How good does it taste? Is it the product or the brand? A contribution to brand equity evaluation

Marianela Fornerino (Grenoble Ecole de Management, Grenoble, France)
François d'Hauteville (Montpellier Supagro, Montpellier, France)

Journal of Product & Brand Management

ISSN: 1061-0421

Publication date: 2 March 2010



This experimental research seeks to offer a method for measuring the respective product and brand contributions to the global perceived quality dimension in the case of five brands of orange juices.


The disconfirmation of expectations approach method was used which employs the mismatch between expected and blind evaluation of a product. The assimilation effects (when the perceived quality of the product tends to be congruent with the expected quality attributed to the brand) and the contrast effects (when the perceived quality of the product is influenced negatively by the brand) were measured.


Results indicate an assimilation effect for the national brands, particularly strong with the most preferred brand, and a non‐significant brand effect for the retailer's brand, although both products were rated the same in the blind evaluation.

Practical implications

From a theoretical and methodological point of view, the research suggests that global measures of perceived quality may be more appropriate tools than analytical constructs from product attributes when evaluating brand equity.


A general experimental design of the disconfirmation of information is offered in order to evaluate the share of the product and the brand in the consumer assessment of the perceived quality of a brand. This design places the respondents in two successive cognitive processes when they evaluate the brand and the product, which explains the assimilations and/or contrast effects which have been observed.



Fornerino, M. and d'Hauteville, F. (2010), "How good does it taste? Is it the product or the brand? A contribution to brand equity evaluation", Journal of Product & Brand Management, Vol. 19 No. 1, pp. 34-43.

Download as .RIS



Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
If you think you should have access to this content, click the button to contact our support team.