Beyond “halo”: the identification and implications of differential brand effects across global markets

2014 ◽  
Vol 31 (2) ◽  
pp. 133-144 ◽  
Author(s):  
Randle D. Raggio ◽  
Robert P. Leone ◽  
William C. Black
Keyword(s):  
Past Research ◽  
Global Markets ◽  
Specific Information ◽  
Extended Model ◽  
Consumer Evaluations ◽  
Content Type ◽  
Differential Effects ◽  
Product Categories ◽  
Diagnostic Measures ◽  
Brand Effects

Purpose – The purpose of this paper is to investigate whether brands impact consumer evaluations in ways other than a consistent halo and the degree to which consumers use both overall brand information along with detailed attribute-specific information to construct their evaluations. Design/methodology/approach – The authors decompose consumer evaluations of brand benefits into overall brand and detailed attribute-specific sources through a standard CFA approach. Data cover 55 brands in four product categories sold in nine global markets. Findings – Halo effects are rare in global CPG markets. The authors identify the presence of differential brand effects in eight of nine global markets tested. Application of an extended model to a market where several competing family brands are present demonstrates the ability of the model to identify relationships among brand offerings within a family brand and to differentiate between family brand sets. Research limitations/implications – The finding of differential effects calls into question the assumption of a consistent brand effect assumed in past research; future models should accommodate differential effects. Practical implications – The ability to decompose consumer brand-benefit beliefs into overall brand and detailed attribute-specific sources provides managers with insights into which latent mental sources consumers use to construct their brand beliefs. As such, the methodology provides useful descriptive and diagnostic measures concerning the sources of suspicious, interesting, or worrisome consumer brand beliefs as well as a means to determine if their branding, positioning and/or messaging is having the desired impact on consumer evaluations so that they can make and evaluate required changes. Originality/value – A significant contribution of this research is the finding that many times the brand source differentially impacts consumers' evaluations of brand-benefits, a finding that is contrary to a consistent halo effect that is assumed in prior models.

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.

How consumers’ use of brand vs attribute information evolves over time

2014 ◽  
Vol 31 (4) ◽  
pp. 290-300 ◽  
Author(s):  
Randle D. Raggio ◽  
Robert P. Leone ◽  
William C. Black
Keyword(s):  
Surface Cleaning ◽  
Specific Information ◽  
Cross Sectional ◽  
Consumer Evaluations ◽  
Content Type ◽  
The Usa ◽  
Systematic Evolution ◽  
Brand Effects ◽  
Brand Information ◽  
Over Time

Purpose – Prior research has identified that brands have a differential impact on consumer evaluations across various brand benefits. This paper investigates whether these effects are stable over time, or evolve in a consistent way. Design/methodology/approach – Consumer evaluations of brand benefits into overall brand and detailed attribute-specific sources through a standard confirmatory factor analysis approach have been decomposed. Two unique datasets have been analyzed; the first contains cross-sectional data from Kodak across four different consumer goods categories, and the other is a longitudinal dataset from the USA and Canada in the surface-cleaning category, covering seven brands over five years (2007-2011). Findings – A systematic evolution in brand effects has been demonstrated: a general trend is that over time and with experience, consumers rely more heavily on overall brand information to develop their evaluations. However, early in a brand’s life, or later when circumstances compel consumers to actively consider the attributes, ingredients or features of a brand, consumers may rely more heavily on, detailed attribute-specific information to evaluate brand benefits. Research limitations/implications – The systematic evolution in consumers’ use of information from attribute to brand is hypothesized in this paper and is found to occur contrary to the speculation of Dillon et al. (2001) regarding the direction of such an evolution. Further, our results indicate the sensitivity of our approach to detect changes in consumers’ use of the two sources that should be expected, given the various exogenous factors. Practical implications – Brand managers can use the results from our procedure to alter their messages to more strongly emphasize either overall brand information or detailed attribute-specific information, depending on the consumer segment or key benefit in question. The research offers insights for the kind of information managers should communicate for brands trying to extend into new categories. The research also raises interesting questions regarding the extent to which brands can own a strong position on a particular benefit over time. Originality/value – No prior work has evaluated brand effects (i.e. the relative use of brand vs attribute sources) to evaluate brand benefits over time. Our results demonstrate the value of the decompositional procedure we recommend and the importance of knowing which source is relied upon more heavily as consumers evaluate brands.

The organizational framing effect on consumer evaluations of corporate donations

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Felix Septianto ◽  
Gavin Northey ◽  
Scott Weaven
Keyword(s):  
Message Framing ◽  
Framing Effect ◽  
Consumer Evaluations ◽  
Content Type ◽  
Differential Effects ◽  
Organizational Framing ◽  
Managerial Implications ◽  
Purchase Likelihood ◽  
Moral Elevation ◽  
A Company

Purpose This paperaims to investigate a novel expectation by examining how framing a company as its constituent members (members frame) versus an organization (organization frame) can influence consumer evaluations of a product or service from this company. Design/methodology/approach Four studies were conducted examining the effectiveness of an organization (vs members) frame in a between-subjects experimental design (a pilot study, Studies 1a, 1b and 2). Study 2 also tested the moderating role of donation strategies (amount-focused vs frequency-focused). Findings Results show a members (vs organization) frame leads to a higher purchase likelihood of a product from a company engaging in corporate donations. Further, this framing effect is mediated by increased levels of consumers’ perceptions about how committed the company is to the cause and the emotion of moral elevation in response to the company’s corporate donations. Moreover, this effect is moderated when the company uses a frequency-based (vs amount-based) donation strategy. Research limitations/implications This research contributes to the literature on message framing by demonstrating how the same information about a company may lead to differential effects on consumer evaluations, depending on whether the company is framed as its constituent members versus an organization. Practical implications This paper presents significant managerial implications for small companies, in which the owner is the company, about how they can effectively communicate corporate donations to the consumers. Originality/value This research provides a novel perspective on how the same information about a company may lead to differential effects on consumer evaluations, particularly in the context of corporate donations.

scholarly journals Luxury implications of showcasing a product with its “cast” shadow

2016 ◽  
Vol 33 (7) ◽  
pp. 507-516 ◽  
Author(s):  
Nazuk Sharma
Keyword(s):  
Positive Impact ◽  
Visual Presentation ◽  
Consumer Perceptions ◽  
Consumer Evaluations ◽  
Content Type ◽  
Product Categories ◽  
Cast Shadow ◽  
Practical Guidelines ◽  
The Impact

Purpose This paper aims to investigate the role of showcasing a product with its cast shadow (formed in the ad’s background by the advertised product) on consumer product perceptions. Design/methodology/approach Three experimentally designed studies, incorporating two product categories, demonstrate the impact of visual presentation of a product with its shadow on consumer evaluations. A total of 203 participants (MTurkers, and student respondents at a southern university) provided data for these studies through questionnaires (online as well as paper-pencil formats). Findings Findings reveal that the presence of a product’s cast shadow in the ad frame increases its visual acuity, which in turn enhances its luxury perceptions. Downstream, a product shadow’s presence positively impacts its overall evaluations, through enhanced product luxury perceptions. Also, consumers with high Centrality of Visual Product Aesthetics (CVPA) demonstrate a stronger liking for such product presentations. Research limitations/implications The current findings not only demonstrate the positive impact of product shadows on consumer perceptions, but also enrich the luxury and aesthetics literature streams. Practical implications Advertisers often subjectively use product shadows as stylistic tools in marketing communications. This research offers some practical guidelines to use shadows in fostering product luxury perceptions and better target aesthetically-sensitive consumers. Originality/value Advertising research suggests that visual styling and presentation of products significantly impacts consumer perceptions. However, the role of product shadows has not yet been empirically examined. This paper makes an attempt to test whether and how product shadows impact consumer perceptions.

scholarly journals Examining the existence of double jeopardy and negative double jeopardy within Twitter

2017 ◽  
Vol 51 (7/8) ◽  
pp. 1224-1247 ◽  
Author(s):  
Andrew Rogers ◽  
Kate L. Daunt ◽  
Peter Morgan ◽  
Malcolm Beynon
Keyword(s):  
Product Category ◽  
Past Research ◽  
Valuable Insight ◽  
Online Environment ◽  
Double Jeopardy ◽  
Content Type ◽  
Product Categories ◽  
Fuzzy C Means Clustering ◽  
Managerial Implications ◽  
Contrasting View

Purpose The theory of double jeopardy (DJ) is shown to hold across broad ranging geographies and physical product categories. However, there is very little research appertaining to the subject within an online environment. In particular, studies that investigate the presence of DJ and the contrasting view point to DJ, namely, that of negative double jeopardy (NDJ), are lacking. This study aims to contribute to this identified research gap and examines the presence of DJ and NDJ within a product category, utilising data from Twitter. Design/methodology/approach A total of 354,676 tweets are scraped from Twitter and their sentiment analysed and allocated into positive, negative and no-opinion clusters using fuzzy c-means clustering. The sentiment is then compared to the market share of brands within the beer product category to establish whether a DJ or NDJ effect is present. Findings Data reveal an NDJ effect with regards to original tweets (i.e. tweets which have not been retweeted). That is, when analysing tweets relating to brands within a defined beer category, the authors find that larger brands suffer by having an increased negativity amongst the larger proportion of tweets associated with them. Research limitations/implications The clustering approach to analyse sentiment in Twitter data brings a new direction to analysis of such sentiment. Future consideration of different numbers of clusters may further the insights this form of analysis can bring to the DJ/NDJ phenomenon. Managerial implications discuss the uncovered practitioner’s paradox of NDJ and strategies for dealing with DJ and NDJ effects. Originality/value This study is the first to explore the presence of DJ and NDJ through the utilisation of sentiment analysis-derived data and fuzzy clustering. DJ and NDJ are under-explored constructs in the online environment. Typically, past research examines DJ and NDJ in separate and detached fashions. Thus, the study is of theoretical value because it outlines boundaries to the DJ and NDJ conditions. Second, this research is the first study to analyse the sentiment of consumer-authored tweets to explore DJ and NDJ effects. Finally, the current study offers valuable insight into the DJ and NDJ effects for practicing marketing managers.

Uncovering generalized patterns of brand competition in China

2014 ◽  
Vol 23 (7) ◽  
pp. 554-571
Author(s):  
Margaret Faulkner ◽  
Oanh Truong ◽  
Jenni Romaniuk
Keyword(s):  
Geographic Location ◽  
Past Research ◽  
Buyer Behavior ◽  
Buying Behavior ◽  
Content Type ◽  
Product Categories ◽  
Brand Competition ◽  
Wide Range ◽  
Generalized Patterns ◽  
Reported Data

Purpose – The purpose of this research is to analyze brand competition in China using the Duplication of Purchase (DoP) law, with important implications for understanding Chinese buyer behavior in comparison with Western buyers. Discovered in the Western markets, the DoP law holds across a variety of product categories. Design/methodology/approach – Multiple sets of new data are examined to extend past research in the application of the DoP law in Chinese buying behavior. This study draws on panel data and self-reported data, utilizing bootstrapping to identify partitions where excess sharing occurs. Findings – This paper finds the DoP law holds across six categories (two personal care, two impulse categories and two durables), as well as over multiple years. Brands in China share customers with other brands in line with the market share of the competitor brand. There were few partitions where brands shared significantly more customers than expected. Partitions occur due to the same umbrella brand or ownership, and geographic location. Research limitations/implications – Areas for further research include extended replication in other categories, investigating partitions and whether a different consumer path to purchase occurs in China. Practical implications – DoP can be applied across a wide range of categories in China to understand market structure. New entrants to China can use this approach to understand a category from a consumer behavior perceptive. DoP provides guidelines for marketers to identify competition and allocate resources appropriately. Originality/value – This research provides a comprehensive, unparalleled examination across six very different categories of brand competition in China. This gives confidence in the robustness and generalizability of the results.

Number-location bias: do consumers correctly process the number on the product package?

2019 ◽  
Vol 28 (1) ◽  
pp. 80-94
Author(s):  
Jihye Park ◽  
Yoon Jin Ma
Keyword(s):  
Past Research ◽  
Product Packaging ◽  
Content Type ◽  
Product Categories ◽  
Volume Weight ◽  
Visual Frame ◽  
The Difference ◽  
Numeric Information ◽  
The Right ◽  
Product Package

Purpose This study aims to investigate the following three issues: whether consumers process numeric information with locational cues, which locations (horizontal vs vertical) are more influential in processing numbers and whether a number-location association is weakened or strengthened when a visual reference frame moves up or down. Design/methodology/approach A field study and a series of three lab experiments were conducted to examine the location effect of numeric information on the package façade on the perceived magnitude of a number. Findings The authors found that a number at the right was perceived as larger than one at the left only when the number is located at the bottom. Also, placing numeric information at the bottom rather than the top of a product package façade was more powerful in processing the numeric information, but this is true only when the visual frame is set lower. Practical implications This study provides practical insights for product managers in placing core numeric information on product packaging to effectively communicate product value to consumers. Optimal locations can be deliberately considered along with types of numeric information and product categories. For healthy products that promote fewer calories, the top area of the package façade may be a better position for placing information on calories per serving to make the product more appealing to those who follow a healthy diet. Heavier, more voluminous products (e.g., refrigerator) better position their volume/weight information at the bottom than at the top or at the right of the bottom than at the left of the bottom on the product facade. Either the left side or right side of the top position may be beneficial for thinner, lightweight products (e.g., television). Originality/value The present work adds valuable empirical findings; inconsistent with past research, left-right location-number associations are not always true. People tend to associate smaller numbers with left-side locations and larger numbers with right-side locations only when the number is located at the bottom. Also, the study reported that top-small, bottom-large associations are not always true. The difference in perceived magnitude of the number between a number at the top and one at the bottom within the visual frame is significant only when the visual frame is set close to the ground.

Localising the packaging of foreign food brands: a case of Muslim consumers in Pakistan

2015 ◽  
Vol 24 (4) ◽  
pp. 386-398 ◽  
Author(s):  
Huda Khan ◽  
Richard Lee ◽  
Larry Lockshin
Keyword(s):  
Past Research ◽  
Product Type ◽  
Foreign Markets ◽  
Content Type ◽  
Packaging Design ◽  
Product Categories ◽  
Within Subjects ◽  
Hedonic Products ◽  
Foreign Brands

Purpose – The aim of this study was to investigate the extent that consumers prefer the localised packaging over standard packaging, and how the differences may vary across different product types. An ongoing debate facing marketers is whether marketing approaches should be localised as international brands enter foreign markets. In practice, international brands often localise their packaging when sold in foreign markets. This research questions whether and under what conditions is this practice beneficial to foreign brands. Design/methodology/approach – The experiment used a 2 (product type: hedonic versus utilitarian) × 2 (packaging design: standard versus local) factorial designs. Product type was within-subjects, and packaging design was between-subject to minimise learning effects. For each product type, two product categories were used. Findings – Overall, the results show that the role of packaging is more pertinent for hedonic than for utilitarian products. For hedonic products, participants preferred the standard packaging to the local packaging and brand likeability is also rated more positively in their standard package. However, there were generally no significant differences in rating between standard and localised packaging likeability and brand likeability for utilitarian products. The results for the choice decisions were similar to those for the likeability ratings across both product types. Practical implications – A better understanding into how consumers perceive these packaging strategies would help international marketers operating in local markets. Originality/value – Although past studies on international marketing communications have investigated standardisation and localisation of messages in the context of advertising using foreign and local cues, none have examined this issue with packaging. This study also extends past research by examining the differential effects of localisation on hedonic versus utilitarian products.

Evaluating co-branded products: the socioeconomic strata effect

2016 ◽  
Vol 34 (6) ◽  
pp. 795-809 ◽  
Author(s):  
Rafaela Almeida Cordeiro ◽  
Mateus Canniatti Ponchio ◽  
José Afonso Mazzon
Keyword(s):  
Product Evaluation ◽  
Product Evaluations ◽  
Consumer Evaluations ◽  
Content Type ◽  
Positive Effects ◽  
Lower Socioeconomic ◽  
Managerial Implications ◽  
Within Subjects ◽  
Socioeconomic Strata ◽  
Brand Effects

PurposeThe purpose of this paper is to identify whether consumer evaluations of products are influenced by the presence of co-branding with a well-known reputable ingredient brand and whether differences in evaluations are related to the socioeconomic stratum of the consumer. Design/methodology/approachThese questions were investigated by way of two experiments: the first, using a between-subjects approach that was carried out with 210 subjects and the second, using between- and within-subjects approaches that were carried out with 305 subjects. FindingsThe results show that: products produced by both little-known and well-known brands are evaluated more favourably when they are co-branded with a well-known ingredient brand; there is no evidence that the co-branding effect on product evaluation is stronger for little-known brand products than for well-known brand products; and there is weak evidence that the co-branding effect on product evaluation is stronger among subjects from lower socioeconomic strata than among subjects from the upper stratum. Research limitations/implicationsThe theory of anchoring alone is insufficient for explaining differences in product evaluations when the co-branding strategy is adopted. It is believed that positive effects can be also interpreted by the assimilation and signalling theories. Practical implicationsAs for the managerial implications, the authors offer insights into the impacts of using a strategic co-branding alliance on the products of little-known brands among consumers from lower and upper strata. Originality/valueThe study contributes to consumer behaviour literature, specifically with regard to ingredient-brand effects in co-branding strategies from the perspective of the end consumer.

Spanning the gap: an examination of the factors leading to the green gap

2014 ◽  
Vol 31 (6/7) ◽  
pp. 503-514 ◽  
Author(s):  
Mark Gleim ◽  
Stephanie J. Lawson
Keyword(s):  
Critical Incident ◽  
Past Research ◽  
Future Research ◽  
Specific Product ◽  
Content Type ◽  
Product Categories ◽  
Product Availability ◽  
Actual Usage ◽  
State Of The Environment ◽  
The Impact

Purpose – This research aims to explore the factors that lead to the prevalence of the green gap. Currently, an overwhelming majority of consumers voice concern about the state of the environment; however, only a select few mirror their intentions with actual green behaviors. Design/methodology/approach – A critical incident technique is utilized in the first study, followed by a quantitative study analyzed via cluster analysis for the second study. Findings – Results suggest the green gap exists for several reasons, of which price is most commonly noted. However, factors such as poor perceptions of quality, lack of green product availability and brand loyalty to conventional products appear to be important issues leading to the gap as well. Additionally, the type of product sought for purchase appears to impact the prevalence of the green gap. Research limitations/implications – Future research should seek to extend the present study by monitoring actual usage rather than intentions, as well as an examination of strategies that may help to minimize the green gap. Practical implications – Consumers need to understand why green products are priced higher, the benefits they offer and the impact they can make as an individual. Additionally, firms competing in specific product categories can alter their strategies to better capitalize on the motivations of their target markets. Originality/value – Past research has focused on why consumers buy green, but there is a lack of research on why consumers fall into the green gap – that is they have the intention of going green, but don’t. This research examines factors surrounding the green gap and the role of product type in the prevalence of the green gap.

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