Moving beyond fit: the role of brand portfolio characteristics in consumer evaluations of brand reliability

2000 ◽  
Vol 9 (7) ◽  
pp. 457-471 ◽  
Author(s):  
Devon DelVecchio
Keyword(s):  
Consumer Evaluations ◽  
Brand Portfolio

How Online Trust and Online Brand Equity Translate Online- and Omni-Channel-Specific Instruments into Repurchase Intentions

Marketing ZFP ◽  
2021 ◽  
Vol 43 (1-2) ◽  
pp. 37-53
Author(s):  
Bernhard Swoboda ◽  
Amelie Winters ◽  
Nils Fränzel
Keyword(s):  
Brand Equity ◽  
Panel Study ◽  
Reciprocal Effects ◽  
Relative Importance ◽  
Repurchase Intention ◽  
Consumer Evaluations ◽  
Repurchase Intentions ◽  
Online Trust ◽  
Brick And Mortar

This study examines omni-channel retailers’ online activities, which previous brick-and-mortar firms’ find challenging, but they are increasingly competing with online players. Therefore, the role of major online-specific instruments such as online aesthetic appeal and omni-channel-specific instruments such as online-offline integration is studied. A framework is proposed in which online trust, as a key mediator in online studies, translates instruments into repurchase intentions. However, the authors also study online brand equity, believing in its strength for repurchasing in competing, reciprocal mediation. They test indirect effects of the instruments in a sequential mediation study and reciprocal effects of trust and brand equity in a cross-lagged panel study based on longitudinal data of consumer evaluations of fashion retailers. Importantly, cross-channel repurchase intention is differentiated. The results provide new empirical evidence of a different relative importance of the instruments and of online trust versus online brand equity. The findings have direct implications for managers interested in understanding which instruments most affect consumer outcomes.

The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions

1994 ◽  
Vol 31 (2) ◽  
pp. 229-242 ◽  
Author(s):  
Peter A. Dacin ◽  
Daniel C. Smith
Keyword(s):  
Laboratory Experiments ◽  
Positive Relationship ◽  
Brand Management ◽  
Brand Extensions ◽  
Theory And Practice ◽  
Brand Strength ◽  
Consumer Evaluations ◽  
Product Categories ◽  
Brand Portfolio

A growing number of brands are becoming associated with a portfolio of different product categories. Although concerns have been raised that adding products to a brand may weaken it, there is a paucity of research exploring the effects of brand portfolio characteristics on brand strength. Using two laboratory experiments and a survey, the authors examine the effects of several brand portfolio characteristics on consumers’ confidence in and favorability of their evaluations of subsequent brand extensions. The experiment-based findings reveal a positive relationship between the number of products affiliated with a brand and consumers’ confidence in and favorability of their evaluations of extension quality. These results were not replicated in the survey. However, in both methods, the authors found that as portfolio quality variance decreases, a positive relationship between number of products affiliated with a brand and consumers’ confidence in their extension evaluations emerges. Implications of these and other findings for both the theory and practice of brand management are discussed.

Unit pricing for multiple product sizes: identifying moderators and mediators of consumer evaluations

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Miyuri Shirai ◽  
Takuya Satomura
Keyword(s):  
Unit Price ◽  
Mediation Effect ◽  
Quantity Discounts ◽  
Consumer Evaluations ◽  
Content Type ◽  
Consumer Responses ◽  
Additional Information ◽  
Mediating Role ◽  
Unit Pricing

Purpose This paper aims to investigate the underlying process by which a brand’s unit pricing for multiple package sizes influences consumer evaluations by incorporating several mediators and moderators. Two-unit pricing tactics were examined: quantity discounts and surcharges. Design/methodology/approach Two online experiments were conducted to test the hypotheses. Study 1 examined the mediating role of consumers’ inferred motive for sellers in setting quantity discounts or surcharges in the relationship between the pricing tactics and consumer evaluations. Study 2 incorporated affect as a mediator, and price consciousness and unit price usage as moderators in this relationship. Findings The mediating role of inferred motive is supported. Motive is related to the sales volume. Furthermore, this mediation effect is more potent when consumers have stronger quantity discount belief. Further, the mediating role of affect is supported. It is more salient when consumers are frequent users of unit prices. Research limitations/implications This study compared two pricing tactics and did not include a control condition. The first digit of the unit price for the small package size was different between the pricing tactics. Practical implications When applying quantity surcharges to products, it is essential to provide additional information to consumers to preclude the possibility of negative evaluations. Originality/value This study makes a significant contribution by offering a deeper understanding of consumer responses to the pricing tactics. In particular, it reveals that pricing tactics trigger both cognitive and affective responses, which then influence evaluations of the pricing tactics. This elicited cognition is associated with deduction about sellers’ brand-size pricing behavior.

Developing a holistic understanding of consumers’ experiences

2019 ◽  
Vol 53 (10) ◽  
pp. 2054-2079
Author(s):  
Marlon Dalmoro ◽  
Giuliana Isabella ◽  
Stefânia Ordovás de Almeida ◽  
João Pedro dos Santos Fleck
Keyword(s):  
Product Evaluation ◽  
Video Observation ◽  
Consumer Experience ◽  
Consumer Evaluations ◽  
Content Type ◽  
Consumer Responses ◽  
Holistic Understanding ◽  
Multi Method Approach ◽  
Physical Comfort

Purpose This paper aims to investigate how the physical and sensory environmental triggers interact with subjective consumer evaluations in the production of shopping experiences, an under-investigated theme, despite its relevance. Design/methodology/approach An interpretative multi-method approach was used by combining video observation with camera eyeglasses and in-depth interviews with 30 customers of a department store. Findings Results offer a holistic framework with four-dimensional axial combination involving physical comfort, psychological comfort, physical product evaluation and sensorial product evaluation. Based on this framework, results highlight the role of comfort and products in producing shopping experience in ordinary store visits. Research limitations/implications The findings contribute both to consumer experience studies and to the retail marketing literature in shading a light on experience production in ordinary store visits. Specifically, we detail these visits not as a static response to a given environment stimulus, but as a simultaneous objective and subjective combination able to produce experience. Practical implications The results encourage managers to understand the experience production not just as an outcome of managerially influenced elements, like décor or odor. It involves considering subjective elements in the design of consumers’ physical and sensorial retail experiences. Originality/value Adopting an innovative method of empirical data collection, results generated a framework that integrates the objective shopping environment and subjective consumer responses. This research considers the role of comfort and product features and quality both physically and sensorially to develop experiences in a holistic manner in ordinary shopping visits.

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