1,721,044 research outputs found
Consumer perceptions and behaviour towards branded commodities
Get PDFThis study investigates consumers' perceived differentiation of branded commodities. Using data from three countries, across four commodity categories, the study examines consumers' brand/attribute associations, brand commitment, and loyalty-related brand performance measures that are benchmarked against the output from the well-established NBD-Dirichlet model. The brand perceptions and brand performance data provide convergent evidence of systematic variations with market share (or brand penetration), rather than idiosyncratic brand differentiation related to the characteristics or equity of individual commodity brands. Overall, the results show that even commodity brands follow the well-established Dirichlet-type empirical patterns. The implication is that communication and other marketing-mix activities should aim to constantly remind consumers of the brand, maintaining the market shares, rather than setting unrealistic targets for increasing loyalty or accentuating brand differentiation
Do organisational policies matter? The impact of service guarantee on customer perceptions of recovery fairness
No full textDelivering fair service recovery is crucial to restoring customer satisfaction and repatronage. This study contends that organizational policies impact recovery fairness perceptions. Underpinned by signaling and justice theories, the study examines the influence of service guarantees on customer perceptions of recovery fairness. Given that businesses extensively use service guarantees, knowledge on perceptions of fairness towards such policies is relevant to designing effective guarantees. Employing a scenariobased experiment, this study shows that fairness varies according to the type of guarantee payout. The pledge for monetary compensation has differential impact on fairnessperceptions, discount offers lower fairness and increase negative motive attributions. Theoretical and managerial implications are discussed
The effect of product conspicuousness in vertical downscale extensions: a replication
No full textPurpose of the Paper ‐ This study tests the effect of product category conspicuousness on the evaluation of downscale extensions and on the brand image of premium brands.
Theoretical background – Dall’Olmo Riley, Pina and Bravo (2013) suggested that, for brands with similar positioning, the evaluation of vertical extensions and the relative feedback effects may vary, depending upon the conspicuousness of the product category to peer assessment. Such suggestion has important implications for downscale extensions of brands at the higher end of prestige/ luxury image.
Methodology ‐ This study is a partial replication of Dall’Olmo Riley et al.’s (2013) study, with a modification in one of the product categories. The same experimental method is adopted, with the same two independent variables: price and product category (the more conspicuous cars vs. the less conspicuous mobile phones). The brand concept is held fixed (premium brands).
Findings ‐ Results confirm that the image of the car brand is diluted more than the brand image of the phone brand; no differences are found in extension evaluations.
Limitations ‐ The paper considers only two brands in two product categories.
Practical Implications ‐ Brand managers should consider product conspicuousness when deciding whether or not to introduce a vertical extension for a premium brand.
Contribution of Paper ‐ The study contributes to brand extension research by corroborating the importance of product conspicuousness
Influence of local and foreign visual aesthetics and personality traits on Chinese consumers’ luxury purchase intentions
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Is this what you had promised?’ A study examining how guarantees influence customer attributions and perceptions in service recovery
No full textThe Routledge companion to contemporary brand management
No full textThe amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.</p
Measuring brand choice in the older customer segment in Japan
No full textAs populations around the world age, brand choice behaviour by older customers becomes an increasingly important issue for marketers. This is especially the case in Japan, which has the largest older customer segment as a proportion of the population of any country. Our study measures brand choice behaviour of the older customer segment in Japan in fast-moving consumer goods categories. We employ an 11-point purchase probability scale, the Juster, to calculate brand performance measures such as penetrations, buying frequency and sole buying for three age-based customer segments. The Juster output is used as input into a mathematical model, the Dirichlet, for benchmarking the brand performance measures. The findings here reveal new insights into the brand purchase behaviour of older customers. There are more similarities than differences between the brand purchase of younger and older customers in most categories analysed here. The results have practical implications for understanding and creating appropriate marketing strategies for the older customer segment. Our study also demonstrates a novel method for analysis of brand choice data collected via a survey instrument, as compared to the traditional consumer panel data. The research framework in our study is recommended for further empirical research in other regions where demographic changes are presenting challenges to marketers, and where panel data are often not easy to obtain
Guarantee policies and employee behaviour as signals of service recovery fairness
No full textPrior research acknowledges the importance of delivering just (fair) service recovery following service failures, with a focus on the impact of employee recovery efforts on consumer attitudes and intentions. Extant studies, however, overlook how service guarantees function in a recovery context, even though these policies are extensively used by companies. This study contends that both service guarantee policies and employee behaviour function as signals of the firm’s benevolence and employees’ competence in handling service failures fairly. The study investigates signaling effects during service recovery and examines how these effects vary between firms with differential levels of reputation. Employing a scenario-based experiment in banking and car repair services, the impact of guarantee terms (payout, ease of invocation) and employee behaviours (employee concern, communication) on customer post-recovery trust in the firm and in the employee is examined. Results reveal that guarantee terms and employee behaviours signal recovery fairness and convey the qualities of trustworthiness of the firm and its employees. Guarantee payout and employee communication show a stronger influence on post-recovery trust when delivered by well-reputed firms. The results have important managerial implications for designing effective guarantee policies and for leveraging signals during service recovery encounters
Customer perceptions of service recovery fairness : an empirical investigation in the Thai hotel sector
No full textA fair recovery positively influences customer satisfaction and re-patronage intentions following a service failure. While the link between perceived recovery fairness (justice) and customer satisfaction is well-established, evidence on recovery efforts influencing justice perceptions isinconsistent. Underpinned by justice theory, this study identifies the antecedents of recovery fairness in the hotel sector in Thailand, an important emerging market.Employing a scenario-based experiment (n=306), the study examines how justice perceptions vary across age groups and types of service failure. The findings show interpersonal treatment during recovery as a key determinant of justice perceptions. Additionally, failure type and customer age influence justice perceptions. The findings have implications for service management in the emerging markets
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