Measuring consumer-based brand authenticity Napoli, Julie; Dickinson, Sonia J.; Beverland, Michael B. ...
Journal of business research,
06/2014, Volume:
67, Issue:
6
Journal Article
Peer reviewed
Open access
Postmodern consumers use brands to create an authentic self and to reconnect to place, time, culture and others. Although previous research has identified that consumers draw on a range of cues in ...order to attribute authenticity to branded objects, no scales exist to measure the construct of brand authenticity. Building on the existing literature, this paper uses quantitative methods to develop a psychometrically robust measure of brand authenticity from a consumer's perspective. Findings demonstrate convergent, discriminant and predictive validity, whereby 14 items represent three interrelated first order factors labeled quality commitment, sincerity and heritage that correspond with a higher order brand authenticity construct. This study extends our understanding of the consumption of authenticity. Moreover, it provides a tool by which firms can evaluate the effectiveness of strategic decisions designed to deliver an authentic brand offering to consumers. Limitations and directions for future research are discussed.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UL, UM, UPCLJ, UPUK
Along with the growth of Internet and electronic commerce, online consumer reviews have become an important source of information that assists consumers to make purchase decision. However, ...theoretical development and empirical testing in this area of research are still limited, which greatly hinder us from understanding the influence of online reviews. Drawing upon the heuristic–systematic model from the literature of dual-process theories, we develop a research model to identify factors that are important to consumers' purchase decision-making. The model is empirically tested with 191 users of an existing online review site. We find that argument quality of online reviews (systematic factor), which is characterized by perceived informativeness and perceived persuasiveness, has a significant effect on consumers' purchase intention. In addition, we find that source credibility and perceived quantity of reviews (heuristic factors) have direct impacts on purchase intention. The two heuristic factors further demonstrate positive influences on argument strength. This result is consistent with the proposition of bias effect in the heuristic–systematic model, which elucidates the interrelationship between heuristic and systematic factors. Based on the findings, we discuss implications for both researchers and practitioners.
•We develop a heuristic–systematic model to examine the influence of online reviews.•Three systematic and heuristic factors are proposed to affect behavioral intention.•Argument quality is defined with informativeness and persuasiveness dimensions.•Source credibility and perceived quantity of reviews are the two heuristic factors.•The two heuristic factors produce significant bias effects on argument quality.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UL, UM, UPCLJ, UPUK
This study aims to investigate negative consumer‐brand relationships by developing a “Brand Hate” concept. A hierarchical Brand Hate model is theoretically discussed in light of the psychology and ...consumer behavior literatures. In Study‐I the Brand Hate concept was tested with two different types of consumer brand haters, true haters, and regular haters. The study found that in the study's proposed multidimensional Brand Hate hierarchy true haters display “Boiling Brand Hate” while regular haters reveal “Seething Brand Hate.” Two additional studies were developed to examine the relationship between consumer personality traits and Brand Hate, exploring which types of consumers are more prone to feel hatred toward targeted brands. Study‐II's findings revealed a relationship between consumers who are high in personality traits of “conscientiousness” and those who Brand Hate. Study‐III's findings indicated that “self‐confident” and “competitive” consumers might also be more prone to feel hatred toward those brands that perform poorly and unethically.
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BFBNIB, FZAB, GIS, IJS, KILJ, NLZOH, NUK, OILJ, SBCE, SBMB, UL, UM, UPUK
We study a seller’s optimal pricing and inventory strategies when behavioral (nonpecuniary) motives affect consumers’ purchase decisions. In particular, the seller chooses between two pricing ...strategies, markdown or everyday low price, and determines the optimal prices and inventory level. Two salient behavioral motives that impact consumers’ purchase decisions and the seller’s optimal strategies are anticipated regret and misperception of product availability. Regret arises when a consumer initially chooses to wait but encounters stockout later, or when the consumer buys the product at the high price but realizes that the product is still available at the markdown price. In addition, consumers often perceive the product’s future availability to be different than its actual availability. We determine and quantify that both regret and availability misperception have significant operational and profit implications for the seller. For example, ignoring these behavioral factors can result in up to 10% profit losses. We contrast the roles of consumers’ strategic (pecuniary) motives with their behavioral (nonpecuniary) motives in affecting purchase, pricing, and inventory decisions. The presence of the behavioral motives reinstates the profitability of markdown over everyday low price, in sharp contrast to prior studies of only strategic motives that suggest the contrary. We characterize how and why strategic versus behavioral motives affect decisions in distinctive manners. In doing so, this paper also introduces and determines the
behavioral
benefits of pricing in leveraging consumers’ behavioral regularities. We advocate that tactics that may intensify consumers’ misperception of availability, such as disclosing low inventory levels, can have a far-reaching impact on improving the seller’s profit.
Data, as supplemental material, are available at
http://dx.doi.org/10.1287/mnsc.2014.2147
.
This paper was accepted by Yossi Aviv, operations management
.
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BFBNIB, CEKLJ, IZUM, KILJ, NMLJ, NUK, PILJ, PNG, SAZU, UL, UM, UPUK
Purpose
The purpose of this paper is to explore consumers’ views and expectations on circular clothing. This paper also clarifies how the remanufacturing process should be communicated and circular ...fashion marketed to consumers.
Design/methodology/approach
The research methodology consisted of consumer interviews, utilising an online innovation platform (Owela) to involve consumers and workshops with project partners and with external stakeholders.
Findings
Consumers’ interest towards recycling and sustainable solutions has increased. They appreciate the idea of recycling textile waste to produce new clothes; circular products should become “the new normal”. Consumers are asking for more visible and concrete information about circular clothing and how their behaviour has affected the environmental aspects of textile production. The communication should be timed correctly by using multiple communication channels and also paying attention to the shopping experience. In addition, digital services alongside circular clothing could create additional value for consumers.
Research limitations/implications
In this study, only consumers from Finland were involved. The results might be different in different parts of Europe and especially worldwide.
Originality/value
This study focusses on circular clothing – an area that has not been studied much before. Also, consumers involved in this study were of a different age compared to most of the previous studies, where the focus has been mainly on young college students.
Purpose
The purpose of this paper is to develop and test a conceptual model that combines the modified Unified Theory of Acceptance and Use of Technology (UTAUT2) with a consumer brand engagement ...(CBE) model to predict consumers’ usage intentions toward contactless payment systems in a developed country.
Design/methodology/approach
The authors cooperated with a contactless payment service provider in Finland and reached out to 22,000 customers, resulting in 1,165 usable responses. The collected data were analyzed using structural equation modeling.
Findings
The study shows that the UTAUT2 and the CBE model together explain approximately 70 percent of the variance in usage intention. Of the predictors, habit and consumers’ overall satisfaction have the strongest influence on usage intentions. The model also confirms the positive relationship between intention and use.
Practical implications
Understanding the reasons for both the intention to use and the continued use of contactless payments is important for merchants, banks and other service providers. This study shows which technology adoption factors drive both the intention and the use of contactless payments. The finding that intention is mainly driven by habit and overall satisfaction and not by hedonic reasons indicates that such behaviors are difficult to change.
Originality/value
This study is among the first to examine contactless payment usage in a developed market, where over half of all point-of-sale transactions are executed using contactless payment cards and/or cell phones.
The aim of this paper is to determine the level of knowledge of the categories of sustainable development and consumers’ attitudes towards concept, assumptions, and principles of sustainable ...development in Polish society. The article also attempts to distinguish homogeneous clusters of consumers, based on their attitudes toward the sustainable development goals (SDGs). The text is based on the results of the original empirical research carried out by the authors in November 2020 on a sample of 1045 adult consumers from all over Poland. The research used an online survey technique. To determine the types of consumers, 17 diagnostic variables (goals of sustainable development) were adopted. Cluster analysis was used to distinguish the types of consumers, whereas the number of clusters was determined using the hierarchical Ward method with the square of the Euclidean distance. The individual objects were classified into clusters with the help of the non-hierarchical k-means method. The conducted analyses enabled the authors to distinguish three relatively homogeneous types of consumers based on their attitudes towards the sustainable development goals, namely: informed apologists, moderate supporters, and uninformed critics. The consumer types described in the article may constitute the basis for market segmentation for companies offering consumer goods and services. The article also presents the level of awareness of the sustainable development goals in Polish society and the level of their acceptance. In addition, the presented research results conducted in Poland may constitute the basis for implementation of similar research in other countries. In the case of many countries and societies, there is a lack of knowledge about the types of consumers based on their attitudes towards the idea of sustainable development; therefore, it can be concluded that the presented research results contribute to the theory of consumer behavior.
Measuring consumer uncertainty about future inflation De Bruin, Wändi Bruine; Manski, Charles F.; Topa, Giorgio ...
Journal of applied econometrics (Chichester, England),
April/May 2011, Volume:
26, Issue:
3
Journal Article
Peer reviewed
Open access
We introduce a survey-based measure of uncertainty about future inflation, asking consumers for density forecasts across inflation outcomes. Consumers are willing and able to express uncertainty, ...showing high response rates and response patterns that are reliably related to qualitative measures of uncertainty. Heterogeneity in expressed uncertainty is associated with demographic characteristics and financial literacy, and measures of central tendency derived from density forecasts are strongly correlated with point forecasts. Furthermore, expressed uncertainty is positively related to point forecast levels and to larger revisions in point forecasts over time.
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BFBNIB, FZAB, GIS, IJS, INZLJ, KILJ, NLZOH, NMLJ, NUK, OILJ, PNG, SAZU, SBCE, SBMB, UL, UM, UPUK, ZRSKP
This paper considers a closed-loop supply chain consisting of a manufacturer and a third party in which the manufacturer licenses the third party to undertake remanufacturing activities in the ...presence of strategic consumers. We analyse the impacts of strategic consumer behaviour and the third-party remanufacturing cost on three kinds of remanufacturing scenarios, namely no-remanufacturing, partial-remanufacturing and full-remanufacturing. We adopt a Stackelberg game to obtain the equilibrium strategies of each remanufacturing model and show that the demand of new products decreases and the demand of remanufactured products increases as consumers become more strategic. Considering the manufacturer's profit decrease due to strategic consumer behaviour, the manufacturer suffers a smaller profit loss when he licenses the third party to remanufacture because he can charge a higher licensing fee from the third party to share remanufacturing revenues. Moreover, the manufacturer prefers the third-party remanufacturing mode rather than the manufacturer-remanufacturing mode if the third-party remanufacturing cost is relatively low and remanufacturing can always bring a profit increase to both the manufacturer and the third party.
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BFBNIB, GIS, IJS, IZUM, KILJ, KISLJ, NUK, PILJ, PNG, SAZU, UL, UM, UPUK
We present an economic model of media bias and media mergers. Media owners have political motives as well as profit motives, and can influence public opinion by withholding information that is ...pejorative to their political agenda—provided that their agenda is not too far from the political mainstream. This is true even with rational consumers who understand the media owners' biases, because the public do not know how much information the news organizations have and so do not know when news is being withheld. In line with conventional wisdom, this problem can be undone by competition; but competition can be defeated in equilibrium by media mergers that enhance profits at the expense of the public interest. We thus derive a motive for media merger policy that is completely distinct from the motives behind conventional antitrust. While media bias may reduce the profit incentives to merge, media markets nonetheless err by being insufficiently competitive, and the consequences of merger are more severe than in other markets.
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BFBNIB, IZUM, KILJ, NMLJ, NUK, PILJ, PNG, SAZU, UL, UM, UPUK
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