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1 – 10 of over 112000
Article
Publication date: 1 May 2020

Tim Jones, Susan E. Myrden and Peter Dacin

The purpose of this study is to examine the consumer-side effects of “under new management” (UNM) signs. The authors integrate cue-utilization theory and relevance theory to guide…

Abstract

Purpose

The purpose of this study is to examine the consumer-side effects of “under new management” (UNM) signs. The authors integrate cue-utilization theory and relevance theory to guide hypotheses about the conditions under which these signs are and are not beneficial.

Design/methodology/approach

Two consumer-based experiments were used to examine the quality and reputation effects of restaurants signaling a management change on potential and existing customers.

Findings

The results suggest that positive and negative effects are possible. The direction of these effects is contingent upon consumers’ prior experience, type of service (i.e. search/experience) and the relevance of the signal.

Research limitations/implications

The study is limited to one industry (i.e. restaurants) and examines the effects of market signals on perceived quality and reputation. In addition, this research brought forth the notion of “signal relevance” and suggested that it may be explicitly tied to attributions. However, this assertion must examine multiple signals (relevant/irrelevant) and their contingent effects on consumer perceptions.

Practical implications

The findings advise businesses to use caution when using signals such as an “UNM” sign, as they appear to have different effects depending on the experience of the consumer with the service and the relevance of the signal.

Originality/value

This research contributes to the literature on cue utilization theory to understand the effects of marketplace cues on consumer perceptions. It contributes to marketing theory and practice by proposing a model of cue effects based on prior customer experience, type of service and cue relevance.

Details

Journal of Services Marketing, vol. 34 no. 4
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 6 May 2014

Randle D. Raggio, Robert P. Leone and William C. Black

The purpose of this paper is to investigate whether brands impact consumer evaluations in ways other than a consistent halo and the degree to which consumers use both overall…

1807

Abstract

Purpose

The purpose of this paper is to investigate whether brands impact consumer evaluations in ways other than a consistent halo and the degree to which consumers use both overall brand information along with detailed attribute-specific information to construct their evaluations.

Design/methodology/approach

The authors decompose consumer evaluations of brand benefits into overall brand and detailed attribute-specific sources through a standard CFA approach. Data cover 55 brands in four product categories sold in nine global markets.

Findings

Halo effects are rare in global CPG markets. The authors identify the presence of differential brand effects in eight of nine global markets tested. Application of an extended model to a market where several competing family brands are present demonstrates the ability of the model to identify relationships among brand offerings within a family brand and to differentiate between family brand sets.

Research limitations/implications

The finding of differential effects calls into question the assumption of a consistent brand effect assumed in past research; future models should accommodate differential effects.

Practical implications

The ability to decompose consumer brand-benefit beliefs into overall brand and detailed attribute-specific sources provides managers with insights into which latent mental sources consumers use to construct their brand beliefs. As such, the methodology provides useful descriptive and diagnostic measures concerning the sources of suspicious, interesting, or worrisome consumer brand beliefs as well as a means to determine if their branding, positioning and/or messaging is having the desired impact on consumer evaluations so that they can make and evaluate required changes.

Originality/value

A significant contribution of this research is the finding that many times the brand source differentially impacts consumers' evaluations of brand-benefits, a finding that is contrary to a consistent halo effect that is assumed in prior models.

Details

Journal of Consumer Marketing, vol. 31 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 10 April 2009

Kojo Saffu and Don Scott

The aim of this paper is to examine the quality perceptions of developing country consumers in Malaysia and Papua New Guinea (PNG), on a high‐ and low‐involvement product…

2663

Abstract

Purpose

The aim of this paper is to examine the quality perceptions of developing country consumers in Malaysia and Papua New Guinea (PNG), on a high‐ and low‐involvement product (personal computer and shoes) produced by the manufacturing countries of origin of the USA, Australia, Italy and Brazil.

Design/methodology/approach

The country‐of‐origin (COO) effect on quality perceptions was measured by exploring interactive effect differences, using analysis of variance.

Findings

The findings from this study were first, that consumers in PNG evaluated their homemade products less favourably than foreign‐made products. Second, that COO effects influence consumers' preferences differently in the case of high‐ and low‐involvement products and third, that analyses using overall mean values instead of interaction effects can lead to incorrect interpretations. The results also supported the widely held view that consumers hold stereotypical views of products made in different foreign countries but disagreed about the nature of such stereotypical views.

Practical implications

The main implications of this study are first, that more attention needs to be paid to a product's COO when marketing to consumers in Malaysia and PNG. Second, that in the case of high‐ and low‐involvement products, marketing managers should take special care to examine the impact of COO effects. Third, that COO research should take care to correctly evaluate and use interaction effects since the simple use of overall mean values can produce very different and incorrect interpretations.

Originality/value

This paper makes important contributions to the COO and consumer ethnocentrism research.

Details

International Journal of Emerging Markets, vol. 4 no. 2
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 13 February 2009

Josée Bloemer, Kris Brijs and Hans Kasper

The purpose of this paper is to present an extended version of the Elaboration Likelihood Model (ELM‐model) to explain and predict which of the four cognitive processes that are…

7244

Abstract

Purpose

The purpose of this paper is to present an extended version of the Elaboration Likelihood Model (ELM‐model) to explain and predict which of the four cognitive processes that are distinguished in the literature, with respect to Country of Origin (CoO), can be expected to occur: the halo‐effect, the summary construct‐effect, the product attribute‐effect or the default heuristic‐effect.

Design/methodology/approach

Contrary to most of the previous theoretically‐oriented work on cognitive CoO‐effects, the epistemological background of the CoO‐ELM model proposed in this paper is of an inductive nature with theoretical propositions being derived from empirical data already gathered in the existing studies.

Findings

The outcome of this paper is a flow chart model leading to a set of theoretical propositions on which cognitive CoO‐effects can be expected to occur under different situational contexts.

Research limitations/implications

This paper only focuses on the explanation of cognitive CoO‐effects, not on affective or conative/normative effects. Also, the CoO‐ELM model applies only to the processing of consumers' prior knowledge about a country's products and not about the country itself. Finally, the CoO‐ELM model still needs to be subjected to empirical verification. An important implication of this paper is that the CoO‐ELM framework makes the bulk of empirical data become more transparent given the four effects of cognitive CoO‐processes.

Practical implications

The CoO‐ELM model provides marketing practitioners with an easy and practical tool for the management of CoO‐cues.

Originality/value

This paper is the first attempt trying to catch all the cognitive CoO‐effects previously identified within a theoretically solid framework.

Details

European Journal of Marketing, vol. 43 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 27 September 2022

Ruijuan Wu, Yixiao Hu and Peiyu Li

The objective of this study is to examine the effects of pictures (consumer pictures vs. product pictures vs. no pictures) in online consumer reviews on product evaluation and to…

Abstract

Purpose

The objective of this study is to examine the effects of pictures (consumer pictures vs. product pictures vs. no pictures) in online consumer reviews on product evaluation and to determine the mechanism and boundary conditions behind such effects.

Design/methodology/approach

The research consisted of three laboratory experiments.

Findings

The results showed that consumer pictures led to the most favorable product evaluation. Study 1 showed that persuasive effect was the mechanism behind the main effect. Study 2 showed that for problem-solving products, consumer pictures increased product evaluation significantly; for enhancing products, there was no significant difference of product evaluation among consumer pictures, product pictures and no picture. The results of Study 3 showed that for the unfamiliar brand, consumer pictures significantly enhanced product evaluation; for the highly familiar brand, there was no significant difference among consumer pictures, product pictures and no picture. The present research used persuasive effects to examine the mechanism behind the interaction effects.

Practical implications

The study provides managerial implications for online store owners about how to manage pictures in online reviews.

Originality/value

This study supplements the literature on online consumer reviews and enriches the study of effects of pictures.

Details

Journal of Contemporary Marketing Science, vol. 5 no. 2
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 11 March 2021

Prashant Kumar, Michael Polonsky, Yogesh K. Dwivedi and Arpan Kar

This study aims to examine the effects of three green information quality dimensions – persuasiveness, completeness and credibility – on green brand evaluation and whether this is…

5031

Abstract

Purpose

This study aims to examine the effects of three green information quality dimensions – persuasiveness, completeness and credibility – on green brand evaluation and whether this is mediated by green brand credibility. It also examines the moderating effects of eco-label credibility and consumer knowledge on green information quality dimensions and green brand credibility relationships.

Design/methodology/approach

Using a structured questionnaire on environmentally-friendly electrical goods/electronics, cosmetic and apparel product advertisements, involving an elaboration task, this study collected usable data from 1,282 Indian consumers across 50 cities. It also undertook an assessment for three different product groups using structural equation modelling to examine proposed hypotheses and assessed moderated mediation using the Hays process model.

Findings

The study indicates that: green brand credibility mediates the effects of green information quality dimensions on green brand evaluation; consumer knowledge moderates the effects of persuasiveness and completeness on green brand credibility and eco-label credibility moderates the effects of persuasiveness and credibility on green brand credibility.

Research limitations/implications

In green information processing, this study supports the relevance of the elaboration likelihood model and the mediation effect of green brand credibility. It also presents evidence that credible eco-labels enhance green information processing. While the results are broadly consistent across the three product categories, the results may only generalizable to the environmentally-aware urban populations.

Practical implications

Help brand managers to design advertisements that add brand credibility in environmentally-aware urban markets.

Originality/value

It helps to define green information quality and the interacting effects of eco-label credibility and consumer knowledge in green information processing.

Details

European Journal of Marketing, vol. 55 no. 7
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 8 April 2021

Raj Chandra, Abdul Munasib, Devesh Roy and Vinay K. Sonkar

Information is often available to consumers through their social networks. Focusing on dairy consumers in India, this paper aims to present evidence of peer effects in consumers’…

Abstract

Purpose

Information is often available to consumers through their social networks. Focusing on dairy consumers in India, this paper aims to present evidence of peer effects in consumers’ attitudes towards various food safety attributes and food safety practices.

Design/methodology/approach

Unobserved individual heterogeneities are crucial confounders in the identification of social (endogenous) effects. The identification is based on exploiting within-consumer variation across different aspects of attitude (or practices) related to food safety.

Findings

This paper uses a novel identification strategy that allows for average effects across attributes and practices to be estimated. Using the strategy, though this paper cannot estimate endogenous effects in each attribute or practice, this paper is able to identify such effects averaged over attributes or practices.

Research limitations/implications

Cross-sectional study, caste affiliation is not defined at the right level of granularity.

Practical implications

The results suggest that information campaigns aimed at creating awareness about food safety can have social multiplier effects, and this also translates into changes in the practices followed to mitigate food safety risks.

Social implications

In health-related awareness and practices, there are well-established cases of multiplier effects. The most significant example of this is the Pulse Polio campaign in India, where an awareness drives through social multiplier effects had such a significant impact that in 2012 India was declared polio-free. Perhaps, a similar campaign in matters related to food safety could be very fruitful.

Originality/value

The methodology and the issue are unique. Little exists in assessing social networks in the context of food safety.

Details

Indian Growth and Development Review, vol. 14 no. 2
Type: Research Article
ISSN: 1753-8254

Keywords

Article
Publication date: 8 April 2014

Jean-Luc Herrmann, Olivier Corneille, Christian Derbaix, Mathieu Kacha and Björn Walliser

This research seeks to examine the influence of sponsorship on spectators' consideration sets by investigating, in a naturalistic setting, whether sport sponsorship adds a…

2503

Abstract

Purpose

This research seeks to examine the influence of sponsorship on spectators' consideration sets by investigating, in a naturalistic setting, whether sport sponsorship adds a prominent brand to spectators' consideration sets, with and without the explicit memory that the brand is a sponsor.

Design/methodology/approach

A field study involved 1,084 visitors to a tennis tournament. For the control group (n=276), the interviews took place before the spectators entered the stadium; interviews with the exposed group (n=808) were conducted after they had attended at least one match. Three hypotheses related to consumer status and consideration set conditions were tested.

Findings

Sponsorship can influence the likelihood that a prominent brand becomes part of the consideration set in a naturalistic setting, even without an explicit memory that the brand is a sponsor. This implicit sponsorship effect was limited to the memory-based consideration set of non-consumers of the brand.

Originality/value

This study establishes an implicit sponsorship effect for prominent brands in naturalistic environments and contributes to a better understanding of moderating (boundary) conditions.

Article
Publication date: 20 April 2023

Shahzeb Hussain, Olga Pascaru, Constantinos Vasilios Priporas, Pantea Foroudi, T.C. Melewar and Charles Dennis

This study aims to examine the effects of celebrity negative publicity on attitude towards brand, corporation, brand reputation and corporate reputation, both directly and through…

Abstract

Purpose

This study aims to examine the effects of celebrity negative publicity on attitude towards brand, corporation, brand reputation and corporate reputation, both directly and through the moderating effects of social media involvement, brand commitment, identification and attribution (both types). Associative network theory has been used to explain these effects.

Design/methodology/approach

A quantitative survey of 550 respondents was carried out in London and surrounding areas. Structural equation modelling was used to analyse the data.

Findings

The findings suggest that celebrity negative publicity affects brand reputation and corporate reputation. Further, the moderating effects of social media involvement and brand commitment on attitude towards brand and corporation, identification on attitude towards brand, attribution types on attitude towards corporation were not found.

Originality/value

To the best of the authors’ knowledge, this is the first paper to examine the effects of celebrity negative publicity on attitudes towards brand, attitude towards corporation, brand reputation and corporation reputation, directly, and through the moderating effects of attribution (both types), identification, commitment and social media. Findings from this study will minimise the gap in the literature on the topic and will help managers and policymakers to understand the effects of celebrity negative publicity in detail.

Article
Publication date: 6 November 2017

Ilwoo Ju

The purpose of this study is to examine the effects of consumers’ prescription drug advertising (DTCA) skepticism on their advertising evaluation. In addition, the study…

Abstract

Purpose

The purpose of this study is to examine the effects of consumers’ prescription drug advertising (DTCA) skepticism on their advertising evaluation. In addition, the study investigates the moderating role of health risk information location in DTCA and the mediating role of perceived message effectiveness to address when and how the skepticism effects are maximized or minimized.

Design/methodology/approach

The study used a controlled lab experiment to enhance internal validity.

Findings

This study found that when risk information was presented earlier in a more prominent manner, it appeared to reduce the DTCA skepticism effects. In contrast, the DTCA skepticism effects remained considerable when benefit information was presented earlier.

Research limitations/implications

The artificial nature of the controlled lab setting suggests conducting future research in a more natural setting using various therapeutic and product categories to enhance ecological and external validity.

Practical implications

Pharmaceutical marketers could reduce consumers’ DTCA skepticism effects on their advertising evaluation by using situational message strategies. The prominence of health risk disclosure could be one of such strategies.

Social implications

The FDA’s industry guidance for DTCA risk communication suggests that the location of risk information in the ad may play an important role in determining its prominence. However, little is known about how complying with the FDA’s risk communication guidance by presenting a more prominent risk disclosure can affect consumers’ ad evaluation by affecting the DTCA skepticism effects. The current study provides empirical evidence for the importance of the health risk disclosure prominence.

Originality/value

Because the FDA’s release of the DTCA risk communication guidance, little empirical research has been conducted to examine a wide range of situational message factors that may affect consumers’ response to DTCA risk communication. The current study filled the gap in the literature by addressing the interplay between consumer and message factors in the DTCA context.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 11 no. 4
Type: Research Article
ISSN: 1750-6123

Keywords

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