scholarly journals Consumer perception of global branded products quality

2020 ◽  
Vol 74 ◽  
pp. 01018
Author(s):  
Pavol Kral ◽  
Katarina Janoskova
Keyword(s):  
Large Scale ◽  
Selection Criterion ◽  
Demographic Characteristics ◽  
Subjective Perception ◽  
Consumer Decision Making ◽  
Customer Expectations ◽  
Global Brands ◽  
Global Brand ◽  
Consumer Markets ◽  
Minimum Age

The brand plays the key part in consumer decision-making on products, and it is crucially important to both producer and consumer. The long-term globalization process has significantly influenced international brand policy. A successful brand in the domestic market is not a prerequisite of success in global markets. Successful global brand reflect on the rational as well as emotional customer expectations and desires that may change over time. The consumers generally consider branded product to the significant of quality, and they are likely to opt for the proven brand rather than even considering also the other brands available. The aim of this paper is to evaluate the relationship between selected socio-demographic characteristics (gender, age, education) and the subjective perception of selected global brands (branded products) quality by current consumers using selected mathematical-statistical methods. We realized a large-scale marketing survey was conducted on a sample of consumers (total 2002 respondents) with a minimum age of 15 years in 2018. The analysis results show relationship of different nature and intensity between socio-demographic characteristics of respondents and their attitudes towards quality of branded products. Conclusions and findings of analysis can be considered appropriate to apply to current consumer markets. The findings of the survey proved that effective branding strategies shall respect, inter alia, pursue the also socio-demographic trends consumers markets. The socio-demographic characteristics of consumers shall be considered the reliable selection criterion for determining both attractivity and potential of the brand in terms of the success of the brand.

scholarly journals Impact of Selected Socio-Demographic Characteristics on Branded Product Preference in Consumer Markets

2020 ◽  
Vol 15 (4) ◽  
pp. 570-586
Author(s):  
Pavol Kral ◽  
Katarina Janoskova ◽  
George Lazaroiu ◽  
Petr Suler
Keyword(s):  
Brand Management ◽  
Statistical Modelling ◽  
Demographic Characteristics ◽  
Current Trends ◽  
Sales And Marketing ◽  
Consumer Markets ◽  
Minimum Age ◽  
Branded Product ◽  
Changing Attitudes ◽  
A Company

AbstractA successful brand is one of the most valuable resources a company has. Should the brand become powerful, it is supposed to reflect rational and emotional expectations of consumers, which, however, might change over time. The ability to recognize the consumers changing attitudes towards the brand is thus the prerequisite for effective brand management. The aim of the paper is to identify the correlation between selected socio-demographic characteristics and preferences for branded products by Slovak consumers, using a mathematical and statistical modelling. For this purpose, a comprehensive marketing survey has been carried out involving Slovak consumers of the minimum age of 16. The findings of the survey show a direct correlation, but varying in character and intensity, between the selected socio-demographic characteristics of respondents (gender, age, education, income) and their preferences for branded products; and based on the survey findings, the paper then provides further recommendations for non-adopting current trends in attitudes and preferences towards brands on Slovak consumer markets, that are recognized as significant sales and marketing tools, into the branding processes. However, considering different cultural, social and economic situations of different markets, it is not possible to generalize about the results of the paper as also being relevant for other markets. A successful brand in the domestic market is not a prerequisite of success in global markets.

Demographic Characterization of Anonymous Trace Travel Data

2015 ◽  
Vol 2526 (1) ◽  
pp. 19-28 ◽  
Author(s):  
Joshua Auld ◽  
Abolfazl (Kouros) Mohammadian ◽  
Marcelo Simas Oliveira ◽  
Jean Wolf ◽  
William Bachman
Keyword(s):  
Test Data ◽  
Large Scale ◽  
Travel Demand ◽  
Null Model ◽  
Demographic Characteristics ◽  
Travel Pattern ◽  
Data Set ◽  
Trace Data ◽  
Demographic Models ◽  
Pattern Information

Research was undertaken to determine whether demographic characteristics of individual travelers could be derived from travel pattern information when no information about the individual was available. This question is relevant in the context of anonymously collected travel information, such as cell phone traces, when used for travel demand modeling. Determining the demographics of a traveler from such data could partially obviate the need for large-scale collection of travel survey data, depending on the purpose for which the data were to be used. This research complements methodologies used to identify activity stops, purposes, and mode types from raw trace data and presumes that such methods exist and are available. The paper documents the development of procedures for taking raw activity streams estimated from GPS trace data and converting these into activity travel pattern characteristics that are then combined with basic land use information and used to estimate various models of demographic characteristics. The work status, education level, age, and license possession of individuals and the presence of children in their households were all estimated successfully with substantial increases in performance versus null model expectations for both training and test data sets. The gender, household size, and number of vehicles proved more difficult to estimate, and performance was lower on the test data set; these aspects indicate overfitting in these models. Overall, the demographic models appear to have potential for characterizing anonymous data streams, which could extend the usability and applicability of such data sources to the travel demand context.

Brand and influencer strategies in social media marketing of luxury brands in African cities

2021 ◽  
Vol 7 (1) ◽  
pp. 105-121 ◽  
Author(s):  
Mehita Iqani
Keyword(s):  
Social Media ◽  
Luxury Brands ◽  
African Cities ◽  
Global Brands ◽  
Global Brand ◽  
Critical Theories ◽  
The Social ◽  
The Relationship ◽  
Depth Interviews

This article explores the role of social media promotions in the marketing of luxury, from the perspectives of both representatives of global brands and the local influencers contracted to promote them online. It provides insights into role of social media in marketing luxury in ‘new’ markets (African cities) and the complexities attendant to the relationship between brand representatives and influencers. It reports on in-depth interviews with brand representatives and social media influencers working in the luxury sector in large anglophone African cities. Empirical findings show the role of social media in how luxury is promoted by those working in the industry. Three key complexities to do with value, trust and authenticity were evident in how global brand representatives and local influencers discussed social media. In terms of value, influencers emphasize strategies for monetizing visibility, while brand managers emphasize the need to get their money’s worth. Regarding trust, influencers express caution about brands trying to exploit them, while brands express scepticism about the extent of influencer’s abilities. On the topic of authenticity, influencers emphasize how the integrity of their personal brands is paramount, while brand representatives are mostly concerned with how genuine the social media posts seem. The article provides original empirical details about the relationships between brand managers and social media influencers, as well as to the nuances of social media luxury marketing in African cities. It contributes to critical theories of branding practice in media economies of the global south.

Latent class analysis and individuals' preferences mapping: the new consumption orientations and perspectives for craft beer in North-West Italy

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Stefano Massaglia ◽  
Valentina Maria Merlino ◽  
Simone Blanc ◽  
Aurora Bargetto ◽  
Danielle Borra
Keyword(s):  
Latent Class Analysis ◽  
Large Scale ◽  
Latent Class ◽  
Consumer Preferences ◽  
Demographic Characteristics ◽  
Class Analysis ◽  
Content Type ◽  
North West ◽  
Craft Beer ◽  
Definition Of

PurposeIn Italy, the craft beer (CB) market has undergone a trend of exponential growth in recent years, showing, at the same time, differences among different geographical areas. This research aimed to define the consumer preferences towards different CB attributes by involving a sample of individuals from Piedmont (from North-West Italy). Furthermore, the experimentation was designed to distinguish heterogeneous individuals' consumption profiles each characterised by different CB preferences, drinking habits and socio-demographic characteristics.Design/methodology/approachThe exploration of individuals' preferences towards 12 CB quality attributes was made throughout a choice experiment based on the Best-Worst Scaling (BWS) methodology approach. In addition, the BWS results were employed in the latent class analysis to identify the best sample segmentation in relation to attributes preferences.FindingsThe “Brand knowledge”, “I have already tried it” were the most important attributes for CB choice. On the contrary, the “Type of packaging” and “Price” were the least important for CB choice. The “Loyal”, “Attentive to quality composition” and “Territorial brand” clusters were defined in function of CB consumers preferences and described in terms of individuals consumption habits and socio-demographic characteristics.Originality/valueThe BWS methodology allowed the definition of a preference index for each selected CB attributes. These indications could have concrete importance on production and marketing choices in an increasingly extended and globalised market, also at large-scale distribution level. Furthermore, the definition of different consumption profiles allowed to highlight the heterogeneity of consumption (preferences and habits) towards CB.

How global brands incorporate local cultural elements to improve brand evaluations

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chunyan Nie ◽  
Tao Wang
Keyword(s):  
Design Methodology ◽  
Design Experiment ◽  
Content Type ◽  
Cultural Elements ◽  
Global Brands ◽  
Brand Evaluations ◽  
Global Brand ◽  
Favorable Evaluation ◽  
Research Experiment ◽  
The Relationship

Purpose The purpose of this paper is to examine the effect of the interpretation strategy of cultural mixing on consumers’ evaluations of global brands that incorporate local cultural elements. Specifically, this paper examines whether a property interpretation and a relational interpretation have different influences on consumers’ evaluations of global brands that incorporate local cultural elements. Design/methodology/approach Two experiments were conducted as part of this research. Experiment 1 adopted a two (interpretation strategy: property interpretation vs relational interpretation) single-factor between-subjects design. Experiment 2 adopted a 2 (interpretation strategy: property interpretation vs relational interpretation) × 2 (polyculturalist beliefs: high vs low) between-subjects design. The data were analyzed using ANOVA and PROCESS 213. Findings A property interpretation (emphasizing that some features of a global brand transfer to local cultural elements) leads to a less favorable evaluation of global brands that incorporate local cultural elements than a relational interpretation (emphasizing a relation between global brands and local cultural elements). This effect is fully mediated by perceived cultural intrusion, and it exists only when consumers have a low level of polyculturalist beliefs. Originality/value This paper reveals that the phenomenon of cultural mixing occurs when global brands incorporate local cultural elements. In addition, the way that consumers perceive the relationship between global brands and local cultural elements will determine their reactions to global brands that incorporate local cultural elements.

Disasters, hope and globalization: exploring self-identification with global consumer culture in Japan

2019 ◽  
Vol 36 (5) ◽  
pp. 726-747 ◽  
Author(s):  
Shintaro Okazaki ◽  
Charles R. Taylor ◽  
Patrick Vargas ◽  
Jörg Henseler
Keyword(s):  
Consumer Culture ◽  
Purchase Intention ◽  
International Marketing ◽  
Mortality Salience ◽  
Traumatic Events ◽  
Equation Modeling ◽  
Content Type ◽  
Consumer Ethnocentrism ◽  
Global Brands ◽  
Global Brand

Purpose An unconscious concern regarding one’s inevitable death, known as mortality salience, may affect consumers’ brand choices in the aftermath of disastrous events, such as earthquakes. The purpose of this paper is to examine the role of self-identification with global consumer culture (IDGCC) in global brand purchase intention in response to disasters that heighten mortality salience. The roles of materialism, consumer ethnocentrism, cosmopolitanism and hope in this this process are also explored. Design/methodology/approach An online experiment was conducted with a large sample of Japanese consumers. Japan was selected because it had recently suffered from a series of devastating earthquakes. Participants’ mortality salience was primed with an earthquake scenario. All measures were adapted from prior research. The authors used structural equation modeling to test the hypotheses and validate the model. Findings The results reveal that IDGCC is a direct predictor of global brand purchase intention when mortality salience is high. It appears that identifying with global consumer culture and buying global brands enhances self-esteem and reduces anxiety for those with high IDGCC. As predicted, materialism and cosmopolitanism positively influence IDGCC, whereas consumer ethnocentrism does not impede IDGCC. Hope directly and positively affects global brand purchase intention. Research limitations/implications Some consumers who experience traumatic events may resist mortality salience and experience a heightened sense of global citizenship. Meanwhile, those with lower IDGCC may revert to in-group favoritism, whereas those with higher IDGCC tend to purchase global brands. Using a scenario to simulate the mental state evoked by a disaster limits generalizability. Practical implications The findings illuminate how firms should modify their international marketing strategies in the face of traumatic global events when targeting consumers with high vs low IDGCC in terms of framing messages about global brands. Additionally, using global brands that emphasize an optimistic outlook may help global marketers capture attention from consumers high in IDGCC. Originality/value This study is one of the first to address traumatic events and hope, relating these concepts to IDGCC and global brand purchase intention in an international marketing context.

Culturally Polite Communication: Enhancing the Effectiveness of the Localization Strategy

2019 ◽  
Vol 51 (1) ◽  
pp. 49-69
Author(s):  
Dongmei Li ◽  
Robert Kreuzbauer ◽  
Chi-yue Chiu ◽  
Hean Tat Keh
Keyword(s):  
Local Community ◽  
Local Market ◽  
Communication Accommodation ◽  
Cultural Elements ◽  
Communication Accommodation Theory ◽  
Global Brands ◽  
Global Brand ◽  
Localization Strategy ◽  
Accommodation Theory ◽  
Positive Effect

Although global brands entering local markets often use localized communication (i.e., incorporation of local cultural elements in their marketing communications), the fundamental question of when and why the local community would react favorably to this strategy is still not fully answered. This research draws on the communication accommodation theory to address this question. Results from four studies show that local consumers evaluate a global brand less positively when it incorporates high-symbolic (vs. low-symbolic) local cultural elements in its marketing communication. Notably, the positive effect of culturally polite communication on consumers’ evaluations of a global brand occurs only in the local market, but not when the communication occurs in another market. Moreover, localization efforts by a global brand result in a strong localness perception, which has a positive effect on brand evaluation. Indeed, a strong localness perception of the global brand could even overshadow the need for culturally polite communication.

scholarly journals Go local or go global: how local brands promote buying impulsivity

2019 ◽  
Vol 37 (1) ◽  
pp. 1-28 ◽  
Author(s):  
Eline L.E. De Vries ◽  
Bob M. Fennis
Keyword(s):  
Local Food ◽  
Psychological Distance ◽  
Construal Level ◽  
Brand Positioning ◽  
Content Type ◽  
Global Brands ◽  
Mediating Role ◽  
Global Brand ◽  
Positioning Strategy

Purpose Using food brands as a case in point, the purpose of this paper is to examine the relationship between a local vs global brand positioning strategy and buying impulsivity, as well as the mediating role of construal level. The findings add a psychological argument to the array of reasons for firms to opt for a local instead of a global brand positioning strategy: local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Design/methodology/approach Five experiments use student and nonstudent samples, different construal level indices and generic and brand-specific buying impulsivity measures to test the hypotheses. Findings Local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Because local brands are proximal to consumers’ lifestyles, values, preferences and behaviors, they decrease the psychological distance between the brand and the consumer, compared with global brands. The smaller psychological distance lowers consumers’ construal level and renders the immediate, concrete, appetitive attributes of the product more salient, thus making consumers more prone to impulsively buy a local brand than a global one. Practical implications For the choice between a global or local brand positioning strategy, this paper argues in favor of the latter. Local (food) branding is a concrete brand positioning mechanism that can influence and benefit from consumers’ buying impulsivity. Originality/value The research reveals heretofore unknown but important implications of local vs global brand positioning strategies for consumers’ construal level and buying impulsivity.

scholarly journals An investigation on the link between driver demographic characteristics and distracted driving by using the SHRP 2 naturalistic driving data

2020 ◽  
Vol 3 (1) ◽  
pp. 1-16
Author(s):  
Haotian Cao ◽  
Zhenghao Zhang ◽  
Xiaolin Song ◽  
Hong Wang ◽  
Mingjun Li ◽  
...  
Keyword(s):  
Cell Phone ◽  
Large Scale ◽  
Population Attributable Risk ◽  
Demographic Characteristics ◽  
Driving Safety ◽  
Crash Risk ◽  
Lower Percentage ◽  
Content Type ◽  
Driving Experience ◽  
Naturalistic Driving

Purpose The purpose of this paper is to investigate the influence of driver demographic characteristics on the driving safety involving cell phone usages. Design/methodology/approach A total of 1,432 crashes and 19,714 baselines were collected for the Strategic Highway Research Program 2 naturalistic driving research. The authors used a case-control approach to estimate the prevalence and the population attributable risk percentage. The mixed logistic regression model is used to evaluate the correlation between different driver demographic characteristics (age, driving experience or their combination) and the crash risk regarding cell phone engagements, as well as the correlation among the likelihood of the cell phone engagement during the driving, multiple driver demographic characteristics (gender, age and driving experience) and environment conditions. Findings Senior drivers face an extremely high crash risk when distracted by cell phone during driving, but they are not involved in crashes at a large scale. On the contrary, cell phone usages account for a far larger percentage of total crashes for young drivers. Similarly, experienced drivers and experienced-middle-aged drivers seem less likely to be impacted by the cell phone while driving, and cell phone engagements are attributed to a lower percentage of total crashes for them. Furthermore, experienced, senior or male drivers are less likely to engage in cell phone-related secondary tasks while driving. Originality/value The results provide support to guide countermeasures and vehicle design.

scholarly journals The relationship between students’ perception of the educational environment and their subjective happiness

2019 ◽  
Vol 19 (1) ◽  
Author(s):  
Dong-Mi Yoo ◽  
Do-Hwan Kim
Keyword(s):  
Student Perceptions ◽  
Phase 1 ◽  
Educational Environment ◽  
Demographic Characteristics ◽  
Subjective Perception ◽  
Subjective Happiness ◽  
School Students ◽  
Grade Point ◽  
Self Perceptions ◽  
The Relationship

Abstract Background Happiness, a subjective judgment about one’s quality of life, is influenced by environmental factors and should be considered as an important goal of medical education, which should support each learner’s development as a person as well as a professional. However, although several studies have reported on the correlation between Dundee Ready Educational Environment Measure (DREEM) scores and students’ academic achievement, few have investigated the relationship between DREEM scores and students’ subjective happiness. This study examined different perceptions of the educational environment between phases of the curriculum and determined which DREEM subscales affect the overall level of happiness. Methods We used the Korean version of the DREEM questionnaire and a single item measure of happiness on a scale of 0 to 10. First we analyzed student perceptions of the educational environment according to their demographic characteristics using independent sample t-tests and one-way analysis of variance. A multiple regression analysis was performed to reveal which subscales affect the overall level of happiness while controlling for grade point average (GPA) and other demographic characteristics. Results The subjects were 239 medical school students across all stages of the curriculum. The students’ overall perception was more positive for the educational environment during Phase 3 (clerkship) than Phase 1 (pre-medical). Among the DREEM subscales, this difference was especially prominent in Students’ Perception of Learning and Students’ Academic Self-Perceptions. In contrast, no difference in the subjective perception of happiness was found between phases. The effect of GPA on happiness became insignificant under the control of other variables, but the influence of the Students’ Social Self-Perceptions (SSSP) subscale remained significant. Conclusions The students’ overall perception of the educational environment was more positive during the clerkship period than in the pre-medical period. Based on our finding that the SSSP correlates significantly with subjective happiness, we suggest that institutions promote not only students’ academic development but also their happiness by fostering an appropriate educational environment.

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