Influence of consumers’ brand expectations on apparel brands’ US-based sourcing strategy

2017 ◽  
Vol 34 (1) ◽  
pp. 74-83 ◽  
Author(s):  
Gargi Bhaduri
Keyword(s):  
Study Data ◽  
Brand Attitude ◽  
Brand Attitudes ◽  
Content Type ◽  
Sourcing Strategies ◽  
Sourcing Strategy ◽  
Before And After ◽  
Schema Congruity ◽  
Made In Usa ◽  
Internal And External Validity

Purpose This study aims to understand how consumers evaluate Made in USA messages that are congruent/incongruent to consumers’ prior expectations about the brand’s US-based sourcing initiatives. Design/methodology/approach Two separate studies were conducted. Online experiment was designed implementing both message and treatment variance to increase internal and external validity of the study. Data collected from two distinct samples were analyzed using MANOVA and ANOVA. Findings Findings from Study 1 indicated that consumers’ perceived message credibility, attitude toward message and attitude toward brand were highest for congruent messages, followed by when incongruity was resolved and lowest when incongruity was not resolved. Further, consumers’ brand attitudes before and after message exposure were different, with change being most positive for incongruity resolution, followed by congruity, whereas negative for incongruity non-resolution. Findings from Study 2 indicated that consumers’ general attitude toward brands’ US-based sourcing strategies influenced their brand attitude, as well as moderated the relation between schema congruity/incongruity resolution/incongruity non-resolution and brand attitude. Originality/value The findings are helpful for brand managers and sourcing personnel to better invest their resources in US-based sourcing strategies. In addition, the findings of the study contribute and extend theory by identifying a boundary condition.

Examining search as opposed to experience goods when investigating synergies of internet news articles and banner ads

2015 ◽  
Vol 25 (3) ◽  
pp. 378-398 ◽  
Author(s):  
Anca C. Micu ◽  
Iryna Pentina
Keyword(s):  
Online Advertising ◽  
Brand Attitude ◽  
News Article ◽  
Brand Attitudes ◽  
Experience Goods ◽  
Economics Of Information ◽  
Content Type ◽  
Treatment Groups ◽  
Display Advertising ◽  
Product Categories

Purpose – The purpose of this paper is to examine the applicability of the economics of information-driven product categorization – search vs experience products – when investigating online brand advertising and news synergies. Design/methodology/approach – Randomized controlled post-test experiment with over 400 participants in three treatment groups involving exposures to paid advertising (banner ad-plus-banner ad) and publicity (news article-plus-banner ad and banner ad-plus-news article) for four products. Questionnaire upon web site exit tested differences in brand attitudes among treatment groups and product categories. Findings – Findings indicate that including news about the brand in the online brand communication mix – either before or after ads – generates higher brand attitude scores for experience products. For search products sequence matters and brand attitudes are more positive when consumers are exposed to news articles first followed by advertisements. Research limitations/implications – Findings limited to the four product categories and student participants. Practical implications – When promoting search goods online, brand managers should include publicity only before display advertising efforts. For experience goods, publicity generates higher brand attitude scores when included either before or while running display advertising. Originality/value – First study examining online publicity and advertising synergies from an economics of information theory perspective separating search from experience goods when promoting new/unknown brands online. In the online environment, the line between journalistic/news and promotional/advertising text-based content has become increasingly blurred. Compared to paid online advertising, using third-party attributed communications sources like publicity increases message credibility. Adding product-related news and blog articles to banner advertisements may benefit from synergistic effects and have consumers process the brand message more extensively. The order of exposure to the different brand messages matters when promoting search as opposed to experience products online.

Brand it green: young consumers’ brand attitudes and purchase intentions toward green brand advertising appeals

2019 ◽  
Vol 20 (3) ◽  
pp. 190-207 ◽  
Author(s):  
Juhi Gahlot Sarkar ◽  
Abhigyan Sarkar ◽  
Rambalak Yadav
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Control Group ◽  
Brand Attitudes ◽  
Content Type ◽  
Advertising Appeals ◽  
Product Categories ◽  
Brand Advertising ◽  
Young Consumers

Purpose This paper aims to analyze the impacts of distinct advertising appeals on brand attitudes and purchase intentions toward green brands across two different product categories (technology-intensive and technology non-intensive) among the young adult consumers. Design/methodology/approach On the basis of focus group discussion, recyclable shopping bags (technology non-intensive) and hybrid cars (technology intensive) were identified as two product categories for the final study. A total of eight advertisement copies were developed (three in each product class + two control group ads) and distributed across 240 young consumers. A 4 (three advertising appeals + one control group) × 2 (product classes) between group experimental design was used to test the hypotheses formulated. Findings The study findings show that all the three advertisement appeals significantly influence attitudes and purchase intentions toward green brands across both the product categories. However, it was also found that functional appeal generated significantly lower mean scores for brand attitude and purchase intention for recyclable shopping bags compared to hybrid cars, whereas emotional appeal generated significantly lower mean scores for brand attitude, as well as purchase intention for hybrid cars compared to bags. This implies that functional green ad appeal would be more effective for technology-intensive products and emotional green ad appeal would be more effective for technology non-intensive products. Self-expressive green ad appeal was found to be equally effective in impacting brand attitudes and purchase intentions across both product categories. Originality/value The value of this research lies in investigating how the effects of distinct green brand advertising appeals on brand attitude and purchase intention can vary across technology-intensive and technology non-intensive products.

scholarly journals Local, global and glocal consumer brand relationships

2019 ◽  
Vol 23 (3) ◽  
pp. 775-798 ◽  
Author(s):  
Miguel Ángel Lopez-Lomelí ◽  
Joan Llonch-Andreu ◽  
Josep Rialp-Criado
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Marketing Strategies ◽  
Brand Attitudes ◽  
Content Type ◽  
Global Brands ◽  
Brand Quality ◽  
Global Brand ◽  
The Relationship

Purpose This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal branding strategies is mainly theoretical or conceptual. Design/methodology/approach This paper therefore defines a model relating brand beliefs (brand quality, brand image, brand familiarity and brand as a social signalling value), brand attitudes and brand purchase intentions. The model is then tested with a sample of different categories/types of consumer brands (local, global and glocal). The influence of the type of brand on these relationships is then analysed. Findings The findings suggest that brand quality is the most important driver of brand attitude for any type of brand, and that the relationship between brand quality and brand attitude, as well as between brand attitude and brand purchase intention, is weaker for a glocal brand than for a local or global brand. Originality/value This paper provides new empirical evidence of the influence of brand type on brand associations and attitude configurations and the effects these attitudes have on buying intentions. This work is also relevant for the managers’ efforts to develop more effective global, glocal and local marketing strategies for brand positioning.

The fringe or national brand manufacturer? An analysis of private label sourcing strategy

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xue Li
Keyword(s):  
Consumer Welfare ◽  
Theoretic Model ◽  
National Brand ◽  
Positive Role ◽  
Content Type ◽  
Sourcing Strategies ◽  
Sourcing Strategy ◽  
Wide Range ◽  
Procurement Cost ◽  
The Impact

Purpose Private labels (PLs) have flowed into a wide range of categories and continue to expand especially in the mass channel. This paper aims to investigate the optimal PL sourcing strategy for a retailer and the impact of different sourcing strategies on the interaction between the upstream national brand (NB) manufacturer and the downstream retailer in a dyadic supply chain. Design/methodology/approach The authors develop a game-theoretic model that allows for vertical differentiation, where a retailer may choose between two types of PL sourcing strategies, i.e. fringe and NB manufacturer sourcing (NBMS). Under fringe manufacturer sourcing, the procurement cost is low but the PL recognition is also low. There exists a group of loyal consumers who only choose the NB. Under NBMS, the procurement cost is high but the loyal consumers may switch between two products. The channel members engage in a three-stage sequential game and the authors analyze the subgame perfect equilibrium by comparing the retailer’s best profits in the two subgames, i.e. fringe and NBMS. Findings The model shows that the retailer inclines to source from the NB manufacturer if the size of the loyal consumer group is relatively large, which provides a rationale for the existence of NBMS. It is also shown that the NB quality plays a positive role on NBMS. As the NB quality becomes higher, the retailer is more likely to procure the PL from the NB manufacturer instead of the fringe manufacturer. In addition, both channel members can be better off and more consumer surplus is provided by expanding the market under NBMS. Overall, sourcing from the NB manufacturer may improve channel profit, consumer welfare and social welfare. Originality/value The research contributes to explaining why the practice of sourcing PLs from NB manufacturers is widely adopted by retailers and can help retailers to make appropriate PL sourcing strategies under various circumstances.

Speaking candidly: how managers’ political stances affect consumers’ brand attitudes

2015 ◽  
Vol 24 (5) ◽  
pp. 494-503 ◽  
Author(s):  
Roland L Leak ◽  
Omar P Woodham ◽  
Kimberly R McNeil
Keyword(s):  
Linear Models ◽  
Brand Attitude ◽  
Brand Strategy ◽  
Brand Attitudes ◽  
Measured Variable ◽  
Content Type ◽  
Corporate Managers ◽  
Public Managers ◽  
Consumer Reaction ◽  
Dependent Variables

Purpose – This paper aims to investigate how consumers react to corporate managers publicly espousing an ideological belief regarding a social issue. In particular, this paper investigates anger derived by consumers as a mediator explaining why consumer attitudes change. Design/methodology/approach – An experiment was used to present respondents with a scenario about managers espousing specific ideological beliefs. All independent and dependent variables were measured. Variable relationships were analyzed utilizing general linear models to understand direct effects and bootstrapping to understand mediation. Findings – When made public, managers’ stances can make multiple, possibly competing, ideologies salient to consumers. Consumer reaction to a stance is most positive when held ideological beliefs are competing and consumers anchor on one ideology in agreement with the manager’s stance, leading to less anger and enhanced brand attitudes. When competing beliefs exist, consumers minimize the importance of dissonant beliefs. Further, preexisting brand attitudes provide a halo effect which helps to determine the amount of anger derived and any potential shift in brand attitude. Practical implications – This paper offers insights into when a reparative brand strategy may need to be structured after a manager’s ideological stance is made public. Not all of a company’s targeted demographic will take offense, and any reparative communications may need to focus on the consumer relationship with the brand rather than an outright apology. Originality/value – This paper adds to the literature investigating the intersection of ideology and marketing. This paper shows that there is an opportunity for managers to strategically shape marketing messages to capitalize on situations where consumers hold multiple, possibly competing ideological beliefs. Thus, this paper highlights that understanding consumers’ brand attitude shifts requires a more encompassing view of ideologies, as opposed to viewing them in isolation.

scholarly journals Effective sourcing strategies for perishable product supply chains

2014 ◽  
Vol 44 (6) ◽  
pp. 494-510 ◽  
Author(s):  
Willem A. Rijpkema ◽  
Roberto Rossi ◽  
Jack G.A.J. van der Vorst
Keyword(s):  
Supply Chain ◽  
Shelf Life ◽  
Product Quality ◽  
Discrete Event ◽  
Transportation Costs ◽  
Supply Chain Design ◽  
Content Type ◽  
Perishable Product ◽  
Sourcing Strategies ◽  
Sourcing Strategy

Purpose – The purpose of this paper is to assess whether an existing sourcing strategy can effectively supply products of appropriate quality with acceptable levels of product waste if applied to an international perishable product supply chain. The authors also analyse whether the effectiveness of this sourcing strategy can be improved by including costs for expected shelf life losses while generating order policies. Design/methodology/approach – The performance of sourcing strategies is examined in a prototype international strawberry supply chain. Appropriate order policies were determined using parameters both with and without costs for expected shelf life losses. Shelf life losses during transport and storage were predicted using microbiological growth models. The performance of the resulting policies was assessed using a hybrid discrete event chain simulation model that includes continuous quality decay. Findings – The study's findings reveal that the order policies obtained with standard cost parameters result in poor product quality and large amounts of product waste. Also, including costs for expected shelf life losses in sourcing strategies significantly reduces product waste and improves product quality, although transportation costs rise. Practical implications – The study shows that in perishable product supply chain design a trade-off should be made between transportation costs, shortage costs, inventory costs, product waste, and expected shelf life losses. Originality/value – By presenting a generically applicable methodology for perishable product supply chain design, the authors contribute to research and practice efforts to reduce food waste. Furthermore, product quality information is included in supply chain network design, a research area that is still in its infancy.

Brand-related feelings and sponsor attitude formation

2020 ◽  
Vol 21 (3) ◽  
pp. 513-526
Author(s):  
Felix Boronczyk ◽  
Christoph Breuer
Keyword(s):  
Structural Equation ◽  
Brand Attitude ◽  
Attitude Formation ◽  
Equation Modeling ◽  
Brand Attitudes ◽  
Press Releases ◽  
Online Questionnaire ◽  
Sport Event ◽  
Content Type

PurposeThis study examines how brand attitude formation with respect to sport event sponsors is affected by feelings related to the sponsor brand, the sponsored event, and concurrent sponsors.Design/methodology/approachUsing systematically manipulated press releases, 216 sport-interested participants were presented with different sponsorships of a major sport event. Sponsor information was systematically manipulated both within the stimulus text and the accompanying photo, which contained clearly visible sponsor signage. Participants' brand-related feelings and attitudes toward the stimulus brands were assessed through an online questionnaire following the treatment and analyzed using structural equation modeling.FindingsThe results show that sponsor brand-related feelings represent an important step in the creation of brand attitudes. Sponsor brand attitudes are further revealed to be in part determined by event- and co-sponsor-related feelings through several indirect pathways.Practical implicationsThe findings presented in this study suggest that managers who seek to create favorable brand responses need to consider the feelings associated with their brands, the event and concurrent sponsors. Brands may experience both beneficial and detrimental effects, depending on whether the feelings involved are positive or negative.Originality/valueTo date, no research has investigated the relationships between brand-related feelings and brand attitudes in event sponsorship while accounting for the influence of the sponsored event and concurrent sponsors. Therefore, this study contributes to a better understanding of the role of feelings in sponsor brand attitude formation.

Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
JungHwa (Jenny) Hong ◽  
Jie Yang ◽  
Barbara Ross Wooldridge ◽  
Anita D Bhappu
Keyword(s):  
Cognitive Processing ◽  
Positive Emotions ◽  
Underlying Mechanism ◽  
Brand Attitude ◽  
Brand Attitudes ◽  
Coffee Shop ◽  
Content Type ◽  
Brand Evaluations ◽  
Marketing Tool ◽  
Consumer Cognition

Purpose Brand storytelling has been found to be an effective marketing tool. Unlike a brand story that originates from a firm, consumers’ brand storytelling is created, developed and shared by consumers. This research aims to examine whether consumers’ brand storytelling leads to increased favorable brand evaluations and compares its effects on consumer cognition and emotions, to a brand story generated by a firm. Design/methodology/approach Three experiments were conducted to test the hypotheses. In Study 1, a 2 (story: consumers’ brand storytelling vs brand story by a firm) × 2 (product: coffee shop vs airline mileage programs) between-subjects design was used. Studies 2 and 3 replicated Study 1 and investigated different measurements of the constructs using different brands. Additionally, a mediation analysis was conducted. Findings The results show that consumers’ brand storytelling increases favorable brand attitudes. Consumers present deeper cognitive processing and higher experienced positive emotions when they read consumer brand storytelling as compared to a firm-created brand story, leading to a more favorable brand attitude. Originality/value There is a lack of empirical research investigating how consumers’ brand storytelling is different from brand stories created by firms, and how consumers’ brand storytelling influences brand attitudes. This study extends the literature by clarifying how consumers respond to consumers’ brand storytelling and evaluates brands by exploring the underlying mechanism for the effect of brand storytelling via consumers’ cognitions and emotions.

Effect of game-interactivity and congruence on presence and brand attitude

2017 ◽  
Vol 35 (6) ◽  
pp. 789-804 ◽  
Author(s):  
Devika Vashisht ◽  
Abhishek Chauhan
Keyword(s):  
Emerging Market ◽  
Digital Games ◽  
Brand Attitude ◽  
Future Research ◽  
Brand Attitudes ◽  
Content Type ◽  
Capacity Model ◽  
Transportation Theory ◽  
Brand Placements ◽  
Specific Factors

Purpose The purpose of this paper is to examine the effect of interactivity and game-product congruence on the players’ feelings of presence and their brand attitude in the context of in-game advertising. Specifically, this research illustrates the conditions under which the brand placements in digital games create attention, engagement, subsequent feelings of presence and brand attitude by drawing the insights from the “limited capacity model of attention,” the “vividness effects theory” and the “transportation theory.” Design/methodology/approach A 2 (interactivity: high or low)×2 (game-product congruence: high or low) between-subject measures design is used. In total, 152 students participated in the study. A 2×2 between-subjects multivariate analysis of variance is used to test the hypotheses. Findings The results reveal that for a high game-product congruent game, high interactivity results in greater levels of feelings of presence than a low-interactivity condition. However, for a low game-product congruent game, both high- and low-interactivity conditions result in the same level of presence. Furthermore, the findings also show that for a high game-product congruent game, high interactivity results in more favorable brand attitude than a low-interactivity condition. On the other hand, for a low game-product congruent game, both high- and low-interactivity conditions result in the same level of brand attitude. Research limitations/implications This paper provides implications for theory as well as practice by providing the empirical evidence of the combined effect of game-product congruence and interactivity on feelings of presence and brand attitude from the perspectives of attention, engagement and transportation of experiences in an emerging marketing context like India. The findings are useful for marketing practitioners in terms of effective in-game advertising, designing and execution. Future research can be conducted by exploring the in-game advertising effects of various other variables, such as product-involvement, game-involvement or game-repetition. Originality/value This investigation contributes to the literature of non-traditional advertising media, specifically to the area of branded entertainment, like brand placements in digital games by examining and exploring the influence of game-specific factors on the players’ feelings of presence and brand attitudes. Moreover, this paper is one of the first to reveal the real-time roles of game-specific factors in creating gamers’ feelings of presence and brand attitude from the perspectives of attention, engagement and transportation of experience in an emerging market context like India.

The impact of R&D sourcing strategies on basic and developmental R&D in emerging economies

2018 ◽  
Vol 21 (4) ◽  
pp. 522-542 ◽  
Author(s):  
Ebru Ozturk
Keyword(s):  
Likelihood Estimation ◽  
Emerging Economy ◽  
Cognitive Distance ◽  
Content Type ◽  
Sourcing Strategies ◽  
Trade Offs ◽  
Sourcing Strategy ◽  
Using Data ◽  
The Impact ◽  
Governance Modes

PurposeThe purpose of this paper is to investigate the impact of R&D sourcing strategies and their governance modes on basic and developmental R&D. Following the concept of cognitive distance, this research proposes that there are trade-offs between basic and developmental R&D when emerging economy firms engage in different R&D sourcing strategies. R&D sourcing can enable emerging economy firms to access different level of heterogeneity of knowledge inputs depending on the cognitive distance between the firm and its suppliers. Distance in cognition increases when firms obtain knowledge from abroad and independent suppliers in comparison to the acquisition of knowledge from home boundaries and affiliates.Design/methodology/approachTobit maximum likelihood estimation approach is used.FindingsUsing data from Turkish firms, this study finds out that offshore R&D with an outsourcing governance mode affects basic R&D. In contrast, domestic R&D with an insourcing mode influences developmental R&D.Originality/valueThis research extends recent efforts to better understand the determinants of different R&D types by examining offshore and domestic R&D together and by taking into account different governance modes of each R&D sourcing strategy. This study becomes important because it investigates this issue from the perspective of emerging economy firms.

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