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1 – 10 of 174
Article
Publication date: 12 April 2013

Eyal Gamliel and Ram Herstein

Consumers frequently have to choose between products that differ in price and quality. This study aims to hypothesize that involvement would moderate the effect of message framing…

1232

Abstract

Purpose

Consumers frequently have to choose between products that differ in price and quality. This study aims to hypothesize that involvement would moderate the effect of message framing on consumers' perceived monetary gain when considering cheaper products, as well as on product choice.

Design/methodology/approach

A total of 238 participants were randomly assigned to either a positively or a negatively framed message, and either a high or low involvement condition.

Findings

The study finds that presented with a negative relative to positive frame, highly involved participants perceived a higher monetary gain when purchasing the cheaper product; no corresponding differences were found for low‐involved participants. Message framing did not affect either highly or low‐involved participants' product choice.

Research limitations/implications

Explanations for the results are offered and future research is suggested in order to determine whether the effect of message framing on the perceived monetary gain of highly involved consumers choosing cheaper products does affect their product choice.

Practical implications

If future research confirms this hypothesis, both retailers and highly involved consumers should consider the possible effect of message framing on the perceived monetary gain and on the choice between products that differ in price and quality.

Originality/value

This study is the first demonstration of the moderating effect of involvement on the effect of message framing on consumers' perceived monetary gain when choosing between products that differ in price and quality.

Details

Journal of Product & Brand Management, vol. 22 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 22 March 2022

Kenneth Fu Xian Ho, Fang Liu, Liudmila Tarabashkina and Thierry Volery

Extended from Hofstede’s cultural framework, this study investigated the differences between the Australian (representing the Western culture) and Chinese (representing the…

Abstract

Purpose

Extended from Hofstede’s cultural framework, this study investigated the differences between the Australian (representing the Western culture) and Chinese (representing the Eastern Culture) consumers in regard to their attention paid to product attribute cues presented on food labels and the degree of such attention controlling for an individual-level moderator of product involvement.

Design/methodology/approach

Data were collected using face-to-face interviews with semi-structured questionnaires for both Australian and Chinese samples. The questionnaire data were analysed using factorial between-groups analysis of variance (ANOVA) to investigate the influence of culture and product involvement on the attention paid/degree of attention to product nature-related (e.g. brand name), product assurance-related (e.g. country-of-origin) and health-related attribute (e.g. nutritional panel) cues.

Findings

The findings revealed that Chinese consumers, as compared to Australian consumers, paid attention to more product-assurance cues (i.e. country of origin) and health-related cues (i.e. bioactivity indicators). The degrees of attention to these cues were also greater among Chinese consumers than for Australian consumers. Product involvement moderated the relationship between culture and attention towards product nature and product assurance-related cues.

Practical implications

Results from this study enable exporters to customize their labelling design by strategically including label information that is more salient to certain export markets.

Originality/value

This study offers a novel insight into the impact of culture on consumers’ attention to food product attributes and the interaction effects of product involvement on these relationships, hitherto underexplored.

Details

British Food Journal, vol. 124 no. 12
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 10 July 2018

Ulun Akturan

The purpose of this paper is to explore the relationship among greenwashing, green brand equity, brand credibility, green brand associations and purchase intention.

15581

Abstract

Purpose

The purpose of this paper is to explore the relationship among greenwashing, green brand equity, brand credibility, green brand associations and purchase intention.

Design/methodology/approach

As an object to study, two brands were chosen: a high-involved brand and a low-involved brand. Data were collected from 500 consumers by survey method, and structural equation modeling was run to test the research hypotheses.

Findings

As a result, it was found that green brand associations and brand credibility positively affect green brand equity, and green brand equity has a positive and strong impact on purchase intention of consumers. In addition to that greenwashing negatively affects green brand associations and brand credibility, and therefore, indirectly influence green brand equity and purchase intention.

Research limitations/implications

Previous studies conceptualize greenwashing and examine its effects on company performance and skepticism. This study is a first attempt to explore the effects of greenwashing on green branding strategies.

Practical implications

Managers should be aware of that greenwashing not only negatively affects purchase intention but also generates negative outcomes for the relationship with the brands.

Originality/value

There is no other study, at least to the author’s knowledge, testing the effects of greenwashing on green brand perceptions and green purchase intention.

Details

Marketing Intelligence & Planning, vol. 36 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 1 August 2016

Mahmud Hassan and Luis V. Casaló Ariño

Effective handling of negative word of mouth in the social media has dramatic impact on customer retention, deflects potential damage and improves profitability. Although…

2084

Abstract

Purpose

Effective handling of negative word of mouth in the social media has dramatic impact on customer retention, deflects potential damage and improves profitability. Although marketers enact various defensive strategies to combat such negative publicity, consumers are increasingly acting on behalf of marketers and new value creating behaviors are noticed within virtual brand communities. The purpose of this paper is to explore the kind of consumers’ defensive behaviors present within Facebook brand communities (FBCs).

Design/methodology/approach

A netnographic approach guided the data collection. Data were gathered by downloading messages; only the threads related to member’s defensive behaviors were downloaded and archived. This resulted to 34 pages of data with 418 individual comments and 6,257 words in total.

Findings

Data reveals that defensive behavior is practiced within Facebook, noticing that more diverse types of defensive behaviors are practiced in high involved products. Also, defensive behaviors are more prevalent within utilitarian rather than hedonic brands.

Research limitations/implications

This study suggests that marketers should be open to engage and empower consumers to fulfill the role of defending the brand within brand communities first.

Originality/value

This work adds to previous literature on handling complaints in social media by analyzing how devoted consumers may defend the brand against negative remarks done by other consumers in FBCs. This study not only confirms that defensive behaviors are apparent within the eight FBCs considered, but also investigates possible differences between high and low involved brands and also utilitarian and hedonic brands.

Details

Internet Research, vol. 26 no. 4
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 24 March 2020

Ulun Akturan

This study aims to examine how green branding strategies affect pay-premium behaviour of consumers for high- vs low-involvement green products in an emerging country.

Abstract

Purpose

This study aims to examine how green branding strategies affect pay-premium behaviour of consumers for high- vs low-involvement green products in an emerging country.

Design/methodology/approach

Data were collected from 500 consumers by survey method, and structural equation modelling was run to analyse the hypotheses.

Findings

Consequently, it was found that for involvement level consumers’ pay-premium behaviour was affected indirectly by perceived quality, and directly by green brand equity and brand credibility. Moreover, in addition to those factors, for low-involvement green products, performance risk and financial risk have an impact on willingness to pay more; however, for high-involvement green products, only performance risk influences the pay more behaviour of consumers.

Research limitations/implications

In the research, two involvement levels and two brands were used. Brand names in particular may have caused a bias in the measurement. And the findings are limited by the sample, which includes respondents from an emerging country.

Practical implications

Managers should focus on green brand equity, brand quality and credibility to support willingness to pay more for green products. Moreover, they should monitor performance risk and financial risk perceptions, which may differ according to the involvement levels.

Originality/value

There is no other study, at least to the best of the author’s knowledge, testing the effects of brand-related factors on consumers’ willingness to pay-premium for green brands.

Details

Journal of Global Responsibility, vol. 11 no. 3
Type: Research Article
ISSN: 2041-2568

Keywords

Article
Publication date: 4 June 2010

Young Ha and Sharron J. Lennon

The purpose of this paper is to investigate the effects of low task relevant cues presented on apparel web sites on consumer emotions (pleasure and arousal) that in turn influence…

3612

Abstract

Purpose

The purpose of this paper is to investigate the effects of low task relevant cues presented on apparel web sites on consumer emotions (pleasure and arousal) that in turn influence consumer response behaviors (purchase intention and approach behavior) and examine the influence of product involvement as a moderator of the relationship between such cues and emotions.

Design/methodology/approach

A total of 157 female students participated in an online experiment using mock web sites. The paper employed a 2×2 between‐subjects factorial design: low task relevant web cues (presence vs absence) and product involvement (low vs high).

Findings

The results revealed that low task relevant web cues induce more pleasure and arousal for online browsers with low levels of clothing product involvement than for those with high levels of clothing product involvement. The results also showed that emotions mediated the relationship between low task relevant web cues and various consumer response behaviors.

Research limitations/implications

The sample of the study was female college students. The relatively homogeneous sample may limit the generalizability of the results.

Practical implications

The paper provides an important implication for online apparel retailers developing web sites that may increase consumer pleasure and arousal and attract consumers with different levels of product involvement.

Originality/value

No study has examined a moderating effect of product involvement, an enduring involvement, between low task relevant web cues and consumer pleasure and arousal. The paper provides understanding of how low task relevant web cues influence consumers with different levels of product involvement.

Details

Journal of Research in Interactive Marketing, vol. 4 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 28 August 2023

Hajar Fatemi, Ulrika Leijerholt, Zeinab Rezvani and Oliver Schnittka

This literature review aims to synthesise the research on various sustainable product branding activities and their impact on consumer responses to sustainable products and brands.

Abstract

Purpose

This literature review aims to synthesise the research on various sustainable product branding activities and their impact on consumer responses to sustainable products and brands.

Design/methodology/approach

This literature review is semi-systematic and can be classified as a domain-based review. The search strategy was systematic and well-defined.

Findings

The authors identified four themes: building brand equity, brand communication, product development and third-party labels and ratings, within the sustainable product branding activities that influence consumers' responses to sustainable products and brands. The study's findings revealed diverse, and not always favourable, types of behavioural and attitudinal responses from consumers. As for the positive consumer responses, the authors found positive attitudes towards brands, willingness to pay a premium price and positive word-of-mouth intentions. As for the negative consumer responses, the authors found perceived greenwashing, negative brand evaluations and resistance to sustainable products with unfamiliar third-party labels. Several future research propositions and implications for research and practice are discussed.

Originality/value

Despite the large number of studies that look at sustainable branding strategies, there is a gap in terms of synthesising the knowledge on consumer responses to sustainable product branding strategies. This paper intends to fill this gap.

Details

Baltic Journal of Management, vol. 18 no. 4
Type: Research Article
ISSN: 1746-5265

Keywords

Article
Publication date: 8 January 2018

Devika Vashist

The purpose of this paper is to investigate the impact of product involvement and brand prominence on advergamers’ brand recall and brand attitude in an emerging market context…

1948

Abstract

Purpose

The purpose of this paper is to investigate the impact of product involvement and brand prominence on advergamers’ brand recall and brand attitude in an emerging market context. Specifically, this research illustrates the conditions under which brand placements in online games create attention, elaboration and subsequent brand recall and brand attitude by drawing the insights from the limited capacity model of attention and the elaboration likelihood model.

Design/methodology/approach

A 2 (product involvement: low or high) × 2 (brand prominence: prominent or subtle) between-subject measures design is used. In total, 280 students participated in the study. A 2×2 between-subjects MANOVA is used to test the hypotheses.

Findings

In the context of advergames, for a low-involvement product, a prominent brand placement results in greater brand recall than a subtle brand placement. However, for a high-involvement product, a subtle-placement results in greater brand recall than a prominent brand placement. Further, results reveal that for a low-involvement product, a subtle brand placement results in more favorable brand attitude than a prominent brand placement. For a high-involvement product, a prominent brand placement results in more favorable brand attitude than a subtle brand placement.

Research limitations/implications

The findings and conclusions are very important for advertising experts in terms of advergame designing, execution and for an operational use of brand placements in advergames.

Originality/value

This investigation adds to the online advertising literature, specifically the advergames context by examining and analyzing the real-time roles of advergame-specific factor, such as brand prominence and the gamer-specific factor, such as product involvement in creating gamers’ brand recall and brand attitude from attention and elaboration perspectives in an emerging market context like India.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 30 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 1 June 2001

M. McCarthy, S. O’Reilly and M. Cronin

This research explores the role of innovativeness and involvement constructs and associated attitudinal and behavioural traits, in profiling customers in dynamic markets. Customer…

1578

Abstract

This research explores the role of innovativeness and involvement constructs and associated attitudinal and behavioural traits, in profiling customers in dynamic markets. Customer behaviour in the Irish cheese market was investigated, with a particular focus on the dynamic “speciality cheese” product category. A greater percentage of speciality cheese customers were found to be innovative within the cheese domain compared with non‐buyers. The speciality cheese customers also displayed higher levels of enduring involvement than the non‐speciality cheese customer. Reported attitudes reinforced these psychological traits. Speciality cheese customers had a broader knowledge of cheese products than non‐buyers and also indicated a preference for a greater number of cheeses. The behaviour of speciality cheese customers in the marketplace reflected these attitudes and tendencies. They shopped in a wide variety of retail outlets, spent more money on cheeses, and consumed a variety of cheeses. They are typically aware of a number of cheese brands and are not brand loyal, but compare and often buy different brands.

Details

British Food Journal, vol. 103 no. 5
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 1 March 1987

C. Whan Park, Henry Assael and Seoil Chaiy

A high level of product involvement is typically assumed to accompany higher information search, a fewer number of acceptable alternatives, and a higher number of choice criteria…

Abstract

A high level of product involvement is typically assumed to accompany higher information search, a fewer number of acceptable alternatives, and a higher number of choice criteria than does low level of product involvement. Inferring the level of product involvement from these behavioral or evaluative characteristics is, however, potentially misleading. Two factors are identified as mediating the relationship between the high level of involvement and these characteristics: (1) product trial, and (2) the consumer learning stage. The results of the present study support this view. Even for high involving products, considerable variations exist in these characteristics, depending on product trialability and consumer learning stage. Several strategic marketing implications stemming from these results are offered.

Details

Journal of Consumer Marketing, vol. 4 no. 3
Type: Research Article
ISSN: 0736-3761

1 – 10 of 174