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Disconfirmation of expectations is the mismatch between the expected and blind evaluation of a product. The purpose of this paper is to explore the relation between expected and perceived value (quality), focusing on wines from the French regions with varying levels of notoriety and image content.

From the consumer's point of view, the hedonic evaluation of a product under full information (intrinsic and extrinsic) is considered as a measure of perceived quality. Generally, the perception of the quality of a product differs according to tasting conditions (blind, or full information). Based on previous literature on food marketing it is assumed that the change of preference between blind and full conditions reflects the influence of extrinsic information (here, the region of origin). Two types of results can be expected from disconfirmation: “assimilation” occurs when the final evaluation of the product changes in the direction of the expectation provided by the extrinsic cue, whereas “contrast” occurs when this change is contrary to the expectation. Five wines selected among regions with different reputation levels, and two groups of consumers, characterized by their level of expertise (trained/untrained students) are used in the experiment.

The experiments suggest that disconfirmation may be used to measure and interpret region of origin equity on a behavioural basis rather than just attitudinal.

Provides information resulting from research on disconfirmation of expectations.

The preferences and adoption of recycled materials by consumers are subject to a variety of factors, such as enablers and barriers. Despite this, there exists a paucity of research concerning stakeholders' perceived value and real purchase decision towards recycled products. Consequently, this research study aims to fill this gap by investigating stakeholders' perceived value of recycled products derived from construction and demolition (C&D) waste and its effect on purchase decisions.

Research data were collected from 219 valid questionnaires completed by Chinese stakeholders. Structural equation modeling (SEM) was then employed to test eight hypotheses.

The results show intrinsic cue (materials) and extrinsic cue (brand) influence the stakeholders’ judgment on C&D waste recycled products’ value and then their purchase intention. However, cues such as quality, word-of-mouth, price, policy and advertised have not play a significant role in practice.

This research study verified the significance of brand and material cues on decision making for purchasing C&D waste recycled products, providing new insights to policy making to enhance the uptake of C&D waste recycled products in construction industry.

Presents the results of a study in which judgement of quality and purchase value of three different product categories were obtained from 173 purchasing managers and 190 household consumers. The products varied according to the country where they were designed, the country where they were assembled, their brand name, their price and their warranty. In addition, the respondents rated 13 developed and newly industrializing countries by their capacity to design and assemble products in general. Indicates that the respondents′ perceptions of newly industrializing countries are more negative than their perceptions of developed countries. However, when additional information concerning the product′s brand name, price and warranty is available, their perceptual differences between developed and newly industrializing countries are considerably reduced. Shows significant differences between household and organizational buyers in the relative importance given to country‐of‐origin and other product cues. Discusses strategic implications of these findings for global marketing.

This study seeks to examine differences in the signals of brand quality that consumers utilize in and across different countries. The approach is driven by the practical goal of helping international firms understand how they could tailor their marketing mix to target consumers based on the particular signals of brand quality that they use in different countries.

Survey data are collected from Austria, Belgium, Hong Kong, Indonesia, Russia, Singapore, Thailand and the USA and analyzed using factor analysis to identify the signals that are used as extrinsic and intrinsic cues of brand quality in different clusters of countries. Two major dimensions of signals of quality are identified and used to generate four clusters of countries representing different beliefs in signals of brand quality.

Two major dimensions of signals of quality are identified and used to generate four clusters of countries representing different beliefs in signals of brand quality. These dimensions broadly fall in to those that can be characterized as external signals (brand popularity, retailer's name and volume of advertising) and internal signals (brand name, price and country of origin) with the eight countries clustering in terms of these signals. Thus, Austria, Belgium, Hong Kong and the USA form one cluster with Thailand and Russia forming another cluster while Indonesia and Singapore show differences in their signal preferences.

Practical implications in terms of standardization versus differentiation of marketing mix strategies are discussed. The most important implication is that differentiation of marketing strategies would seem to be advantageous contrary to the commonly held view that international firms need to standardize their marketing strategies in the face of increasing globalization and alleged consumer convergence.

This study seeks to examine differences in the signals of brand quality that consumers utilize in and across different countries.

This paper aims to explore two fundamental aspects of branding in emerging markets. First, are there significant differences in product evaluation behaviour between regions within a large emerging market such as China? Second, how important is branding relative to other product cues in the product evaluation among consumers in emerging markets?

Data were collected from a sample of respondents in three Chinese cities (Hong Kong, Shanghai, and Chongqing). Respondents were asked to evaluate combinations of a hypothetical product (domestic air conditioning) varying in brands, prices and country of origin (COO). ANOVA, t‐tests and regression were conducted to test for significant differences in ratings brand, price and COO, perceived product quality and purchase intention.

The results show significant differences between the three regions in product evaluation processes and outcomes. In addition, the study identifies a general preference across regions for global brands over local brand competitors.

While the findings may be due to the particular Chinese locations and/or the product chosen, nevertheless, the differences identified in the product evaluation processes and outcomes point to the importance of considering the potential differences between regions in diverse emerging countries like China. In addition, the general preference for international brands suggests important implications for foreign and local manufacturers.

Managers will develop an improved awareness of the importance of brands in emerging markets and of the regional differences in diverse markets such as China.

By focussing on regional differences within diverse emerging markets (rather than treating such markets as homogeneous), this study extends understanding of the complexities facing international and domestic marketers.

The purpose of this study is to examine the effects of brand and message framing on consumers’ evaluations and purchase intentions of smart health-care clothing. The study also examines the mediating effect of consumers’ evaluations on the effects of the brand and message framing on purchase intentions.

Through an experimental approach, a total of 240 US consumers’ evaluation of smart health-care clothing is compared according to the existence of a well-known brand (vs. none) and message framing (technology-focused vs. fashion-focused).

The results show that consumer evaluation of smart health-care clothing is higher when the product is from a well-known brand, where consumers’ fashion consciousness and health consciousness positively influence such an evaluation as covariates. Message framing, however, did not have an influence that revealed any significant difference between technology-focused and fashion-focused messages. The consumer’s evaluation of smart health-care clothing eventually increased their purchase intentions and mediated the effects of brand on purchase intentions.

Smart health-care clothing refers to clothing that measures, records and manages the user’s activity and health status through conductive fibers or sensors that are woven in the clothes. Despite its benefits, smart health-care clothing is still not widely adopted among consumers, except for a few successful examples. Closing this gap, the results of this study provide implications regarding whether and how brand and message framing maximize consumers’ evaluations toward smart health-care clothing, which the developers and marketers of such products can use to increase the product’s market penetration.

This study aims to examine country of origin (COO), price and brand effects on Lebanese consumers’ attitudes towards US products and brands while evaluating a low‐involvement product like chocolate.

The research comprised formulation of a detailed questionnaire that was served to 488 administered at various shopping malls across Lebanon. Statistical analyses of data employed included Pearson correlation and analysis of variance (ANOVA) tests.

The data supported both the hypotheses that respectively predicted that brand price was more important than COO in the evaluation of low‐involvement products. The data did not support the hypothesis that predicted a preference by Lebanese consumers for “Made in Lebanon” products, based on a similar observed preference for domestic products in developed nations.

The external validity of the findings are limited since an over‐exaggerated weight is provided for the “made in” label while in a real purchase situation; price as well as brand have a weight that is far superior to that of the COO. In today's business world several cues are already embedded in the brand name which limits the internal validity of the study; this includes the “made in” labels as external cues used by respondents while evaluating a particular chocolate brand regardless of the origin cue already dispatched by the brand itself.

The results have evidenced, if needed, the importance of taste when purchasing a particular brand. Hence, a Lebanese consumer would not mind choosing a Ghour chocolate bar instead of a Nestlé or even a Cadbury chocolate bar only if these three brands had equivalent attributes. Brand is the second attribute considered by consumers when choosing a particular chocolate. Thus, a successful approach for international marketers would be to build strong brand equity. The results provide extremely useful outputs to the marketing professionals.

This paper develops a conceptual framework, based on quality attributes and quality cues, to demonstrate the necessary requirements for effective communication of quality cues to customers in the supply chain and consumers at place of purchase. The “perceived quality” approach to product quality is adopted and the links between intrinsic/extrinsic cues and experience/credence attributes of a product are developed. The framework is applied to the UK meat sector by considering which attributes/cues are altered by farm assurance schemes and, hence, which type of cue is needed to signal these attributes, and what elements are necessary for effective signalling of this type of cue. It is shown that the necessary requirements for effective communication of each type of cue (intrinsic and extrinsic) vary considerably. Farm assurance schemes are shown to affect credence attributes; hence extrinsic cues must be used to signal these standards. It is concluded that the credibility of scheme standards and inspections to those standards is of crucial importance for the assurance scheme extrinsic cue (certificate/label) to be effective in predicting these credence attributes.

This research aims to examine how credence, search and experience attributes compete with suggestive brand names that are incongruent with the attributes they cue (e.g. expensive EconoLodge Motel, short-lasting Duracell battery and joint-stiffening JointFlex pill).

This study relies on experimental studies, together with analyses of variance, t-tests and logistic regressions.

Incongruent suggestive brand names can distort product evaluations and alter perceptions of product performance in joint product judgments involving contradictory credence attributes; they can misdirect product evaluations even if the search attributes conflict with competitor brands. Furthermore, they are more likely to backfire if contradictory experience attributes are readily available to consumers.

This test of the role of incongruence between suggestive brand names and actual product features includes key concepts that can inform continued studies, such as search attributes that consumers can readily observe, experience attributes that can be observed only after product use and credence attributes that might not be observed even after use.

This study provides applicable guidelines for managers, consumers and policymakers.

The findings expand beyond prior literature that focuses on memory-based, separate evaluations of advertised benefits and inferences or expectations of unavailable attributes. Specifically, this study details the implications of congruence between the suggestive brand names and different types of attributes observable at different consumption stages.

The purpose of this paper is to examine what factors and assortment of factors on wine back labels, representative of those found in the US market, appealed to consumers. Moreover, what changes to wine bottle characteristics and standard wine composition appealed and could affect their purchasing decision.

Data were collected through an online survey of 910 wine consumers who resided in Metropolitan Philadelphia and New York City.

Based on conjoint analysis, averaged importance for food-wine-pairing information on wine bottle back labels was greater than both how to contact and connect with the winery and winery background information. Within the pairing information factor, description of food-wine-pairings and symbols of food-wine-pairings received positive utility values, indicating consumers preferred these options more than having no pairing information present. Consumers who purchased wine at least once a week were more positively impacted by the alternatives presented, with influence decreasing as purchasing frequency declined. Wine purchasing frequency is related to the number of wine drinkers living in a household and wine consumption within a household is most often a shared consumption activity. More females drink wine but the consumption frequency of males is higher.

Producers considering changing either the wine composition or a bottle characteristic should note that, based on frequency of wine purchasing, changes that may invoke a positive response are: decreased calorie content, wine made from “sustainably farmed” or “naturally farmed” grapes, and producing USDA Certified Organic wine.

This study is the first to investigate what changes to extrinsic cues in the form of wine bottle and back label characteristics and to the wine composition (taste) intrinsic cue appeal to consumers in the US market and might influence their purchase decisions.