Brand Consideration Research Articles

Navigating Geopolitical Turmoil: Corporate Responses to the War in Ukraine and Its Impact on Consumer Mindset

Following Russia's 2022 invasion of Ukraine, many companies withdrew from or altered their Russian operations. This research explores the impact of such corporate actions on three important consumer mindset metrics: net brand buzz, consideration set inclusion, and purchase intent. The authors also examine the moderating role of the firm's environmental, social, and governance (ESG) reputation, the type of business (B2B vs. B2C), and the focal firm's decisions relative to peers. The authors test their propositions using a unique data set that combines a firm's decision related to its Russian operations, consumer mindset metrics, and ESG performance after controlling for firm-level factors. The findings indicate that decisions such as withdrawal from or suspension of activities in Russia are positively related to consumer mindset metrics. Moreover, this effect is accentuated for firms with a strong prior ESG reputation such that they experience a greater level of net brand buzz, brand consideration set inclusion, and purchase intent following the decision compared with the period before such decisions. This study contributes to understanding the relationship between such corporate actions and consumer mindset metrics in a novel geopolitical context, providing valuable insights for managerial decision making and public policy.

Social Media Influencers’ Credibility and Purchase Intention: The Moderating Role of Green Consumption Values

Social media influencer marketing has emerged as a new marketing tool. Generation Z consumers are especially influenced by social media influencers when purchasing cosmetic products. The purpose of this research is to examine the effect of the credibility of social media influencers on consumers’ brand consideration and purchase intention, while at the same time authors test the moderating effect of green consumption values on the aforementioned relationships. An online questionnaire survey was conducted, targeting Gen-Z consumers who follow beauty influencers on social media. According to the results from 201 participants, social media influencers’ credibility positively effects brand consideration and purchase intention. These effects are both found to be moderated by users’ green consumption values.

Analysis of Brand Effects in Data-Driven Design Based on Online Reviews

Abstract Recently, online user-generated data have emerged as a valuable source for consumer product research. However, most studies have neglected the brand effect, although it is a significant factor in conventional market research. This paper demonstrates the importance of brands in data-driven design using online reviews. Specifically, this study utilizes game theory and suggests a game setting representing market competition. Elements of the game are determined based on online data analysis. The proposed approach consists of four stages. The first stage divides online customers into different segments and analyzes them to extract the feature importance of each brand in each segment. The importance is based on the positive term frequency of features, and it becomes the customer’s partial utility for each feature. The second stage defines the specification of product candidates and calculates their costs. This study refers to real market datasets (bill of materials) available online. At this point, the game is all set. The third stage finds the Nash equilibrium of the designed game, and the final stage compares the optimal strategy for a product portfolio with and without brand consideration. The suggested approach was tested on smartphone reviews from Amazon. The result shows that the lack of brand consideration leads a company to choose a non-optimal product strategy, illustrating the significance of the brand factor.

Upper funnel ad effectiveness and seasonality in consumer durable goods

Brands usually invest in a portfolio of ad products for brand consideration and conversion. To gauge performance, brands often use ad-attributed metrics to compare return on advertising spend (ROAS) across different ad channels. There are two shortcomings with this approach. First, it relies on a predetermined attribution window (eg 1 day, 14 days, 30 days).1 The resulting ROAS does not only favour lower funnel ads, such as paid search, but could change with different attribution models. Secondly, attributed performance metrics usually do not consider seasonality, and organic consumer demand changes over the course of the year, which could bias the estimates of the effectiveness of ads. This could result in mistakenly attributing high organic demand to campaign performance. These issues are addressed with a seasonal autoregressive integrated moving average with x/exogenous variables (SARIMAX) model, accounting for seasonality and brands' past performance. This analysis compares ad efficacy on total retail metrics, regardless of attribution methods. This method is applied to Amazon Ads for 15 brands in US consumer durables. While the lower-funnel ad product (Sponsored Products) sees a lot more current usage, higher-funnel ad products such as Sponsored Brands, demand side platform (DSP) display, and Streaming TV Video are all found to have higher efficacy. Brands should evaluate their ad-product performance at regular intervals to avoid under-utilising high-performing ad products. Future research is also encouraged to replicate this methodology in different verticals and locales for generalisability.

Credibility of green advertising: six elements that drive credibility in green advertising

The goal of this academic research was to examine to what extent sustainable advertising messages are perceived as credible by the Belgian consumer. We wanted to investigate how credibility arises in sustainable commercials and what the impact of credible green advertising can be. We started with a literature study to uncover possible determinants of credibility and were able to distinguish six elements that drive credibility in green advertising. These six elements are honesty, clearness, details, commitment, urgency, and shared value. In order to validate the elements with significant evidence and examine their impact on green motivation and brand consideration, we ran a survey in which our individual respondents saw 5 sustainable commercials. These were randomly selected from a collection of 95 commercials that had been broadcasted in Belgium in the last 24 months before August 2021. Six hundred respondents participated in this survey, representative for Belgian consumers aged 19 to 90 years old. The results make clear that credibility is lacking and the key to effectiveness on many levels. Our six elements explain 72% of credibility in green advertising. Credibility and its six elements explain 59% of consumers' motivation to prefer sustainable products over conventional products. Together they explain 28% of brand consideration of the advertised sustainable product. Future success of sustainability may depend on whether brands can initiate switching the mindset of consumers with green advertising. This requires that green advertising is honest, shows commitment and urgency, provides details and clearness, and focuses on shared value for companies and consumers. This research also allows the construction of an app that forecasts brand consideration based on the scores of the 8 predictors of consideration due to the high levels of explained variance.

Lengthen your attribution window: Which digital ads have most long-term impact?

Brands usually invest in a portfolio of digital ad products for brand consideration and conversion, and their performance is commonly evaluated with ad-attributed metrics. However, these metrics limit the measurement of advertising effectiveness within a short time window, typically of two weeks. Therefore, they could underestimate the total effect if some ad products' efficacy lasts beyond the measurement period. In particular, this could understate the impact from ad products aimed at awareness and consideration. In addition, this bias could manifest in product categories where shoppers' involvement is high because they are making deliberate purchase decisions. To solve these problems, the Vector Autoregressive Moving Average with Exogenous variables (VARMAX) model is applied, which allows flexibility in the length of the advertising measurement window, and thus can empirically quantify how long the effect of each ad lasts without `a priori` restrictions. For 15 US brands across three verticals (Hardlines, Softlines and Consumables) on Amazon, it was found that within the two-week attribution window, upper/middle-funnel ad products only materialise 30–50 per cent of the total effects, compared to lower-funnel at 60–90 per cent. Based on these results, it is recommended that advertisers and publishers lengthen the attribution window, and especially track their upper and middle-funnel ad products for at least a month to capture their longer-term effects.

A Study on Consumer Awareness Towards Quality and Usage of Surgical Masks in Coimbatore City

Face masks must be worn in restaurants, grocery stores, and other public areas as part of the lifestyle change brought on by the COVID-19 epidemic. If you want to stop the spread of COVID-19, you must wear a mask, especially while you’re around other people. But if you venture outside of your “safe-at-home” paradise, you might see people with masks on in a number of different configurations, such as dangling from one ear, pushed down below the nose, or lying below the chin. These frequent errors reduce masking’s effectiveness and raise the wearer’s risk of contracting and disseminating the disease. Many COVID-19 patients don’t exhibit any symptoms, but they can still transmit the virus by speaking, sneezing, or coughing, which causes droplets to leave the mouth. Masking reduces COVID-19 incidences, even over time, according to scientific research. This paper provides an overview of what is currently known about using masks to protect against COVID 19. It addresses a variety of aspects of mask usage during the pandemic, such as the quality requirements for various face masks, consumer purchasing patterns, brand consideration, and knowledge of the effectiveness of face masks.

Cognitive, emotional and inferential paths from price perception to buying intention in an integrated brand price image model

A brand price image consists of associations related to the price positioning of a brand’s product portfolio and has a filter function for price search and brand consideration. The branding literature usually analyzes brand images in general and a few studies have discussed variables related to dimensions of a brand price image. This paper aims to extend this fragmented literature by proposing an integrated framework that links cognitive, emotional and inferential dimensions of a brand price image with each other and with the buying intention. With this framework, we analyze how brand price-level perception influences the buying intention through different positive and negative paths and whether the strength of these paths differs between price tiers. We test our framework based on data from 581 young middle-class Brazilian respondents using structural equation modeling. Results reveal a negative net effect of a perceived low price level on the buying intention. Regarding intra-tier positioning, a more expensive price-level perception increases the buying intention in low price tiers, while a less expensive price-level perception has a positive effect in high-price tiers. We explain these effects by stronger price–quality inferences in low-price tiers and discuss implications for theory and practice.

What Makes Restaurant Employees Become Brand Citizens?

We examined brand love and brand citizenship behavior in the restaurant industry, developing a study framework in which we proposed that the high-involvement human resource (HR) practices of recognition, empowerment, competence development, fair rewards, and information sharing would play an important role in determining the brand love that enhances brand citizenship behavior. We collected data from 476 frontline employees working in restaurants in Taiwan. The findings suggest that the HR practices of recognition, empowerment, competence development, fair rewards, and information sharing were crucial predictors of brand love. We also found that brand love mediated the link between business management and brand citizenship behavior, and had positive effects on brandhelping behavior, brand consideration, and brand enthusiasm. If managers can generate employees' brand love, employees are likely to perform behaviors to assist with brand-related activities, follow brand guidelines while serving customers, have a positive attitude, and engage in behaviors contributing to values of the corporate brand.

Demand Expansion and Cannibalization Effects from Retail Store Entry: A Structural Analysis of Multichannel Demand

In this paper, we investigate the demand response of a firm’s existing customers to retail store entry and which aspects of the response are demand-expanding and which cannibalize online sales. The empirical goal of the paper is to separately identify the effects of customer-to-store distance on purchase frequency, channel choice, and expenditure per purchase, using transaction-level data from a multichannel apparel brand. Our identification strategy exploits within-customer variation in distance resulting from store entry during a period of rapid retail expansion. We establish retail distance effects using descriptive regressions before developing a unified structural model that affords rich counterfactual analyses and further controls for product category preferences. We find material effects of decreasing retail store distance on purchase frequency and retail channel choice but not expenditures per purchase. Our structural model ascribes mechanisms to these effects in the form of increased brand consideration, higher retail utility from nonmonetary factors (e.g., reduced driving times), and infungibility of monetary transportation costs with budgets for apparel. Our estimates imply that a 10% reduction in retail store distance increases retail channel expenditures by 1.9% and decreases online channel expenditures by 1.2%, resulting in a 0.4% increase in total expenditures. Through counterfactual experiments, we demonstrate that retail expansion can ultimately limit the ability of the firm to price discriminate across channels because reducing transportation costs weakens the firm’s ability to enforce channel-based segmentation schemes. This paper was accepted by Matthew Shum, marketing. Supplemental Material: The online appendix and data are available at https://doi.org/10.1287/mnsc.2022.4308 .

Proposed New Marketing Strategy to Increase Sales and Brand Consideration for Healthy Food Business (A Case of Miethy)

Covid-19 pandemic makes people are beginning to prevent of these dangerous diseases, such as exercise, mental health care, and consuming healthy foods. The high demand of people's awareness of healthy food has made the food and beverage sector business increase. Miethy also had a chance to offer a variety healthy food. But, Miethy had a 23% declined in sales after four months of launching and sales always below the target. This paper research is to analyze Miethy's current condition, to find out what can be done to make sales increase, and what is the ideal marketing plan for Miethy's in the future. The qualitative method that used for internal and external analysis, there are STP analysis, 4P’s marketing mix analysis, Five Porter’s Forces, Competitive analysis, and Customer analysis. The problem was found that Miethy’s marketing activities with Miethy STP was not suitable, and Miethy experienced in high competition compared to its competitors because of the company's lack of branding. Based on the results of this research, Miethy is required to redesign a new marketing strategy. The new marketing strategy that becomes the final solution is the 4P’s marketing mix. Miethy will arrange a “Healthy Noodle Snack” with three flavors (chicken curry, spicy, cheese) for a new product variant. New miethy product sales will be placed in Bandung with an affordable price. And Miethy must also optimize digital marketing on social media and online marketplace for product promotion

Mind the attention gap: how does digital advertising impact choice under low attention?

PurposeThis study aims to investigate whether digital advertising can be effective despite consumer inattention and how certain common combinations of ad characteristics increase or decrease ad effectiveness under conditions of low attention.Design/methodology/approachUsing two online experiments in naturalistic environment, the authors compare ad effects under focussed, divided and incidental attention, for certain ad characteristics, namely, appeal type and (mis)matching between appeal and brand type. The results are analysed using logistic regression.FindingsAd exposure under low attention does increase brand consideration and choice. The greatest uplift in impact occurs when moving from non-exposure to incidental attention. Under incidental attention, emotive advertising was more effective than rational advertising, as was matching rather than mismatching an emotional appeal to a hedonic brand. Conversely, under divided attention, rational advertising and mismatching a rational appeal to a hedonic brand were more effective.Research limitations/implicationsThis research explores the effectiveness of Twitter ads with an emotional or a rational appeal and the (mis)matching between appeal and utilitarian or hedonic brand type. Future research can examine other formats and creative elements of digital advertising that can affect the low-attention processing and the effects that occur.Practical implicationsIntrusive, attention-getting advertising strategies may not be necessary. Certain common creative devices can increase advertising effectiveness despite low attention, so marketers can ensure consumer-centric marketing communication.Originality/valueThere has previously been limited understanding of low-attention mechanisms in advertising and little evidence of ad effectiveness under conditions of low attention. The research also demonstrates that certain ad characteristics, linked to common creative devices, enhance the impact of advertising despite low attention.

Engaging allies for better or worse: investigating the relationship between multiple-brand alliances and persuasion knowledge

Existing attempts to explicate the impact of multiple-brand alliances on consumers’ perceptions have delivered contradictory insights: brand alliance researchers consider such impact as positive, while celebrity endorsement researchers conceptualize it as negative. This study addresses the reasons for this discrepancy by approaching persuasion knowledge theory. To test the hypothesized relationships, we conducted an experiment on 300 consumers, which explicated the negative impact of persuasion knowledge on consumer multiple-brand alliance advertisement attitude and post-alliance focal brand purchase intention. Empirical analysis revealed that consumer persuasion knowledge in brand alliances has a negative impact on purchase intention and focal brand attitude. Increasing the number of brand allies by one reduced the impact of persuasion knowledge and contributed to a stronger brand consideration.

Sustainability through the lens of the professional adviser: the case for brand trust

PurposeThis investigation builds on two domains. First, professional service providers, such as dentists and veterinarians, represent an understudied link in the distribution channel. Their recommendation of products, such as toothpaste and pet food, are impactful to their clientele. Second, for consumers, sustainability is growing as a motivating factor in product consideration. Consequently, brands committed to sustainability want to promote their products accordingly to connect with the consumer. The purpose of this study is to determine how to trust in sustainable brands is built in the mind of professional service providers, as they are influential in their clients’ decision process.Design/methodology/approachStructural equation modeling was used to test the conceptual model that predicted how brand trust of sustainable products is built in the mind of the professional service provider using a sample of 457 veterinarians.FindingsResults revealed that trust in sustainable brands is built via professionals’ expertise in sustainability and their perception of the importance of sustainability. Additionally, the perception of altruistic motivations had a positive impact on brand trust while the perception of strategic motivations had no influence on trust in sustainable brands.Originality/valuePrevious studies typically examine sustainability in an organizational context or as a brand consideration factor for consumers. This research focuses on professional service providers, who operate independently of the organization, alongside the formal distribution channel. The study examines how their perception of sustainability importance and their perceived motives of brands engaging in sustainability activities impacts their trust in sustainable brands.

Modeling the differential effect of brand strength on the sales effect of advertising

ABSTRACT Although marketing managers consider consumer mind-set regarding brand strength a key performance measure of advertising on the premise that it mediates the effect on sales, they rarely consider its moderating influence on advertising effectiveness. This study assumes recall-based brand consideration as a measure of consumers’ mind-sets regarding brand strength and explores the moderating role of brand consideration in the short term and the carryover advertising effect on sales. The results reveal that while brand strength has a limited mediating effect, it has a positive moderating influence on the carryover advertising effect and, to a lesser extent, the short-term advertising effect.

A Study on the Difference between Experience of Augmented Reality Beauty Application and Cosmetic Purchasing Behavior

This study was conducted to investigate the effects on cosmetics purchase intention and purchasing behavior. As a result of the study, in the teenager group, girls were more interested in beauty videos than boys, the higher the grade, the shorter the purchase cycle of cosmetics, the interest in cosmetics was high. Teenagers with high purchasing costs for cosmetics showed higher brand intention, brand consideration, purchase continuity, and mood change, and cosmetics purchase intention than other teenagers. The higher the grade, in case of makeup, nail and hair beauty, and other majors, the shorter the purchase cycle of cosmetics and the higher the purchase cost of cosmetics, due to the increased socio-cultural attitude toward appearance and a time sensitive to fashion, the cosmetics purchasing behavior had a positive effect on solving the desire for appearance. As a result of analyzing the correlation between variables, it was found that it had a statistically significant positive effect on beauty video interest and cosmetics purchase intention, beauty video interest and cosmetics purchasing behavior, cosmetics purchase intention and cosmetic purchasing behavior. Keywords: Augmented Reality(AR); Beauty application; Buying behavior; Experiential marketing; Virtual makeup

Empirical generalisations in customer mindset metrics

AbstractTwo very well‐known empirical generalisations in marketing are Double jeopardy (DJ) and the duplication of purchase law (DoP). These generalisations provide important insights into consumer buying behaviour but require ongoing replication and extension to determine the conditions under which they hold. Surprisingly, despite growing recognition of the role of customer mindset metrics in brand choice, DJ, and DoP have not been extensively tested within this context. We therefore analyse survey data (n = 1862) in three repertoire and two subscription markets to determine whether two key mindset metrics, brand awareness and brand consideration, also follow DJ and DoP patterns. Our study successfully demonstrates that brands with low recognition suffer twice with lower unaided brand recall and lower purchase consideration. While brand recall and consideration follow a linear DJ trend, brand recognition and consideration follow an exponential DJ trend. We also confirm the existence of Duplication of Awareness and Duplication of Consideration patterns. Brands share greater awareness or consideration levels with other highly recognised or considered brands than with lowly recognised or considered brands. However, contrary to the DoP law, we find consistent market partitioning, with category buyers who are aware of, or consider smaller brands also being aware of, or considering other smaller brands at a slightly greater rate than expected. We provide possible explanations for differing DJ slopes and duplication partitions, as well as theoretical and managerial implications.

Exposure to Brands Makes Preferential Decisions Easier

Abstract The most consequential consideration of brands arises during preferential decision-making. This article proposes that as a consequence of the repeated pairing of brands and preferential decisions, exposure to brands initiates a cognitive state of readiness for preferential decisions (which we term decision readiness) that subsequently makes preferential decisions easier. Using both real and fictitious brands across a variety of choice contexts, seven experiments demonstrate that consumers find preferential decision-making easier when it occurs in the presence (vs. absence) of brands. Consistent with the details of our framework, this effect: (i) is explained by the activation of decision readiness, (ii) leads to outcomes such as increased outcome satisfaction and decreased decision delegation, and (iii) is attenuated when exposure is to only one brand. Collectively, these findings demonstrate the importance of exposure to brands for decision-making which, in turn, offers novel insight into existing literatures on brand exposure, decision difficulty, and brand roles.

Business Development Strategy Through Value Creation Analysis in Automotive E-Commerce Platform (Case Study: XYZ Platform)

The Positive growth of automotive industry presents XYZ as an integrated digital automotive platform, which serve e-commerce for new and second hand vehicles. Since XYZ Platform launched, has not contributed to company’s sales growth as well. In spite of macro and micro economic factors, we argue lack of value proposition provided by company. This paper aims to analyze XYZ platform value creation in relation to map business strategy. The study was qualitative research. Value proposition canvas, brand consideration matrix, four-step framework were conducted as tools analysis. Result shown the consumer have a low level of product knowledge and brand consideration of XYZ Platform, even though its value fit with consumer expectation. Furthermore, VPC 1.0 were formulated as business strategy to enhance XYZ Platform Session leads to transaction by considering seven functional element and two emotional elements.

Change of the Marketing Strategy in COVID-19 Pandemicfrom the Point of View of Sports Brand Consideration

Change of the Marketing Strategy in COVID-19 Pandemicfrom the Point of View of Sports Brand Consideration