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Are Trusted Brands Important?
Abstract
This study examines whether trusted brands are important in determining brand outcomes in consumer
markets. Specifically, we study whether trust facilitates obtaining superior brand outcomes in
terms of market share and advertising efficiency. We propose that, in addition to a direct effect of
trust on brand outcomes, trusted brands also attain superior brand outcomes by gaining differential
benefits in terms of the effectiveness of certain key strategic advertising variables. Thus, we posit a
moderating or interaction effect of trust on the effectiveness of the strategic advertising variables of
share of voice and brand differentiation. Using brands as the unit of analysis, we find strong empirical
support for the main effect of trust on both market share and advertising efficiency. Further,
trust enhances the effect of share of voice on market share and the effect of brand differentiation on
advertising efficiency. In fact, no effect of brand differentiation on ad efficiency was found, unless the
moderating effect of brand trust was considered.
... Many studies have considered the relevance of brand trust. Chatterjee and Chaudhuri (2005) examined whether brands with a higher trust level achieved better direct results in market share and advertising efficiency; they also analyzed whether this trust may increase these same results through an improved share of voice and brand differentiation against competitors. According to prior studies, consumer trust in a brand is based on the reliability and integrity of said brand (Moorman, Deshpande, and Zaltman 1993;Morgan and Hunt 1994). ...
... The advantage of brands that obtain greater levels of trust (Chatterjee and Chaudhuri 2005) is based on the following: (1) brands with greater levels of trust are more easily remembered by consumers; (2) brand trust implies learning on the part of consumers, which prevents them from changing to other competitor brands. As for the first point, a direct relationship exists between exposure to advertising and brand recollection, as well as between brand recollection and brand selection (Nedungadi and Hutchinson 1985). ...
... As for the first point, a direct relationship exists between exposure to advertising and brand recollection, as well as between brand recollection and brand selection (Nedungadi and Hutchinson 1985). Similarly, brands with a greater level of trust require lower levels of exposure to advertising, meaning that their advertising becomes more efficient (Chatterjee and Chaudhuri 2005). ...
The goal of this study is: (1) to expand upon prior research into general online content, (2) to analyze the acceptance and rejection factors of Internet advertising messages, and (3) to examine the moderating role of brand trust in this process. The results show that, when displaying intentions relating to the acceptance of online advertising, brand trust is not a significant influencing variable. However, when studying the intent to reject a message, brand trust does act as a barrier against the negative effect of irritation, while when this trust does not exist, irritation exercises a significant negative effect on advertising value.
... Dalam konteks kepercayaan konsumen pada merek, kepercayaan pada merek adalah kerelaan (willingness) dari rata-rata konsumen untuk mempercayai (to rely) pada kemampuan dari merek untuk berkinerja sesuai dengan yang dijanjikan (Chaudhuri dan Holbrook, 2001). Definisi lainnya adalah sebagai keyakinan yang dibangun oleh konsumen dalam reliabilitas dan integritas merek (Chatterjee dan Chaudhuri, 2005), dan sebagai kerelaan konsumen untuk mempercayai merek dalam konteks resiko karena harapan bahwa merek akan menyebabkan outcomes yang positif (Lau dan Lee, 1999). Delgado-Ballester (2004) mengkritisi definisi yang diajukan oleh Chaudhuri dan Holbrook (2001). ...
... Delgado-Ballester, Munuera-Aleman dan Yague-Guillen (2003) serta Delgado-Ballester dan Munuera-Aleman (2005) mendefinisikan kepercayaan pada merek sebagai harapan keyakinan dari reliabilitas merek dan niat merek (brand intentions). Definisi yang diajukan oleh Delgado-Ballester dan Munuera-Aleman (2005) dan Chatterjee dan Chaudhuri (2005) memiliki makna yang sama dengan definisi yang diajukan oleh Doney dan Cannon (1997). Doney dan Cannon (1997) memberikan dua dimensi pada kepercayaan, yakni kredibilitas dan perbuatan baik. ...
... Kredibilitas dalam hal ini adalah menepati apa yang dijanjikan kepada pihak lain. Penjelasan ini sejalan dengan dimensi itegritas (Chatterjee dan Chaudhuri, 2005) dan reliabilitas merek (Delgado-Ballester dan Munuera-Aleman, 2005). Dimensi kedua adalah perbuatan baik, yang berkaitan dengan kemauan satu pihak untuk mendapatkan hal yang sama dari pihak lain. ...
Abstraksi Artikel ini memaparkan antesenden loyalitas merek. Literatur menunjukkan bahwa kepuasan, baik emosional maupun kognisi, dan kepercayaan merek akan menumbuhkan loyalitas merek. Hal ini memberikan implikasi bahwa dalam menumbuhkan dan memelihara loyalitas merek dalam jangka panjang, produsen mesti memperhatikan bagaimana pelanggan terpuaskan, baik secara kognisi maupun secara emosional. Tercapainya kepuasan diharapkan akan menumbuhkan kepercayaan, dan selanjutnya akan meneguhkan komitmen pelanggan terhadap merek (loyalitas pelanggan) serta akan berdampak pada kukuhnya ekuitas merek. Kata kunci: kepuasan kognitif, kepuasan emosional, kepercayaan merek, loyalitas merek PENDAHULUAN Latar Belakang Dalam menarik dan mempertahankan pelanggan, satu hal yang perlu mendapatkan perhatian adalah membangun merek yang kuat dan memberikan kualitas pelayanan yang terbaik dalam rangka menyampaikan nilai bagi pelanggan. Pebisnis dan investor memandang merek sebagai aset perusahaan yang paling berharga, karena dalam pandangan konsumen, merek adalah wajah dari perusahaan, yang mengkomunikasikan nilai-nilai dan kualitas tertentu, sebagai jaminan atas kepercayaan dan reliabilitas (Susanto, 2007). Produk tidak hanya membutuhan identitas, namun lebih dari itu, tertanamnya emosi dan kepercayaan dalam produk menciptakan hubungan yang kuat dengan konsumen melalui merek sebagai wadah untuk menyampaikan nilai (delivering value) yang dijanjikan oleh perusahaan terhadap pelanggannya dan menjadi wadah pelanggan dalam mempersepsikan citra (image) dari suatu produk. Nilai dan citra merek yang terbentuk akan mengarahkan konsumen kepada loyalitas. Loyalitas jelas lebih merupakan sebuah fungsi dari brand name dan citra dibandingkan dengan berbagai peran fungsional dari atribut merek lainnya (Assael, 2004). Fenomena mengenai kepuasan emosional dan kepercayaan pada merek, hubungannya dengan loyalitas konsumen terhadap merek diteliti oleh Martin Lindstrom (Susanto, 2007) yang mengukur kesetiaan terhadap merek dari
... This definition draws one's attention not only to the developing nature of trust, but also that the concept of trust is a function of a consumer's experience. Chatterjee and Chaudhuri (2005) suggest that brand-consumer communications provide the grounds for the improvement of brand trust by extensively developing brand awareness for brands that experience greater levels of trust. In the online environment, trust has been referred to as a significant part in achieving consumers' favorable behaviors (Reichheld and Schefter 2000). ...
... Perceived risk of use, brand reputation, and brand trust are first order reflective constructs. The method of confirmatory factor analysis was applied to prove the validity of the items provided by Corbitt et al. (2003), Cretu and Brodie (2007), and Chatterjee and Chaudhuri (2005) respectively. The previous experience in co-creation variable was collected through dummy variables adapted from Thompson et al. (1994). ...
The objective of this study was to analyse the adoption of the Internet of Things (IoT) in the home. An exploratory study integrating technology adoption models and domestication theory was designed. The data was collected in Spain and Colombia and 405 online surveys were obtained. For the creation of the measurement and analysis tool, the statistical program Smart PLS was used. The results found that for the adoption of the Internet of Things in the home, the degree of importance of the Internet in people’s lives is decisive, as well as the degree of perception of future benefit from its use and perceived enjoyment. The process of Internet domestication generates the intention and, therefore, the use of the Internet of Things technologies in the home.KeywordsInternet of ThingsAdoptionHomesTechnologyHuman computer interactionDisruptive technology
... This definition draws one's attention not only to the developing nature of trust, but also that the concept of trust is a function of a consumer's experience. Chatterjee and Chaudhuri (2005) suggest that brand-consumer communications provide the grounds for the improvement of brand trust by extensively developing brand awareness for brands that experience greater levels of trust. In the online environment, trust has been referred to as a significant part in achieving consumers' favorable behaviors (Reichheld and Schefter 2000). ...
... Perceived risk of use, brand reputation, and brand trust are first order reflective constructs. The method of confirmatory factor analysis was applied to prove the validity of the items provided by Corbitt et al. (2003), Cretu and Brodie (2007), and Chatterjee and Chaudhuri (2005) respectively. The previous experience in co-creation variable was collected through dummy variables adapted from Thompson et al. (1994). ...
The objective of this study was to analyse how consumers adopt webrooming and showrooming purchasing processes for different products (textile-fashion, home appliances and groceries). A crossover study was carried out in two countries, Spain and Colombia, applying an exploratory model through the analysis of PLS structural equations. The results showed differences in the adoption of this type of purchase depending on the type of product. The contributions of this study allow companies to choose and manage omnichannel processes depending on the type of products they sell.
... This definition draws one's attention not only to the developing nature of trust, but also that the concept of trust is a function of a consumer's experience. Chatterjee and Chaudhuri (2005) suggest that brand-consumer communications provide the grounds for the improvement of brand trust by extensively developing brand awareness for brands that experience greater levels of trust. In the online environment, trust has been referred to as a significant part in achieving consumers' favorable behaviors (Reichheld and Schefter, 2000). ...
... Perceived risk of use, brand reputation, and brand trust are first order reflective constructs. The method of confirmatory factor analysis was applied to prove the validity of the items provided by Corbitt et al, (2003), Cretu and Brodie (2007), and Chatterjee and Chaudhuri (2005) respectively. The previous experience in co-creation variable was collected through dummy variables adapted from Thompson et al (1994). ...
This paper explains the differences found in the previous research in the effect of motivators and deterrents on the attitude towards co-creation online for users’ groups from different cultural contexts introducing the moderating effects of perceived risk of use, brand reputation, and mediation effect of brand trust to the model. Furthermore, the advanced model is tested by implementing previous experience in co-creation as the moderation effect to the entire model and by comparing different groups using multigroup analysis.KeywordsCo-creationCultural contextPrior experienceRisk of useBrand reputationBrand trust
... This definition draws one's attention not only to the developing nature of trust, but also that the concept of trust is a function of a consumer's experience. Chatterjee and Chaudhuri (2005) suggest that brand-consumer communications provide the grounds for the improvement of brand trust by extensively developing brand awareness for brands that experience greater levels of trust. In the online environment, trust has been referred to as a significant part in achieving consumers' favorable behaviors (Reichheld and Schefter 2000). ...
... Perceived risk of use, brand reputation, and brand trust are first order reflective constructs. The method of confirmatory factor analysis was applied to prove the validity of the items provided by Corbitt et al. (2003), Cretu and Brodie (2007), and Chatterjee and Chaudhuri (2005) respectively. The previous experience in co-creation variable was collected through dummy variables adapted from Thompson et al. (1994). ...
This study explicates customers’ experience in the context of omnichannel integration strategy by synthesizing a disparate body of research in the topic areas of omnichannel marketing, customer engagement, and loyalty loop. The research model was built on a strategic set of managerial factors and their influences on customer engagement behaviors in the initial stage of omnichannel integration. Analysis results found that web usability and customer characteristics, such as share of store visits, social media use, and email receptivity, were associated with customer engagement behaviors. Customers’ email receptivity moderated the impact of channel characteristics, including web usability and store proximity.KeywordsOmnichannel marketingCustomer engagementLoyalty loopCustomer experience managementCustomer journey
... Recent studies regarding SDT focus on masstige brands (Shahid et al. 2024), brand communities (Bilro and Loureiro 2023), advertising (Gilal et al. 2024), mobile commerce (Japutra et al. 2024), organic food (Khan et al. 2023) and corporate social responsibility (Tao and Ji 2024). The literature suggests that consumers prefer authentic (Fritz et al. 2017) and trusted brands (Chatterjee and Chaudhuri 2005). Still, the literature needs to tell how consumers extract that trustworthiness, i.e., what credibility they rely on when exhibiting self-determination. ...
The primary purpose of this paper was to research consumer intrinsic needs, i.e., self-determination (autonomy, competence, relatedness) concerning the consumer experience with favourite brands, given different types of perceived credibility as predictors and subjective vitality as the well-being outcome. For this study, we utilised source credibility and self-determination (SDT) theories in the novel favourite brand context. We analysed data by performing confirmatory factor analysis (CFA) and structural equation modelling (SEM) on 201 Croatian respondents. The findings suggest that self-determination plays a role in the favourite brand experience, whereas different types of brand credibility exert different impacts on self-determination. Reputed brand credibility positively influenced consumer intrinsic motivation, i.e. self-determination (autonomy, competence and relatedness). Presumed credibility negatively influenced autonomy and relatedness. Furthermore, relatedness, unlike autonomy and competence, positively affected subjective vitality in the favourite brand context. Our study contributes to the source credibility theory by revealing different credibility types important for self-determination within the brand experience. Furthermore, our findings contribute to SDT by showing the connection between specific intrinsic motivation needs and consumer subjective vitality. In addition, our study contributes to self-determination theory by utilising the SDT theoretical framework in the novel favourite brand context, which has yet to be the case.
... The customer's trust in a brand, which is defined as the "confidence a consumer develops in the brand's reliability and integrity" [84] (p. 2), seems also to be one of the customers' loyalty mediators. Researchers examined the relationship between brand trust and loyalty in the field of sport and fitness, concluding that trust is an important factor in the development of members' brand loyalty [71,85]. ...
In an era marked by a growing emphasis on business ethics and sustainability, fitness centers face a compelling need to align their practices with their members’ perceived ethical values. To explore the role of ethics in the fitness industry’s expanding business landscape, this study draws upon established theories in consumer-perceived ethicality (CPE), business ethics, and customer segmentation strategies. The paper’s objectives were to adapt and validate the CPE scale for the Greek context and categorize fitness center members based on their perceived ethicality and to examine the impact of perceived ethicality on loyalty, word-of-mouth communication, and trust towards fitness centers. The research involved 286 fitness center members who completed a questionnaire measuring CPE, loyalty, trust, and word-of-mouth communication. Utilizing clustering analysis, two distinct consumer segments emerged, each demonstrating unique patterns of perceived ethicality. Intriguingly, both the high- and low-CPE groups assigned considerable importance to word-of-mouth communication, followed by trust and loyalty. These findings provide valuable insights for businesses in the fitness industry seeking to enhance their ethical reputation and bolster customer retention. Furthermore, the translated CPE scale holds the potential to contribute significantly to the ongoing discourse on consumer behavior regarding business ethics and sustainability within the fitness sector.
... Many trust-related effects are supported by the advertising literature (Chatterjee and Chaudhuri 2005), enhanced understanding, advertisement engagement, and awareness are some of the benefits (Chatterjee and Chaud-huri 2005;Soh, Reid, andKing 2009), advertisement attitude (Austin et al. 2002;Soh, Reid, and King 2009), as well as the corresponding behavioral reactions (Li and Miniard 2006). Trust has become even more of a priority for advertisers as they attempt to combat growing competitive pressures by cultivating customer-brand relationships (Pawle and Cooper 2006). ...
The pharmaceutical industry is usually different from other markets for the reason that the "decision-makers" are usually the physicians who prescribe and choose medicines for their patients (consumers). In 1987, several marketers recognized the opportunity to generate enormous numbers of potential customers worldwide through direct-to-consumer advertising (DTCA). The Turkish government initially granted permission in 2011 to advertise non-prescription medicines directly to customers, while DTCA has long been restricted to prescription medications. We investigated how consumers' attitudes toward pharmaceutical direct-to-consumer advertising (DTCA) impacted their behavioral intentions and if the correlation between attitude toward DTCA and the behavioral intention was moderated by their propensity to trust. This research provides survey results that support the model. In terms of outcomes, there were findings regarding the correlation between the propensity to trust, attitudes, and behavioral intention. In general, the data shows that consumers' propensity to trust plays a moderating role in determining how they react to prescription and non-prescription medicine advertisements.
... Scholars have hypothesized that the fit between finish and product type makes the product information feel more trustworthy (Johar, 2022;Vignovic & Thompson, 2010), thus enhancing consumers' perceived product effectiveness (Chatterjee & Chaudhuri, 2005;Priester & Petty, 2003) and their preference for the product. Building on approach-avoidance goal pursuit theory, the current research classifies problem-solving products into problem-approaching and problem-avoiding ones. ...
This research examines whether, how, and why visual finish (i.e., whether a product/package is glossy or matte) can affect consumers' perceived effectiveness of problem‐solving products. Drawing on approach–avoidance goal pursuit theory, this work classifies problem‐solving products into problem‐approaching and problem‐avoiding ones according to their operation processes. A pilot study demonstrates that participants are more likely to choose a glossy finish over a matte one for a problem‐avoiding (vs. problem‐approaching) product. Studies 1 and 2 collectively find that glossy (vs. matte) finishes increase consumers' perceived effectiveness of a problem‐avoiding product while the reverse is true for a problem‐approaching product. Moreover, this effect is mediated by perceived trustworthiness of product function (Study 3). Studies 4–5 further document its consequential implications on willingness‐to‐pay (Study 4; incentive‐compatible paradigm) and consumers' actual ad clicks (Study 5; field study). The findings contribute to the visual finish, product effectiveness, and approach–avoidance goal pursuit literatures. They also have significant managerial implications on product appearance design.
... Aksi hâlde tüketici satın aldığı bir ürünle ilgili bir sorun yaşadığında firma yetkililerinden destek görmediğinde veya yeterli bilgi alamadığında o ürün ve firmaya karşı güveni sarsılmaktadır. Tüm bu tanımlamalardan sonra tüketicinin, satın aldığı ürün veya hizmete olan güveninin artması sonucunda, tekrar aynı ürüne yöneldiği görülmektedir(Chatterjee & Chaudhuri, 2005).Tüketicinin ürüne güven duymasını sağlayan etmenlerden biri de ürünün sahip olduğu sertifikalar ve kalite belgeleridir. Özellikle tüketiciler gıda ürünlerinde sertifikalara, kalite belgelerine önem vermektedir. ...
Endüstri Devriminden sonra yaşanan gelişmeler sonucunda bireyler tüketime odaklı bir şekilde yaşamaya başlamıştır. Tüketime odaklı olarak yaşam standartları değişen tüketicinin, tatmin etmek istediği ihtiyaçları da değişmiştir. Zorunlu ihtiyaçlarının yanı sıra tüketiciler toplum içinde var olmak, eğlenmek, mutlu olmak gibi çok çeşitli nedenlerden dolayı tüketme eylemini gerçekleştirmek istemiştir. Fakat tüketicinin bu eylemlerinin, dünya üzerinde yaşayan diğer canlıların hayatını tehlikeye attığı görülmüştür. Tüketicinin demografik özelliklerine bağlı olarak karar verme tarzlarının zamanla değişim göstermesi sürdürülebilir tüketim davranışının ortaya çıkmasına neden olmuştur. Bu yüzden demografik özelliklerin tüketici karar verme tarzları ile sürdürülebilir tüketim davranışı üzerindeki etkisinin ele alınması gerektiği düşünülmüştür. Bu bağlamda demografik özelliklerin tüketici
karar verme tarzları ile sürdürülebilir tüketim davranışı üzerinde nasıl bir etkisinin olduğunu tespit etmek araştırmanın amacını oluşturmuştur. Bu amaç doğrultusunda, araştırmanın evreni İzmir'de nüfus yoğunluğunun en fazla olduğu 6 ilçe olarak belirlenmiştir. Bu evrenden kota örnekleme yöntemine göre 598 kişi araştırma anketine katılmıştır. Araştırma verilerinin analizi SPSS 22 ve AMOS 21 programlarında gerçekleştirilmiştir. Yapılan analizler sonucunda, demografik özelliklerin hem tüketici karar verme tarzları hem de sürdürülebilir tüketim davranışında oldukça önemli olduğu görülmüştür. Aynı zamanda tüketici karar verme tarzları ile sürdürülebilir tüketim davranışı arasında hem pozitif hem de negatif bir ilişkinin olduğu sonucuna ulaşılmıştır.
... The concept of brand trust is well recognised as a pivotal link in brand-consumer relationship (e.g., Sheth & Parvatiyar, 1995;Zehir et al., 2011). Defined by Morgan and Hunt (1994) as 'consumers' confidence concerning a brand's reliability and integrity', trust has been found to be strongly associated with loyalty (Lau and Lee, 1999), market share, advertising efficiency (Chatterjee & Chaudhuri, 2005), brand equity (Ambler, 1997), customer commitment and purchase (Delgado-Ballester & Munuera-Aleman, 2001). ...
The unprecedented crisis due to the COVID-19 pandemic has resulted in a shift in consumers’ attitude, behaviour and purchasing habits across the globe. While brands make all the efforts to cope up, they also need to devise strategies to survive in the post-crisis situation. It is in the light of this disturbed equilibrium that the present study is undertaken. Using structural equation modeling (SEM)-based analysis of 240 consumer responses, the article analyses the direct influence of pandemic communication and the indirect impact of brand attitude and product category on three specific brand outcomes, viz. image, trust and loyalty. The findings reveal a positive and significant impact of communication during pandemic on all three brand outcomes under investigation. Further, though the results do not divulge the moderating role of brand attitude, they establish the impact of pandemic communication on brand loyalty for non-essential product category. On the basis of the findings, the study yields useful suggestions that can be implemented by brands to hold themselves more strongly in the post-pandemic future.
... Although some consumer groups perceive highpriced products as unnecessary, other consumer groups Brand trust, which holds an important place for businesses, is a concept that is frequently examined in the scientific literature. Brand trust positively affects brand loyalty [Delgado-Ballester, Munuera-Aleman, 2001;Bennur, Jin, 2017], brand commitment [Viktoria-Rampl, Kenning, 2014;Delgado-Ballester, Munuera-Aleman, 2001;Chaudhuri, Holbrook, 2001;Matzler, Bidmon, Grabner-Kräuter, 2006;Orzan et al., 2016;Mishra, Kesharwani, Das, 2016;Upamannyu, Bhakar, Gupta, 2015;Bennur, Jin, 2017], intention to buy [Chaudhuri, Holbrook, 2001;Halim, 2006] and purchasing behavior [Chatterjee, Chaudhuri, 2005;Viktoria-Rampl, Kenning, 2014]. ...
In the age of consumption, customers prefer high-quality and exclusively designed luxury brands. This trend is based on a variety of reasons, such as the manifestation of status and wealth, as well as positive emotions and symbolic power created by these brands. The study aims to examine the variables of trust and loyalty to luxury brands, brand preference and price sensitivity, and to determine whether there is a meaningful relationship between these variables. If there is, to investigate the mediating role of price sensitivity in the effect of consumer trust and loyalty to luxury brands on brand preference. The methodological framework of the research includes planned behaviour theory to predict customers’ intentions and behaviours towards luxury brands. The information base of the research includes data from the online survey of 563 respondents from Turkey. Among the main research methods applied in the study are descriptive statistics and correlation analysis. SPSS 22.0 and AMOS software, as well as the principles of structural equation modeling are used to analyze the data. In the research, we could not determine the mediating role of price sensitivity in the effect of brand trust and loyalty on brand preference. A statistically significant, positive, and healthy relationship exists between brand trust and brand loyalty and brand preference. The study shows that the effect of price sensitivity and brand trust on brand preference is weak. The theoretical and practical importance of the study is to support companies in developing successful luxury branding strategies and to contribute to the luxury brand literature.
... Marka güveni, tüketicinin markanın belirtilen fonksiyonu yerine getirme yeteneğine güvenme isteği olarak da ifade edilmektedir (Moorman vd., 1993). Marka güveni, işletmelerin müşteriler yönünden samimi, yardımsever ve yeterli şeklinde anlaşılması olarak ifade edilmektedir (Chatterjee ve Chaudhuri, 2005;Dean, 2003). Müşteriler karşılıklı ilişkilerinde insanlardan umdukları güvenme hissini, hayal ettikleri markalardan da isterler ve bu güvenme duygusu meydana geldiğinde müşteri tatmini de sağlanmış olur. ...
... Tüketiciler güven duydukları markaları diğerlerine oranla daha fazla tercih etme eğilimindedirler. Bu nedenle markaya duyulan güven arttıkça, işletmelerin sahip oldukları pazar payları da artmaktadır (Chatterjee ve Chaudhuri, 2005). ...
Günümüzde ürün alternatiflerinin artması ve bu alternatiflerin birbirleriyle benzer özellikler göstermesi, markalara duyulan güven unsurunun ve tüketicilerin markalara gösterdikleri sadakat düzeyine verilen önemin artması sonucunu doğurmuştur. Marka güveni ve marka sadakati hem tüketiciler hem de işletmeler açısından oldukça önemlidir. Diğer taraftan ilgili markaların tercih edilmesinde kültürün çok büyük etkisi olduğu görülmektedir. Markaların ait oldukları ülkeler birçok tüketici için seçim konusunda yol göstermektedir.
Bu çalışma; 1991 yılında Türkiye’de kurulan, 1996 yılında yurtdışı pazarlarına açılan, Türkiye pazarının lideri konumunda olan, ABD ve Kanada gibi önemli pazarlarda başarılı pazarlama faaliyetleri yürüten, farklı birçok ülkede farklı dönemlerde yapılan araştırmalarda “en iyi jean markası” seçilen, Time Dergisi tarafından “Türkiye’den uluslararası pazarlara açılan ilk tekstil markası” olarak tanıtılan ve halen Dünya’da 5000 satış noktası ve 385 mağaza sayısı ile faaliyetlerini sürdüren Mavi Jeans müşterileri üzerinde yürütülmüştür (www.mavi.com). Çalışmada tüketicilerin bu markaya duydukları güvenin ve Türk markası olmasının tüketicilerin marka sadakatine etkisinin olup olmadığını belirlemek amaçlanmıştır. Çalışma sonucunda markaya duyulan güven ve tüketicilerin etnosentrik eğilimlerinin marka sadakati üzerinde güçlü bir etkisi olduğu ve bu üç değişken arasında pozitif ve anlamlı bir ilişki olduğu belirlenmiştir.
... Marka güveni: Markanın iyi niyetli, güvenilir ve dürüst olduğuna dair tüketici beklentisi olarak tanımlanmaktadır (Chatterjee ve Chaudhuri, 2005;Delgado-Ballester, 2004). ...
Bu araştırmada, üniversite öğrencilerinin spor ürünlerine yönelik ilişkisel pazarlama çerçevesinde marka sadakatlerinin incelenmesi amaçlanmıştır.
Tarama modeli ile yapılandırılan bu araştırmadaki çalışma grubu bir üniversitede öğrenim gören, 108’i erkek 99’u kadın olmak üzere toplam 207 öğrencinin gönüllü katılımıyla oluşmuştur. Araştırmada veri toplama aracı olarak kişisel bilgi formu ile Özdemir ve Koçak (2012) tarafından geliştirilen 5 alt boyuttan oluşan Marka Sadakati Ölçeği (MSÖ) kullanılmıştır. Verilerin analizinde bağımsız ikili karşılaştırmalar için Independent sample t test, bağımsız çoklu karşılaştırmalar için tek yönlü varyans analizi (ANOVA) kullanılmıştır. Katılımcıların yaş, aylık kişisel harcama ve ailenin aylık geliri, değişkenleri ile MSÖ alt boyutları arasında Pearson Korelasyon Analizi kullanılmıştır. Yapılan analizler sonucunda kadınların marka duygusu düzeyinin anlamlı olarak erkeklerden daha yüksek olduğu belirlenmiştir. Hayatının önemli bir kısmını şehirlerde geçiren öğrencilerin marka tatmini, marka güveni, marka duygusu ve davranışsal marka sadakati düzeylerinin kasaba ve köylerde yaşayanlara göre anlamlı olarak daha yüksek olduğu tespit edilmiştir. Ayrıca bireyin kişisel harcama düzeyi ile marka sadakati alt boyutları arasında anlamlı ilişki bulunmazken; ailenin aylık gelir düzeyine ile marka tatmini, davranışsal marka sadakati ve tutumsal marka sadakati değişkenleri arasında zayıf anlamlı ilişkilerin olduğu ortaya konmuştur.
Sonuç olarak üniversite öğrencilerinin spor ekipmanları markalarına yönelik algılarının farklı değişkenler çerçevesinde etkilenebildiği ve değişebildiği söylenebilir.
Abstract:
This study aimed to analyze empirically the brand loyalty of the students in the relationship marketing framework related to the sports products. The sampling group of the study, which is structured with descriptive survey model, consists of a total of 207 participants -108 male and 99 female participants- who are selected with availability sampling method under the condition that they participate willingly. As the data collection tool, personal information form and Brand Loyalty Scale (MSÖ - BLS) developed by Özdemir and Koçak (2012), which has five sub-dimensions were used. In the analysis of the data, Independent sample t test was used in order to perform independent dual comparisons; and one-way variance analysis (ANOVA) was used in order to perform independent multiple comparisons. Pearson Correlation Analysis was used in order to determine the correlation between the variables of age, monthly personal expense and the monthly family income of the participants and sub-dimensions of BLS. As a result of the analyses made, it is determined that the sense related to brand in women is significantly higher than men. It is also found that brand satisfaction, brand trust, sense of brand and behavioral brand loyalty levels of the students who have spent a significant part of their lives in large cities and cities are significantly higher than the ones who have spent their lives in towns and villages. Also, whereas there isn’t any significant correlation between the level of personal expense of an individual and sub-dimensions of brand loyalty, it is revealed that there are weak significant correlations between monthly family income level and the variables of brand satisfaction, behavioral brand loyalty and attitudinal brand loyalty. As a result, it can be said that the perception of the university students related to sports equipments brands can be affected and changed in the frame of different variables.
... It was suggested that individuals are more willing to process information from a trusted source [90]. This processing takes the form of attentiveness to facilitate learning [91,92], increases involvement in advertising and decreases avoidance [17,93]. This may allow trust in DS advertising to build and consolidate the illusory knowledge about the product. ...
Background
Despite offering little overall benefit and emerging concerns about their safety, dietary supplements have become increasingly popular. Trust in advertising them may contribute to high confidence in dietary supplements in public opinion.
Aim
To develop and validate a screening questionnaire intended for the general public regarding knowledge about dietary supplements and a questionnaire on trust in advertising dietary supplements, and to identify the association between these constructs.
Materials and methods
The development and validation of the measures was overseen by the panels of experts. The conceptual frameworks of the constructs were scientifically well grounded. A set of semi-structured interviews and anonymous web-based surveys was performed. The final questionnaire was applied to 220 non-medically educated people and 121 medically educated people.
Results
A 17-item questionnaire on knowledge about dietary supplements and eight-item questionnaire on trust in advertising dietary supplements were developed. The measures presented satisfactory proof of validity, however, the psychometric properties of the questionnaire on knowledge were modest. Both the knowledge about dietary supplements in the study group and trust in advertising them were low. A significant negative relationship was found between knowledge about dietary supplements and trust in advertising them among the general public (Pearson’s r = -0.42, 95%CI: -0.52 to -0.30, p<0.0001). This association was especially pronounced in people who reported not taking dietary supplements (Pearson’s r = -0.61, 95%CI: -0.76 to -0.39, p<0.0001).
Conclusions
The extensive advertising of dietary supplements appears to be in conflict with promoting evidence-based knowledge about them, which raises substantial concerns for the public health. The results of the study are only preliminary and require further confirmation and exploration.
... Furthermore, both concepts have a significant influence on consumers and the firms consequently (Garnefeld et al., 2011;Bone, 1995;Cantallops & Salvi, 2014). Consumers usually trust the eWOM and WOM more than marketing communication initiated by companies (Zehrer et al., 2011;Chatterjee, S. C. & Chaudhuri, 2005). The social connections between individuals have been created through social media, considerably will impact positively individual's trust of brand or product (Pan & Chiou, 2011). ...
The concept of Halal is now being recognised worldwide since Halal products are globally disseminated even in non-Muslim countries. This study aims to determine the main factors affecting Halal product purchase intentions, understand the role of social media news’ influence on Halal products judgment and purchase intention, and to provide managerial and theoretical implication for leveraging Halal products purchase intention.
This study utilises both Social Identity theory and Elaboration Likelihood Model for a better understanding of the involved relationships. Data analysis was conducted using SPSS v.25; for determining sample characteristics, exploratory factor analysis, and Cronbach’s alpha reliability assessment, Smart PLS v.3.2.7 was adopted for a confirmatory factor analysis, and Analysis of Variance (ANOVA) was also used for testing the research hypotheses.
The results showed that social media news, information usefulness, and product judgment all have positive influences on Halal products’ purchase intention. This research has provided an examination of several variables that have never been examined before in the context of the Halal, which helps establish both managerial and theoretical contributions. By focusing on the results of this study, Halal products’ providers can market their offerings better to increase their profitability and market share.
Key words: Consumer ethnocentrism, E-WOM, Halal products, Information usefulness, Product judgment, Purchase Intention, Social media news and Source credibility
... Marketing literature has shown that "an essential and very important part of a brand is the trust consumers have in the brand living up to their expectations" [2]. There are different definitions about brand trust, for example, brand trust can be defined as "the confidence a consumer develops in the brand's reliability and integrity" [25,26]. In this perspective, Delgado et al. believe that brand trust is uni-dimensional and driven by a consumer's overall satisfaction with the product and confident expectations of the brand's reliability and intentions in situations entailing risk to the consumer [27]. ...
The aim of this research aimed to investigate the relationship emotional evaluation, rational evaluation and customer brand relationship in Vietnamese retail banking service. Survey data was collected from 450 customers some bank brands in HCM City. The research model was proposed from the study of emotional evaluation, rational evaluation and customer brand relationship of some authors in abroad. The reliability and validity of the scale were tested by Cronbach’s Alpha, Average Variance Extracted (Pvc) and Composite Reliability (Pc). The analysis results of structural equation model (SEM) showed that the relationship emotional evaluation, rational evaluation and customer brand relationship had a relationship with each other.
... The confidence a consumer cultivates in the brand's reliability and truthfulness (Chatterjee & Chaudhuri, 2005). Bloemer, De Ruyter, and Peeters (1998) found that reliability seems to be the most vital influencing factor than behavioral loyalty in case of customer loyalty with banks. ...
... Brand trust was defined as the willingness of the average consumer to rely on the ability of the brand to perform its stated function (Chaudhuri and Holbrook, 2002), as the confident expectations of the brand"s reliability and intentions (Delgado, Munuera et al., 2003) and as the confidence a consumer develops in the brand"s reliability and integrity (Chatterjee and Chaudhuri, 2005). In consonance with previous studies, brand trust was further conceptualized to feature two dimensions: brand reliability and brand intentions (Delgado-Ballester , 2004; Delgado-Ballester and Munuera-Alemán , 2005). ...
It is a generally acknowledged in marketing literature that pricing is a critical strategy that influences product/service demand and company profitability. Consequently, price plays an important role in influencing customers decisions in choosing and developing loyalty with a particular product or service. Moreover, consumers are becoming more value conscious, focusing on price and value as the primary reason when purchasing product and service. Thus, the influence of the multi-dimensions of perceived value on customer loyalty in the airline context was examined. In addition, the moderating effect of consumers price perception was also investigated in explaining service loyalty. The empirical findings strongly supported the significant impact of quality/emotional response/reputation, behavioral price on brand affect and brand trust. But no support was found for the hypothesized relationships between monetary price and brand affect and brand trust. Moreover, brand trust was found to significantly predict both attitudinal loyalty and behavioral loyalty, as hypothesized. Contrary to expectations, brand affect exerted no impact on both loyalty constructs. The moderating effect of price perception was significantly apparent solely on the relationship between brand affect and loyalty constructs.
... Brand trust can be defined as the willingness of the average consumer to rely on the ability of the brand to perform its stated function (Chaudhuri & Holbrook, 2002;Moorman, Deshpande, & Zaltman, 1993), as the confidence a consumer develops in the brand's reliability and integrity (Chatterjee & Chaudhuri, 2005) The above definition leads to two general approaches to trust in the literature (Dwyer & Lagace, 1986). First, Based on the partner's expertise, reliability, or intentionality partner's trustworthiness is viewed as a belief, sentiment, or expectation. ...
Brands play important role as one of the important intangible assets of the companies. In this case, brands are the interface between consumers and the companies, and consumers may develop trust, attachment, involvement and loyalty. The purpose of this study is to investigate the influence of brand trust and attachment on behavioural loyalty and attitudinal loyalty, and the moderating effects of age, gender, and involvement factors in the above relationships. Sri Lankan milk powder consumers were selected to test in the fast moving consumer goods category as the relational exchange context for this research. Data were collected using self administrated questionnaire through convenient sampling technique from 296 participants. The findings indicate that brand trust and attachment influence on both behavioural loyalty and attitudinal loyalty, in addition to that gender, age and involvement moderate the above influence. Keyword: Brand trust, attachment, behavioural loyalty, attitudinal loyalty, involvement
... It is said that trust is the cornerstone of the relationships between consumers and brands (Morgan and Hunt, 1994;Garbarino and Johnson, 1999;Delgado-Ballester et al., 2003;Elliott and Yannopoulou, 2007). In addition, consumers are more prone to buy brands they trust (Chatterjee and Chaudhuri, 2005). Similarly, many empirical studies prove the positive impact of brand trust on loyalty (Lau and Lee, 1999;Chaudhuri and Holbrook, 2001;Delgado-Ballester et al., 2003;Delgado-Ballester and Munuera-Alemán, 2005;Sichtmann, 2007;Matzler, Grabner-Kräuter and Bidmon, 2008;Laroche, Habibi, Richard and Sankaranarayanan, 2012). ...
This paper aims to explore brand love in the context of brand trust, resistance to negative information and intention to repurchase in the clothing brand context. Based on a sample of 400 respondents, simple regression and multiple regression analyses were conducted to analyse direct effects and bootstrapping analyses were run to examine mediating roles. The analyses indicate a significant positive effect of brand trust on brand love, resistance to negative information, and intention to repurchase. In addition, brand love is confirmed to positively influence resistance to negative information and intention to repurchase. Concerning mediating roles, brand love is the mediator of the relation between brand trust and resistance to negative information and intention to repurchase. These results provide guidance to managers of clothing brands by disclosing the importance of brand love and brand trust. Accordingly, to have a brand customers love, managers should invest in gaining consumers' trust. Such valuable relationships eventually facilitate consumer resistance against negative information and intention to repurchase.
... "Atributos Organizacionais" (6º) centram-se mais na relação do clube para com os seus adeptos, sendo importantes na medida em que, aliados à satisfação das necessidades dos espectadores transmitem confiança e revelam a integridade do serviço (Chatterjee & Chaudhuri, 2005). Para além disto, este factor também se pode focar na previsão, competência e reputação da marca, com o intuito de alcançar a confiança e contribuir para alcançar a lealdade dos espectadores. ...
Businesses are increasingly focusing on brand experience due to its dual role in directly creating customer value and shaping customers’ perceptions of brand equity. This study investigates the impact of brand experience on brand equity in Vietnam’s e-commerce sector. Primary data were collected from respondents with prior online shopping experience on e-commerce platforms. The research identifies four critical dimensions of brand experience in e-commerce services: sensory, affective, intellectual, and behavioral experiences. These components positively influence brand equity, particularly in terms of brand association, brand trust, and brand loyalty. Moreover, the study confirms the mediating roles of brand association and brand trust in the relationships between affective experience and brand loyalty, intellectual experience and brand loyalty, and behavioral experience and brand loyalty. This research offers a valuable contribution to the literature on brand experience and brand equity, especially within the e-commerce context. Managerial implications are also provided to guide businesses in enhancing customer brand experiences and strengthening brand equity.
ركزت الدراسة الى معرفة طبيعة العلاقة بين شخصية العلامة التجارية التى المتمثلة بابعادها خمسة (الاخلاص والصدق والاثارة والكفاءة و التطور والصلابة) و تأثيرها في الثقة باعتبارها الهوية التي تميز الخدمات في السوق التنافسي وبتوسيط الثقة كونها تلعب دورا هاما في تشجيع ولاء السائح لعلامة تجارية معينة و الوقوف على أهمية شخصية العلامة التجارية باعتبارها و تطبيقاتها العملية و تشخصيص ابعادها و العوامل الؤثرة في القطاع السياحي العراقي و شخصت مشكلة الدراسة في ضعف الاداراك المعرفي والميداني و قلة المعلومات و الاساليب التسويقية التي ترتبط بشخصية العلامة التجارية ومدى استجابة العينة المبحوثة لمتغيرات شخصية العلامة التجارية وفهم التغيير في احتياجات السائحين ورغباتهم و تحددت اهداف الدراسة في عرض الاطار المعرفي عن المتغيرات الرئيسية واعتمدت الدراسة المنهج الوصفي و التحليلي واستخدمت الاستبانة كأداة رئيسة في جمع المعلومات و البيانات من سائحين الذين يترددون على شركات السفر والسياحة اذ تم اختيارهم بشكل عشوائي وقد توصل البحث الى مجموعة من الاستنتاجات تعمل الشركات السياحية على تقديم خدمات مميزة لتعزيز ثقة السائحين في العلامة التجارية وتجعلهم يفضلون خدماتها في السوق التنافسي و هذا التمميز يزيد من استعداد السائحين لاتخاذ قرارا شرائية دون النظر الى البدائل اما اهم التوصيات اهتمام الشركات السياحية بتعزيز الثقة بالعلامة التجارية و زيادة دور شخصية العلامة التجارية في تعزيز وتحقيق ولاء السائح من خلال الجودة والاعتمادية تقديم منتجات أو خدمات عالية الجودة والموثوقية لبناء الثقة والولاء.
Günümüz küresel rekabet ortamında markalar tarafından tüketiciler için bir değer yaratılması, bir marka olarak özgün olunması ve toplumun sorunlarına çözüm üretilmesi, markaların pazarda varlığını devam ettirebilmesi için artık bir bakıma zorunluluk haline gelmiştir. Bu noktada marka aktivizmi kavramı ön plana çıkmaktadır. Marka aktivizmi, bir markanın toplumdaki belirli sosyopolitik konuları destekleme veya engelleme amacıyla sosyal, çevresel, politik vb. konularda çalışmalar yapmasıdır. Bir markanın toplumu ilgilendiren sosyopolitik konular hakkında yapıcı çalışmalar gerçekleştirmesi, somut katkı sağlaması ve belirli bir tavır sergilemesi özellikle Z kuşağı bireyleri tarafından beklenmektedir. Bu doğrultuda araştırmanın amacı, Z kuşağı bireylerinin markaların aktivist tutumlarına nasıl tepki verdiklerini inceleyerek marka aktivizminin marka imajını, marka sadakatini, marka güvenini ne yönde etkilediğini açıklamak ve marka aktivizminin algılanan özgünlüğü ile marka imajı, marka sadakati, marka güveni arasında pozitif yönde anlamlı bir ilişki olduğunu açıklamaktır. Çalışmada nicel araştırma yöntemlerinden anket tekniği kullanılmıştır. Anket formunda ise Nike markasının LGBTQ+ topluluğunu desteklemek amacıyla gerçekleştirmiş olduğu "BE TRUE" kampanyasına yer verilmiştir. Toplamda 382 Z kuşağı katılımcıdan elde edilen veriler IBM SPSS programı ile analiz edilmiştir. Yapılan analizler sonucunda Z kuşağının marka aktivizmine yönelik olumlu bir tutum sergilediği görülmektedir. Bununla beraber Nike'ın "BE TRUE" kampanyası Z kuşağı tarafından genel anlamda özgün bir çalışma olarak kabul edilmiştir. Nike'ın "BE TRUE" kampanyasının Z kuşağı üzerinde marka imajı, marka güveni ve marka sadakati etkisine bakıldığında marka imajı ve marka güveni olumlu ve anlamlı şekilde sonuçlanmıştır. Marka sadakati ise anlamlı sonuçlanmamıştır. Ayrıca Nike'ın LBGTQ+ bireylerini ve topluluğunu desteklediği aktivist "BE TRUE" kampanyasının algılanan özgünlüğü ile marka imajı, marka güveni ve marka sadakati arasında güçlü ve anlamlı bir ilişki olduğu tespit edilmiştir.
USSMAD 2023 Temmuz Sayısı / IJSPFR 2023 July Issue
Süer, S. & Parıltı, N. (2022). Tüketici Sinizminin Marka Aşkı ve Marka Güveni Üzerindeki Etkisi: E-Ticaret Markası
Üzerine Bir Araştırma. Ekonomik ve Sosyal Araştırmalar Dergisi. 18(2). 198-213.
Keywords: Consumer Cynicism, Brand Love, Brand Trust, E-Commerce
Digital markets demand new marketing management competencies. This study advances new marketing management competencies to meet the challenges of an evolving digital market. Until recently, digital marketing strategy has focused on information control and the advantages of computing technology. Future strategic value, however, will be largely derived from collaborative intelligence and applications of intelligent digital content. These future trends point to emerging marketing management information competencies comprised of cross-disciplinary techniques which leverage the malleability of digital content, most notably the confluence of enterprise and ethics intelligence.
After identifying the stages of digital market evolution, information competency is defined as the salient skill for achieving digital marketing management success. The delineation of information competency techniques is then extended to formulate a digital marketing competency rubric with confluent strategic dimensions and societal domains. This proposed Information Competency Codes Typology (ICCT) draws upon contributions from marketing management, as well as management information systems, information economics, and computer/information ethics research. As a digital marketing strategy heuristic, the ICCT directs confluence of enterprise objectives with ethics outcomes.
p>Investigation on the practice of social media in order to build a brand in the digital era is the purpose of this study. Identification of the impact of the usage and functionalities of social media on building a brand is the goal of this endeavour. The research explores the impact of different communication mode in brand management. The association of brand development and firm-created interaction and user-generated interaction has also been exploited. A qualitative study has been conducted for the research. Data are collected from semi-structured interviews with 8 shops owners of the online homemade food industry in Khulna city who have a strong command of social media. They practice social media for their business. They provide initial information of actions taken by firms and their enthusiasm behind engaging this industry. The outcome obtained from this effort displays the firm’s engagement of strengthening awareness and image of a brand by utilizing social media interaction initiated by firms and solidification of trust and loyalty of a brand by exploiting actions taken in social media by the users. Social media’s capacity to build the equity for a brand in a new yet convincing industry is explored in this exertion.
JEL: L60; L96; M10
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As consumers are paying more attention to environmental issues, many hoteliers are in the process of transforming their businesses to reinforce their promises to achieve sustainability to pursue higher brand equity. In this context, the current research endeavors to test the nomological validity of a newly established multidimensional green brand equity (MGBE) scale in the hospitality industry, and investigate the relative impact of brand credibility, country of origin, and brand trust on MGBE dimensions and its consequences in the European hotel industry. The data were collected from 1291 tourists and analyzed using structural equation modeling. This study confirms the nomological validity of a unique MGBE scale – sustainability, social influence, perceived quality, brand leadership, brand awareness, and brand association – and indicates that COO has a stronger impact on brand leadership, whereas brand credibility has a stronger influence on sustainability. Moreover, perceived quality and brand leadership have a stronger impact on purchase intentions, while sustainability and social influence have a strong influence on brand preference.
The impact of perceived trustworthiness on love for news media brands needs further understanding, given that brand love brings significant business benefits. This article argues that perceived trustworthiness influences brand love for news media brands. More specifically, we explored the following: how much of the variance in brand love can be explained by the factors of perceived trustworthiness of a brand (integrity, benevolence, and ability), whether perceived trustworthiness relates differently to brand love in countries with different levels of trust in the media, and what is the relationship between political leaning and the perception of specific news media brands’ trustworthiness. The data were collected through an online survey in the Netherlands (N = 292) and Brazil (N = 239). Among the main findings, data indicated that brand love is influenced by perceived trustworthiness, and integrity is its best predictor. This study provides evidence of the importance of each factor of perceived trustworthiness for brand love, confirms the relation between political leaning and trust, and reveals the differences between these two countries.
The purpose of this research is to determine the brand authenticity, which is an element that will ensure survival in today's financial crises; determining the effect on brand image and brand preference, as well as revealing whether brand trust has an intermediary effect on the brand image and preference. The study group of the research consists of consumers (816), who ultimately use white goods. Analyzes for variables were performed from the data collected in the study. In the study, as a result of researches on brand authenticity, a questionnaire form consisting of 6-dimensional brand originality scale and other scales was created. The questionnaire is based on the first part, which contains questions about collecting information about variables, and two parts on questions related to demographic features. According to the results of the analysis, there was a positive effect on the brand image of the brand, sub-dimensions, connection, control and originality. It has been determined that virtue and aesthetics, which are the sub-dimensions of brand originality, have a positive effect on brand preference. The effect of brand image on brand preference was examined and it was found that brand image had a positive meaningful effect on brand preference. Considering the results obtained, it is concluded that brand trust has a positive mediating effect between brand authenticity and brand image. Also, it has been determined that brand trust has a positive mediating effect between brand authenticity and brand preference.
On the other hand, it is concluded that virtue, reality and aesthetics, which are sub-dimensions of brand authenticity, do not have a positive effect on brand image. It has been determined that connection, reality, control and originality, which are sub-dimensions of brand authenticity, do not have a positive effect on brand preference.
The rapid economic growth and development encourage companies to have sustainable competitive advantage in order to compete in the market. One of the strategies to face this competition is building a good brand image. Brand has always been an important factor in company’s growth. The concept of brand thrust was used to show the level of company allocation to enhance their brand image. This study aims to examine the effect of brand thrust on financial performance of property companies in Indonesia capital market for the period 2009-2016. The independent variables used are brand thrust and firm characteristics. The dependent variable used is financial performance. The method used is panel data Ordinary Least Square (OLS) regression with the number of sample are 28 firms of property sector. This study reveals brand thrust, long term debt to assets ratio, stock market beta, market share, operating profit margins, and capital expenditure to property, plant, and equipment have a significant influence on financial performance of property companies.
Keywords: brand thrust, firm characteristics, financial performance, property sector, OLS
Tujuan dari penelitian ini adalah untuk menguji pengaruh antara brand passion, brand trust terhadap repurchase intention dengan brand love sebagai variabel mediasi. Hasil penelitian menunjukan bahwa secara langsung brand passion, brand trust berpengaruh secara signifikan dan positif terhadap brand love. Brand passion, brand trust dan brand love secara langsung berpengaruh signifikan dan positif terhadap repurchase intention. Brand love menjadi variabel yang memediasi pengaruh antara brand passion dengan repurchase intention, dengan sifat mediasi adalah full mediation. Brand love juga menjadi variabel yang memediasi pengaruh antara brand trust dengan repurchase intention dengan sifat mediasi full mediation. meningkatnya gairah dan kepercayaan terhadap merek akan meningkatkan rasa cinta pada merek tersebut yang pada akhirnya akan membuat konsumen melakukan pembelian kembali. Kata Kunci: brand passion, brand trust, brand love, repurchase intention Brand Love as Mediation Between Brand Trust, Brand Passion and Repurchase Intention
ABSTRACT
The purpose of this study was to examine the effect of brand passion, brand trust on repurchase intention and brand love as a mediating variable. Brand passion, brand trust and brand love directly have a significant and positive effect on repurchase intention. Brand love is a variable that mediates the influence between brand passion and repurchase intention, with the nature of mediation is full mediation.Brand love is also a variable that mediates the influence between brand trust and repurchase intention with the full mediation nature of mediation. Increased passion and trust in the brand will increase the love for the brand which will ultimately make consumers make purchases.
Krizler ile birlikte tüketicilerin hayatında yaşanan köklü değişimler, bireylerin tüketim alışkanlıklarını da değiştirmektedir. Tutum ve davranışları değişen tüketiciler için artık tüketici davranışlarını kriz öncesindeki haliyle açıklayan literatür yetersiz kalmaktadır. Bununla birlikte; kriz sona erse bile, tüketici krizde yaşadığı travmadan önceki tutum ve davranışlarına tam olarak dönmemektedir.
Firmalar ise genellikle, kriz dönemlerinde pazarlama bütçelerinde kesintiye gitmek ve büyük ölçüde fiyat kırmak dışında günü kurtarmaktan öte bir kriz planına sahip değildir. Kısa vadeli aksiyonlarla uzun vadeyi düşünmeden atılan hayatta kalma adımları, firmaların marka ederlerine büyük zarar vermektedir.
Bu çalışmanın amacı da krizlerin tüketiciyi ne denli değiştirdiğini ve firmaların ise bu yeni duruma nasıl bir strateji geliştirmesi gerektiğini gözler önüne sermektir. Özellikle Türkiye’de son dönemlerde şiddetlenen ekonomik ve siyasi krizin tüketici üzerindeki etkilerinin pazarlamacılar tarafından doğru anlaşılıp doğru aksiyonlarla cevap bulması, Türkiye ekonomisinin geleceği için de çok önemlidir. Araştırmada yer alan bir diğer ülke olan Yunanistan’ın ise yaşadığı kronikleşen krizden, Türkiye’nin çeşitli dersler çıkarması ve bu kültürel anlamda Türkiye’ye benzer olan Yunanistan’ın yaşadığı sancılı süreçlerden daha az geçmesi de amaçlanmıştır. Türkiye’de yaşanan akut krizin, Yunanistan’da olduğu gibi kronik kriz haline gelmemesi için bu çalışma iyi irdelenmelidir.
Araştırmada; Türkiye’den 428, Yunanistan’da 302 katılımcı bulunmaktadır. Araştırmada şampuan ve mobilya sektörleri ile ilgili sorular sorulmuştur. Türkiye’den elde edilen verilere göre; marka güveni, genel marka ederi ve fiyat bilinci, satın alma niyetini etkilemektedir. Yunanistan’dan elde edilen verilere göre; marka güveni ve genel marka ederi, satın alma niyetini etkilerken fiyat bilincinin satın alma niyetini etkilemediği görülmüştür. Her iki ülke ve her iki sektör için ise; siyasi ve ekonomik krizin; marka güveni, genel marka ederi ve fiyat bilincinin satın alma niyetindeki etkisinde moderatör rolü olmadığı gözlemlenmiştir.
Ancak; krizin tüketim alışnalıklarını kökten değiştirdiği bilindiğinden ötürü, benzer araştırmaların yapılarak krizlerin tüketim üzerindeki etkisinin incelenmesine yoğunlaşmak ve farklı araştırmalarla bunu desteklemek gerekmektedir.
In their communication with the external target market, companies strive to draw the target market’s attention in terms of how the companies, their activities, and the quality of their product services are viewed from outside. Therefore, anything that serves to improve company reputation will contribute positively to the company image. This, in turn, will lead to the provision of brand loyalty. This is why companies are organizing activities to reinforce and strengthen their institutional reputation. That the company has a strong reputation creates a positive image in the internal and external target groups. It increases the trust felt for the brand. One of the focus areas of public relations, reputation management, contributes to the recognition of company and brand, and this, in turn, brings institutional reputation in the long run. This chapter deals with public relations, institutional reputation, brands, and brand loyalty and aims to show the importance of institutional reputation management in building brand loyalty.
In dieser Studie haben wir die Bedeutung von Vertrauen bei der Nutzung von Facebook untersucht und hierzu N = 501 deutsche Facebook-Nutzer befragt. Vertrauen wird durch das Konstrukt User Trust gemessen, welches die drei Dimensionen Vertrauen in, Wissen über und Erfahrung mit Facebook vereint. Die Ergebnisse zeigen: User Trust und Nutzungshäufigkeit hängen eng zusammen, und zwar unabhängig davon, ob User das Netzwerk rein privat oder auch beruflich nutzen. User Trust wirkt sowohl positiv auf die passive Nutzung (Lesen von Beiträgen) als auch auf die aktive Nutzung (Postings, Uploads von Fotos oder Videos) und kann somit ein zentraler Treiber für mehr Content Creation und Content Consumption sein. Somit sollte Facebook vertrauensbildende Maßnahmen (Imagekampagnen, höhere Transparenz) ausbauen, um das Nutzungsverhalten insgesamt positiv zu beeinflussen.
In this thesis study, the relationship between brand equity dimensions of
consumers who are benefiting from the services of an airline company and brand
equity, as well as the relationship between brand equity and brand trust, are analyzed.
The purpose of the research is to determine the relationship between brand trust and
the dimensions needed to create brand equity and also determine the relationship
between brand trust and brand equity. Our research has obtained factual suggestions
to create a competitive advantage in airline services by testing the relationship
between brand trust and brand equity.
Alongside a literature search, face-to-face interview data was obtained from
customers of the airline company that is subject to the investigation in Istanbul.
Reliability and validity checks of the variables used in the study were done by using
both explanatory and confirmatory factor analyses. Research hypotheses were tested
using structural equation modeling and other data in the questionnaire were
explained by frequency tables. Primarily, in this study it was found that that the
customers' level of knowledge on the services offered by the airline company is high.
Also it was found that, for the airline customers surveyed, brand awareness as one of
the brand value dimensions, and perceived quality and brand association positively
influenced brand trust and brand equity and brand loyalty were positively influenced
by brand trust.
The aim of this paper is to study differing demographic factors affecting fast-food customers loyalty towards national or international fast food chains. A variety of variables used to gain a holistic view, which includes factors such as quality, price, food and demographic profile of consumers affecting loyalty of fast food chains. The study adopts the theory and method of the trust-commitment-loyalty explanation chain and examines the consumer survey adapted from Fast food by Sahagun et.al (2014). The present analyses 542 filled questionnaires in which systematic sampling is used. Indians prefer global fast food chains compared to Indian fast food chains. Loyalty towards global brands is higher than that for Indian brands because they are found to be of better quality which leads to higher frequency of visit and recommendation of the brands to their friends and colleagues. There is ethnic variation towards global and Indian fast food chains.
The purpose of this study is to find out the impact of brand affect, brand trust, and perceived value on brand loyalty in fast moving consumer good product category. First review the relevant literature and establish hypotheses and conceptual framework. Data were collected from 314 Sunlight (brand) laundry shop users, using convenience sampling techniques. The results indicate that the data were a good fit to the proposed model. The impact is measured with beta coefficients of brand affect (0.223;t=6.284, p=0.000), brand trust (0.312; t-9.237; p=0.000), and perceived value (0.496; t=13.881; p=0.000). Marketing managers need to concentrate on creating superior value along brand trust and brand affect to their customers, which help them to enjoy great market share in the market place in this competitive marketing situation. This research is the first of its type that incorporates brand affect, trust and perceived value as the independent variables to test the impact on brand loyalty in a single causal model. KEYWORDS: Brand, Brand affect, Brand Trust, Perceived Value, Brand Loyalty,
In our modern world where consumer behaviours are essential for the future of
the brand, the attitudes in the minds of consumers are getting more and more important.
As attitudes are largely resulted from the experiences, consumers can have negative
attitudes following the negative experiences with the brands. When it comes to negative
experinces and particularly dissatisfactions, a newly emerged concept in organizational
behaviour comes to the fore ‘cynicism’. The most essential studies in the field are agreed that cynicism is a negative attitude that has cognitive, affective, and behavioural
components”. Cynicism is commonly related to suspicion, mistrust, skepticism, and
distrust of agent's motives, as well as reactions of dissatisfaction, alienation, and
resistance or even hostility towards the agent. Classification of these related constructs
according to the cognitive, affective and behavioural components of attitude defines the
scope of cynicism represented in the literature. Realizing that company-customer
relationship is also in need of tust and when it is broken, the consumer develops a
negative attitude toward the product or the company. This negative attitude can be
called as “consumer cynicism’. This study, setting out from the general cynicism
concept, deals with a general literature review about a specific kind of cynicism, known
as ‘consumer cynicism’ and aims to put a general frame about the content, the
antecedents and the consequences of consumer cynicism. The study also tries to prepare
a base review for the future research on consumer cynicism which is coming to the fore
in the marketing field every other day.
Brand trust and country of origin have been explored deeply in academic research, but there are few researches linking both. The present study is an empirical investigation of the same based on brand trust rankings of India’s 100 most trusted brands for four consecutive years. The rankings were done by India’s leading market research agency in collaboration with India’s leading business newspaper, covering over 8,000 respondents each year from different socioeconomic segments of India. Four data sets corresponding to 4 years were subjected to Mann-Whitney U test and t-test to investigate the relationship. This study indicates that there is no difference in brand trust rankings of Indian and foreign brands, indicating the neutral attitude of Indian consumer towards country of origin in terms of trust in a brand. These results are a good starting point for a series of researches which explores this hypothesis more conclusively in the Indian context.
Companies are convinced that higher market share leads to higher competitive clout. In this sense, market share is one of the main objectives of companies' marketing planning. However, several questions arise: are higher market share companies more powerful?; What is the role playing market share in brands' competitive clout?; are there other aspects influencing brands' competitive clout?. In this paper we analyze market share role as brand's competitive clout component. In addition, we analyze consumer intrinsic preferences role in this relationship. With this purpose and using olive oil scanner data, we develop both a multinomial logit model as well as a regression model including moderating effects.
The authors test the hypotheses that parameters of advertising sensitivity for adolescents are significant and perhaps larger than those for adults. Cigarette brand shares of advertising voice are found to be significantly related to realized market shares, with advertising sensitivity being about three times larger among teenagers than among adults. This result is robust to various analytic assumptions and converges with strategic analysis, consumer behavior theory and research, econometric metanalyses, historical research, and corporate documents. The authors argue that cigarette competition between firms is predominated by the battle of brands for market share among the young, and assertions to the contrary, without supporting evidence, should be treated with scholarly skepticism.
The effects of brand salience on brand recall were investigated in five experiments, each involving a different product category. The authors demonstrate that increasing the salience of a single brand can significantly impair unaided recall of competing brands. The effect was observable even in the early stages of the recall process.
Relationship marketing-establishing, developing, and maintaining successful relational exchanges-constitutes a major shift in marketing theory and practice. After conceptualizing relationship marketing and discussing its ten forms, the authors (1) theorize that successful relationship marketing requires relationship commitment and trust, (2) model relationship commitment and trust as key mediating variables, (3) test this key mediating variable model using data from automobile tire retailers, and (4) compare their model with a rival that does not allow relationship commitment and trust to function as mediating variables. Given the favorable test results for the key mediating variable model, suggestions for further explicating and testing it are offered.
The authors develop a framework for understanding the behaviors and practices of service providers that build or deplete consumer trust and the mechanisms that convert consumer trust into value and loyalty in relational exchanges. The proposed framework (1) uses a multidimension al conceptualization for the trustworthiness con- struct; (2) incorporates two distinct facets of consumer trust, namely, frontline employees and management poli- cies and practices: and (3) specifies value as a key mediator of the trust-loyalty reiationship. The authors test the proposed modei using data from two sennce contexts—retail clothing (N = 264) and nonbusiness airline travel (N = 113). The results support a tripartite view of tmstworthiness evaluations along operational competence, operational benevolence, and problem-solving orientation dimensions. Moreover, the authors find evidence of contingent asymmetric reiationships between trustworthiness dimensions and consumer trust. For frontline employees, benev- olent behaviors demonstrate a dominant "negativity" effect (i.e., a unit negative perfomnance has a stronger effect than a unit positive performance), whereas problem-solving orientation has a dominant "positivity" effect (i.e., a unit positive perfonnance has a stronger effect than a unit negative perfonnance). Value compieteiy mediates the effect of frontline employee trust on loyalty in the retaiiing context and partially mediates the effect of management poji- cies and practices tmst on loyalty in the airlines context. The role of frontline employees is more critical in the retaii- ing context, whereas management practices and policies play the dominant roie in the airlines context. Overaii, the proposed framework successfully models trust and loyalty mechanisms across the two industries examined in the study, while remaining sensitive to essential contextuai differences.
Building on previous work suggesting that trust is critical in facilitating exchange relationships, the authors describe a comprehensive theory of trust in market research relationships. This theory focuses on the factors that determine users' trust in their researchers, including individual, interpersonal, organizational, interorganizational/interdepartmental, and project factors. The theory is tested in a sample of 779 users. Results indicate that the interpersonal factors are the most predictive of trust. Among these factors, perceived researcher integrity, willingness to reduce research uncertainty, confidentiality, expertise, tactfulness, sincerity, congeniality, and timeliness are most strongly associated with trust. Among the remaining factors, the formalization of the user's organization, the culture of the researcher's department or organization, the research organization's or department's power, and the extent to which the research is customized also affect trust. These findings generally do not change across different types of dyadic relationships.
A procedure offered by Morris, Sherman, and Mansfield (1986) for testing hypotheses about interactions ("moderator variables") is unacceptable. A related proposal by Bobko (1986) is also problematic. One can appropriately test such hypotheses by stepwise regression, comparing an equation in the simple predictors with an equation that also includes the product of their deviation scores. There is, however, reason to believe that methods with greater statistical power can be found. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Understanding the motivations of consumers to engage in relationships with marketers is important for both practitioners and marketing scholars. To develop an effective theory of relationship marketing, it is necessary to understand what motivates consumers to reduce their available market choices and engage in a relational market behavior by patronizing the same marketer in subsequent choice situations. This article draws on established consumer behavior literature to suggest that consumers engage in relational market behavior due to personal influences, social influences, and institutional influences. Consumers reduce their available choice and engage in relational market behavior because they want to simplify their buying and consuming tasks, simplify information processing, reduce perceived risks, and maintain cognitive consistency and a state of psychological comfort. They also engage in relational market behavior because of family and social norms, peer group pressures, government mandates, religious tenets, employer influences, and marketer policies. The willingness and ability of both consumers and marketers to engage in relational marketing will lead to greater marketing productivity, unless either consumers or marketers abuse the mutual interdependence and cooperation.
Presents a spreading-activation theory of human semantic processing,
which can be applied to a wide range of recent experimental results.
The theory is based on M. R. Quillian's (1967) theory of semantic
memory search and semantic preparation, or priming. In conjunction
with this, several misconceptions concerning Quillian's theory are
discussed. A number of additional assumptions are proposed for his
theory to apply it to recent experiments. The present paper shows
how the extended theory can account for results of several production
experiments by E. F. Loftus, J. F. Juola and R. C. Atkinson's (1971)
multiple-category experiment, C. Conrad's (1972) sentence-verification
experiments, and several categorization experiments on the effect
of semantic relatedness and typicality by K. J. Holyoak and A. L.
Glass (1975), L. J. Rips et al (1973), and E. Rosch (1973). The paper
also provides a critique of the Rips et al model for categorization
judgments.
Building trust at each phase of the acceptance process -- The keys to building web-site trust -- Virtual advisors as effective trust builders -- Truck town's trusted advisors -- The buyer's need for information or advice -- Selecting high pressure or complete trust -- Resisting, following or leading the trust-building trend -- Trust as the currency of the web
Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this article, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legiti- macy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relation- ship strength. Three in-depth case studies inform this agenda, their interpretation guided by an integrative review of the literature on person-to-person relationships. Insights offered through application of inducted concepts to two relevant research domains—brand loyalty and brand personality—are advanced in closing. The exercise is intended to urge fellow researchers to refine, test, and augment the working hypotheses suggested herein and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers' lived experiences with their brands.
Although both consumption emotion and satisfaction judgments occur in the postpurchase period, little is known about their correspondence. This article investigates the interrelationships between the two constructs by way of taxonomic and dimensional analyses to identify patterns of emotional response to product experiences. Five discriminable patterns of affective experience were uncovered, which were based on three independent affective dimensions of hostility, pleasant surprise, and interest. The results extend prior findings of a simple bidimensional affective-response space and reveal that satisfaction measures vary in their ability to represent the affective content of consumption experiences. Copyright 1991 by the University of Chicago.
Valid predictions for the direction of nonresponse bias were obtained from subjective estimates and extrapolations in an analysis of mail survey data from published studies. For estimates of the magnitude of bias, the use of extrapolations led to substantial improvements over a strategy of not using extrapolations.
The authors examine the effects of brand strategy (i.e., brand extensions vs. individual brands) on new product market share and advertising efficiency, and the degree to which these effects are moderated by characteristics of the brand, the product to which it is extended, and the market in which that product competes. The findings indicate that brand extensions capture greater market share and realize greater advertising efficiency than individual brands. The strength of the parent brand is related positively to the market share of brand extensions but has no effect on advertising efficiency. Neither the market share nor the advertising efficiency of extensions is affected by the number of products affiliated with the parent brand. The relative effect of brand extensions on market share is not moderated by the degree of similarity between the extension and other products affiliated with the brand. Advertising efficiency effects, however, are elevated when similarity is high, but only when it is based on intrinsic attributes. Market share and advertising efficiency effects are elevated when the extension is composed primarily of experience attributes and competes in markets where consumers have limited knowledge of the product class. Competitive intensity does not moderate advertising efficiency effects; however, market share effects are elevated when the extension competes in markets comprising few competitors. Finally, both market share and efficiency effects diminish as the extension becomes established in the market.
Competitive brands seldom differ in any big way from each other. This is because any innovation with selling power tends to be quickly copied. Nor does the brands' advertising generally give very different images or values to functionally similar brands, despite what tends to be said about this. Why then do similar brands have very different market shares? It is due to the very different numbers of people to whom each brand is "salient," i.e., who feel positive about it. This can be developed, maintained, and/or nudged by advertising.
How does advertising work? The dominant belief of most advertisers and academics over the past several decades has been that advertising primarily works by changing consumer attitudes toward a brand. An analysis of an 11-year tracking-study in an established service category challenges this assumption. The key finding is that advertising primarily influences market share by increasing brand salience. Advertising had limited impact on brand image.
The authors examine the effects of brand strategy (i.e., brand extensions vs. individual brands) on new product market share and advertising efficiency, and the degree to which these effects are moderated by characteristics of the brand, the product to which it is extended, and the market in which that product competes. The findings indicate that brand extensions capture greater market share and realize greater advertising efficiency than individual brands. The strength of the parent brand is related positively to the market share of brand extensions but has no effect on advertising efficiency. Neither the market share nor the advertising efficiency of extensions is affected by the number of products affiliated with the parent brand. The relative effect of brand extensions on market share is not moderated by the degree of similarity between the extension and other products affiliated with the brand. Advertising efficiency effects, however, are elevated when similarity is high, but only when it is based on intrinsic attributes. Market share and advertising efficiency effects are elevated when the extension is composed primarily of experience attributes and competes in markets where consumers have limited knowledge of the product class. Competitive intensity does not moderate advertising efficiency effects; however, market share effects are elevated when the extension competes in markets comprising few competitors. Finally, both market share and efficiency effects diminish as the extension becomes established in the market.
Results of four studies demonstrate that perceptions of how different a brand is from other brands in the product category affect perceptions of the brand's position within the category. Specifically, perceptions that a brand is strongly discrepant result in a subtyped (or niche) position, whereas perceptions that a brand is moderately discrepant result in a differentiated position within the general category. Perceptions of discrepancy are affected both by the extent of discrepancy on an attribute and whether the discrepant information is concentrated in a single ad for the brand or dispersed across multiple ads for the product. The effects associated with a subtyped position, in comparison with a differentiated position, are identified (study 1) and are found to increase with time (study 2). The subtyped versus differentiated distinction for a strongly versus moderately discrepant brand is validated with a sorting task (study 3). This distinction is shown to hold in the context of multiple discrepant brands that differ in their extent of discrepancy (study 4). Implications of the findings for a theoretical understanding of subtyping versus differentiation and for the application of positioning strategies in the marketplace are discussed.
The authors examine the relative importance of temporary price reductions, display alternatives, and newspaper advertising to unit sales of supermarket products. The research was conducted as an in-store pricing experiment characterized by a factorial design.
Despite the pervasive use of the terms "market segmentation" and "product differentiation," there has been and continues to be considerable misunderstanding about their meaning and use. The authors attempt to lessen the confusion by the use of traditional and contemporary economic theory and product preference maps.
The authors argue that what consumers learn from the experience of using products is not a simple matter of discovering objective truth. They frame the problem of learning from experience as a fourstage process (hypothesizing-exposure-encoding-integration) with three moderating factors (familiarity with the domain, motivation to learn, and the ambiguity of the information environment). The framework is used to identify where learning from product consumption experience is most open to managerial influence. The authors discuss strategic tools for managing experiential learning and consider applications to the simulation of learning in concept and pre-test-market product testing.
Drawing on the marketing and management literatures, the authors identify strategic, tactical, and environmental factor that influence the commercial success of new products. They test the resulting conceptual model using data collected on 788 Japanese and 612 American new product development projects. The results provide insights into the antecedents and correlates of new product success and failure in both Japanese and U.S. firms, as well as into successful and unsuccessful management practices.
The interest of practitioners and academics in channel relationship management has shifted from corporate channel structures
and relationships in conventional channels governed by use of power to relationships between independent firms involving contractual
and normative control mechanisms. In this article, we identify several factors leading to this change of interest, propose
a scheme for classifying channel relationship research based on control mechanisms, and suggest areas for future research
involving the use of contractual and normative control mechanisms in conventional channel relationships.
In a new test of the process of forgetting, the authors found that subjects, at the time of exposure, discounted material from “untrustworthy” sources. In time, however, the subjects tended to disassociate the content and the source with the result that the original scepticism faded and the “untrustworthy” material was accepted. Lies, in fact, seemed to be remembered better than truths.
Implicit (versus explicit) memory is introduced to examine advertising effects on brand choice. Whereas explicit memory is demonstrated by the conscious recollection of an event, implicit memory is inferred by an improvement in some task performance as the result of having experienced the event. This research shows that memory-based choice benefits from advertising that enhances conceptually driven implicit memory, while stimulus-based choice benefits from advertising that enhances perceptually driven implicit memory. The results of three studies show that the two types of implicit memory and explicit memory are distinct constructs of memory, suggesting that implicit memory measures may be more useful indicators of advertising effectiveness than explicit memory measures. ii Imagine John and Betty driving to Niagara Falls. Along the road, they see billboards advertising restaurants and other tourist attractions in the area. Some of the billboards present a prominent display of the name of the attraction or the restaurant. Others show colorful product shots accompanied by slogans and happy faces of customers. Moments later, the two are in their hotel room deciding where they might go for dinner. John is trying to come up with names of
In a broad cross section of consumer goods businesses, market pioneers generally have substantially higher market shares than late entrants. In fact, the empirical association between order of entry and market share is almost as strong as the association between market share and return on investment. The authors examine theoretical sources behind this relationship. The empirical results suggest that the higher pioneer shares are derived from firm-based superiority as well as from consumer information advantages. Nine hypotheses are developed and tested empirically. The results also indicate that order of market entry is a major determinant of market share.
In a broad cross-section of industrial goods businesses, market pioneers tend to have substantially higher market shares than late entrants. A stronger product in relation to competitors' products and certain industry characteristics help explain these pioneer share advantages. Though pioneering a new industrial market is not easy, the findings indicate that many pioneers develop important and sustainable competitive advantages.
A model of the process of brand equity is proposed that depicts brand reputation as a mediator of the effect of brand advertising, brand familiarity, and brand uniqueness on brand equity outcomes. Brands are used as the unit of analysis in determining the relationships between consumer-level perceptions of brands and market-level data on brand advertising and brand equity outcomes such as market share and relative price. Path analysis of the brand-level data strongly validates the model. It is also shown that brand reputation is a separate construct from brand attitudes and that it performs better than brand attitudes in explaining the effect of brand advertising on brand equity outcomes.
Are there economic benefits to improving customer satisfaction? Many firms that are frustrated in their efforts to improve quality and customer satisfaction are beginning to question the link between customer satisfaction and economic returns. The authors investigate the nature and strength of this link. They discuss how expectations, quality, and price should affect customer satisfaction and why customer satisfaction, in turn, should affect profitability; this results in a set of hypotheses that are tested using a national customer satisfaction index and traditional accounting measures of economic returns, such as return on investment. The findings support a positive impact of quality on customer satisfaction, and, in tum, profitability. The authors demonstrate the economic benefits of increasing customer satisfaction using both an empirical forecast and a new analytical model. In addition, they discuss why increasing market share actually might lead to lower customer satisfaction and provide preliminary empirical support for this hypothesis. Finally, two new findings emerge: First, the market's expectations of the quality of a firm's output positively affects customers' overall satisfaction with the firm; and second, these expectations are largely rational, albeit with a small adaptive component.
Strategy is about seeking new edges in a market while slowing the erosion of present advantages. Effective strategy moves are grounded in valid and insightful monitoring of the current competitive position coupled with evidence that reveals the skills and resources affording the most leverage on future cost and differentiation advantages. Too often the available measures and methods do not satisfy these requirements. Only a limited set of measures may be used, depending on whether the business starts with the market and uses a customer-focused approach or alternatively adopts a competitor-centered perspective. To overcome possible myopia, the evidence of advantage should illuminate the sources of advantage as well as the manifestations of superior customer value and cost superiority, and should be based on a balance of customer and competitor perspectives.
The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance (market share and relative price). The model includes product-level, category-related controls (hedonic value and utilitarian value) and brand-level controls (brand differentiation and share of voice). The authors compile an aggregate data set for 107 brands from three separate surveys of consumers and brand managers. The results indicate that when the product- and brand-level variables are controlled for, brand trust and brand affect combine to determine purchase loyalty and attitudinal loyalty. Purchase loyalty, in turn, leads to greater market share, and attitudinal loyalty leads to a higher relative price for the brand. The authors discuss the managerial implications of these results.
Examined the use of celebrity spokespeople in advertising, focusing on 3 dimensions of source credibility: attractiveness, trustworthiness, and expertise. Two pilot studies were conducted with 78 college students to compile a list of 4 celebrities and products that would be appropriate for them to endorse. From this information, 4 questionnaires were developed. 542 respondents (aged 18–73 yrs) completed 1 questionnaire. In each case, Ss evaluated celebrities to be significantly different from each other with respect to the 3 dimensions studied. Ss' gender and age had no significant effect on their intention to purchase or on how they evaluated celebrities' credibility. Only the perceived expertise of celebrities significantly explained Ss' intentions to purchase, regardless of whether the product was for personal use or for gift-giving. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Examined the impact of celebrity endorsers on alcohol advertising and young audiences. Results obtained with 196 Ss, aged 13–77 yrs, show that the use of famous persons to endorse alcohol products was highly effective with teenagers, while the impact on older Ss was limited. For all age groups, the celebrity figure was perceived as more competent and trustworthy. The image of the product tends to be more favorable when a famous endorser is shown; readers are especially likely to rate the alcohol brand as enjoyable and pleasant. (9 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
According to the processing fluency model, advertising exposures enhance the ease with which a brand can be recognized and processed. This increased perceptual fluency in turn leads to more favorable attitudes toward the brand. The present research extends the processing fluency model to examine the effect of conceptual fluency on attitudes. In three experiments, the authors show that when a target comes to mind more readily and becomes conceptually fluent, as when it is presented in a predictive context (e.g., a bottle of beer featured in an ad showing a man entering a bar), or when it is primed by a related construct (e.g., ketchup following an advertisement of mayonnaise), participants develop more favorable attitudes toward the target. Positive valence of fluent processing is thought to underlie these processing fluency effects. When conceptual fluency is associated with negative valence (e.g., hair conditioner primed by a kill-lice shampoo), less favorable attitudes are observed (exp. 4).
Order of entry has been demonstrated to have a significant effect on market share. A number of explanations for this effect have been suggested in the marketing and strategy literatures. To date, the market share advantage gained by pioneers has typically been treated as a main effect—an automatic regularity. Treating order-of-entry as a main effect implies that there is no penalty on the effectiveness of a brand's marketing instruments for late entry and that a late entrant can compensate for being late by dedicating sufficient marketing resources to their product.
In this study, we investigate the influence of order-of-entry into a market on the effectiveness of a firm's marketing mix decisions by asking the question, “Can followers compensate for not being first by their marketing mix decisions?” Also, even if they can compensate for being late, does this effort become increasingly more difficult with later entry? That is, are there asymmetries in the effectiveness of a brand's marketing mix variables that relate to its order of entry into the market, or as has been typically assumed to date, is order of entry strictly a main effect? An asymmetry exists, for example, if the market response to advertising is different for the first entrant versus the second or third entrant. An asymmetry also exists if the effects of, say, a price change by the first entrant on the second entrant are different than the effects on the third entrant. We develop a market share attraction model where the parameters vary as a function of order-of-entry. Our main contribution is in modeling the sources of order-of-entry advantage as asymmetries in the effectiveness of a brand's marketing instruments. Hence, distinct from previous research we explain why there are inherent order-of-entry effects. This paper is potentially of interest to researchers developing market share models and studying the effectiveness of marketing-mix variables. The substantive implication of our results concern directly academics interested in marketing strategy as well as the practicing marketing strategists.
We model asymmetries in the market response of early entrants versus late entrants using data from two durables and three nondurables categories. With one exception, all data sets are established from the inception of the category and hence do not suffer from the possible bias of excluding pioneers who have failed. Results show that asymmetries in the effectiveness of a brand's marketing mix variables are an essential source of order-of-entry effects; we find that the main effects of order of entry are minimal. Order-of-entry effects do not necessarily lead to lower shares, but overcoming these effects is not without substantial cost to the late entrant.
Our results support previous research that has demonstrated advantages to early entry. In addition, we provide guidelines for how late entrants should compete. Later entry tends to reduce a competitor's price sensitivity, suggesting that they not instigate in a price war with earlier entrants in order to gain share. Order-of-entry tends to decrease response to quality and to promotion. To achieve the same impact on market share, later entrants need a bigger change in quality and need to spend more on promotion. Our data did not support an asymmetric effect on advertising.
The ACT theory of factual memory is presented. According to this theory, information is encoded in an all-or-none manner into cognitive units and the strength of these units increases with practice and decays with delay. The essential process to memory performance is the retrieval operation. It is proposed that the cognitive units form an interconnected network and that retrieval is performed by spreading activation throughout the network. Level of activation in the network determines rate and probability of recall. With these assumptions in place, the ACT theory is shown to predict interference results in memory, judgements of associative relatedness, impact of extensive practice on memory, the differences between recognition and recall, effects of elaborative processing, and effects of reconstructive recall.
This article focuses on memory-based choice situations where changes in a brand's accessibility may affect the probability that it is retrieved and considered for choice. In such instances, factors other than evaluation may affect which brands are brought to mind at purchase. Two experiments are described that manipulate the determinants of brand accessibility and measure consequent effects on retrieval, consideration, choice, and evaluation. Results provide evidence for the influence of memory during the brand-choice process. For a brand to be selected in memory-based choice, the consumer must recall that brand and fail to recall other brands that might otherwise be preferred. Copyright 1990 by the University of Chicago.
Accuracy in manufacturers' advertising budgeting is hampered by reliance on the case rate system, which ties budgets to sales. A better measure is a brand's market share compared with its share of voice (the brand's share of the total value of the main media exposure in that product category). New brands are often "investing" in the market: speaking in a louder voice than their market shares would justify. Popular brands are often "profit taking"--keeping their voices low but enjoying a disproportionately large market share. The interrelationship between market share and share of voice, with either "investing" or "profit taking" the desired result, is not usually considered when determining ad budgets. But as advertisers realize how market share can respond to advertising pressure through switches in the share of voice, this method of market testing should gain in importance.
Advertising Management, 5 th Edition
- Rajeev Batra
- John G Myers
- David A Aaker
Batra, Rajeev, John G. Myers and David A.
Aaker (1996), Advertising Management, 5 th
Edition, Upper Saddle River, New Jersey,
Prentice Hall, p. 698.
New Developments in the Theory of Monopolistic Competition: A Survey of Advertising and Market Structure
- Gerard R Butters
Butters, Gerard R. (1976), "New Developments
in the Theory of Monopolistic Competition:
A Survey of Advertising and Market Structure," The American Economic Review, 22
(May), 392-397.
Relationships Between Satisfaction, Trust and Commitment in a Retail Environment", presented at the American Marketing Association's Winter Educators' ConferenceA Spreading-Activation Theory of Semantic Processing
- Ipshita Ray
_____ and Ipshita Ray (2003), "Relationships
Between Satisfaction, Trust and Commitment in a Retail Environment", presented at
the American Marketing Association's Winter Educators' Conference, Orlando, Florida.
Collins, Allan M. and Elizabeth F. Loftus
(1975), "A Spreading-Activation Theory of
Semantic Processing," Psychological Review, 82 (November), 407-428.
Consumer External Search: Amount and Determinants
- Joseph W Newman
Newman, Joseph W. (1977), "Consumer External Search: Amount and Determinants," in
Consumer and Industrial Buying Behavior,
eds, Arch Woodside, Jagdish Sheth, and Peter Bennett, New York: Elsevier, 79-84.
Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness
_____ (1990), "Construction and Validation of
a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness," Journal of Advertising, 19 (3),
39-52.