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1 – 10 of over 2000Rasha H.A. Mostafa and Reham I. Elseidi
The aim of this research is to investigate the factors affecting consumers’ willingness to buy private label brands (PLBs). The relationships among store image, familiarity with…
Abstract
Purpose
The aim of this research is to investigate the factors affecting consumers’ willingness to buy private label brands (PLBs). The relationships among store image, familiarity with PLBs, consumers’ perceptions of PLB quality, risk, price consciousness and attitude towards PLBs are examined. Finally, the relationship between attitude towards, and willingness to buy PLB is explored.
Design/methodology/approach
Self-administered questionnaire was distributed to shoppers at Carrefour operating in Cairo, Egypt. The data obtained from 265 respondents were examined using structural equation modelling (analysis of moment structures) version 22, which empirically test the hypothesised relations established in the research conceptual model.
Findings
With the exception of perceived risk, the results suggest that all consumers’ perceptual and attitudinal factors affect directly or indirectly consumers’ willingness to buy PLB.
Research limitations/implications
This study is limited to international hypermarket/supermarket operating in Egypt. So the findings should be exercised with cautious while attempting to generalise the research results.
Practical implications
Retail managers should focus on the enhancement of both store image and familiarity with PLBs to leverage consumers’ perceptions with respect to PLBs quality and risk to achieve differentiation and to increase sales.
Originality/value
This is one of the few studies that investigate the role of familiarity with PLBs in a developing context. In doing so, it proposes that familiarity with PLBs directly affects consumers’ perceived quality and perceived risk, while it indirectly influences consumers’ willingness to buy PLBs.
Propósito
El propósito de este trabajo es el de analizar los factores que afectan a la predisposición de los consumidores a comprar marcas de distribución. Es por ello que se examina la estructura de relaciones existentes entre la imagen de la tienda, la familiaridad con las marcas de distribución, las percepciones de calidad y riesgo así como la conciencia de precio y su posterior efecto en actitudes hacia las marcas de distribución y la predisposición de compra.
Diseño/metodología/enfoque
Se distribuyeron cuestionarios auto-administrados entre compradores de la cadena Carrefour en El Cairo, Egipto. Los datos proporcionados por 265 individuos fueron analizados con ecuaciones estructurales (AMOS) para contrastar empíricamente las relaciones planteadas en el modelo conceptual propuesto.
Resultados
Los resultados obtenidos sugieren que todos los factores actitudinales y perceptuales de los consumidores afectan directa o indirectamente a la disposición de los consumidores a adquirir marcas de distribución, excepto la percepción del riesgo.
Limitaciones/implicaciones
Este estudio se limita a las cadenas de supermercados e hipermercados que operan en Egipto, por lo que los resultados obtenidos tienen una limitada generalización fuera de este contexto.
Implicaciones practices
Los directivos de los detallistas deben centrar sus esfuerzos en ensalzar la imagen de la tienda y la familiaridad con las marcas de distribución con el propósito de influir en las percepciones de calidad y riesgo que los consumidores tienen sobre ellas con el fin último de lograr una diferenciación y un incremento de las ventas.
Originalidad/valor
Este estudio es uno de los pocos que investiga el papel que ejerce la familiaridad con las marcas de distribución en países en vías de desarrollo. Propone que la familiaridad afecta directamente a la percepción de calidad y riesgo de los consumidores e influye indirectamente en la disposición de los consumidores a comprar las marcas de distribución.
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Barbara Francioni, Ilaria Curina, Sabrina M. Hegner, Marco Cioppi and Tonino Pencarelli
The paper analyzes the effect of country of origin (COO) image, word-of-mouth (WOM) and brand distinctiveness toward overall brand equity (OBE) and its dimensions (brand…
Abstract
Purpose
The paper analyzes the effect of country of origin (COO) image, word-of-mouth (WOM) and brand distinctiveness toward overall brand equity (OBE) and its dimensions (brand awareness/associations; perceived quality; brand loyalty) in the brewing sector.
Design/methodology/approach
A quantitative research has been conducted by adopting the survey technique and structural equation modeling based on a sample of 401 Italian beer consumers.
Findings
Results corroborate a positive effect of (1) COO image and brand distinctiveness on brand awareness/associations, perceived quality and brand loyalty; (2) WOM on perceived quality and brand loyalty; (3) brand awareness/associations and brand loyalty on OBE. Findings also verify the mediating effects of the OBE dimensions on the relationships between the analyzed antecedents (COO image, WOM and brand distinctiveness) and OBE.
Research limitations/implications
Although the selection of a sample composed of Italian students guarantees good research internal validity, findings are not generalizable.
Practical implications
The study offers valuable strategies for brewing firms to reach high levels of brand equity. In particular, it identifies the key role of COO image, WOM, brand distinctiveness and OBE dimensions in realizing careful brand management processes.
Originality/value
The paper focuses on analyzing the influence of COO image on brand equity in the brewing industry, thus enriching an area of investigation that requires further insights within an under-investigated sector.
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Renata Salerno-Kochan and Paweł Turek
The aim of the study reported in this article was to establish whether the quality of clothes of a given brand is perceived and assessed by consumers at the same level. An…
Abstract
Purpose
The aim of the study reported in this article was to establish whether the quality of clothes of a given brand is perceived and assessed by consumers at the same level. An additional purpose was to identify the features that characterize the quality of popular, among Polish young female consumers, clothing brands and to classify them according to their quality level (perceived and assessed).
Design/methodology/approach
The article presents two approaches to consumer assessment of the quality of clothes: the survey method, in which the product quality was determined by 320 Polish female young respondents (19–25) based on their own previous experiences and impressions related to a particular clothing brand, and a direct assessment of shirts of selected brands using a sensory quality assessment method, a five-point hedonic scale with the verbal anchor (115 evaluators).
Findings
The research has revealed a significant difference between the perception of selected quality features of brands and the consumer assessment of the products. The perception maps developed based on the PROFIT analysis (PROperty FITting) as well as on cluster analysis provided interesting information about the situation of selected brands and their features in comparison with others and allowed to identify strong and weak features characterizing a given category.
Research limitations/implications
This study has several limitations. First and foremost, the research results cannot be generalized to all consumers because they encompass the results from one national context and one population of respondents (young females). It should also be noted that the conducted research comprises only the most popular clothing brands available on the Polish market, in particular, the fast fashion segment brands. Furthermore, it would be advisable to carry out a sensory assessment of the quality of other clothing items offered under the brand names investigated.
Practical implications
This research could be a valuable source of information for clothing company managers, thanks to which they could better manage their brand and its position on the market. When undertaking marketing activities consisting of building positive perceptions about the product, it is important to make sure that the product offers an attractive sensory experience. When real quality deviates from consumer perceptions about the quality, managers should take corrective actions to restore and even improve the brand image in the eyes of the consumer, as well as to ensure the brand and the products offered under it a stable position on the market.
Originality/value
By comparing two approaches to consumer quality assessment, discrepancies between declared and real (sensory) quality of clothes have been identified and the distinctive features that differentiate selected brands regarding their quality level have been indicated.
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Recently, many firms have reshored manufacturing activities back to their home countries to increase customer perceptions of product quality. However, there is no evidence that…
Abstract
Purpose
Recently, many firms have reshored manufacturing activities back to their home countries to increase customer perceptions of product quality. However, there is no evidence that relocating production to the home country improves customer-perceived quality. This study intends to address this gap by assessing the variations between pre- and post-reshoring product quality, as perceived by domestic customers.
Design/methodology/approach
Data were collected through a questionnaire, which used the case of an Italian fashion brand that had reshored its manufacturing from Romania to Italy as the stimulus. Two analyses of the collected data (n = 399) were conducted, applying both 2 × 2 × 2 factorial design and partial least squares–structural equation modelling (PLS–SEM) multigroup analysis.
Findings
Reshoring increased the level of perceived product quality only for customers that both were aware of the firm's past offshoring decision and had high levels of affective ethnocentrism. For all other customers, no significant variations between pre- and post-reshoring product quality were observed.
Research limitations/implications
This study challenges previous findings, revealing that only a minor share of customers perceived products to be of higher quality after reshoring.
Practical implications
Increasing customer-perceived quality may not be a sufficient motivation to select the reshoring strategy. In addition, when announcing reshoring strategies, producers should appeal to customers' emotions and not use rational arguments about objective product quality.
Originality/value
This is the first study to assess variations between pre- and post-reshoring customer-perceived quality and to identify factors that explain such variations.
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Shivam Rai and Jogendra Kumar Nayak
Travel and tourism is an imperative economic activity in most countries around the world. The industry has momentous indirect and induced impacts apart from its direct economic…
Abstract
Purpose
Travel and tourism is an imperative economic activity in most countries around the world. The industry has momentous indirect and induced impacts apart from its direct economic impact. The purpose of this paper is to test the applicability of brand interaction and perceived quality theory in the formation of brand trust, and the impact of affective commitment and brand trust toward advocacy intentions in the context of the Indian hospitality industry. This study also examines how emotional, and experiential hospitality brand relationship with the consumers can be developed in the emerging economies.
Design/methodology/approach
A total of 430 respondents participated in the study. Empirical evidence from depth interviews and data were garnered into a conceptual model. The proposed model was tested using structural equation modeling.
Findings
The findings reveal that perceived quality and brand interaction forms brand trust and trust is the key factor in establishing emotional (affective) commitment between the customer and the hospitality brand. The study also suggests that emotional commitment in customers help them in becoming brand advocates. The findings of the research will help hospitality brand strategists in developing successful branding strategies.
Research limitations/implications
This research examines the advantage of customers’ relationship and their meaningful brand connections in the hospitality context. The study establishes a relationship among antecedents of trust, trust and commitment which can lead toward brand advocacy.
Originality/value
The findings provide insight for hospitality brand managers in developing effective branding strategies for their organizations. This study inspects the advantages of cultivating meaningful brand connections and relationships with consumers in the Indian hospitality sector.
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Jia En Lee, Mei Ling Goh and Mohd Nazri Bin Mohd Noor
The purpose of this paper is to examine the factors which will contribute to consumers’ purchase intention on skin care products. Four factors, namely, brand awareness, brand…
Abstract
Purpose
The purpose of this paper is to examine the factors which will contribute to consumers’ purchase intention on skin care products. Four factors, namely, brand awareness, brand association, perceived quality and brand loyalty, were included in this study.
Design/methodology/approach
In total, 150 sets of self-administered questionnaires were distributed to students in a local private university in Melaka. Convenience sampling was used and data collected were analysed using SmartPLS to perform the measurement model and structural model.
Findings
Findings have showed that there are positive relationships between brand awareness, brand association, perceived quality and brand loyalty and consumers’ purchase intention towards skin care products. Furthermore, it is concluded that perceived quality is the most significant factor in influencing consumers’ purchase intention.
Originality/value
Firms are able to benefit from this study by formulating their brand management tactics referring to the findings to have competitive advantage over their competitors.
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This paper aims to analyze the customer-based brand equity index (CBBE-I) of Tourism Brand Kurukshetra.
Abstract
Purpose
This paper aims to analyze the customer-based brand equity index (CBBE-I) of Tourism Brand Kurukshetra.
Design/methodology/approach
For the purpose of this study, the author uses primary and secondary data on destination attractiveness of Tourism Brand Kurukshetra for a sample of 150 tourists including domestic and international. The study used structural equation modeling and factor weighting methods.
Findings
The research presents an investigation into the destination attractiveness index of Tourism Brand Kurukshetra in an emerging market, i.e. Kurukshetra. Tourism Brand Kurukshetra from the brand equity perspective is an attractive destination.
Practical implications
It suggests that the CBBE index of Kurukshetra ought to analyze a longitudinal study to get the proper image of Kurukshetra from a touristic perspective. It provides long-term attractiveness to enhance tourism.
Originality/value
This is the first brand equity study contributed to branding literature of Tourism Brand Kurukshetra. The index is an accomplished way to present the tourism condition of any destination.
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Abhi Bhattacharya, Valerie Good and Hanieh Sardashti
This paper aims to determine what the brand performance consequences of corporate social responsibility (CSR) activities would be during times of recession for well-known brands.
Abstract
Purpose
This paper aims to determine what the brand performance consequences of corporate social responsibility (CSR) activities would be during times of recession for well-known brands.
Design/methodology/approach
Based on signaling theory, this paper investigates if CSR activities serve to signal higher brand value for consumers via perceptions of better quality and greater differentiation, specifically during recessions. This study incorporates a representative longitudinal sample of known US firms for the analyses, which is accomplished through generalized method of moments estimations.
Findings
The findings empirically demonstrate that CSR initiatives during recessions are actually associated with increased perceptions of brand value. More specifically, during recessions, CSR initiatives such as charitable contributions provide a signal to customers of higher brand quality.
Research limitations/implications
This study did not control for the costs of doing specific CSR activities that may be less visible to consumers.
Practical implications
While individual firms or managers may not be able to prevent recessions from happening, they can limit the negative impact of recessions on their performance by engaging in CSR activities (or refrain from cutting back) during these times.
Social implications
Because CSR initiatives during recessions result in more favorable consumer perceptions of the brand, engaging in CSR aligns both social and managerial interests, owing to the economic gains from CSR investments.
Originality/value
During times of recession, some critics indicate that CSR may be an unaffordable luxury. On the contrary, this research shows that managers may want to consider CSR activities as a means of increasing the value of their brands, especially during economic recessions.
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Miguel Ángel Lopez-Lomelí, Joan Llonch-Andreu and Josep Rialp-Criado
This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the…
Abstract
Purpose
This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal branding strategies is mainly theoretical or conceptual.
Design/methodology/approach
This paper therefore defines a model relating brand beliefs (brand quality, brand image, brand familiarity and brand as a social signalling value), brand attitudes and brand purchase intentions. The model is then tested with a sample of different categories/types of consumer brands (local, global and glocal). The influence of the type of brand on these relationships is then analysed.
Findings
The findings suggest that brand quality is the most important driver of brand attitude for any type of brand, and that the relationship between brand quality and brand attitude, as well as between brand attitude and brand purchase intention, is weaker for a glocal brand than for a local or global brand.
Originality/value
This paper provides new empirical evidence of the influence of brand type on brand associations and attitude configurations and the effects these attitudes have on buying intentions. This work is also relevant for the managers’ efforts to develop more effective global, glocal and local marketing strategies for brand positioning.
Propósito
El presente trabajo persigue contribuir a la literatura sobre marcas al tratar sobre las marcas locales y las marcas glocales, puesto que éstas han estado menos estudiadas que las marcas globales.
Diseño/metodología/enfoque
Definimos un modelo que relaciona las creencias de marca (la calidad de marca, la imagen de marca, la familiaridad de marca y la marca como señal de valor social), las actitudes de marca y las intenciones de compra de la marca, probamos el modelo con una muestra de diferentes categorías de marcas de consumo (local, global y glocal) y analizamos la influencia del tipo de marca en estas relaciones.
Resultados
Nuestros resultados sugieren que la calidad es el impulsor más importante de la actitud hacia la marca, para cualquier tipo de marca, y que la relación entre la calidad y la actitud hacia la marca, así como entre la actitud hacia la marca y la intención de compra es más débil para una marca glocal que para una local o global.
Originalidad/valor
La investigación proporciona nuevas evidencias empíricas en relación a la influencia del tipo de marca (local, global o glocal) en las asociaciones de marca y en la configuración de las actitudes hacia dichas marcas y en su intención de compra. Nuestro trabajo es de interés también para los directivos de marketing ya que les puede permitir desarrollar mejores estrategias de posicionamiento para marcas locales, globales o glocales.
Palabras claves
Marca global, Marca local, Marca glocal, Teoría de las señales, Actitud hacia la marca, Intención de compra
Tipo de artículo
Trabajo de investigación
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Ana Isabel Polo-Peña, Hazel Andrews and Javier Torrico-Jódar
This paper examines whether following a health crisis the use of health and safety protocols and hotel brand awareness influences hotel perceived value and intention to visit.
Abstract
Purpose
This paper examines whether following a health crisis the use of health and safety protocols and hotel brand awareness influences hotel perceived value and intention to visit.
Design/methodology/approach
Using an experimental design, the study evaluates the effectiveness of the use of health and safety protocols and the moderating effect of brand awareness on perceived value and intention to visit.
Findings
The results show that the hotels using health and safety protocols (compared to those that do not use them) will achieve a higher perceived value and intention to visit. In addition, the awareness of brand does not moderate the effect of the health and safety protocols on perceived value and intention to visit.
Practical implications
This research identifies mechanisms for future consideration by hotel companies to promote the recovery of their activity after a health crisis. Specifically, using health and safety protocols will result in the market evaluating the brand more highly and produce a greater intention to visit. At the same time, the research indicates that regardless of whether the brand is well-known or not, the use of a health and safety protocol is advantageous.
Originality/value
This study offers new insights that can be useful for developing a resilient hotel sector in the face of future health crises. Specifically, the results show progress in understanding the effects that the use of health and safety protocols and brand awareness have on key consumer variables for the recovery of the sector in a post-pandemic context.
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