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Article
Publication date: 1 June 2003

Eidan Apelbaum, Eitan Gerstner and Prasad A. Naik

Investigates the extent to which expert evaluations of quality impact price premiums of national brands over the store brands. Using data from Consumer Reports, finds that the…

5363

Abstract

Investigates the extent to which expert evaluations of quality impact price premiums of national brands over the store brands. Using data from Consumer Reports, finds that the average quality of store brands exceeds the average quality of national brands in 22 out of 78 product categories. Yet store brands typically do not charge price premiums, while national brands do (28.7 percent price premium on average). When national brands have higher quality, however, they increase the price premium from 28.7 percent to 50.4 percent on average. Regression analysis predicts that a national brand would command 37 percent price premium over a store brand that offers the same quality, a finding that highlights the handsome returns on building brand equity.

Details

Journal of Product & Brand Management, vol. 12 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 16 November 2023

Rajat Kukreti and Mayank Yadav

This study aims to understand how brand personality affects purchase intention through brand love and perceived quality in e-commerce.

1182

Abstract

Purpose

This study aims to understand how brand personality affects purchase intention through brand love and perceived quality in e-commerce.

Design/methodology/approach

Three hundred forty-eight users of e-commerce sites in New Delhi, India, were surveyed for the study. The data set was examined using confirmatory factor analysis, and the research hypotheses were assessed using structural equation modeling.

Findings

Two important conclusions emerged from the study. First, brand love and perceived quality have been considerably and favorably influenced by all six dimensions of brand personality of e-commerce brands. Second, the purchase intention toward the e-commerce sites is significantly and positively impacted by brand love and perceived quality.

Practical implications

This study by exploring various dimensions of brand personality, will assist e-commerce executives in increasing purchase intention toward the e-retailing sites.

Originality/value

This research is supposed to be the foremost to look at how brand personality, through brand love and perceived quality affects purchase intention toward e-commerce websites. The attachment theory is used in this study as a theoretical foundation for linking e-commerce brand personality to customers’ purchase intentions via brand love and perceived quality.

Details

Global Knowledge, Memory and Communication, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9342

Keywords

Book part
Publication date: 24 October 2015

Sarah (Song) Southworth and Minjeong Kim

There is a rising number of Asian brands expanding to Western nations. However, one of the biggest challenges is their reputation of inferior quality. The objectives of this…

Abstract

Purpose

There is a rising number of Asian brands expanding to Western nations. However, one of the biggest challenges is their reputation of inferior quality. The objectives of this research are to examine the U.S. consumers’ quality perception of Asian brands and what steps can be taken to improve their perceived quality to ultimately influence patronage intentions. This study also considers how age influences U.S. consumers’ perceived quality and patronage intentions.

Methodology/approach

An online experiment using 328 U.S. female subjects was conducted to examine how quality cues (brand origin and product design) influence their perceived quality of Asian brands. The study also examines how age (due to different levels of exposure of Asian brands) moderates the relationship between product cues and perceived quality.

Findings

The findings showed that there was a difference between the younger (Generation X and Y) and older (Baby boomers and Swing) group’s perceived quality of these Asian brand origins, namely Japan and China. Product design had an impact on perceived quality, but age was not a moderating factor.

Implications

Chinese and Japanese brands can use these differences in perception of brand origins to market accordingly. Product design cues can also be used effectively to both age groups by Asian brands to improve the perceived quality of U.S. consumers.

Originality/value

This research provides novel insight on U.S. consumers’ perceived quality and patronage intentions from different Asian brand cues. The study also contributes to the body of literature on how the relationship between specific Asian brand cues and perceived quality may differ as a function of age.

Details

International Marketing in the Fast Changing World
Type: Book
ISBN: 978-1-78560-233-7

Keywords

Book part
Publication date: 11 June 2009

Anca E. Cretu and Roderick J. Brodie

Companies in all industries are searching for new sources of competitive advantage since the competition in their marketplace is becoming increasingly intensive. The…

Abstract

Companies in all industries are searching for new sources of competitive advantage since the competition in their marketplace is becoming increasingly intensive. The resource-based view of the firm explains the sources of sustainable competitive advantages. From a resource-based view perspective, relational based assets (i.e., the assets resulting from firm contacts in the marketplace) enable competitive advantage. The relational based assets examined in this work are brand image and corporate reputation, as components of brand equity, and customer value. This paper explores how they create value. Despite the relatively large amount of literature describing the benefits of firms in having strong brand equity and delivering customer value, no research validated the linkage of brand equity components, brand image, and corporate reputation, simultaneously in the customer value–customer loyalty chain. This work presents a model of testing these relationships in consumer goods, in a business-to-business context. The results demonstrate the differential roles of brand image and corporate reputation on perceived quality, customer value, and customer loyalty. Brand image influences the perception of quality of the products and the additional services, whereas corporate reputation actions beyond brand image, estimating the customer value and customer loyalty. The effects of corporate reputation are also validated on different samples. The results demonstrate the importance of managing brand equity facets, brand image, and corporate reputation since their differential impacts on perceived quality, customer value, and customer loyalty. The results also demonstrate that companies should not limit to invest only in brand image. Maintaining and enhancing corporate reputation can have a stronger impact on customer value and customer loyalty, and can create differential competitive advantage.

Details

Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises
Type: Book
ISBN: 978-1-84855-671-3

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-726-1

Article
Publication date: 14 September 2023

Petek Tosun and Gökhan Tosun

This study examines the impact of servitization in the form of repair and maintenance services on consumers' quality perceptions, purchase intentions and recommendation intentions…

Abstract

Purpose

This study examines the impact of servitization in the form of repair and maintenance services on consumers' quality perceptions, purchase intentions and recommendation intentions while considering consumer frugality as a moderator in the retail ready-to-wear sector.

Design/methodology/approach

A quantitative approach based on consumer research was pursued. Study 1 tested the research model using a fictitious ready-to-wear brand within an experimental design. To increase the generalizability of results, Study 2 retested the model with a well-known ready-to-wear brand. For both studies, regression, mediation and moderation analyses were conducted in SPSS.

Findings

Both studies showed that servitization positively influences perceived quality. Servitization positively affects purchase intentions and recommendation intentions indirectly via the mediating role of perceived quality. Frugality moderates the relationship between servitization and perceived quality for the fictitious brand (Study 1), whereas it is not significant for a well-known ready-to-wear brand (Study 2). Servitization positively influences perceived quality regardless of consumers' frugality levels for a stronger brand.

Originality/value

This study suggests and tests an original conceptual model that relies on signaling theory. It is among the first studies to examine the impact of servitization on retail fashion consumers' quality perceptions and consequent purchase and recommendation intentions. This study also contributes to the literature by presenting empirical findings based on consumer research on servitization while considering frugality as a moderator.

Practical implications

Bundling products with additional services can contribute to quality perceptions and consequently to purchase and recommendation intentions for ready-to-wear brands.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 7 March 2023

Feisal Murshed, Abhishek Dwivedi and Tahmid Nayeem

This study aims to demonstrate that brand experiences can influence perceived brand authenticity, and perceived quality mediates this link. The proposed nomological net also…

1041

Abstract

Purpose

This study aims to demonstrate that brand experiences can influence perceived brand authenticity, and perceived quality mediates this link. The proposed nomological net also assesses the impact of perceived quality and brand authenticity on consumers’ loyalty intentions, a key consumer-level outcome.

Design/methodology/approach

A survey method based on data from a sample of 405 new car owners was used for empirical analysis. Structural equation modeling was performed to test the hypotheses.

Findings

The results provide broad support for the framework. All the direct effects and the key indirect effect are significant, as predicted.

Social implications

As consumers are seeking brands that are genuine in its communication and behavior, building authenticity will be crucial to engage customers and create meaningful social values.

Originality/value

This work develops a framework and empirical evidence of how experiential marketing can contribute to brand authenticity directly and through perceived quality.

Details

Journal of Product & Brand Management, vol. 32 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 2 January 2023

Aishwarya Dash, Sarada Prasad Sarmah, M.K. Tiwari and Sarat Kumar Jena

Product counterfeiting has been ubiquitously observed in various segments of the supply chain. The intrinsic values of brands create more opportunities for counterfeiting. The…

Abstract

Purpose

Product counterfeiting has been ubiquitously observed in various segments of the supply chain. The intrinsic values of brands create more opportunities for counterfeiting. The damaging reputation of such brands leaves them to deal with the fallouts of counterfeits. Hence, such companies address them mainly through legal action, price and quality strategy. However, consumer characteristics and the random distribution of counterfeit products to the consumer types affect the effectiveness of a counter strategy. This paper aims to generate insights on how to leverage digital technology to curb counterfeit entities with consideration of consumer characteristics and the random distribution of counterfeits to them.

Design/methodology/approach

The authors used game theory and vertical differentiation model to understand and encounter deceptive counterfeiting of brand products. The study understands the economic relationship between a brand product manufacturer and consumer types based on their awareness. Further, the authors have considered different cases in the model to gain useful insights.

Findings

The results reveal that when the consumers are proactive, informed and value-conscious brand product manufacturers take digital technology counterstrategy to earn the maximum revenue. Hence, this analysis highlights that the effectiveness of a counterstrategy critically depends on the consumer characteristics, whether they are proactive, informed or unaware.

Practical implications

The study outlines that brand product manufacturers must emphasize on the digital supply chain, product redesign and product tracking facility to empower informed and value-conscious and proactive consumers. Moreover, the government should take steps to create awareness among uninformed consumers via information campaigns.

Originality/value

This paper incorporates the role of consumers and brand product manufacturers to understand and address the deceptive counterfeiting issue.

Details

Journal of Business & Industrial Marketing, vol. 38 no. 10
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 14 February 2018

Afzaal Ali, Guo Xiaoling, Mehkar Sherwani and Adnan Ali

The purpose of this paper is to apply the concept of traditional branding constructs – brand image, brand satisfaction, brand trust and brand loyalty to an unexplored field of…

5785

Abstract

Purpose

The purpose of this paper is to apply the concept of traditional branding constructs – brand image, brand satisfaction, brand trust and brand loyalty to an unexplored field of Halal products – Halal brand image, Halal brand satisfaction, Halal brand trust and Halal brand loyalty. In addition, this study seeks to elaborate the relationships among brand perceived quality, Halal brand image, Halal brand satisfaction, and Halal brand trust, Halal brand loyalty and consumer purchase intention.

Design/methodology/approach

A theoretical model with hypothesised relationships is developed and tested with the help of structural equation modelling procedure in AMOS. This research used the questionnaire survey method to collect data from 347 consumers in Pakistan who had the experience of purchasing Halal milk brand.

Findings

The empirical results suggest that perceived brand quality has a significant and positive influence on the Halal brand image, Halal brand satisfaction, Halal brand trust, Halal brand loyalty and purchase intention. Similarly, the Halal brand image, Halal brand satisfaction, Halal brand trust and Halal brand loyalty significantly influence consumer Halal brand purchase intention.

Research limitations/implications

The Muslim population is growing in many parts of the world, including non-Muslim countries. Although this study’s focus is limited to Pakistani Muslims, findings related to the effects of brand perceived quality, Halal brand image, Halal brand satisfaction, and Halal brand trust and Halal brand loyalty on intentions may not be equally valid for Muslim consumers in others Muslim and non-Muslim countries and for other types of products.

Practical implications

The findings indicate that ignoring the important quality elements of a brand could be costly to marketers who failed to realise the importance of traditional brand attributes whilst embracing Halal brand marketing initiatives. In addition, Halal branding can allow the businesses to access to new markets, to enjoy more competitive advantages and to increase their profitability by selling at higher prices with higher profit margins.

Originality/value

Although previous research has explored the relevant issues about brand image, brand satisfaction, brand trust and brand loyalty, none highlights these traditional constructs to an unexplored field of Halal products.

Details

Management Decision, vol. 56 no. 4
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 6 February 2017

Marc Elsäßer and Bernd W. Wirtz

Reaching customer satisfaction and brand loyalty in a business-to-business setting is still an area of rising interest to both researchers and practitioners. Compared to consumer…

5695

Abstract

Purpose

Reaching customer satisfaction and brand loyalty in a business-to-business setting is still an area of rising interest to both researchers and practitioners. Compared to consumer branding, there is notably very little known about the success factors of industrial branding and how to convince buyers rationally and emotionally in business-to-business markets. Therefore, this paper aims to examine the success factors of branding in a business-to-business setting and analyze their performance impact on customer satisfaction and brand loyalty.

Design/methodology/approach

In total, 258 buyers of mechanical and plant engineering companies participated in an online survey. Data analysis was performed by using confirmatory factor analysis and structural equation modeling.

Findings

The results reveal that rational brand quality consists of the three dimensions, product quality, service quality and distribution quality, whereas consistent advertising style, brand image, country-of-manufacture image and salesperson’s personality are dimensions of emotional brand associations. All dimensions positively influence customer satisfaction and brand loyalty.

Originality/value

This study offers a certain value compared to the relevant literature mentioned in literature review. Compared to a large majority of the papers, the integration of rational and emotional factors in an integrative and complex model implies novelty. For example, Davis et al. (2008) and Baumgarth and Binckebanck (2011) focus on specific exogenous factors in their studies, namely, brand awareness and brand image, respectively, sales force impact combined with product quality and non-personal communication. In contrast, Van Riel, Pahud de Mortanges and Streukens (2005), Chen et al. (2011) and Chen and Su (2012) conceptualized a more complex model but did not separate rational and emotional factors. Jensen and Klastrup (2008) were the only authors who made this separation, but they did not include well-known emotional success factors such as brand image or country-of-manufacture image in their research model. Furthermore, an endogenous causal chain representing an observable consumer behavior is missing. This paper fills this gap.

Details

Journal of Business & Industrial Marketing, vol. 32 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

1 – 10 of over 63000