Owned-by and made-in cues

2019 ◽  
Vol 37 (1) ◽  
pp. 29-55 ◽  
Author(s):  
Mohammadali Zolfagharian ◽  
Roberto Saldivar ◽  
Jerome D. Williams
Keyword(s):  
Mexican Americans ◽  
Technological Development ◽  
Product Category ◽  
Two Dimensions ◽  
Content Type ◽  
Product Categories ◽  
Symbolic Meanings ◽  
Political Economic ◽  
Affective Dimensions ◽  
Made In

Purpose The purpose of this paper is to examine the cognitive and affective dimensions of COO and the owned-by/made-in cue combinations in first-generation immigrant markets. Design/methodology/approach The cognitive and affective dimensions were manipulated in a scenario-based experiment administered on 261 Mexican Americans in three product categories. Findings The cognitive and affective dimensions each have a distinct impact. When the two dimensions combine, the effect is stronger within the specialty product category, followed by the shopping product category, and, to a lesser extent, in the convenience product category. Research limitations/implications The cognitive dimension was represented by the country’s degree of political, economic and technological development, whereas the affective dimension was traced by examining immigrants who identify with the emotional and symbolic meanings associated with countries involved in the country of origin (COO) message. Practical implications Managers should pursue emerging COO research whose concepts and designs are congruent with today’s global consumer culture. The authors find support for the stand-alone effects of made-in and owned-by COO cues, as well as the effects of the cognitive and affective dimensions of COO. When COO messages combine both made-in and owned-by cues, the cognitive and affective dimensions may work synergistically, depending on the product category. Originality/value This study adds to the nascent literature that recognizes the multiplicity of consumer identities, and bridges the gulf between the conventional COO research and the increasingly multicultural nature of the marketplace.

The role of market and product category characteristics in local versus foreign language branding in Latin America

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pablo Farías ◽  
Luis Torres
Keyword(s):  
Latin America ◽  
Foreign Language ◽  
Latin American ◽  
Product Category ◽  
Cultural Dimensions ◽  
Brand Names ◽  
High Tech ◽  
Content Type ◽  
Local Language ◽  
Product Categories

PurposeThis paper explores which market and product category characteristics could influence the use of foreign language brand names (i.e. whether a brand uses a foreign language versus local language brand name) in some of the largest Latin American countries.Design/methodology/approachHypotheses are tested using 880 brands from 39 product categories and nine Latin American markets using a hierarchical logistic regression.FindingsResults revealed that foreign language brand names are more likely to be used in product categories related to local infrastructure, high-tech and global community. In contrast, local language brand names are more likely to be used in product categories associated to subscriptions. Findings also suggest that Hofstede's national cultural dimensions are significant factors. Finally, the results revealed that foreign language brand names are more likely to be used in markets with a low level of foreign language proficiency.Originality/valueThis paper shows the importance of considering market and product category characteristics and their potential influence on local versus foreign language branding in Latin America – an ignored issue in previous research.

scholarly journals Design awareness and purchase intention: an item response theory approach

2014 ◽  
Vol 27 (1) ◽  
pp. 138-155 ◽  
Author(s):  
Ana M. Arboleda ◽  
Julio C. Alonso
Keyword(s):  
Item Response Theory ◽  
Item Response ◽  
Purchase Intention ◽  
New Products ◽  
Product Category ◽  
Two Dimensions ◽  
Theory Approach ◽  
Theoretical Discussion ◽  
Response Theory ◽  
Content Type

Purpose The purpose of this paper is to evaluate the effect of design awareness on consumers’ purchase intention. Design/methodology/approach The experiment consisted of showing a new beer package design to 185 participants who evaluated it using a self‐administered questionnaire. Findings Using an Item Response Theory approach, results show that there are two dimensions of consumer design awareness: basic design and differential design. These findings are, to some extent, consistent with the theoretical discussion within design literature. Moreover, a multiple regression model estimates the effect of both dimensions on consumers’ purchase intention, and the paper concludes that both dimensions have a similar effect (p<0.05). The sign of the effects are consistent with the theoretical discussion. Practical implications The design of new products must consider attributes associated to the basic and practical use of a product as well as those attributes that mark a comparative difference in the product category. Originality/value This paper conceptually and empirically combines two different areas of knowledge (design and consumer behavior) under the design awareness construct. This concept evaluates consumers’ perceptions about new products, facilitating more accurate decisions in cases of innovation.

Digital visual engagement: influencing purchase intentions on Instagram

2018 ◽  
Vol 22 (4) ◽  
pp. 362-381 ◽  
Author(s):  
Chiara Valentini ◽  
Stefania Romenti ◽  
Grazia Murtarelli ◽  
Marta Pizzetti
Keyword(s):  
Interactive Effect ◽  
Product Category ◽  
Purchase Intentions ◽  
Visual Communications ◽  
Content Type ◽  
Product Categories ◽  
Direct Gaze ◽  
Intention To Purchase ◽  
Visual Engagement ◽  
Practical Implications

PurposeThe purpose of this paper is to investigate the effects of visual communications on Instagram users’ propensity to engage with image-based content through online behaviors such as liking, sharing, commenting and following, and their intention to purchase the product depicted in the visual communications.Design/methodology/approachAn experimental design was used to measure the effect of branded Instagram images on a sample of active Instagram users. Two features of Instagram images (subject’s gaze: direct vs indirect; product salience: low vs high) were manipulated and their interactive effect tested on online behaviors.FindingsThe paper offers empirical evidence that direct gaze and high product salience positively affect digital visual engagement. Moreover, digital visual engagement influences intention to purchase.Research limitations/implicationsThe hypotheses were tested on a single product category and on only two image-based features. Further studies might replicate the experiment on different product categories and include different image-based features.Practical implicationsThis empirical study can offer communication managers important information on the image-based features that are most effective in increasing digital visual engagement and positively influencing purchase intentions in visual communications.Originality/valueThe study empirically demonstrates that the choice of specific image-based features in visual communication matters for increasing digital visual engagement among Instagram users.

Comparison-based perceived attribute performance as a better antecedent of satisfaction, value and loyalty

2019 ◽  
Vol 31 (5) ◽  
pp. 1252-1268 ◽  
Author(s):  
Jorge Vera-Martinez ◽  
Sidney Ornelas
Keyword(s):  
Business Performance ◽  
Product Category ◽  
Product Performance ◽  
Performance Measurements ◽  
Content Type ◽  
Performance Variables ◽  
Product Categories ◽  
Dishwashing Detergent ◽  
Empirical Tests ◽  
Level Performance

PurposeProduct performance measurements have been used to explain other business performance variables. The purpose of this paper is to propose that, regarding Mexican consumers, the “comparison-based perceived attribute performance” (CAP) approach is a better predictor of outcomes, such as satisfaction, value and loyalty, compared with the traditional measurement of “non-comparison-based perceived attribute performance” (NCAP). These two forms of assessing attribute-level performance may be considered as different constructs.Design/methodology/approachUsing these two approaches, empirical tests were performed to attribute performance measurement and were conducted on products from two different categories: tequila and liquid dishwashing detergent. Regression analyses were performed using Mexican consumer samples ofn=295 andn=239, respectively.FindingsAs opposed to NCAP, CAP measurements yielded higher statistical levels of satisfaction, value and loyalty for both product categories. In the case of tequila, factor analysis indicated a clear separation between the two types of measurements, suggesting that they should be considered distinct constructs. However, this was not found for the other product category.Originality/valueCAP, which has better potential to predict outcomes than NCAP, could have relevant implications in brand positioning assessment and importance-performance analyses.

CSR practices, identification and corporate reputation

2020 ◽  
Vol 33 (3/4) ◽  
pp. 361-379
Author(s):  
Juan Manuel Bruno ◽  
Francisco J. Sarabia-Sanchez ◽  
Enrique Carlos Bianchi
Keyword(s):  
Financial Services ◽  
Corporate Reputation ◽  
Structural Equation ◽  
Product Category ◽  
Moderating Effect ◽  
Consumer Involvement ◽  
Content Type ◽  
Product Categories ◽  
Service Companies ◽  
The Individual

PurposeThis study verifies the influence of the dimensions of corporate social responsibility (CSR) practices and consumer involvement on the identification of the individual with the company and the corporate reputation, moderated by the product category.Design/methodology/approachA covariance-based structural equation modelling is used to test the model, using a sample of 568 Argentine consumers. A multigroup analysis is employed to assess the moderating effect of the product category.FindingsCSR practices have heterogeneous influence based on their dimension, and this influence is moderated by the product category. Accordingly, environmental practices promote consumer identification with the company, whereas those economically oriented have a direct influence on reputation. In contrast, social practices contribute to reputation if they are connected to the business model.Research limitations/implicationsThe study is focussed on Argentina, analysing two product categories (laptops and financial services for final consumers) and using a large, but not strictly random, sample. In order to mainstream the results, it would be relevant to replicate the proposed model in other countries and with other product categories.Originality/valueIt provides information about the perception of consumers regarding the CSR practices from a multi-dimensional perspective, since they have an uneven effect on identification of consumer with the company and corporate reputation due to the moderating effect of the product category. The findings of this study may be relevant for managers of technology and banking service companies.

Effects of intuitive judgments on consumer assortment evaluations

2015 ◽  
Vol 32 (3) ◽  
pp. 137-144 ◽  
Author(s):  
Yolande Piris ◽  
Nathalie Guibert
Keyword(s):  
Decision Process ◽  
Design Methodology ◽  
Product Category ◽  
Purchase Intentions ◽  
Decision Processes ◽  
Content Type ◽  
Product Categories ◽  
Intuitive Judgments ◽  
Perceived Choice

Purpose – This paper aims to apply intuition theory to clarify consumers’ assortment evaluations. For each decision process, this paper explores how perceptions of organization and variety influence consumers’ attitudes and purchase intentions. Design/methodology/approach – In total, 504 observations were collected across three product categories. Perceived choice, time and expertise in the product category provide proxies to distinguish between intuitive and deliberative systems. The intuitive system further consists of intuition based on either expertise or heuristics. Findings – It was revealed that distinct decision processes (deliberative, intuitive based on expertise and intuitive based on heuristics) affect the link between assortment perceptions and consumers’ assortment evaluations. Consumers’ evaluations in deliberative- and heuristic-based intuitive systems rely more on perceptions of organization than of variety; whereas intuitive judgments based on expertise depend almost equally on both perceptions. Research limitations/implications – Some limitations have to be underlined. The approximations used could be more precise and are subjective in nature. Moreover, the ordinary product categories that were studied might encourage more intuitive decisions by consumers. If so, the deliberative mode of thinking might have been underrepresented in this sample. Originality/value – Despite the limitations, this research is, to our knowledge, the first to explore the influence of intuition theory on ordinary shopping and in particular on assortment perception. As such, it contributes to a deeper understanding of this theory in the field.

Beyond reach: an extended model of global brand effects

2019 ◽  
Vol 36 (5) ◽  
pp. 647-674 ◽  
Author(s):  
Timo Mandler
Keyword(s):  
Product Category ◽  
Extended Model ◽  
Content Type ◽  
Global Brands ◽  
Brand Evaluations ◽  
Product Categories ◽  
Positive Effects ◽  
Global Brand ◽  
Negative Effect ◽  
Brand Effects

Purpose Despite considerable investigations of the various outcomes of perceived brand globalness (PBG), the concept itself remains ambiguous, demanding further conceptual refinement. The purpose of this paper is to contribute to global branding literature by suggesting an extended conceptualization of PBG, and empirically testing a corresponding extended model of global brand effects, relative to the conventional operationalization. Design/methodology/approach An empirical study (n=907) involving 63 brands across eight different product categories provides new insights into the composition of global brand effects by explicitly discriminating between different facets of consumers’ brand globalness perceptions (i.e. perceived market reach (PMR), perceived standardization (PST) and global consumer culture positioning (GCCP)). Findings The results clearly show that effects associated with global brands are not exclusively positive. While PMR and GCCP have positive effects on consumers’ brand evaluations and attitudes, PST has a strong negative effect on the same outcomes. These effects apply to both domestic and foreign global brands and occur irrespective of the perceived level of risk associated with a given product category. Originality/value The results provide managers a clearer picture of the up- and downsides of brand globalness perceptions and urge future studies on global brands to incorporate constructs that account for facets beyond a brand’s market reach to capture the phenomenon holistically.

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.

scholarly journals Status and Conspicuous consumption: Understanding consumers’ Psyche. Reference to luxury car brands

2020 ◽  
Vol 4 (1) ◽  
pp. 01-10
Author(s):  
Tharaka Punchibandara M.M ◽  
Wanninayake W.M.C.B. ◽  
Kumari D.A.T.
Keyword(s):  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Reference Point ◽  
Product Category ◽  
Two Dimensions ◽  
Sri Lankan ◽  
Product Categories ◽  
Study Researcher ◽  
Confirmatory Factor ◽  
Luxury Market

In this study, researcher is trying to investigate whether status and conspicuousness are two different constructs in measuring brand prestige utilizing new luxury market as a reference point. In other words, the attempt will determine if consumers can differentiate between the perceived status and perceived conspicuousness of the brands in product category (luxury car brands) selected in the Sri Lankan context. According to many research studies, revealed some of the evidence that these two dimensions are distinct constructs, nevertheless this was limiting in terms of the sample used (students), the methodology (confirmatory factor analysis only), the scope of the product categories and the context of the study conducted (Western countries). The current study is an extension to O’Cass and Frost (2004) study by using the real consumers as a sample (300 respondence). Exploratory factor analysis was performed among nine brands of luxury and semi luxury car brands in Sri Lankan context.

Consumer ethnocentrism and purchasing behavior: moderating effect of demographics

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shahin Akbarov
Keyword(s):  
Factor Analysis ◽  
Demographic Variables ◽  
Two Dimensions ◽  
Moderating Effect ◽  
Purchasing Behavior ◽  
Snowball Sampling ◽  
Content Type ◽  
Consumer Ethnocentrism ◽  
Product Categories ◽  
The Impact

Purpose This study aims to investigate consumer ethnocentrism and determine its impact on actual purchasing behavior in relation to six product categories. It also examines the role of demographic variables as moderators in the relationship between ethnocentric tendencies and purchasing behavior. Design/methodology/approach A total of 467 completed questionnaires were obtained through convenience and snowball sampling. Data were analyzed using SPSS-24 and AMOS-23 software: SPSS to conduct the exploratory factor analysis and AMOS for the confirmatory factor analysis. Regression analysis was performed to determine the effect of ethnocentrism on purchasing behaviors; the SPSS process was used to test the moderating effects. Findings The consumer ethnocentric tendencies scale was collected in two dimensions: hard ethnocentrism, which influences actual purchasing behavior in five product categories; and soft ethnocentrism, which influences actual purchasing behavior in only two product categories. The results show that the effect of consumer ethnocentrism on purchasing behavior differs across product categories. Further, gender, marital status and personal income moderate this relationship. Originality/value Few studies investigate purchasing behavior across several product categories and the literature on consumer ethnocentrism does not address the impact of demographic variables as moderators in consumer behavior. This study contributes to the existing literature in four ways. First, it was conducted in Azerbaijan, a country with specific characteristics. Second, it examines the impact of ethnocentric tendencies on actual purchasing behavior. Third, it examines purchasing behavior in relation to six different product categories. Fourth, the moderating effect of demographic variables was tested.

Sign in / Sign up

Export Citation Format

Share Document