

A comparison of brand loyalty between on the go and take-home consumption purchases

This paper compares consumer brand purchase loyalty for food products bought either ‘on the go’ (OTG), or for take-home consumption. The study uses two UK consumer packaged goods datasets. The first dataset comprises consumers' purchasing of brands in three product categories: soft drinks, crisps, and savory snacks for on the go consumption. The second contains consumers' purchasing of the same brands for take-home consumption. Analysis uses the polarization index as a behavioral loyalty measure, estimated from the Beta Binomial – Negative Binomial Distribution. This measure controls for the difference in purchase rate and brand market share across on the go and take-home. The study finds that consumer loyalty to brands is markedly higher in purchasing for on the go consumption than for take-home consumption; and that the effect is even stronger for larger brands in on the go.     

The role of art infusion in enhancing pro-environmental luxury brand advertising

Underpinned by art infusion theory, this present research examines the effect of art infusion on brand attitudes under different brand conditions (i.e. pro-environmental luxury brands and luxury brands) in advertising. Across two experimental studies, this research offers empirical evidence to a moderated mediation model, such that when an advertisement features an artwork (vs. no-artwork), consumers will perceive lower levels of incompatibility between luxury and sustainability, leading to a more favorable brand attitude toward the pro-environmental luxury brand. However, such differences will not occur among consumers evaluating an ordinary luxury brand. The findings of this research broaden the current body of knowledge related to the art infusion effect and provide important implications for marketers in their advertising strategy. Furthermore, these findings suggest that art infusion may be the solution to the dilemma facing sustainable luxury brands since luxury and sustainability are often perceived as incongruent concepts.     

Peer presence promotes popular choices: A “Spicy” field study on social influence and brand choice

Retail research has highlighted how the presence of others can affect consumers' brand evaluations, purchase intentions, and choice behavior. This field study investigated whether the presence (vs. absence) of peers and other consumers, respectively, could influence consumers' propensity to purchase popular brands (i.e., a market leader) within a given product category. Consumers at a supermarket were observed when standing in front of a spice shelf and their choices were analyzed as a function of whether they shopped alone or in the presence of peers versus other consumers. The results revealed that peer presence, but not the mere presence of other consumers, increased consumers' inclination to make popular brand choices, and that this effect was mediated by their stated familiarity with the chosen brand. As such, peer presence seems to increase consumers’ reliance on heuristics and the accessibility of concepts linked to popularity, leading to congruent popular brand choices. Moreover, consumers shopping in the presence of others generally took a longer time before choosing a brand and touched slightly more products in the presence of other consumers. Taken together, these results contribute to theory refinement in social influence from ecologically valid conditions and offer a set of implications for companies, store managers, and people working in the food industry.     

Relating brand anxiety,brand hatred and obsess: Moderating role of age and brand affection

Proficient brand management, including retail brands, is crucial for the success of the firms or retailers. One area of interest is consumers’ negativity towards brands (e.g., hate) due to negative consumer-brand relationships. The present article examines the relationships between brand anxiety, brand hatred and obsess, and illustrates the impacts of age and brand affection on these relationships. Data were collected through an online survey, and partial least squares path modelling was used to test the proposed paths on a sample of 416 consumers. The findings revealed that brand anxiety influenced obsess directly and indirectly through brand hatred. It was also evident that age moderated the path between brand anxiety and brand hatred, while brand affection strengthened the relationship between brand hatred and obsess. Theoretical contributions and managerial implications are discussed subsequently.     

新品牌规避消费者预期效应的产品营销路径探索

产品营销关乎企业生存与发展,面临众多大品牌的激烈竞争,对于一个新品牌来说,如何规避消费者对新品牌的不信任预期,使自己企业的产品受到更多消费者的青睐,是一个普遍存在的问题.因为知觉恒常性和知觉定势的存在,消费者在购买产品之前就会形成自己的预期,改变消费者的预期会对产品营销带来非常巨大的作用.改变消费者的预期可以通过消费者...     

A brand is forever! A framework for revitalizing declining and dead brands

Over the years, numerous brands—such as Oldsmobile, Pan Am, and Woolworth—have met untimely deaths. Many more have steadily declined into oblivion, while others have been revived. When a brand dies, significant investments that were made to build the brand are also lost. Unfortunately, even the strongest brands with high net worth are not immune from brand decline and subsequent death. In today's market, where new product introductions are both expensive and risky, it may be worthwhile to evaluate brands that are declining and invest in revitalizing them. However, there is a dearth of studies that focus on declining brands. In this article, we use findings from academic literature, detailed case studies, and interviews with marketing executives to provide guidelines in dealing with declining brands. We analyze the conditions that lead to brand decline and brand death, highlight signs that may suggest an impending decline, offer insights into assessing the viability of reviving a brand, and suggest various approaches that can be used to strengthen the brand and give it a second life.