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Influence of Brand Name on Consumer Choice & Decision



Brand image or Brand name plays a crucial role to enhance the performance of any company or business. Brand name is the tool which can positively change people's buying behavior. The purpose of this study is to examine the Effect of brand name on consumer buying behavior in University students of Gujranwala, Faisalabad and Lahore. Questionnaire survey was used to collect the data by using non probability convenient sampling technique. The researchers sent 300 questionnaires to the different university students in above mentioned cities, in which 250 responses were collected in the period of one month. Findings show that brand image or brand name has significant positive relationship with consumer buying behavior. This study was conducted in university students of Gujranwala, Faisalabad, and Lahore and it shows that they are brand conscious and prefer branded products. In the last part of article with conclusion the future recommendations and practical implications are also included.
IOSR Journal of Business and Management (IOSR-JBM)
e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 16, Issue 6. Ver. III (Jun. 2014), PP 72-76 72 | Page
Influence of Brand Name on Consumer Choice & Decision
1Umer Shehzad, 2Salman Ahmad, 3Kashif Iqbal, 4Muhammad Nawaz,
5Saqib Usman
(M.Phil Scholar) (M.Phil Scholar) (M.Phil Scholar) (M.Phil Scholar) (M.Phil Scholar)
University of the Punjab, Lahore Pakistan, Superior University, Lahore Pakistan.
Abstract: Brand image or Brand name plays a crucial role to enhance the performance of any company or
business. Brand name is the tool which can positively change people’s buying behavior. The purpose of this
study is to examine the Effect of brand name on consumer buying behavior in University students of
Gujranwala, Faisalabad and Lahore. Questionnaire survey was used to collect the data by using non
probability convenient sampling technique. The researchers sent 300 questionnaires to the different university
students in above mentioned cities, in which 250 responses were collected in the period of one month. Findings
show that brand image or brand name has significant positive relationship with consumer buying behavior. This
study was conducted in university students of Gujranwala, Faisalabad, and Lahore and it shows that they are
brand conscious and prefer branded products. In the last part of article with conclusion the future
recommendations and practical implications are also included.
Keywords: Brand Image, Consumer Buying Behavior, Consumer Choice
I. Introduction
In the modern age, Brand plays an important role to boost up the economy of any country. Brand is the
only tool that can change the buyer‟s behavior. Today people are more conscious about the brand than the past.
This study is conducted to examine the buying behavior of people in respect of a brand name or brand image. In
this busy life people need shortcuts they need a brand identity in selection of products. There are number of cues
present in environment that guide public in selection. One of them is branding. It is considered more powerful
mental shortcut in selection. The focus of this study is too aware the role of branding in decision making. This
study is conducted due to two reasons:
First, brain and behavioral sciences have expanded our understanding how much we can store in our
mind and how we can make decisions. Now we know how much information is needed to take decision. This
scientific knowledge is too much beneficial for the consumer and organizations that are brand conscious.
Second, this study is conducted to understand the effects of brand on consumer choice for the best
interest of the public. A brand can influence whether consumer notice the products or not. Moreover branding
can influence how consumer quickly buys the product. This depend how consumer feel your product.
Brand attention also effect on consumer decision. A more attractive producthave more consumers. How
it look different from other products? Consumer buys those products which are more beautified. It is estimated
that we do not pay any attention nearly half of available products in the market or a particular store. According
to Alamgir, Nasir, Shamsuddoha, and Nedelea (2010)people Often purchase branded cars because they are
aware of the brand performance. Their study was on influence of Brand name of purchasing of cars. According
to Krizanova and Stefanikova (2012)market information is used and then brand is positioned in market
according to market strategy and most consumers think that brand is the guarantee of quality.
The purpose of this study is to examine and explore the impact of brand name on consumer buying
behavior on the university students of Gujranwala, Faisalabad and Lahore.In this paper section two is
representing the objectives and literature review section three is representing methodology and hypothesis
development, section four is representing results, findings and Discussion and section five comprises of
conclusion and future recommendations.
Objectives of study
1. To Explore the Effect of brand name on consumer decision making,
2. To understand the buying behavior of consumers with respect to brand,
3. To identify the Emotions of consumers regarding brands.
II. Literature Review
Zhou, Arnold, Pereira, and Yu (2010)Summed up, both theoretically and empirically, the similarities
and changes in customer culture and the related similarities and changes in decision-making styles among beach
and inside customers. Dealers should be known the changes and similarities in customer culture and buying
Influence of Brand Name on Consumer Choice & Decision 73 | Page
styles. In the coastal bazaar, dealers should struggle to create a solid brand image, which seems to be central to
coastal customers buying skill. The coastal customers are extra brand sensible and brand reliable show the
importance of branding in this local bazaar .To build solid brand uniqueness in the mind of the customer.
Dealers using novel, fashionable, recreational, and pleasure-seeking appeals are more respected in coastal
customers than inside customer‟s .And there are no change among the two groups in customers‟ needs to have
first-class goods. Companies should struggle to achieve high class, and transfer this to the customer efficiently
in both marketplaces.
According to Khasawneh and Hasouneh (2010) Customers recognize the reputation of brand while in
their buying decisions and customers „demographic features have no significant relation and influence on brand
awareness. People favor the branded goods with upper prices because they study that branded goods have more
value than local goods.
Nepalia (2011) Summed up that to accomplish the brand means to apply marketing tackles for
particular goods. If brand will be managed effectively product value and brand loyalty will also be enhanced in
customers mind. Dealers consider a brand as an assurance with customers that product feature will be similar in
upcoming and due to this assurance sales increase.
Tam (2007) [4] Said that brand use as valuable asset and attractive trick to capture consumers for
specific goods. Customer behavior can be inspected on the base of brand consciousness, relationship and
loyalty. Chinese persons have adverse behavior for their own made brands while in UK brand development is
better than China. Female customers‟ purchasing behavior is extremely and clearly affects by branding position,
behavior toward a brand, Self- Thoughts and with others‟ ideas. People are now more aware and involved in
branded fashion clothing. Many features have significant impact on female buying behavior.
Furthermore Doostar, Akhlagh, and abadi (2012) Said that brand is important tool that helps out to
corporations to receive a competitive advantage. Brand strength is multidimensional structure with customer
opinion. Brand assets with distinguish quality and rate of dairy goods have a progressive and direct link with
customer purchasing behavior.
According to Doostar1, Abadi, and Abadi (2012) brand fairness has a positive impact on buying
decisions, customers Feel by heights of brand equity for the first time after use and then tend to make buying
decisions, they use brands that is slightly aware with its name and express value that this worth has made for
them. Dimensions of brand fairness have a positive impact on buying choices.
Malik, Ghafoor, Iqbal, and Ali (2013) Mentioned that Brand image has solid progressive control on
Customer purchasing behavior as it‟s an implied method that can modify people‟s purchasing behaviors
positively and youngsters in Gujranwala are becoming more attentive for brand-named goods to show off their
character sign. If persons will be well conscious about the brand and they have decent brand view, reliability
and association then routinely brand image will be extra and stronger in their minds and that brand will develop
the part of their purchasing behavior. Advertisement is a large promotion weapon to attract your consumers and
to stay in consumer‟s mind.
Ayanwale, Alimi, and MatthewAyanbimipe (2005)Described that when there is number of rivals and
customers have changed brand selections producers wants to understand the features that can advantage the
attraction of purchasers. Man and woman both similarly influenced by promotion for brand selections.
Television ads are most favorite by individuals. Firms should give proper care for publicity their goods to
enhance their market portion.
III. Data and Methodology
In this study the researcher adopted descriptive research design to conclude the inferences of
hypothesized testing.
Basically the researcher adopted the questionnaire fromZhou et al. (2010) and it is separated into two
parts. Part 1 measuring the quality of the product, brand image, shopping conscious, impulsive shopping and
band loyalty. Part 2 is all about the demographics of the respondents like gender, age, qualification, experience,
level of the job and type of the organization. In this study the researcher has decided to take five opinions Likert
scale “Not at all” (1), once in a while (2), sometimes (3),fairly often (4) and “Frequently, if not always” (5) of
all verified hypothesis. In this study the target population belongs to business students who are studying in
public and private universities in three different cities Lahore, Faisalabad and Gujranwala. Total 300 potential
respondents are included in the sample size in order to choose the respondents the convenient sampling
technique was adopted by the researcher. Total 300 questionnaires were sent to the different university students
in above mentioned cities in order to find out their response regarding effect of brand name on their decision
Before the actual study the researcher conducted a pilot study with 40 respondents. The purpose of this
survey is to check the reliability and as well as the excellence of the questionnaires. Out of 300 questionnaires,
that the researcher distributes among the respondents only 250 questionnaires are properly filled up and other 50
Influence of Brand Name on Consumer Choice & Decision 74 | Page
questioners are missed or not properly filled up. However, remaining questionnaires (83 percent) have been used
for further data analysis by using Statistical Package for Social Sciences (version 16).
H1: Brand name has significant relationship with Consumer buying behavior.
Theoretical Framework:
Independent Variable Dependent Variable
Figure 1: Conceptual framework
On the basis of literature review and previous studies we developed a framework which is showing relationship
of brand name and consumer buying behavior.
IV. Research Results
Research results and findings are explained below.
4.1Demographic Analysis
The respondents were 155 male and 95 female in this survey which means male are 62 percent and
female are 38 percent. Respondent‟s age trend is as follows.
Age group of 18-22 has lowest percentage 10 percent with 25 respondents, Age Group of 22-24 has
highest percentage 70 percent with 175 respondents, Age group of 24-28 has following percentage 20 with 50
4.2 Reliability test
To measure the Reliability we measure the Cronbach Alpha by using Statistical Package for Social
Sciences. If the Cronbach alpha value is greater than 0.70 it is acceptable and good Cavana et al., (2001).
The overall reliability of all constructs is 0.807 It is concluded that the measurement scales of the Constructs are
stable and consistent.
4.3 Analysis, Findings and Discussion
Brand name or brand image is the dependent variable of study and Consumer buying behavior is
independent variable which is sub divided into four variables as shown above in figure 1.The purpose of our
study is to measure the Consumer preference regarding brand Image or brand name and we are supporting that
brand image plays a vital role for consumers while doing shopping or purchasing goods.
The target population is students and youngsters because in this information age the students are well
aware from brands and good will of companies and most of them are brand Conscious.
This Research Study is conducted in Three Metro Cities of Pakistan that are Lahore, Gujranwala and
Faisalabad. Correlation results are shown as follows in table.2.
Table.2 Correlations
Brand name
Quality Conscious
Brand Loyalty
Brand name
Quality Conscious
Impulsive Shopping
Price Conscious
Brand Loyalty
Consumer Buying Behavior
Quality Conscious
Brand Name
Price Conscious
Impulsive Shopping
Brand Image
Influence of Brand Name on Consumer Choice & Decision 75 | Page
Table.3 Model Summary
R square
Adjusted R
a. Predictor is Consumer Buying Behavior( four independent variables)
b. Dependent Variable is Brand name
Table.4 Anova
Sum of Squares
Mean square
Table 2 Explains that brand name is positively related with consumer buying behavior as shown above.
Correlation results of all variables are correlated with Brand name or brand image. Furthermore to examine the
impact of brand name on Consumer buying behavior we applied multiple regression analysis with Durbin
Watson to examine the nature of correlations.
Table 3 explains the summary of findings, R Square shows the variation in consumer buying behavior due to
brand image or brand name, R Square is 0.353 it means that independent variable has 35.3% impact on
dependent variable. Durbin Watson was calculated to check whether there is positive, negative or zero
correlation among variables. Durbin Watson is 1.549 which means there is positive autocorrelation among
variables of study and it is less than 2.
Table 4 demonstrates the level of significance that it is acceptable or not. But the results in table shows that
significance level is 0.000 which is less than 0.05 and it is acceptable and shows strong impact of brand
image/brand name on consumer buying behavior.
Hence From above results it is concluded that all results are supporting H1, and there is Significant and strong
positive relationship between brand name and consumer buying behavior.
IV. Conclusion
The purpose of this study is to examine the relationship between brand image and consumer buying
behavior. For this purpose survey questionnaire method and non-probability sampling technique was used. After
applying all SPSS tests results we conclude that brand image or brand name has strong positive relationship with
consumer buying behavior. The University students of Gujranwala, Faisalabad and Lahore are more and more
conscious for branded products to show off themselves. According to Hillenbrand, Alcauter, and Cervantes
(2013) one of the most important link to the customer is brand as brand has all the characteristics the full fill the
need of people and company aim should be to create a brand name which relates the customers positively.
5.1 Practical Implication
This Research study provides deep understanding to business and companies that how they can make
better their promotional and marketing tool to capture the customers and to increase their profits. Marketing
Managers can understand that people in this information age are moving toward branded and quality products.
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• Objectif L’onomastique commerciale, qui s’intéresse aux noms circulant dans la sphère commerciale, occupe un espace de plus en plus important dans la façon de communiquer des marques : « Red’Dingue », « Maliblue », « As de Pink » illustrent une nouvelle tendance de logique nominative, conduisant à désigner des produits par leur couleur teintée d’une pointe d’humour destinée à provoquer un effet d’attraction au moyen d’une vision décalée. Aussi, cet article étudie l’influence du color-naming humoristique (nom coloré humoristique) et les effets des différents mécanismes humoristiques (humour basé sur la théorie intellectualiste ou humour basé sur la théorie de soulagement) sur les comportements de consommation. • Méthodologie 1 432 individus ont été mobilisés pour cette recherche. Quatre ateliers de créativité lexicale (N=100) ont généré 145 noms colorés humoristiques destinés à nommer une boisson rafraîchissante sans alcool aux fruits. Un premier pré-test (N=266) a évalué leur caractère humoristique, permettant de sélectionner les plus pertinents. Un second pré-test (N=226) s’est appuyé sur l’échelle de mesure développée par Spielmann (2014) pour les classer selon l’un des deux mécanismes humoristiques et a vérifié la qualité de manipulation des variables indépendantes avant l’expérimentation finale. L’étude finale (N=840) a fait l’objet d’un design inter sujets 4 x 3 (quatre couleurs ; trois types de dénominations colorées) et a permis de tester empiriquement les hypothèses de la recherche. • Résultats Les résultats obtenus montrent que les consommateurs ont une attitude plus favorable envers un nom de produit coloré humoristique que vis-à-vis d’un nom de produit coloré non humoristique, et ce quel que soit le mécanisme humoristique utilisé. En revanche, seul un mécanisme humoristique basé sur la théorie de soulagement a un impact significatif sur l’intention d’achat. De plus, le niveau de congruence de la couleur du produit avec la couleur originelle de la catégorie vient modérer ces résultats. • Implications managériales Cette étude apporte des réponses aux entreprises soucieuses de donner à leurs produits un nom coloré basé sur un jeu de mots à caractère humoristique et attire leur attention sur le fait que tous les mécanismes humoristiques n’engendrent pas les mêmes réponses, certains pouvant dégrader l’intention d’achat. De surcroît, cette stratégie de nomination prévaut essentiellement lorsqu’il s’agit d’introduire sur le marché une couleur de produit inhabituelle. • Originalité Si l’onomastique commerciale utilise de plus en plus fréquemment le color-naming humoristique, son impact sur le comportement du consommateur demeure un sujet lacunaire.
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Tujuan penelitian ini adalah sebagai inovasi baru penguat ekonomi kreatif di masa pandemi dengan strategi branding produk melalui media digital atau digital branding. Penelitian ini menggunakan metode kualitatif berjenis pendekatan deskriptif. Subjek penelitian ini adalah produk MOP beauty sebagai pelaku ekonomi kreatif. Branding adalah usaha memperkenalkan produk kepada masyarakat dengan strategi membangun suatu pernyataan rasional, emosional, dan kultural dari sebuah produk sebagai upaya pengenalan sebuah produk dengan tujuan untuk memengaruhi pilihan konsumen agar memilih produk tersebut dibandingkan produk pesaing lainnya. Dari penelitian ini bisa diketahui bahwa membangun strategi digital branding merupakan sebuah bekal yang amat penting sebagai penguat ekonomi kreatif di masa pandemi Covid-19. Sebuah proses membangun brand yang kuat dapat menciptakan ketahanan sehingga brand produk mampu melewati masa sulit pandemi Covid-19 dengan baik. Dengan demikian kepercayaan konsumen terhadap brand maupun penjualan dapat meningkat. Karya tulis ilmiah ini dapat bermanfaat sebagai referensi di dunia pendidikan maupun pelaku ekonimi kreatif.
The purpose of this study was to examine the effect of major intrinsic (functional, expressive, aesthetic, tracking) and extrinsic (brand name, price) attributes of broadly defined wearables on consumers’ attitude and intention of using such products. An online survey was conducted with a convenience sample of 317 college students whose age was 18 years old and over at a large US Midwestern university. Confirmatory factor analysis and structural equation modelling were performed to test the measurement model fit and hypotheses testing. The results revealed the significant influence of tracking attributes on perceived ease of use, perceived usefulness, attitude, and intention of using wearables. This study highlights the importance of considering tracking attributes along with functional, aesthetic, and expressive attributes in predicating consumer behavioural aspects of using wearables. Limitations and managerial and academic implications were also discussed.
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Brand image and advertisement play a crucial role to boost up any business performance as brand image is an implied tool which can positively change people's buying behaviors and advertisement is behaving as a driving force for any business as it's an effective source to convey your message and stay in customer's mind. The purpose of this study is to examine the impact of brand image and advertisement on consumer buying behavior in the general public at Gujranwala city. Questionnaire survey was used to collect the data by using non probability convenient sampling technique. A sample of 200 questionnaires was used in which 175 responses were collected within the period of one month. Findings show that brand image and advertisement have strong positive influence and significant relationship with Consumer buying behavior. People perceive the brand image with positive attitude. Study depicted that teenagers in Gujranwala are more conscious about their social status so they prefer branded products and advertisement affects their Consumer Buying Behavior positively. In the last of article limitations of research, implications and suggestions for further research also included.
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Jordan, nowadays, is trying to develop and build itself simultaneously with the current growing marketplace around the globe. Even though the country has limited resources to do this, its strategic position and stable situation compared with its neighbour attracted many companies and investors to establish their entrepreneurs in Jordan. Such a flourish in the country economy and the rapidly growing industries within it, raise the need for researches and studies to be conducted about Jordan and its people. For this reason, marketer managers spare no efforts to understand consumers in Jordan, and to specify their needs. Thus, this research came to cover an important subject within the consumer behaviour, which is the effect of brand names on the consumers' choice between alternatives. Major objective for this research was to determine if there is a significant effect of familiar brand names on the consumer behaviour. Other objectives, which are related to the first one, were to find if there is a relation between the customer demographic profile and the extent to which he/she is affected by the product brand name, and finally to identify the way Jordanian customers perceive strong brand names. In order to attain the study purposes, a self administered questionnaire containing eighteen items has been designed; all efforts have been done to make the questionnaire as much reliable and valid as possible. It has been distributed to a judgmental sample of 125 respondents. However, 104 useable questionnaires have been analysed using the (SPSS) software. Results found that customers in Jordan really consider the product brand name as an important cue while making their buying decision. But in the other side, no relation between the customers' demographic profile and the level of brand name significance has been founded. Finally, Jordanian customers are appreciating the product with strong brand names, they said it worth its price and it's not that expensive. Also they agreed that it is more trustworthy and have better quality than other products without brand names or with unknown brand names. At the end, we also found that the majority of the research participants think that using or buying products carrying well known brand names reflect higher social status.
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In this article we examine a phenomenon known as sound symbolism, where the sound of a word conveys meanings. Specifically, brand names are composed of individual sounds called phonemes and we investigate how this phonetic structure of brand names affects a consumer's evaluation of products and their underlying attributes. We demonstrate that consumers use information they gather from phonemes in brand names to infer product attributes and to evaluate brands. We also demonstrate that the manner in which phonetic effects of brand names manifest is automatic in as much as it is uncontrollable, outside awareness and effortless.
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In the modern society brands not only represent the product or company but also have a strong association with perceived quality, consumers’ life style, social class, taste etc. The purpose of this paper is to create a deeper consideration of what influence a brand name can have, when people go for purchasing, choose the products between different brands, especially private vehicle like car. Moreover, this paper also tries to explore the relation between brands and the consumer decision making process. This study has been conducted through literature study as well as questionnaire administered survey. Simple random sampling procedure has been used to determine sampling frame and size and a convenience sample of hundred respondents of different age groups, income and occupation have been considered for the survey. The collected data were analyzed to comply with the objectives and also to draw conclusions. From the study it is revealed that when consumer purchases a car, brand names do influence his/her choice. The study also reveals that branded cars have a great place in consumer mind, when customers go for purchasing a car, they prefer to purchase a well known branded car. Customers do not want to try new or unknown branded cars because they have not much information about the lesser known brand.
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This article is a replication of a study of Hoyer and Brown that used a controlled experiment to examine the role of brand awareness in the consumer choice process. The replication used the same methods, but with a different (but similar) product category, a larger sample, and a sample group that included experienced as well as inexperienced consumers. Results support the original study's findings that brand awareness is a dominant choice tactic among awareness group subjects. Subjects choosing from a set of brands with marked awareness differentials showed an overwhelming preference for the high awareness brand, despite quality and price differentials. They also made their decisions faster than subjects in the nonawareness condition and sampled fewer brands. In a surprising finding, respondents use of the awareness choice heuristic did not seem to decline steadily over repeated choice trials, but rather showed something of a U-shaped pattern, with subjects returning to the high awareness brand in the latter choice trials. Little support was found for Hoyer and Brown's finding that subjects in the no brand awareness conditions chose the quality brand on the final trial more often that those in the awareness differential conditions. In summary, awareness differentials seem to be a powerful influence on brand choice in a repeat purchase consumer product context. Consumers show a strong tendency to use awareness as a heuristic and show a degree of inertia in changing from the habit of using this heuristic.
The proliferation of assorted brands of food drinks in the country has led to cutthroat competition for increased market share being witnessed among the operators in the food drink industry. When competition is keen and the consumers are faced with brand choice in the market, it becomes imperative for the manufacturers to understand the major factors that can attract the attention of buyers to his own brand. These then form the basis for marketing panning and action. This study, which was based on a survey of 315 randomly selected consumers of food drinks in Lagos, Ibadan and Ile-Ife, cities in Southwestern Nigeria, examined the role played by advertising in influencing consumers preference for Bournvita, which is one of the leading food drinks in the Food and Beverage industry in Nigeria. Results revealed that both male and female and different age groups were equally influenced by advertising in their preference for the brand. 38.73% of the consumers showed preference for Bournvita out of the various brands of the food drink studied. The major reasons advanced for the preference are its captivating advertising (42.62%) and rich quality (40.16%). TV advertising was most preferred by 71.43% of the respondents of all the media used in advertising Bournvita. The need for high preference to advertising is therefore highlighted for companies that want to not only retain their market but take positive steps to increase their market share.
Purpose – Researchers agree that the choice of brand name for a product can alter the consumers ' judgment about the product and their purchase decision-making process. With competition getting fiercer and product quality becoming more homogenous, a “better” brand name can be decisive in product choice if the consumers compare several products. The purpose of this research is to offer new physiological insights about how brand names are processed in the consumer ' s brain in order to identify potential determinants of “better” brand names. Design/methodology/approach – Using valence and activation ratings, reaction time, and functional magnetic resonance imaging (fMRI), the authors show the interaction of key brand name dimensions with the consumer purchase decision-making process, as well as the neurophysiological basis of consumer preference for certain types of brand names. Findings – The authors ' research shows that it has a positive effect on consumer choice to include in the brand name hints at the key benefits of the underlying product. Practical implications – The authors ' results demonstrate that fMRI is able to provide important insights for brand practitioners. Originality/value – Current research has neither focused on the interaction of brand name dimensions with the consumer purchase decision-making process nor provided insight about the physiological drivers of brand perception. In their research, the authors applied for the first time neurophysiological methodologies and fMRI to questions related to brand names, resolving questions that have not been answered due to the methodological limitations of social sciences.
This research represents an initial step toward understanding how the brand name interacts with associated brand information in the development of brand knowledge. In particular, it draws on extant research on psycholinguistics, consumer memory, and decision making to demonstrate, in 2 experiments, that a brand name's semantic suggestiveness interacts with the type of decision task involved in the initial brand encounter to influence the brand information encoded and recalled during a subsequent encounter with a proposed brand extension. When information about an efficient set of new brands is learned through a choice task, brand names that suggest general superiority appear to benefit subsequent brand extensions more than names that are suggestive of category-specific, attribute-based superiority. After a judgment task, however, the latter names appear to benefit brand extensions more than the former ones. Moreover, this interactive effect of brand name suggestiveness and decision goal on brand extension evaluations is accompanied by systematic shifts in the extent to and the manner in which individuals process attribute information about the parent brands and recall and identify such information.
The effect of brand name present/absent condition on consumer price limits was examined in an experimental setting. The findings of this study have important implications for pricing managers. The results support the past findings that brand name affects price perception. Branded products are perceived to be higher priced than unbranded products (higher acceptable price). That is, branded products seem to command a price premium as compared to unbranded products. The findings suggest that the well-known brand name should be positioned in the upper acceptable price range and the not so well-known brand names in the lower acceptable price range. This brand positioning strategy, in turn, will determine the product's position in the product line, the marketplace, its competition, and its use patterns. Price is very much a part of the product and branding policy.
China is rapidly becoming an important market for consumer goods, but relatively little is known about variations in consumer shopping patterns in different regions of China. We employ a cultural materialism perspective in understanding decision-making styles of inland and coastal shoppers. Our findings reveal that consumers in the two regional markets do not differ in utilitarian shopping styles but they do in hedonic shopping styles. Marketers need to understand these differences to be able to market effectively to consumers in different regional markets within China.