The effect of a similarity versus dissimilarity focus in positioning strategy: The moderating role of consumer familiarity and product category

1999 ◽  
Vol 16 (3) ◽  
pp. 211-224 ◽  
Author(s):  
Laurette Dub� ◽  
Bernd H. Schmitt
Keyword(s):  
Product Category ◽  
Positioning Strategy ◽  
Moderating Role

When is transparent packaging beneficial?

2020 ◽  
Vol 48 (8) ◽  
pp. 781-801 ◽  
Author(s):  
Ouidade Sabri ◽  
Hai Van Doan ◽  
Faten Malek ◽  
Hager Bachouche
Keyword(s):  
Perceived Risk ◽  
Purchase Intention ◽  
Product Category ◽  
Perceived Quality ◽  
Content Type ◽  
Mediating Role ◽  
High Level ◽  
Positive Effect ◽  
Moderating Role

PurposeThe purpose of this paper is to demonstrate that the positive effect of packaging transparency on purchase intention is moderated by product quality risk (PQR) associated with the product category.Design/methodology/approachTwo separate experiments were conducted. Study 1 was designed to test the mediating role of perceived quality to account for the positive effect of transparency on purchase intention. Two types of packaging (opaque vs transparent) for a product associated with a high level of PQR were examined. Study 2 extended the findings by introducing the moderating role of PQR. A 2 (type of packaging: opaque vs transparent)*2 (PQR: low vs high) between subjects design was used.FindingsThe moderating role of the product PQR level is established: transparent packaging improves the product perceived quality and brand purchase intention when the product is associated with a high PQR, whereas there is no such preference for transparent packaging when the product is associated with a low PQR.Practical implicationsThe results offer insights to better understand the potential gains from adopting transparent packaging. If a brand manager's main goals are to develop sales, costly investments in research and development of transparent packaging appear to be fruitful only for products associated with high PQR.Originality/valueThis paper contributes to packaging, cue utilisation and perceived risk literatures by evidencing the moderating role of PQR to explain the positive effect of transparency on purchase intention.

Measuring the effect of Chinese brand name syllable processing on consumer purchases

2015 ◽  
Vol 25 (2) ◽  
pp. 150-168 ◽  
Author(s):  
Ming-Chuan Pan ◽  
Chih-Ying Kuo ◽  
Ching-Ti Pan
Keyword(s):  
Purchase Intention ◽  
Product Category ◽  
Brand Name ◽  
Purchasing Decisions ◽  
Content Type ◽  
Product Categories ◽  
Seller Reputation ◽  
Moderating Role ◽  
Practical Implications

Purpose – The purpose of this paper is to examine consumer reactions to product categories, online seller reputation, and brand name syllables. Design/methodology/approach – This paper uses four experimental designs to explore the seller reputation, product category, and brand name syllable effects in internet shopping. The authors chose sellers of (low/high) repute from Yahoo Mall. ANOVA is used to evaluate the results. Findings – Seller reputation moderates the effect of the brand name syllable level on purchase intention and product category moderates the effect of the brand name syllable level on purchase on internet (experiment 1). Consumers take the longest time to make purchasing decisions when buying credence goods or buying from sellers of low repute and that the response time mediates the moderating role of the product category (experiment 2) or reputation (experiment 3). Moreover, the effect of brand name syllable levels chosen/assigned by sellers of low repute is weakened for consumers with low (vs high) skepticism toward non-store shopping (experiment 4). Practical implications – This study is helpful to online sellers if they can identify their reputation, product category and those consumers have skepticism, they can create extra profit through brand name syllable practice. Originality/value – This paper extends the literature on consumers’ brand name syllable processing by identifying important moderators and probing into the decision process. The results allow us to substantiate prior research and suggest prescriptive strategies for internet retailers.

When lonely people encounter anthropomorphic products

2016 ◽  
Vol 44 (10) ◽  
pp. 1649-1660 ◽  
Author(s):  
Wenting Feng
Keyword(s):  
Product Category ◽  
Managerial Implications ◽  
Hedonic Products ◽  
The Relationship ◽  
Moderating Role

By conducting 2 experiments, I investigated the influence of loneliness on consumers' attitudes toward the degree of anthropomorphism of products (high, medium, or low). In Study 1, I recruited 186 participants to categorize a cellphone as hedonic, neutral, or utilitarian, then rate its anthropomorphism in order to examine the effect of loneliness on consumers' preferences. Results showed that nonlonely consumers preferred products with high, vs. low or medium, anthropomorphism. However, the relationship between the favorite products of lonely consumers and anthropomorphic degree presented as an inverted U-shaped curve. In Study 2, I recruited 553 participants to extend Study 1 and investigate the moderating role of product category on the loneliness–anthropomorphism preference relationship. Results demonstrated that lonely people preferred hedonic products with high anthropomorphism and utilitarian products with low anthropomorphism above all others. Thus, I have contributed to loneliness theory and highlighted associated managerial implications.

scholarly journals The effect of perceived scarcity on strengthening the attitude–behavior relation for sustainable luxury products

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jaewoo Park ◽  
Hyo Jin Eom ◽  
Charles Spence
Keyword(s):  
Product Category ◽  
Moderating Effect ◽  
Consumer Attitude ◽  
Content Type ◽  
Responsible Consumption ◽  
Luxury Products ◽  
Attitude Behavior ◽  
The Relationship ◽  
Moderating Role

Purpose This study aims to examine whether, and how, perceived product scarcity strengthens the attitude–behavior relation in the case of sustainable luxury products. Design/methodology/approach Three online studies were conducted to examine the moderating role of perceived product scarcity on the attitude–willingness to pay (WTP) relationship in the case of sustainable luxury products. A preliminary study (n = 208) examined the existence of an attitude–WTP gap toward a sustainable luxury product (i.e. a bag). Study 1 (n = 171) investigated the moderating effect of perceived scarcity induced by a limited quantity message on the relationship between consumer attitude and the WTP for a sustainable luxury product (i.e. a pair of shoes). Study 2 (n = 558) replicated these findings using a different product category (i.e. a wallet) while controlling for demographic variables and examined the moderating role of consumer characteristics on the scarcity effect. Findings Consumers’ perceived scarcity for sustainable luxury products positively moderated the relationship between product attitudes and their WTP for the products. The moderating effect of perceived scarcity was significant for consumers regardless of their tendency toward socially responsible consumption and their preference for product innovativeness. Meanwhile, the scarcity effect was influenced by the consumers’ attitude toward the brand of sustainable products. Practical implications This research provides empirical evidence for marketers with clear managerial implications concerning how to immediately promote consumers’ acceptance of sustainable luxury products. Originality/value This study is the first to examine the role of scarcity strategy on strengthening the attitude–behavior relation for sustainable luxury products.

scholarly journals Impact of Pandemic Communication on Brand-specific Outcomes: Testing the Moderating Role of Brand Attitude and Product Category

2022 ◽  
pp. 097325862110678
Author(s):  
Sonika Nagpal ◽  
Garima Gupta
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Product Category ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Consumer Responses ◽  
Indirect Impact ◽  
The Impact ◽  
Moderating Role

The unprecedented crisis due to the COVID-19 pandemic has resulted in a shift in consumers’ attitude, behaviour and purchasing habits across the globe. While brands make all the efforts to cope up, they also need to devise strategies to survive in the post-crisis situation. It is in the light of this disturbed equilibrium that the present study is undertaken. Using structural equation modeling (SEM)-based analysis of 240 consumer responses, the article analyses the direct influence of pandemic communication and the indirect impact of brand attitude and product category on three specific brand outcomes, viz. image, trust and loyalty. The findings reveal a positive and significant impact of communication during pandemic on all three brand outcomes under investigation. Further, though the results do not divulge the moderating role of brand attitude, they establish the impact of pandemic communication on brand loyalty for non-essential product category. On the basis of the findings, the study yields useful suggestions that can be implemented by brands to hold themselves more strongly in the post-pandemic future.

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