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1 – 10 of over 2000Jin-Wook Han and Hyungil H Kwon
The purpose of the study was to confirm the mediating effect of perceived quality in the relationship between two extrinsic cues (brand name and country of origin)and perceived…
Abstract
The purpose of the study was to confirm the mediating effect of perceived quality in the relationship between two extrinsic cues (brand name and country of origin)and perceived value previously tested by Teas and Agarwal (2000) using more rigorous statistical techniques - regression analysis and structural equation modelling (SEM) - in a sports consumption context. Data were collected from 194 members of the Korea University Ski Team Association. Based on the results, the partially mediated model was selected as the best fitting model. From a marketing perspective, ski marketers need to understand that the two extrinsic cues had direct and indirect influences through perceived quality on perceived value of the ski product.
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Shamindra Nath Sanyal and Saroj Kumar Datta
The purpose of this paper is to find out the relationship between the qualities of generic drugs perceived by the physicians and brand equity of the branded generics and to…
Abstract
Purpose
The purpose of this paper is to find out the relationship between the qualities of generic drugs perceived by the physicians and brand equity of the branded generics and to examine the physicians' perceptions of prescribing generic drugs for selective medical conditions in India.
Design/methodology/approach
The study was carried out across six major cities in Eastern India with 392 physicians. Here components of perceived quality, i.e. intrinsic cues and extrinsic cues are hypothesized to influence perceived quality of branded generics which in turn influence brand equity. It is also hypothesized that respondents' quality experience is assimilated towards their quality expectations, independent of small variations in objective quality of the drug.
Findings
Results showed that perceived quality of branded generics significantly, but indirectly, affected brand equity through the mediating variables, intrinsic cues and extrinsic cues. The results also showed that physicians' quality experience leads to quality expectations, independent of small variations in drug quality on five common yet serious diseases in India.
Practical implications
Current research finds that for prescription‐based branded generic drugs, perceived quality mainly depends on intrinsic cues; therefore, managers should be interested in intrinsic cues that increase brand equity and necessary marketing actions should be implemented accordingly.
Originality/value
No other scholarly article has been developed, so far, analyzing the effect of perceived quality on brand equity in the Indian branded generic drug segment. Besides providing evidence from the Indian pharmaceutical context about the impact of quality cues, the paper also presents evidence on physicians' quality observation of branded generics on five common yet serious diseases in India.
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Alan M. Collins and Richard G. George
The purpose of this paper is to investigate whether or not mavens’ dissemination activities are likely to promote or hinder retailers’ store brand premiumisation attempts, by…
Abstract
Purpose
The purpose of this paper is to investigate whether or not mavens’ dissemination activities are likely to promote or hinder retailers’ store brand premiumisation attempts, by revealing the relationship between mavens’ price and non-price on-pack extrinsic cue search and their store brand purchasing behaviours.
Design/methodology/approach
The paper adopts a hypothetic-deductive approach and develops a model of mavens’ store brand purchasing behaviour. The model is tested using SEM on a US data set containing 457 respondents. A full discussion of the direct, indirect and total effects is provided.
Findings
Mavens’ store brand purchasing behaviours are strongly linked to their price search activities and negatively related to their use of non-price on-pack extrinsic cues. This indicates that their dissemination activities are likely to stress lower prices and hence price competition rather than promote other cues used to infer quality. Thus, mavens are likely to inhibit retailers’ store brand premiumisation attempts. Mavens’ investments in time engaged in search activities are strongly linked to social returns rather than private financial savings.
Research limitations/implications
The work is based on data collected using an online survey in one region of the USA where store brands are not as prevalent in other countries such as the UK.
Practical implications
The investigation of non-price on-pack extrinsic cues reduces mavens’ store brand purchasing behaviours while the use of price cues increases them. This suggests that even with mavens’ market expertise that a non-price extrinsic cue deficit continues to exist for these products. Consequently, retailers need to re-examine and rework the cues contained on pack to convey more positive consumption-related information if mavens are to become store brand advocates.
Originality/value
Rather than conceptualising the maven as possessing market wide knowledge, this research adopts a domain specific perspective arguing that price mavenism can be distinguished from product-related mavenism with consequences for the set of extrinsic cues used as part of the maven’s search process. In doing so, it reveals the conflicting effects that these maven dimensions have on purchasing behaviours and the likely effects on mavens’ dissemination activities.
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Laurence Carsana and Alain Jolibert
The purpose of this research is to investigate the influence of self-purchasing versus gift-giving situations on the importance of product cues and the moderating effect of brand…
Abstract
Purpose
The purpose of this research is to investigate the influence of self-purchasing versus gift-giving situations on the importance of product cues and the moderating effect of brand schematicity.
Design/methodology/approach
Data were collected via an online survey of 285 French consumers for wine and 139 French consumers for whisky. The interaction effect of the gift-giving situation and brand schematicity on the importance of product cues was then investigated.
Findings
The results differed, depending on the importance of brand cue. For the whisky category (high brand importance), brand schematicity had no influence on the importance of cues. For the wine category (low brand importance), brand schematicity moderated the influence of the gift-giving situation on the importance of extrinsic cues such as commercial brand. Brand schematicity and the situation of gift-giving also influence the number of important cues which consumers take into account when making their choice. In low-involvement purchasing situations, brand-aschematic consumers use fewer choice criteria than brand-schematic consumers, whereas in high-involvement purchasing situations, regardless of their level of brand schematicity, consumers use the same number of criteria to make their selection.
Practical implications
When the commercial brand is a salient cue and regardless of the purchasing situation, it is important to provide information on the brand to consumers through any format, such as social media, leaflets, flash codes, in-store digital display, etc. When the commercial brand is not a salient cue, brand schematicity may be relevant to a segment of consumers because this consumer profile may need more information and will focus on the commercial brand. Brand managers could develop a specific approach to schematic consumers based on brand content, for example, brand managers could provide marketing materials (e.g. leaflets, flash codes, mobile apps) to retail store managers explaining the origin and value of the commercial brand. Consumers could also be provided with digital devices (such as tablets), which they could use to search for information according to these cues before choosing their product. Social media and online brand community could also provide more details about the brand and may provide an interactive area for discussions with consumers.
Originality/value
There has been little research on the effect of brand schematicity on the importance of product cues. To the authors’ knowledge, the interaction between brand schematicity and purchase according to product category has not previously been studied. The influence of brand schematicity changes depending on the importance given to brand cues.
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Madison Renee Pasquale, Luke Butcher and Min Teah
Front-of-packaging (FOP) is a critical branding tool that uses “cues” to communicate product attributes and establish distinct brand images. This paper aims to understand how food…
Abstract
Purpose
Front-of-packaging (FOP) is a critical branding tool that uses “cues” to communicate product attributes and establish distinct brand images. This paper aims to understand how food brands utilize cues and their relative proportions to hierarchically communicate brand image and belonging to particular subcategories.
Design/methodology/approach
A content analysis is used for analysing 543 food FOPs sold in Australia (breakfast cereals, chips, snack bars). Samples are collected and classified into product sub-categories defined by ingredients, consumer-audience and retail placement. A novel 10 × 10 coding grid is applied to each FOP to objectively analyse cue proportion, with statistical comparison undertaken between sub-categories.
Findings
Results reveal intrinsic cues are favoured over extrinsic cues, except for those in the eatertainment sub-category. Hierarchies are evidenced that treat product and branding cues as primary, with health cues secondary. Statistically significant differences in cue proportions are consistently evident across breakfast cereals, chips and snack-bar FOPs. Clear differentiation is evidenced through cue proportions on FOP for health/nutrition focused sub-categories and eatertainment foods.
Originality/value
“Cue utilization theory” research is extended to an evaluation of brand encoding (not consumer decoding). Design conventions reveal how cue proportions establish a dialogue of communicating brand/product image hierarchically, the trade-offs that occur, a “meso-level” to Gestalt theory, and achieving categorization through FOP cue proportions. Deeper understanding of packaging design techniques provides inter-disciplinary insights that extend consumer behaviour, retailing and design scholarship.
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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 product…
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.
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Alan Dick, Arun Jain and Paul Richardson
Using a sample of 872 shoppers and data for 14 products, tests the degree to which extrinsic cue reliance differs between “store brand” versus “non‐store brand” prone consumers…
Abstract
Using a sample of 872 shoppers and data for 14 products, tests the degree to which extrinsic cue reliance differs between “store brand” versus “non‐store brand” prone consumers. Results indicate that store brand prone consumers exhibit significantly less reliance on extrinsic cues in quality assessment. Reliance on brand name had an especially strong effect in forming taste expectations. Price reliance had a marked effect in determining perceptions of quality and reliability of ingredients. Discusses the implications for management.
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Michael K. Brady, Brian L. Bourdeau and Julia Heskel
The puprose of this study is to empirically test the suggestion that branding is more important for services than for physical goods and that there is a direct relationship…
Abstract
Purpose
The puprose of this study is to empirically test the suggestion that branding is more important for services than for physical goods and that there is a direct relationship between the level of intangibility and the importance of branding.
Design/methodology/approach
An exploratory study is employed using a scenario‐based repeated measures ANOVA design, wherein the degree of product intangibility is varied from high (mutual funds) to medium (hotels) to low (computers) through a survey distributed to 101 respondents.
Findings
The results support the position that intrinsic brand cues are more important for highly intangible service purchases (mutual funds) than for purchases that are more tangible (hotels and computers). The results also reveal that extrinsic brand cues are less important in purchase decisions of highly intangible services.
Research limitations/implications
This study answers a call for additional empirical research into the dynamics of services branding and its effects on consumer decision making.
Practical implications
This study provides managers with information about how to prioritize brand‐building activities.
Originality/value
This study fills an important gap in the services marketing literature by offering a rare empirical study on services branding. Furthermore, this study makes an important extension to the research of Krishnan and Hartline in their article, “Brand equity: is it more important in services?”by testing the effects of specific brand cues on consumer's purchase decisions. The findings are more in line with prior conceptual research on the importance of services branding than the results presented by Krishnan and Hartline.
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A recent stream of research has focused on typicality associations – those that bring origins and products together. Most of the research has focused on typical products but…
Abstract
Purpose
A recent stream of research has focused on typicality associations – those that bring origins and products together. Most of the research has focused on typical products but atypical products have received very little attention, even though they are more and more present on the market. As it has yet to be reviewed, the relationship between intrinsic and extrinsic product cues and product evaluations is examined in this paper for typical and atypical origin products.
Design/methodology/approach
Wine was used as the stimulus, and consumer evaluations of typical and atypical wines were reviewed. Consumers were segmented based on their knowledge of the product category. French respondents (n = 370) participated in an online questionnaire regarding the product cues they found most important, depending on if the wine was from the New World or the Old World.
Findings
The results show that extrinsic cues are just as important as intrinsic cues in the evaluation of origin products, contrary to what prior research suggests. Furthermore, consumer knowledge moderates the evaluations of origin products; the results empirically confirms the theoretical country of origin – elaboration likelihood model (CoO-ELM) proposed by Bloemer et al. (2009) for atypical origin products, but show typical products are evaluated differently.
Originality/value
This is the first study that empirically tests the CoO-ELM and includes the added dimension of typicality. The results allow for a better understanding of consumer perceptions of origin products and their cues.
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Sanjeev Agarwal and R. Kenneth Teas
Marketing scholars have long debated whether marketing programs and processes can be standardized across countries. However, empirical examination of cross‐national applicability…
Abstract
Marketing scholars have long debated whether marketing programs and processes can be standardized across countries. However, empirical examination of cross‐national applicability of marketing models, which are originally generated for a single market – usually the USA – are rare. This study tests the standardizability of the Dodds, Monroe, and Grewal model that explains consumers’ willingness to buy based on extrinsic cues – such as brand name, price, and retailer reputation – and on their perceptions of quality, sacrifice, and value. The study examines the model via experiments conducted in the USA, Belgium, and Sweden. The results suggest that while the model is supported across countries, the relative importance of the extrinsic cues may vary across countries.
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