To increase consumer acceptance of novel products, firms often employ extension strategies, that is, launching new products under familiar brand names. Prototypical brands are among the most familiar ...in any product category, and, therefore, seem attractive candidates for extension efforts. But, by definition, prototypical brands and their product category show a strong association. Starting from a categorization theory perspective, prior research suggests that this association may hinder the extendibility of prototypical brands to products that belong to distant categories. Yet counter-intuitively, results from two studies focusing on novel extensions demonstrate that brand prototypicality increases rather than decreases consumer acceptance of novel extensions, in “close” as well as “distant” product categories. A mediation analysis provides evidence for the underlying mechanism by indicating that the risk-reducing advantage of prototypical brands outweighs their category-anchored rigidity.
In the global fight against climate change, stimulating eco-driving could contribute to the reduction of CO2 emissions. Company car drivers are a main target in this challenge as they represent a ...significant market share and are typically not motivated financially to drive more fuel efficiently (and thus more eco-friendly). As this target group has received little previous research attention, we examine whether digitally administered feedback and coaching systems can trigger such company car owners to drive eco-friendly. We do so by using respondents (employees of a financial services company (N = 327)) that voluntarily have a digital device (‘dongle’) installed in their company car, which monitors and records driving behavior-related variables. In a longitudinal real-life field study, we communicate eco-driving recommendations (e.g., avoid harsh braking, accelerate gently, etc.) to the respondent drivers via a digital (computer) interface. Over a 21-week time frame (one block of seven weeks before the intervention, seven weeks of intervention, and seven weeks after the intervention), we test whether eco-driving recommendations in combination with personalized, graphical ‘eco-score index evolution’ feedback increase eco-driving behavior. We also experimentally evaluate the impact of adding social comparison elements to the feedback (e.g., providing feedback on a person’s eco-driving performance compared to that of the same car brand users). Structural Equation Modeling (in MPlus 8.4) is used to analyze data. Our results show that digitally administered personal performance feedback increases eco-driving behavior both during and after the feedback intervention. However, we do not observe increased effects when social comparison information is added to the feedback. As this latter element is surprising, we conclude with a reflection on possible explanations and suggest areas for future research. We contribute to the sustainable eco-driving literature by researching an understudied group: company car drivers. More specifically, we contribute by demonstrating the effectiveness of digitally administered personal performance feedback on eco-driving for this group and by observing and reflecting on the (in)effectiveness of feedback containing social comparison information.
In response to diversifying music delivery modes, consumers increasingly combine various music platforms, both online and offline, legal and illegal, and free or paying. Based on survey data (N=685), ...the current study segments consumers in terms of the combination of music delivery modes they use. We identify four latent classes based on their usage frequency of purchasing CDs, copying CDs, streaming music, streaming music videos, peer-to-peer file sharing, and purchased downloading. All-round users (9.9%) use most or all acquisition modes, but at a low frequency. Traditionalist (33.7%) typically makes no use of any of the acquisition modes except buying CDs. Streamers-downloaders (20.7%) use several acquisition modes intensively, especially streaming (video and/or music only) and downloading (legal and illegal). Light users (35.6%) also use multiple acquisition modes, but less frequently. We draw theoretical and practical implications, discuss limitations, and suggest ideas for future research.
Whereas in the past 'free' and 'illegal' were nearly synonymous in the music industry, consumers nowadays face a myriad of music platforms with widely different characteristics in terms of business ...model (advertising supported, fee based, etc.), delivery mode (streaming, downloading, etc.), and others. The current research examines music consumption preferences in this new context. In order to break with the outmoded free-illegal versus paid-legal dichotomy, the present research studies consumer preferences for a broader range of music platform attributes, including free versus paying business models, (il)legality of use, artist revenues, downloading versus streaming, and audio quality. Based on a literature review and a qualitative study with in-depth interviews (N = 92), an online conjoint survey (N = 764) quantifies online music preferences. Results show that consumers of all ages clearly and consistently prefer legal and ethical options if available, but favor different ways of making this economically viable. Youngsters and young adults are more open to advertising, while middle-aged adults are more often willing to pay for advertising-free platforms. Thus, in real-life choices, youngsters may appear to be less ethical and law abiding, but the driving force behind this is mainly economical. Finally, a market segmentation provides deeper insights into online music consumer preferences and leads to recommendations on how to define viable legal and ethical music offerings.
In developed countries, sustainability is increasingly an active agenda topic for businesses. Yet a view on what sustainability exactly means in the minds of consumers is missing. In response to this ...research opportunity, online panel respondents from seven advanced economies (France, UK, Germany, Belgium, Sweden, Netherlands, Australia,
N
= 5620) were surveyed in two cross-sectional waves. Factor analytical results show that consumers associate sustainability with three key subdimensions: ‘social equality’ (e.g., fair wages), ‘circularity’ (e.g., recycling) and ‘naturalness’ (e.g., avoiding use of pesticides and GMOs). This observation offers inspiration to update the traditional two-dimensional (social vs. environmental) structure of sustainability advanced in previous literature. In addition, the identified ‘naturalness’ dimension may point to a new route to stimulate pro-environmental behavior as it has both a strong link with the environment and may introduce an affective undertone. We discuss theoretical and managerial implications, and report observed country, gender, and age differences.
This study explores consumer preferences for brands that emphasize sustainability and inclusivity, and for brands perceived as exclusive and trendy. Consumer data obtained via a large-scale survey ...involving 24,798 participants across 20 countries and one special administrative region (SAR) are used to understand how willingness to pay (WTP) for these brand types varies globally, accounting for demographic factors like generation, gender, and country. A substantial body of literature highlights growing consumer interest in brands that stand for sustainability and inclusivity, challenging traditional notions that luxury and exclusivity primarily drive brand value. Despite persistent skepticism among some business executives about consumers’ actual versus claimed willingness to spend more for sustainable and inclusive brands, academics and commercial researchers increasingly signal a shift in purchasing behavior that is influenced by socio-ecological factors. This research aims to provide empirical data on consumer WTP across different demographics and countries/regions, thereby contributing to academic discussions and offering insights for managerial decision making. The study frames its investigation around four research questions, to explore how consumers’ WTP for exclusive and inclusive brands varies across generations, genders, and countries/regions. It employs a robust methodological approach, using confirmatory factor analysis (CFA) and structural equation modeling (SEM) to analyze the data. This ensures that the constructs of brand inclusiveness and exclusivity are comparable across diverse cultural contexts. Significant gender, generational, and country/region differences are observed. When comparing generations, the findings indicate that GenZ consumers have a higher WTP for sustainable/inclusive brands (compared to older, GenX, and Baby Boomer generations). Similar patterns are found when considering WTP for exclusive, on-trend brands. In terms of gender, women are observed to have a higher WTP for sustainable/inclusive brands, but a lower WTP for exclusive, on-trend brands compared to men. Finally, compared to consumers originating from certain European countries, we find that consumers living in certain Asian countries/regions have a significantly higher WTP for inclusive and sustainable brands, as well as for exclusive/on-trend brands. The study underscores the complexities of consumer behavior in the global market, highlighting the coexistence of traditional preferences for exclusive, trendy brands and preferences for brands that embrace sustainability and inclusivity.
In this study, we invoke a social identity and job resources perspective to investigate the impact of an organization's internal and external employer brand images on employee absenteeism. ...Specifically, using workforce samples of 56 Belgian companies (n = 12670) and a second independent study sample (n = 4461), we assess the relative importance of the internal employer brand image (i.e. employee perceptions) and the external employer brand image (i.e. non-employee perceptions) in predicting the absenteeism rate in these organizations. Results show that corporate absenteeism decreases as internal (employee) views and external (non-employee) views of the organization decline. Results further show that the external employer brand image may be a more important driver of absenteeism than the internal employer brand image. Such results highlight that an organization's external image may be a strong antecedent of important internal organizational behavior outcomes.
In four experiments, we demonstrate a direct contrast effect and an indirect assimilation effect (mediated by perceived assortment expensiveness) of Known Value Item prices on target products’ price ...expectations and evaluations. We find that the relative strength of contrast versus assimilation depends on assortment size and user status.
Purpose - The objective of this study is threefold. First, the authors want to use taste tests to assess how four store brands that are differently positioned compare to one national brand in terms ...of perceived brand equity. Second, the authors want to investigate whether brand equity of store versus national brands is determined by current brand loyalty towards these brands. Third, they want to find out whether store patronage has an influence on perceived brand equity of store versus national brands.Design methodology approach - A total of 225 consumers were involved in a repeated measures design involving two within-subject factors: a blind and non-blind taste test of five orange juice brands. Across our three objectives, we describe the impact of the retailers' positioning strategies on the results generated.Findings - The results confirm the common belief that private label products can offer the same or even better quality than national brands, but at a lower price.Originality value - Until now, hardly any study incorporates the differences in positioning objectives of retailers and national brand manufacturers. Nevertheless, as is true for any brand, positioning of a store brand can exert an important influence on its performance.
Business practitioners increasingly seem to believe in the power of goalbased labels (i.e., labels that link assortment items to consumption goals). While previous literature has focused on ...feature-based approaches to increase choice satisfaction, we introduce goal-based labeling as a consumer-based approach to increase choice satisfaction. Since goal-based labels (e.g., a "Family Trip" camera versus a "Professional" camera) relate choice alternatives directly to consumption goals, they allow consumers to bypass translating product attributes into goal attainment. Quantitative and qualitative results of an experimental study indicate that novice consumers, but not experts, benefit from goal-based labeling in multiple ways. Novice consumers use goal-based labels as an important cue in their decision making. This can significantly increase their chances at making an optimal choice. Choosing from a goal-based labeled assortment also has a positive effect on the choice satisfaction of novices. Mediation analyses show that a decrease in the choice uncertainty drives the positive effect of goal-based labeling on choice satisfaction. Novices apparently do not blindly follow the labels that are provided but try to understand the link between labels and attributes. Hence, among novices, inaccurately labeled assortments not only result in suboptimal choice but also in higher uncertainty and lower satisfaction. For experts, goal-based labeling is largely irrelevant, as it does not have an effect on their choice satisfaction, nor on their likelihood to make an optimal choice.
PDF
