Judgments of brand similarity

Online consumer behavior has become a valuable and viable source of consumer insights. Consumer comments in online forums, or discussion groups, have proven useful as a source to extract brand similarity data from. Apart from the cost and speed advantages, such data can be captured easily over different time periods. Both online consumer-generated data (CGD) and surveys have their pros and cons. To date, little is known as to how these two data sources compare in terms of brand insights. In this study, we discuss the results from analyzing survey and consumer-generated online data pertaining to the U.S. skincare market. Our study included 57 brands, and we used multidimensional scaling (MDS), t-stochastic neighbor embedding (t-SNE; an alternative to MDS), hierarchical clustering, and additive similarity trees (an extension of hierarchical clustering) to analyze the data. We show that the outcomes vary between CGD and surveys. As an additional insight, we show that, rather than the spatial scaling methods, additive trees result in a much better fit of brand similarity data in cases where we have many brands.

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Perception Spillovers across Competing Brands: A Disaggregate Model of how and When

Journal of Marketing Research ◽

10.1509/jmkr.46.4.467 ◽

2009 ◽

Vol 46 (4) ◽

pp. 467-481 ◽

Cited By ~ 62

Author(s):

Ramkumar Janakiraman ◽

Catarina Sismeiro ◽

Shantanu Dutta

Keyword(s):

Bayesian Learning ◽

Spillover Effects ◽

Learning Model ◽

Marketing Communication ◽

Brand Name ◽

Product Diffusion ◽

Order Of Entry ◽

Policy Experiments ◽

Disaggregate Model ◽

Brand Similarity

Drawing on the accessibility–diagnosticity framework and previous literature on branding and order of entry, the authors hypothesize that perception spillovers can also occur across directly competing products that do not share a common brand name. The authors suggest two mechanisms (prior perception spillover and dynamic perception spillover) and one moderating variable (product/brand similarity). To test for spillovers across competing brands, the authors develop a structural Bayesian learning model and estimate it using prescription choice and marketing communication data from a panel of physicians. From their model results, the authors find evidence of prior and dynamic perception spillovers across competing brands only when brands are sufficiently similar. In contrast, they find no evidence of spillover effects across brands that are highly dissimilar. Finally, several policy experiments illustrate the strength and significance of competitive spillovers for product diffusion, and from the results, the authors derive strategic implications for order-of-entry effects and the entry of “me-too” products.

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The asymmetric patterns of adverse extension effects on narrow and broad brands: perspectives on brand structure and extension typicality

Journal of Product & Brand Management ◽

10.1108/jpbm-04-2019-2355 ◽

2020 ◽

Vol 29 (7) ◽

pp. 985-997

Author(s):

Joseph W. Chang

Keyword(s):

Experimental Design ◽

Adverse Effects ◽

Design Methodology ◽

Brand Extensions ◽

Mechanical Turk ◽

Amazon Mechanical Turk ◽

Content Type ◽

Brand Similarity ◽

Practical Implications

Purpose This study aims to examine the impacts of brand structure (i.e. brand cohesiveness and similarity) on brand perceptions and the adverse effects of brand extensions. Design/methodology/approach Data were collected online via Amazon Mechanical Turk. Overall, 188 US residents participated in the 2 (extension typicality: typical and atypical) × 3 (brand cohesiveness: high, medium and low) between-subject experimental design. Findings Narrow brands are favored over cohesive broad brands, and cohesive broad brands are favored over incohesive broad brands. When new extensions are typical, brand cohesiveness dominates brand similarity in terms of adverse extension effects. Negative extension information exerts more salient adverse effects on narrow brands and cohesive broad brands than on incohesive broad brands. Conversely, when new extensions are atypical, brand similarity dominates brand cohesiveness on adverse extension effects. Negative extension information exerts more salient adverse effects on narrow brands than on cohesive and incohesive broad brands. Research limitations/implications Brand cohesiveness is more impactful than brand similarity on brand perceptions. The identical adverse effects of typical extensions on narrow, and broad brands exist only when the portfolio products of the broad brands are cohesive. Practical implications Cohesive broad brands have the advantages of being more favored than incohesive broad brands and being less vulnerable to negative atypical extension information than are narrow brands. Originality/value This study advances brand research by examining the interplay between brand structure (i.e. category cohesiveness and similarity) and extension typicality on adverse extension effects.

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BRAND SIMILARITY – ITS ROLE ON BRAND LOYALTY: AN EMPIRICAL STUDY

10.36106/paripex/1507031 ◽

2020 ◽

pp. 79-80

Author(s):

R. Sritharan

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Sampling Method ◽

Research Work ◽

Competitive Advantages ◽

Market Place ◽

Convenience Sampling ◽

Sustainable Competitive Advantages ◽

Brand Similarity

The concept of brand loyalty is a strategic potent weapon for companies in order to obtain sustainable competitive advantages. Brand loyalty has been identified as a major determinant of brand equity. In simple words, improving consumers’ brand loyalty allows firms to secure a comfortable long-term position in the market place. Similarity is the search for connections between similar objects or identifying something common between two comparable objects. The main objective of this research work is to identify the influence of brand similarity on brand loyalty. By using convenience sampling method 200 respondents from cuddalore district, tamilnadu were used to collect the data.

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Impacts of brand familiarity and brand responses on perceived brand credibility, similarity, and blog recommendation intention: a study of corporate blogs

Journal of Fashion Marketing and Management ◽

10.1108/jfmm-09-2020-0189 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Jiyoung Kim ◽

Jihye Ellie Min ◽

Linh Ha Le

Keyword(s):

Online Survey ◽

Schema Theory ◽

Parasocial Interaction ◽

Content Type ◽

Brand Familiarity ◽

Corporate Blogs ◽

Brand Credibility ◽

Study Results ◽

Recommendation Intention ◽

Brand Similarity

PurposeAdopting the theory of parasocial interaction (PSI) and schema theory, this study proposes that a brand’s personalized response and brand familiarity on a corporate blog will lead to higher perceived brand similarity, credibility and blog recommendation intention.Design/methodology/approachA 2 (brand familiarity: high, low) × 3 (brand responses: none, automated and personal) experimental design was developed to test the hypothesized relationships. A total of 474 qualified data were collected using an online survey. ANOVA was utilized to test the research hypotheses.FindingsStudy results revealed that personalized messages lead to stronger perceived brand similarity, credibility and blog recommendation intention than those exposed to automated and no response. Brand familiarity also significantly influenced perceived brand similarity, brand credibility and blog recommendation intention. Further, the study analysis revealed an interesting interaction effect between brand awareness and brand response on recommendation intention.Originality/valueThe study provides meaningful implications and suggestions for the effective corporate blogging strategy to influence consumers’ attitudes and image toward brands and establish strong brand equity and relationships with customers.

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Early-Entrant Advantage, Word-of-Mouth Communication, Brand Similarity, and the Consumer Decision-Making Process

Journal of Consumer Psychology ◽

10.1207/no_doi ◽

2003 ◽

Vol 13 (3) ◽

pp. 187-197 ◽

Cited By ~ 2

Author(s):

Rajdeep Grewal ◽

Thomas W. Cline ◽

Anthony Davies

Keyword(s):

Decision Making ◽

Word Of Mouth ◽

Decision Making Process ◽

Consumer Decision Making ◽

Consumer Decision ◽

Word Of Mouth Communication ◽

Early Entrant ◽

Brand Similarity

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Who says what?: exploring the impacts of content type and blog type on brand credibility, brand similarity and eWOM intention

Journal of Fashion Marketing and Management ◽

10.1108/jfmm-03-2019-0041 ◽

2020 ◽

Vol 24 (4) ◽

pp. 611-630 ◽

Cited By ~ 2

Author(s):

Jiyoung Kim ◽

Rebecca Melton ◽

Jihye Ellie Min ◽

Bu Yong Kim

Keyword(s):

Exploratory Study ◽

Design Methodology ◽

Word Of Mouth ◽

Content Type ◽

Female Consumers ◽

Emotional Appeal ◽

Fashion Brand ◽

Brand Credibility ◽

Experiential Content ◽

Brand Similarity

PurposeThe purpose of this research is to conduct an exploratory study to discover if presenting consumers with a certain content type (i.e. product-focused content with informational appeal, institution-focused content with emotional appeal, experience-focused content with emotional appeal,) and blog type (i.e. a corporate, sponsored or a personal blog) persuade consumers to form perceptions of credibility and similarity toward the fashion brand, which leads them to further engage with the brand through Electronic Word of Mouth (eWOM).Design/methodology/approachThis study employs a 3(content type: product-focused, institution-focused, experience-focused) x 3(blog type: corporate, sponsored and personal) between-subjects design. Mock fashion blogs and content were developed in order to provide a realistic blogging experience for the participants. With 511 usable data collected, ANOVA was employed to test the relationships.FindingsFindings reveal that content type, specifically product-focused content and experiential content, is an important consideration for illustrating similarities between the brand and consumers compared to institutional content. Product-focused content is found to be effective in encouraging consumer eWOM for the brand as well. Further, the interaction effect of blog type and content type was significant in establishing brand credibility. However, blog type did not influence any of the dependent variable.Originality/valueThis study brings meaningful suggestions to fashion brands on effective blog campaign, which eventually provide insights on how brands can influence female consumers to shape positive evaluation toward the brand.

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