Brand choice and varying quantity of information

The research reported here examines the impact of varying information on brand choice decisions and the relationship between brand choice and consumers' confidence, satisfaction, and the assumptions they make about undisclosed information.     

DIMENSIONS OF SATISFACTION WITH PURCHASES OF WOMEN'S DRESSES: BEFORE AND AFTER GARMENT CARE

The purpose of this research was to assess the appropriateness of grouping evaluative criteria used by women in their dress purchases according to instrumental, expressive, and market aspects. Respondents from a random telephone sample were divided into two groups, ‘Care’ and ‘Nocare’, according to whether or not the consumers had cared for (washed or cleaned) their dresses at the time satisfaction was measured. For both groups, factors were generated which were representative of the three aspects of evaluative criteria proposed. The factors reflected expressive, price, selection/size, and performance dimensions of clothing satisfaction. Hence, in analysing clothing satisfaction, researchers must recognize that several functions are served by clothing and reflect these in the research methodology.     

Consumers and Competition in Health Care: The Case of Denturism

Denturism is the making and fitting of dentures directly for the public by nondentists. It is an example of potential competitive entry in a health services market and, like other such examples, its economic benefits must be weighed against any threat to the public health and safety. This article examines evidence relating to the economic benefits to consumers of legalizing denturism. Conservative estimates are presented of the economic benefits to consumers that would accrue under alternative institutional arrangements. Under several such arrangements it was found that the value of benefits is of the same order of magnitude as total government expenditures on dental services.     

Understanding contemporary marketing: Development of a classification scheme

The term Relationship Marketing has been used in a multitude of ways to describe and define marketing in the contemporary environment. This has led to the term being loosely defined and applied in the literature, resulting in frustration for both researchers and practitioners. Therefore, a classification scheme is developed from analysis of the extant literature, and used to systematically examine the meaning of marketing across twelve dimensions which reflect issues related to marketing practice. From this scheme, the authors identify two ‘perspectives’ of marketing, which encompass four distinguishable ‘types’ of marketing. Implications for future research in the area are discussed.     

Factors Influencing Successful Brand Extensions

Organisations frequently follow brand extension strategies. This paper investigates the impact of category similarity, brand reputation, perceived risk and consumer innovativeness on the success of brand extensions in FMCG, durable goods and services sectors. A set of hypotheses were developed and tested in a study amongst 701 consumers. The findings show that extensions into categories more similar to the original brand tend to be more readily accepted. Likewise, the reputation of the original brand is an important factor influencing the success of the extension. These findings are consistent across FMCG, durable goods and services brands. However, perceived risk about the extension category was only found to enhance acceptability of extensions for durable goods and services brands. Innovative consumers are more positively disposed towards service brand extensions than FMCG and durable goods brand extensions.     

DETERMINANTS OF TRADE: THE CASE OF MEXICO

This article explains the extent of intra-industry trade (IIT) in Mexico's foreign trade, and tests empirically various country-specific hypotheses concerning the determinants of intra-industry trade between Mexico and its major trading partners. The results of the econometric analysis corroborate the predictions of the theoretical models. The results indicate that the extent of Mexican intra-industry trade is positively correlated with the average income levels, average country size, trade intensity, trade orientation, the existence of a common border, the existence of a common language, and the participation in regional integration schemes, while it is negatively correlated with income inequality, inequality in country size, distance, and trade imbalance.     

Marketing and Professional Services: the Case of Consultancy Engineering

Professional services suffer from a dearth of literature on marketing, especially in New Zealand. Like other professioal services, consulting engineers have expressed particular concern on how to adapt to the present competitive environment. A survey of New Zealand consulting engineers indicated that the use of marketing techniques within consulting engineering practices is uncoordinated in nature and there is disagreement as to the most efective method of attracting clientele. The lack of coordination of marketing techniques is best illustrated by the majority of consulting engineering practices competing on price, while actually perceiving service quality as the most important method for success. Within consulting engineering practices, marketing is becoming a legitimate management function. However, evidence can be seen to illustrate that the ‘trappings' of marketing prevail rather than the ‘substance’ which is needed to have the customer-driven orientation fundamental to the implementation of the marketing concept.     

Measurement Characteristics of Aaker's Brand Personality Dimensions: Lessons to be Learned from Human Personality Research

By referring to research on the measurement of the Big Five personality factors, this article investigates measurement characteristics of brand personality (BP) dimensions. The authors apply a meta‐analysis and investigate the intercorrelations and reliabilities of the BP dimensions of Sincerity, Excitement, Competence, Sophistication, and Ruggedness, as suggested by Aaker (1997). Similar to the Big Five personality factors, the measurement of BP reveals interdependence of the dimensions and one General Personality Factor. Furthermore, the reliabilities reveal instability across method characteristics, for instance, the use of facets as opposed to traits in measuring BP drives up the reliabilities of those dimensions with a larger number of items (e.g., Sincerity). Finally, as with the Big Five, the BP dimensions show differential effects on performance measures (as assessed by brand attitude) and thus support the predictive power of the single dimensions. The findings provide insights into the dimensional structure of BP and its stability, and support the transferability of the Big Five personality factors to nonhuman domains. Importantly, the article outlines relevant avenues for future research on BP measurement.     

Relationships among consumer vanity,gender, brand sensitivity,brand consciousness and private self‐consciousness

The purpose of this study was to examine relationships among consumer vanity, gender, brand sensitivity, brand consciousness and private self‐consciousness within a context of social comparison theory. The four dimensions of consumer vanity are concern for and positive view of physical appearance and concern for and positive view of achievement. Participants were 400 college students (284 women; 116 men). Participants above the median in three of the four dimensions of vanity (except vanity achievement view) were more sensitive to and more conscious of brand names. Participants above (vs. below) the median in vanity achievement view scored higher on private self‐consciousness. Women scored higher on brand sensitivity, brand consciousness and private self‐consciousness than men. There was a significant correlation between brand sensitivity and brand consciousness. Results support the notion that consumers’ decisions, especially regarding brand names, may be guided by vanity‐related concerns and views.     

Increasing the Informational Content of Reach and Frequency Estimates

This article discusses the limitations of present methods of analyzing the coverage of advertising schedules and presents a technique for obtaining additional information from traditional measures of schedule coverage. This technique models entire patters of audience exposure to commercials by means of a compound Bernoulli distribution that can be estimated from reach and frequency data. Knowledge of the complete pattern of audience exposure to advertising schedules assists the media analyst in selecting optimally effective advertising schedules and consequently enhances the probability of conducting a successful advertising campaign.