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1 – 10 of over 2000
Article
Publication date: 1 July 2009

Jin-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.

Details

International Journal of Sports Marketing and Sponsorship, vol. 10 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 15 November 2011

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…

7687

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.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 23 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 10 July 2017

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.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 7/8
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 8 May 2017

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…

1244

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.

Details

Journal of Consumer Marketing, vol. 34 no. 3
Type: Research Article
ISSN: 0736-3761

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 product…

7846

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 October 2005

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…

9042

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.

Details

Journal of Services Marketing, vol. 19 no. 6
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 1 April 1996

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…

5821

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.

Details

Journal of Product & Brand Management, vol. 5 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 16 March 2015

Nathalie Spielmann

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…

1033

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.

Details

International Journal of Wine Business Research, vol. 27 no. 1
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 1 July 2002

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…

3142

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.

Details

Journal of Product & Brand Management, vol. 11 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 8 February 2016

Siddhartha Sarkar, Dinesh Sharma and Arti D. Kalro

The purpose of this paper is to present different naming, packaging, and pricing strategies adopted by private label (PL) retailers in India. This study also aims to identify…

2006

Abstract

Purpose

The purpose of this paper is to present different naming, packaging, and pricing strategies adopted by private label (PL) retailers in India. This study also aims to identify preferred private label brand (PLB) categories, factors influencing their selection, and the importance of cues in evaluation of PLBs. The overall purpose is to identify important areas for future research of PLBs in the wake of organized retail growth in an emerging economy (India is the context here).

Design/methodology/approach

This study is based on in-store observations of major Indian retail chains, longitudinal analyses of customers’ shopping bills, qualitative analyses of consumer interviews, and focus group discussions.

Findings

The results indicate that retailers primarily adopt “Sub-branding” (using the store name along with a separate brand name) and “House of Brands” (using a separate brand name only) strategies to sell PLBs in the Indian market. Groceries, food and beverages, and apparel are the preferred categories in PLB. Price, quality, and convenience are the major factors influencing PLB. Taste, ingredients, packaging, price, brand name, and store name are the main factors that are used to evaluate PLBs.

Research limitations/implications

Due to the qualitative analyses and interpretation, there are limitations to this study which need to be empirically validated.

Practical implications

This research has implications for organized retailers in understanding the various strategies used for PLBs in India.

Originality/value

This study is a novel study for documenting the PLB strategies adopted by organized retailers in India. It also uses a longitudinal exploratory approach to further understanding the consumption of PLBs in India.

Details

International Journal of Retail & Distribution Management, vol. 44 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

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