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Article
Publication date: 3 March 2016

Saikat Banerjee

The relationship between brand personality and consumer personality has become a researched issue in recent years. It is viewed that marketers start the dialogue with…

9389

Abstract

Purpose

The relationship between brand personality and consumer personality has become a researched issue in recent years. It is viewed that marketers start the dialogue with consumers through personality route by building brand personality in line with consumers’ own personality traits. Moreover, in the midst of stiff competition, role of corporate personality, as a component of corporate identity, has been considered instrumental behind the success of the organization. As a result, there might be a possibility that other than his/her own personality traits, a consumer’s brand preference may be influenced by both brand personality and corporate personality of the said brand marketer. So, the predictive roles of individual personality, brand personality and corporate personality on consumer brand preference formation need to be empirically investigated so that the same may be addressed strategically. However, as per knowledge of the researcher, no empirical study has been made to investigate the predictive role of consumer personality, brand personality and corporate personality on brand preference. In this back drop, to the best of our knowledge, this study is the first attempt to fill this research gap by investigating firstly, the direct effects of individual personality of consumer, brand personality and corporate personality on consumer brand preference and secondly the impact of interaction effects of those variables on brand preference in the context of the emerging economies.

Design/methodology/approach

This study includes Indian four-wheeler passenger car market as the focal point of the study. As the product category is predominantly linked with symbolic benefits to the consumers, this target segment may be motivated to express their personality through the brands they prefer. As a result it may be an appropriate sector to study the influence of individual, brand and corporate personality behind brand preference. In this study, we have used an anonymous self-administered structured questionnaire. Part A captured respondent’s brand preference. Part B used The Big Five Model personality scale. Part C used the ‘Brand Personality Scale’ proposed by Aaker (1997) as a measure of brand personality. Part D comprised ‘Corporate Personality Scale’ developed by Davies et al. (2001). Part E recorded demographic data, including age, income, educational qualification and occupation. For Part B, C and D, Respondents were asked to rate each of the dimensions, using a five-point Likert scale, ranging from 5=Most descriptive to 1=Least Descriptive. The validity of the theoretical model is tested through Confirmatory Factor Analysis (CFA). In the first stage, main effects of the proposed model are tested. In the next stage, we have tested interaction effects of constructs on band preference. To test the hypotheses multiple regression method has been used.

Findings

The result of main effects shows that individual and brand personality has significant impact on brand preference for the considered brand by the consumers. This implies that at the time of brand preference, consumers give due importance to individual personality and personality of the considered brand of SUV. A strong and clear brand personality indicates a favorable view about the brand. Further, the result shows at the time of buying decision, personalities of both product and corporate brand are influencing their preferences. Here, consumers might be making strong association between corporate and brand personalities. In addition, interaction effects among individual, brand and corporate personality are also significant. One may view from the result that consumers do not encourage compartmentalize thinking at the time of brand choice. In place of considering his/her own personality and brand and corporate personality as a standalone entity, they think in totality and interaction effects have significant influence on their brand preference.

Research limitations/implications

The paper has mentioned limitations: the restriction on selecting industry, company and brand, the restraint of sampling coverage and lack of generalization of the study findings. The implications should be interpreted with care. In this study we have not compared different brands from same industry or brands from different industries; there is a scope to do so. Moreover, this study considers results from one national context and, consequently, cross-national study may be conducted to extend the validity of the findings.

Practical implications

The findings from this study may enlighten brand marketers about the degree of influence of brand personality, corporate personality, and consumer personality on brand preference. This study advocates interaction effects of individual, brand and corporate on consumer brand preference. From this study perspective, we may say, brand personality and corporate personality provide significant opportunity for creation of uniqueness and have the potential to significantly influence brand preference.

Originality/value

This paper makes two contributions to the brand management literature. First, it provides new empirical evidence of the positive main effect of individual and brand personality on brand preference. Second, this paper first investigates interaction effects of individual personality, brand personality and corporate personality on brand preference. This is a very unique contribution of the paper. The results provide new insights for academic and practitioners into the relationship among individual personality, brand personality and corporate personality. This study is the first attempt to fill this research gap by investigating the impact of consumer personality, brand personality and corporate personality on brand preference.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 28 no. 2
Type: Research Article
ISSN: 1355-5855

Open Access
Article
Publication date: 9 August 2022

Alessandro Carollo, Seraphina Fong, Giulio Gabrieli, Claudio Mulatti and Gianluca Esposito

Among the growing interest towards market segmentation and targeted marketing, the current study adopted a scientometric approach to examine the literature on wine…

Abstract

Purpose

Among the growing interest towards market segmentation and targeted marketing, the current study adopted a scientometric approach to examine the literature on wine selection and preferences. The current review specifically attempts to shed light on the research that explores the determinants of wine preferences at multiple levels of analysis.

Design/methodology/approach

CiteSpace was used to compute a Document Co-Citation Analysis (DCA) on a sample of 114,048 eligible references obtained from 2,846 publications downloaded from Scopus on 24 May 2021.

Findings

An optimized network of 1,505 nodes and 4,616 links was generated. Within the network, impactful publications on the topic and thematic domains of research were identified. Specifically, two thematic macro-areas were identified through a qualitative analysis of papers included in the 7 major clusters. The first one - “Methods of Wine Making” - included clusters #0, #3, #5, #6 and #18. The second one - “Consumers' Attitudes and Preferences Towards Wine” - included clusters #1 and #2. The first thematic macro-area included more technical aspects referring to the process of wine making, while the second thematic macro-area focused more on the factors influencing individuals' preferences and attitudes towards wine. To reflect the aims of the current paper, publications giving light to the “Consumers' Attitudes and Preferences Towards Wine” macro-area were analyzed in detail.

Originality/value

The resulting insights may help wine makers and wine sellers optimize their work in relation to market segments and to the factors influencing individuals' purchasing behaviors.

Details

British Food Journal, vol. 124 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 7 June 2022

Hung Vu Nguyen, Long Thanh Do, Cuong Van Hoang and Phuong Thi Tung Nguyen

While interior public space can be one of the most important criteria in designing high-rise residential buildings in urban environments in practitioners’ opinion, this…

Abstract

Purpose

While interior public space can be one of the most important criteria in designing high-rise residential buildings in urban environments in practitioners’ opinion, this study aims at investigating the importance of this criterion from consumers’ lifestyle standpoint. In particular, this study aims to examine the effects of different lifestyle orientations on consumerspreference for this housing feature. Three relevant lifestyles are investigated including independence, family-orientation and homebody.

Design/methodology/approach

Survey data were collected from 331 owners of high-rise apartments in three residential buildings in urban areas.

Findings

The research results revealed significant and positive effects of independence and homebody lifestyle orientations on consumerspreference for interior public spaces. Interestingly, a family-oriented lifestyle was found to negatively moderate the effect of a homebody lifestyle on the preference, providing evidence for possible exclusive impacts of different lifestyle orientations on the preference.

Originality/value

This study emphasizes the exclusive impacts of different lifestyles on consumerspreference for housing features that need to be considered by developers and marketers when designing consumer positions and marketing strategies.

Details

International Journal of Housing Markets and Analysis, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1753-8270

Keywords

Article
Publication date: 1 September 2000

Fareena Sultan and Roy B. Henrichs

Investigates time as a factor that influences consumer preferences for innovative technological services such as the Internet. Specifically, the case of consumer adoption…

2859

Abstract

Investigates time as a factor that influences consumer preferences for innovative technological services such as the Internet. Specifically, the case of consumer adoption of the Internet for home use is explored. Examines the effect of time of adoption of Internet based services on preferences at the individual consumer level. The key research question is “What is the effect of time of adoption on consumer preferences for a technological service such as the Internet?” The primary contribution of this research is to demonstrate that existing time preference frameworks, previously applied to consumer durable products, can also be applied to technological service innovations, such as the Internet. An empirical examination is conducted using data from a survey of consumers in the initial stages of Internet adoption.

Details

Journal of Consumer Marketing, vol. 17 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 3 June 2014

Heekang Moon and Hyun-Hwa Lee

The purpose of this study is to investigate consumers’ intention to use mass customization by incorporating preference fit and their ability to express preferences into…

1888

Abstract

Purpose

The purpose of this study is to investigate consumers’ intention to use mass customization by incorporating preference fit and their ability to express preferences into the theory of planned behaviour and to examine how consumers perceive behavioural control over the process of online mass customization (OMC). Preference fit, which refers to fit between consumer preference and product attributes, and ability to express preferences were integrated into theory of planned behaviour as two belief variables related to OMC.

Design/methodology/approach

In total, 346 potential respondents were invited via e-mail to participate in the present study acquired from an independent marketing company. We conducted a self-administrated online survey using a video clip with voice instructions to demonstrate the OMC process as a stimulus.

Findings

The results suggest that consumers’ attitudes and perceived behavioural control predicted their OMC use intentions. Preference fit positively affected consumers’ attitudes towards OMC as a behavioural belief, and the ability to express preferences positively influenced preference fit but did not predict perceived behavioural control as a control belief. Clothing involvement was a positive predictor of preference fit and the ability to express preferences.

Originality/value

This study contributes to the OMC literature by suggesting a theoretical framework by extending the theory of planned behaviour and identifying consumers’ belief variables as antecedents of attitudes and perceived behavioural control in the OMC context. In addition, the study examines the role of clothing involvement in facilitating consumers’ OMC beliefs, suggesting the crucial role of clothing involvement as one of individual factors extending theory of planned behaviour framework, in the OMC process.

Details

Journal of Research in Interactive Marketing, vol. 8 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 3 August 2015

Raden Aswin Rahadi, Sudarso Kaderi Wiryono, Deddy Priatmodjo Koesrindartoto and Indra Budiman Syamwil

– The purpose of this paper is to compare the different preferences between property practitioners and residential consumers on housing prices in the Jakarta Metropolitan Region.

Abstract

Purpose

The purpose of this paper is to compare the different preferences between property practitioners and residential consumers on housing prices in the Jakarta Metropolitan Region.

Design/methodology/approach

The Jakarta Metropolitan Region as the largest metropolitan city in Indonesia was selected as the main sample city for this study. This study comprises 134 respondents from property practitioners and 277 respondents from residential consumers. Data were collected from all regions in Jakarta Metropolitan Region and their respective satellite cities. Descriptive analysis, the correlation study, Wilcoxon t-test and principal component analysis were used to compare the findings between each group’s preferences on housing attributes.

Findings

The results of this research provide an analysis on the different decisive attributes for each group, disparities on the correlation between attributes in housing consumers and property practitioners and disagreements among each group on the attribute preferences influencing housing prices in the Jakarta Metropolitan Region.

Research limitations/implications

In conclusion, the study provides valid and dependable evidence on different consumers and property practitioners attribute preferences for housing products in the Jakarta Metropolitan Region.

Originality/value

This research is the first to compare the attribute preferences for housing products between housing consumers and property practitioners in Indonesia. In addition, this study is one of the first to reaffirm preference attributes influencing housing product prices in Indonesia.

Details

International Journal of Housing Markets and Analysis, vol. 8 no. 3
Type: Research Article
ISSN: 1753-8270

Keywords

Article
Publication date: 27 September 2011

José Luis Méndez, Javier Oubiña and Natalia Rubio

This paper aims to analyze the relative importance of brand‐packaging, price and taste in the formation of brand preference for manufacturer and store brands in food…

7366

Abstract

Purpose

This paper aims to analyze the relative importance of brand‐packaging, price and taste in the formation of brand preference for manufacturer and store brands in food product categories.

Design/methodology/approach

The authors first perform a blind taste test of the product using three brands (two manufacturer brands and one store brand) in two categories with differentiated characteristics (cola drinks and olives stuffed with anchovies). They then use conjoint analysis to analyze the influence of the intrinsic cue (taste) and the extrinsic cues (price and brand‐packaging) on consumers' preference for manufacturer and store brands. Finally, after telling the consumers which taste belongs to each brand, the authors study the influence of the extrinsic cues on the consumers' quality evaluations of the real stimuli.

Findings

The results show that not knowing the brand to which the taste tested belongs, leads consumers in general to order their preferences fundamentally by taste. However, the results differ by product category and consumer segment analyzed. Consumers who evaluate the taste of store brands as better change their preferences more when they know which brand belongs to which taste. Further, the change in preference when consumers know the brand‐taste correspondence is clearly greater in the most differentiated category.

Research limitations/implications

The main limitations of this research derive from the factors conditioning the information. A greater number of categories and attributes would enrich the information. In addition, it would be useful to analyze more than one store brand.

Practical implications

The results obtained have interesting implications for manufacturers and retailers concerning management of the brands in their product portfolio and management of their relationships in the distribution channel.

Originality/value

The main contribution of this paper lies in the work methodology used. The paper offers a comprehensive analysis of how the relative importance of brand‐packaging, price and taste affect brand preference for manufacturer and store brands. The study also contributes evidence on how the consumer's knowledge of the correspondence between brand and taste can change his or her brand preferences, an issue of great interest for manufacturers and distributors in managing their product portfolios.

Details

British Food Journal, vol. 113 no. 10
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 1 March 1988

Naresh K. Malhotra

This article presents an approach for measuring consumer preferences in developing countries. The role of marketing research in developing countries and the salient…

604

Abstract

This article presents an approach for measuring consumer preferences in developing countries. The role of marketing research in developing countries and the salient factors which have an impact on how marketing research should be conducted in these countries are briefly discussed. The popular preference measurement procedures developed in the advanced nations are briefly reviewed and found to be unsuitable for use in developing countries. Hence, an alternative approach is proposed which reduces the data collection demands imposed on the respondents. It makes use of pictorial or visual stimuli and requires input from the respondents using a simple binary scale. An empirical investigation illustrating the proposed approach is reported. The convergent validity of the proposed procedure is assessed and found to be highly satisfactory.

Details

International Marketing Review, vol. 5 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 9 May 2016

Sangkil Moon, Junhee Kim, Barry L. Bayus and Youjae Yi

The purpose of this paper is to provide insightful advice that can improve the practice of using consumers’ pre-launch awareness and preference (AP) changes to predict the…

2038

Abstract

Purpose

The purpose of this paper is to provide insightful advice that can improve the practice of using consumers’ pre-launch awareness and preference (AP) changes to predict the sales of new movies.

Design/methodology/approach

This paper applies a new movie box-office revenue forecasting model based on consumers’ weekly AP measures, to take advantage of the industry’s practice of using weekly survey data containing the AP measures of upcoming new movies. Specifically, a sales forecasting model is developed on the basis of the theory that the combination of the nature of new product preference (positive vs negative) and the timing of new product awareness (early vs recent) influences entertainment product sales.

Findings

This paper shows that early awareness consumers are as important as late awareness consumers in determining new product sales, suggesting that more marketing resources need to be allocated earlier than currently practiced. This paper also shows that when negative preferences dominate positive preferences well ahead of a product’s release, marketing efforts cannot overcome the negative sentiment of the market. Finally, the empirical application illustrates that three consumer segments varying in product expertise and consumption frequency reveal different AP patterns among high-, medium- and low-performance products.

Originality/value

This paper is intended to provide insightful advice that can improve the AP-based approach in entertainment industries. Toward that end, the authors emphasize two major aspects in association with new entertainment product sales: rethinking survey-based AP measures and examining heterogeneous consumer segments’ differential AP patterns.

Details

European Journal of Marketing, vol. 50 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

Open Access
Article
Publication date: 7 October 2021

Yong Wang, Tianze Tang, Weiyi Zhang, Zhen Sun and Qiaoqin Xiong

In this paper, the authors study the effect of consumers' fairness preferences on dynamic pricing strategies adopted by platforms in a non-cooperative game.

Abstract

Purpose

In this paper, the authors study the effect of consumers' fairness preferences on dynamic pricing strategies adopted by platforms in a non-cooperative game.

Design/methodology/approach

This study applies fair game and repeated game theory.

Findings

This study reveals that, in a one-shot game, if consumers have fairness preferences, dynamic prices will slightly decline. In a repeated game, dynamic prices will be reduced even when consumers do not have fairness preferences. When fairness preferences and repeated game are considered simultaneously, dynamic prices are most likely to be set at fair prices. The authors also discuss the effect of platforms' discounting factors, the consumers' income and alternative choices of consumption on the dynamic prices.

Research limitations/implications

The study findings illustrate the importance of incorporating behavioral elements in understanding and designing the dynamic pricing strategies for platforms and the implications on social welfare in general.

Originality/value

The authors developed a theoretical model to incorporate consumers' fairness preference into the decision-making process of platforms when they design the dynamic pricing strategies.

Details

Journal of Internet and Digital Economics, vol. 1 no. 1
Type: Research Article
ISSN: 2752-6356

Keywords

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