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This research investigates when and how brands influence attribute importance weights. Most past studies modelling consumer decision processes treated the brand of a product as an attribute parallel to the price, color or size of a product, and as a result, those studies assigned an equal (i.e. non-contingent) importance weight across brands for each attribute. In contrast, this study introduces a brand-contingent attribute-weighting process, in which brand is a higher-order construct that influences attribute importance.

This study presents a multi-level choice model in which the importance weight of an attribute can vary across brands. This study then estimates the model using real purchase data and survey data from an airline industry.

This study finds that attribute importance weights are contingent upon two aspects of a brand – the perceived relative position of the brand and consumers’ brand usage experiences. Specifically, when consumers perceive a brand to be inferior to its competitors in a given attribute, they generally place greater weight on that attribute for that brand. In contrast, when consumers perceive a brand to be superior to its competitors in a given attribute, only consumers with extensive brand usage experiences place greater weight on that attribute for that brand.

The findings provide managerial insights on brand positioning and segmentation strategies using consumers’ brand usage experiences.

This study advances the literature on consumer decision processes by modeling an attribute-weighting process that is contingent upon brands. The present study models this process based on consumer behavior theories and estimates the model using real market data.

This paper aims at investigating the contemporary trend toward regional consumption from the perspective of consumers’ search for brand authenticity. In particular, the paper joins literature on brand authenticity from the marketing literature and literature on the local food movement to investigate consumers’ response to authenticity claims in the competition of local and global food brands.

The paper engages in a series of three experimental studies; one of which uses a Becker–DeGroot–Marschak lottery to assess individuals’ willingness to pay for authenticity claims of (non)global brands.

Findings show that authenticity perceptions lead to higher brand value independent of brand globalness; while global brands can mitigate competitive disadvantages in localized consumer markets by actively authenticating their brand image.

This paper reveals the usefulness of authentic brand positioning for global beverage brands when competing with local beverage brands to overcome the liability of globalness. To sustainably benefit from the local food movement, local brands thus will require to build up brand images beyond associations of mere authenticity.

This paper aims to draw on the appraisal theory and the theory of self-brand congruence (SBC) to study the multidimensional emotion of brand pride. It conceptualizes and validates the relationship of brand pride with SBC, brand loyalty and oppositional brand loyalty and establishes the role of narcissism as a moderator.

Standardized scales, including a new brand pride scale developed by the authors, were used to collect data from 522 respondents. Covariance-based structural equation modeling was used to test the conceptual model. Multi-group moderation analysis tested the differences in the proposed relationship between high and low narcissists.

Results posit brand pride as a multidimensional construct with SBC as its significant antecedent. The findings also support most hypothesized relationships between brand pride and behavioral outcomes. In addition, the study confirms the moderating effect of narcissism on the relationship between brand pride dimensions and brand loyalty and opposition brand loyalty.

The study sample was from a developing nation – India. Similar cohorts from developing and developed countries could provide a unique cross-nation comparison.

The role of brand pride in impacting brand loyalty and oppositional brand loyalty has significant implications for practice. Marketing communication to inculcate brand pride among consumers will significantly impact the brand’s profitability.

Validation of SBC as a precursor to brand pride and the relationship of brand pride with brand loyalty and oppositional brand loyalty contributes significantly to branding theory and practice. This study also establishes narcissism as a moderator between brand pride and loyalty outcomes.

Este artículo se basa en la teoría de la valoración y la teoría de la congruencia de la marca propia para estudiar la emoción multidimensional del orgullo de marca. Conceptualiza y valida la relación del orgullo de marca con la congruencia de marca propia, la lealtad de marca y la lealtad de marca oposicional, y establece el papel del narcisismo como moderador.

Se utilizaron escalas estandarizadas, incluida una nueva escala de orgullo de marca desarrollada por los autores, para recoger datos de 522 encuestados. Para probar el modelo conceptual se tudio un modelo de ecuaciones estructurales basado en la covarianza. El análisis de moderación multigrupo probó las diferencias en la relación propuesta entre narcisistas altos y bajos.

Los resultados tudioes el orgullo de marca como un constructo multidimensional con congruencia de marca propia como su antecedente significativo. Los resultados también apoyan la mayoría de las relaciones hipotetizadas entre el orgullo de marca y los resultados conductuales. Además, el tudio confirma el efecto moderador del narcisismo en la relación entre las dimensiones del orgullo de marca y la lealtad a la marca y la oposición a la lealtad a la marca.

La muestra del tudio procedía de un país en vías de tudioes: la India. Cohortes similares de países en tudioes y desarrollados podrían proporcionar una comparación única entre naciones.

El papel del orgullo de marca en el impacto de la lealtad de marca y la lealtad de marca opuesta tiene implicaciones significativas para la práctica. La comunicación de marketing para inculcar el orgullo de marca entre los consumidores tendrá un impacto significativo en la rentabilidad de la marca.

La validación de la congruencia con la propia marca como precursora del orgullo de marca y la relación del orgullo de marca con la lealtad de marca y la lealtad de marca de oposición contribuyen significativamente a la teoría y la práctica del branding. El tudio también establece el narcisismo como moderador entre el orgullo de marca y los resultados de lealtad.

本文借鉴评价理论和自我品牌一致性理论, 研究品牌自豪感的多维度情感。它概念化并验证了品牌自豪感与自我品牌一致性、品牌忠诚度和反对性品牌忠诚度的关系, 并确定了自恋作为调节器的作用。

使用标准化的量表, 包括由作者开发的新的品牌自豪感量表, 从522名受访者那里收集数据。一个基于协方差的结构方程模型被用来检验概念模型。多组调节分析检验了高自恋者和低自恋者之间拟议关系的差异。

结果表明, 品牌自豪感是一个多维的建构, 自我品牌一致性是其重要的前因。结果也支持品牌自豪感和行为结果之间的大部分假设关系。此外, 该研究还证实了自恋对品牌自豪感维度与品牌忠诚度和反对品牌忠诚度之间关系的调节作用。

印度。发展中国家和发达国家的类似队列可以提供一个独特的跨国比较。

品牌自豪感对品牌忠诚度和反对品牌忠诚度的影响作用对实践有重大意义。在消费者中灌输品牌自豪感的营销传播将对品牌利润率产生重大影响。

自我品牌一致性作为品牌自豪感的前兆的验证, 以及品牌自豪感与品牌忠诚度和反对性品牌忠诚度的关系, 对品牌理论和实践有很大的贡献。该研究还确定了自恋是品牌自豪感和忠诚度结果之间的一个调节器。

Adopting an exploratory approach, this paper aims to focus on the potential negative consequences that online firestorms (OFs) might have on consumer–brand relationships. Specifically, the authors focus on the individual level through taking a close look at the content that users generate during these attacks.

The authors conducted content analysis to study four recent brand-related OFs that occurred on Twitter.

The results show that brands are at the core of the users’ conversations, although other actors, such as competing firms, can also be affected. Negative comments greatly exceed positive ones. Actions against the brand, both passive (avoidance) and active (vengeance), emerged during the OFs.

The exploratory nature of the study could cast doubt on the generalizability of the results. Moreover, the number of OF analyzed is limited, although they represent an interesting variety of brand misconducts.

Nowadays, brands are publicly scrutinized through social networks, as the networks enable users to speak out about brands’ perceived mistakes and wrongdoings. This paper confirms that managers should monitor, understand and try to respond to OFs to minimize their impact.

Online firestorms are a recent phenomenon that has gained attention finally, as they can reach hundreds of users in real-time and can involve a huge amount of comments posted online against a brand. These attacks could severely damage the brand, even when there is no strong evidence of the posted content being true. This paper adds to the scarce literature on the topic and analyzes the negative effects for brands.

Este trabajo exploratorio identifica posibles consecuencias negativas que los ataques colaborativos online contra las marcas podrían tener en las relaciones marca-consumidor. Para ello se adopta la perspectiva del participante en el ataque colaborativo mediante un análisis pormenorizado del contenido que los usuarios generan durante el tiempo que dura el ataque contra la marca.

Se ha llevado a cabo un análisis del contenido generado durante cuatro ataques colaborativos recientes que protagonizaron distintas marcas en Twitter.

Del análisis de contenido se desprende que las marcas son las protagonistas de las conversaciones de los usuarios aunque otros actores tales como marcas competidoras también han sido mencionadas. Los comentarios negativos predominan sobre los positivos. También se identifican acciones contra la marca, tanto pasivas (evitar comprarla) como activas (venganza).

El carácter exploratorio del estudio impide la generalización de sus resultados. El número de ataques colaborativos analizados son limitados aunque representan una interesante variedad de errores y malas conductas por parte de las marcas.

Actualmente las marcas son objeto de escrutinio público en las redes sociales en tanto que facilitan la interacción entre usuarios y el comportamiento informativo de cualquier tipo. Este trabajo confirma que los responsables de marca deben controlar, comprender y tratar de responder a estos ataques colaborativos contra las marcas para minimizar su impacto.

Los ataques colaborativos contra las marcas son un fenómeno que está recibiendo una enorme atención últimamente en la medida en la que miles de usuarios participan en ellos en tiempo real generando una enorme cantidad de comentarios online contra una marca. Estos ataques pueden dañarla seriamente, incluso ante la ausencia de evidencias claras de que el contenido que se comparte sea cierto. Este trabajo contribuye a la escasa literatura existente sobre los ataques colaborativos online contra las marcas y analiza sus posibles efectos negativos.

Artículo de investigación

The authors analyze the relationship between different consumer attitudinal variables and a number of variables related to consumer perception of the store and purchasing behavior, in assortments composed exclusively of private labels (PLs).

The authors developed an experiment based on an online survey to test the hypotheses formulated. The model’s causal relationships are established using structural equations.

The image of stores that only offer their own brand is mainly configured by price consciousness and the attitude toward the private label. The private label purchase intention is strongly influenced by the store image and a favorable attitude toward the brand, and loyalty strategies should be aimed at securing a clear perception of providing real value.

For retailers who only offer their own brands, an assortment with price-competitive PLs is key to the strategy of differentiating them from other retailers. It is reasonable to assume that, if retailers have a favorable image, customers transfer this brand value to their PLs and trust them. Customer loyalty strategies of these retailers should be aimed at ensuring that consumers clearly perceive that their assortment provides real value and that, although it is limited in terms of number of brands, it can meet all their needs.

This research represents a significant contribution to brand management literature because, includes, together with loyalty to the store, its image and the PL purchase intention as consumer response variables. Another differentiating feature is the methodology used. Estimation of the structural equation model permits the simultaneous estimation of the relationships between the variables.

Analizamos la relación entre diferentes variables actitudinales de los consumidores y un número de variables relativas a la percepción de los consumidores con respecto al establecimiento y el comportamiento de compra, todo ello en surtidos compuestos exclusivamente por marcas de distribuidor.

Desarrollamos un experimento online, basado en una encuesta, para testar las hipótesis planteadas. Utilizamos ecuaciones estructurales para determiner las relaciones causales del modelo.

La imagen de los establecimientos que ofrecen exclusivamente su propia marca se configura, principalmente, por la conciencia de precio y por la actitud de los consumidores hacia la marca privada. La intención de compra de la marca de distribuidor está fuertemente influenciada por la imagen del establecimiento y por una actitud favorable hacia dicha marca, por lo que las estrategias de fidelización de clientes deberían estar orientadas a asegurar una clara percepción de proporcionar valor real a los consumidores.

Para los minoristas que ofertan exclusivamente sus propias marcas, un surtido con marcas de distribuidor muy competitivas en precio es fundamental en su estrategia de diferenciación de sus competidores. Además, es razonable suponer que si los minoristas cuentan con una imagen favorable, los consumidores trasladarán este valor de marca a sus propias marcas propias y confiarán en ellas. Las estrategias de fidelización de este tipo de minoristas deberían ir enfocadas a asegurarse de que los consumidores perciben claramente el valor real que aporta su surtido y que, aunque limitado en términos de número de marcas y alternativas, les permite cubrir todas sus necesidades.

Esta investigación supone una significativa contribución a la literatura sobre gestión de marcas al incluir, conjuntamente con la lealtad al establecimiento, su imagen y la intención de compra de la marca de distribuidor como variables respuesta del consumidor. Otro elemento diferenciador es la metodología empleada, ya que la estimación del modelo de ecuaciones estructurales permite la estimación simultánea de las relaciones entre las distintas variables.

The purpose of this paper is to review state-of-the-art literature on product/brand positioning to re-examine the positioning concept and developing a more comprehensive definition from a theoretical viewpoint.

A systematic review of positioning was conducted. The review conformed to a rigorous set of core principles: it was systematic (organized according to a method designed to address the review questions), transparent (explicitly stated), reproducible and updatable and synthesized (summarized the evidence relating to the review question).

The literature review reveals that there is lack of coherent definition for positioning, and there is no mutual agreement among marketing scholars and practitioners about the exact meaning of the concept. Therefore, comprehensive definition of positioning encompassing the five underlying positioning perspectives (competition; empty slot/mind; consumers’ perception, differentiation and competitive advantage) is suggested.

This paper will be useful for academicians to analyze the current nature of academic research in this area and will provide an added advantage to managers to design and implement positioning strategies for their product/brands that will allow their organizations to gain competitive advantage. This study acknowledges limitations with respect to its exclusive search criteria, which might affect its generalizability.

Position and positioning is of relevance in society in broad terms, e.g. in sports, politics and culture. Positioning strategy is discussed and implemented in different industries (business-to-business and consumer), for all kinds of brands (including, for instance, corporate brands) and for “brands” in the very widest sense (such as places or people).

This is the first systematic review of positioning that provides a detailed understanding of the current state of positioning research on a single platform and also draws a comprehensive positioning conceptualization.

South Africa is the leading market for luxury goods in Africa – a fact evident from the statistics on luxury retail and the expanding footprint of international and local luxury brands. In a market that is dominated by prominent international brands, indigenous South African brands are seldom the subject of empirical research. This study addresses this gap by analysing the consumer-based brand equity (CBBE) of South African luxury fashion brands and its outcomes on the purchase/repurchase intention of consumers of South African luxury fashion brands.

The study adopted quantitative research methods and utilized survey questionnaires to acquire data from 130 respondents. Structural equation modelling was used in testing the proposed alternative hypotheses.

The study affirmed the relevance of Aaker's (1991) CBBE model for luxury goods in the emerging economy of South Africa. It established perceived quality and behavioural loyalty as significant predictors of brand equity while affirming the prevalence of hedonism and behavioural loyalty in South Africa's luxury fashion market.

The small sample size and the limited geographic scope of the study had a significant adverse impact on the broad application of the study's outcome. Furthermore, Aaker's (1991) CBBE model, while adequate, may have diminished the probability of a nuanced outcome.

This study advances the frontiers of interdisciplinary research by applying the marketing framework of CBBE to fashion studies in South Africa. The validated measurement scale, which emphasises the relevance of hedonism and behavioural loyalty in South Africa, may be useful for a similar study on luxury fashion brands in other emerging economies.

Despite competition and supply-chain disruptions during Covid-19 pandemic (2019–2021), one grocery retailer consistently thrived and was ranked top. The sources of the sustained performances needed examination. Guided by self-congruity theory and integrating three models, the authors examined how much the retailer's brand performances (brand loyalty, equity, preference and repurchase intentions) were emanating from brand personalities and marketing offerings. The mediating roles of brand loyalty and equity were tested.

Cross-sectional data was collected from 480 frequent customers using an online questionnaire posted on the researchers' social media pages. Factor analysis was conducted to identify the dimension that best describes the grocery retailer. Partial least square–structural equation modelling (PLS-SEM) was used to test a conceptual model.

Factor analysis results show that brand sincerity (28.582% variance-explained; M = 4.1) was top (factor 1), followed by excitement (20.336% variance-explained; M = 3.9) and then trustworthiness (18.854% variance-explained; M = 3.87). PLS-SEM results revealed that two brand personalities (brand excitement and trustworthiness) and marketing offerings (price, place, product, promotion) impacted loyalty found to be a strong driver of brand equity. Repurchase intention and brand preference were influenced by brand equity. Brand loyalty mediated most of the relationships between brand personality dimensions, marketing offerings and brand equity. Brand equity also significantly mediated the relationships between brand loyalty, preference and repurchase intentions. The integrated model produced high explanatory powers with brand equity (67.8%), brand preference (71.7%), brand loyalty (63.2%) and repurchase intentions (54.2%).

The study extends a brand personality-loyalty model through integrating two other models that provided marketing offerings and brand equity outcomes. It demonstrates that a stream of profitable customers' responses awaits a retailer who holds both brand and customer mindsets by building admired brand personalities while providing desired marketing offerings.