Brand Evaluations Research Articles

CONSUMER PREFERENCES IN THE FASHION INDUSTRY: A COMPARATIVE ANALYSIS IN DEVELOPING AND DEVELOPED COUNTRIES

This study has taken into consideration the most important factors that influence consumers’ choice of clothing by analyzing some of the most popular brands in the market. The study was completed in two countries making a comparison between the preferences of consumers in a developed and developing country. The method used is the Analytic Hierarchy Process (AHP), which, by structuring the problem, makes it easier to classify the criteria that influence consumers’ evaluation of clothing brands. Six main criteria, sixteen sub-criteria, and different fast fashion brands were considered. The results of this method revealed different priorities regarding the criteria between the two regions even though the most preferred brand was the same. These results help the companies included in the study to not only improve their products, but to have a better approach to the customer, and strengthen their competitiveness.

Impact of value-consciousness and brand-self value congruity on sustainable luxury brands and commodities

ABSTRACT Drawing on Self-Congruity and Equity Theories, this research examines the distinct impacts of communicating uniform sustainability initiatives for luxury brands versus commodity brands. This paper introduces a conceptual model that highlights the moderated mediation effect of brand-self value congruity and the three-way moderating effect of value-consciousness on the adverse impact of sustainability on luxury versus commodity brands. The findings from two experimental studies demonstrate that communicating sustainability initiatives has distinct effects on different brands. Specifically, sustainability initiatives enhance the evaluations of commodity brands but diminish the evaluations of luxury brands. The negative impact of sustainability on luxury brands is mediated by brand-self congruity. Moreover, value-consciousness moderates the relationship between sustainability and luxury brands, such that low value-conscious consumers tend to value sustainable luxury brands less than their non-sustainable counterparts, unlike high value-conscious consumers. These findings offer valuable managerial and practical insights for brand managers and communication strategists considering adopting sustainability communication strategies.

Mitigating product placement effects induced by repeated exposure: Testing the effects of existing textual disclosures in children’s movies on disclosure awareness

Abstract In certain cases, children can react strongly in favor of product placements inserted in movies. Scholars therefore argue that existing disclosures might be one strategy in protecting children from any negative effects. However, disclosure research indicates that viewers should both notice disclosures and, in cases of textual cues, read them. We conducted an experiment with 139 children (Mage = 8.46; SD = 1.12; girls = 53.2 %) and tested the influence of textual disclosure format on disclosure awareness as well as brand-related effects. When comparing with no disclosure, results showed that exposure to an existing textual disclosure positively affects disclosure awareness while exposure to an expanded version of it (i.e., by using more textual elements) did not. Further analyses revealed that prior movie exposure positively affected brand evaluation. However, disclosure awareness reversed this effect. We conclude that children appear to be socialized with the existing textual disclosure and that disclosure awareness might be of importance in shielding children against persuasive influence.

When and how it is good for fashion to look typical: visual prototypicality affecting product valuation and brand preference

PurposeAlthough visual prototypicality in fashion is an observed phenomenon, empirical examinations of the link between fashion products' design prototypicality and consumer evaluations still need to be included. The present study analyzes the influence of the visual prototypicality of fashion products on consumer-perceived product values and brand preference.Design/methodology/approachAn online survey adopting the fashion product images with significantly differing levels of visual prototypicality was used to collect data from 456 US consumers. The hypothesized relationships among visual prototypicality, product values and brand preference were analyzed through multi-group analysis.FindingsPerceived visual typicality of fashion product designs significantly increased the hedonic and utilitarian value of the product and only indirectly increase brand preference. The hypothesized positive relationship between visual prototypicality and the product’s social value was found to be significant only in the low-price levels but became insignificant in the high-price levels.Originality/valueThe findings of this study contribute to the extant literature by first providing an initial analysis of the mechanism of visual prototypicality in the fashion product design field. The results confirm that visual prototypicality indirectly influences consumers' brand evaluations by the product’s perceived value. This relationship was previously assumed but not empirically proven only in non-fashion product categories. The study also presents additional new points, further enriching the understanding of visual typicality. Additionally, the results show the complex relationship between the visual prototypicality of fashion product designs and the perceived social value of the product, which varies depending on the price range.

Brand Value on the Ukrainian Dairy Market: Innovative Assessment Methodology and Development of Marketing Strategies

Abstract The article explores the conceptual foundations of building an effective brand. The BAV model is considered as a modern practical approach to brand valuation, its four key components are described. The methodology of the Interbrand company and its elements are studied. A model of dependence of brand value on loyalty and recognition indicators is proposed. Indicators that reflect the complex nature of loyalty and recognition indicators are defined. The author’s methodological approach to assessing brand value is described, which involves conducting a survey of representatives of the target audience of the studied brands, forming a database for brand evaluation, calculating the values of partial indicators, calculating the integral indicator of loyalty/recognition. The quantitative criteria for selecting brand strategies in the matrix «Loyalty-recognition (L/R)» are determined. Depending on the values of the integrated indicators - loyalty and recognition - the matrix «L/R» is proposed, which allows to choose marketing strategies for brand development. The following marketing strategies are proposed in the matrix: expanding awareness, building a brand, preserving and protecting brand positions, and building loyalty. The key elements of the proposed marketing strategies are described. The article conducts a thorough analysis of the Ukrainian dairy market, identifies its problems and prospects. The results of surveys to determine loyalty/recognition for the most famous dairy brands in Ukraine are presented. A matrix «L/R» has been built for them. Appropriate marketing strategies for dairy brands are proposed with basic recommendations for their development.

EXPRESS: The Minority Ownership Awareness Effect: When Promoting Minority Ownership Increases Brand Evaluations

Recent social movements, such as Black Lives Matter, have prompted brands and retailers to increase the use of minority ownership labels (e.g., Black-owned or woman-owned). The current research examines when and why minority ownership awareness influences consumer behavior, particularly for brand failures. When a brand failure occurs, minority ownership awareness can result in higher brand evaluations and greater willingness to pay, a phenomenon referred to as the minority ownership awareness effect. This effect and its boundary conditions are demonstrated through five experiments and analyses of over 27,000 Google reviews for Black-owned restaurants. The authors propose that minority ownership awareness invokes a type of underdog effect which is pronounced in situations involving product (vs. moral) failures, among people with low (vs. high) social dominance orientation, and among those people with a high (vs. low) internal motivation to respond without prejudice.

Social media marketing—Rise of social media influencer marketing and Instagram

This research examines the rise of influencer marketing via Instagram celebrities and determines the impact of different variables such as social presence, brand attitude and trustworthiness on Jordanian local brand evaluation. The study examined the rise of social media influencer marketing and new Instagram celebrities, along with mechanisms that make them appealing to customers. To support the proposed model, a quantitative method was employed to collect data through online surveys. The sample consisted of 569 Instagram users who follow Jordanian social media influencers; participants were selected using volunteer sampling approaches. The data was analyzed using structural equation modelling which is considered the best technique to test the hypothesis and determine the relationship between different variables, as well as the mediation impact of social presence. The conceptual model was verified using AMOS 26. Hypotheses are tested using structural equation modeling to confirm the properties of the dimensions. The findings reveal the effectiveness of social media influencer marketing on Instagram as the Instagram celebrities develop more trust for customers and encourage them to enhance their attitude towards local Jordanian brands’ products and services. Nonetheless, the experiential results reveal the role of social presence in evaluating the impact of Instagram celebrities on trustworthiness, positive brand attitude and direct interaction. It has been found that influencer marketing has a high impact on Instagram celebrities, as it leads to an increase in trust and a positive attitude. Other than this, the findings significantly contribute to the level of research regarding the rise of influencer marketing and its impact on Instagram posts and influencers.

Brand innovativeness and brand equity: the mediating role of brand attitude and the moderating role of perceived brand ethicality

PurposeThis study aims to examine the relationship between brand innovativeness, brand attitude and brand equity within the service industry. Despite the prior literature’s acknowledgement of the importance of brand innovativeness, the previous studies on its impact on brand equity have yielded inconsistent results. This study also explores the moderating effect of perceived brand ethicality on the relationship between brand innovativeness, brand attitude and brand equity.Design/methodology/approachThis study collected the self-administered survey data of 402 respondents in the Chinese retail banking sector and employed a moderated mediation analysis to examine the research hypotheses.FindingsBrand innovativeness positively influences brand equity, and brand attitude mediates the effect. Perceived brand ethicality strengthens the positive association between brand innovativeness and brand equity.Originality/valueThis study contributes to the extant brand literature by demonstrating how the positive impact of brand innovativeness transcends brand evaluation to impact overall brand equity; it also reveals the mechanism through which brand innovativeness affects brand equity. The findings advance the under-researched issue of whether consumer perceptions of a brand’s ethical conduct affect the efficacy of brand innovativeness in brand equity.

Being a member of global community: the effect of Chinese brand origin salience on global identity perceptions and brand evaluations

PurposeGiven that Chinese brands and products are widespread in the global market, this paper aims to examine the effect of Chinese brand origin salience (vs not) on brand evaluations by increasing global identity perceptions, and figuring out the moderating role of uncertainty avoidance.Design/methodology/approachThree experiments were conducted in different product categories to test the effect of Chinese brand origin salience. Study 1 and Study 2 collected data from different countries (i.e. Japan and the USA) with varying levels of uncertainty avoidance. In Study 3, the data were collected from the single-country sample, including participants from cultural backgrounds with high (Asian Americans) and low (Caucasian Americans) uncertainty avoidance.FindingsChinese brand origin salience positively influences brand evaluations via increased global identity perceptions. In addition, uncertainty avoidance plays a moderating role in the process. Specifically, the favorable effect of Chinese brand origin salience on brand evaluations will be attenuated among consumers with high (vs low) uncertainty avoidance.Originality/valueThis paper demonstrates that Chinese brand origin salience can enhance brand evaluations beyond prior work focusing on the negative stereotypes of Chinese brands and their imitation of Western brands. Importantly, Chinese brands have become an important part of the global community as Chinese brand origin salience can evoke consumers’ global identity.

Cold tones for sincerity and warm tones for excitement: interactive effects of color tone and brand personality on brand evaluation

ABSTRACT The interior design of hospitality settings is crucial for distinguishing a brand from its competitors. Drawing on color marketing and brand personality theories, this paper posits that aligning interior color tones with the brand personality of the hospitality and tourism brand can heighten tourists’ perceptual fluency and thus their brand evaluation. Three studies support this proposition. The initial archival data analysis discovered a correlation between cold – warm interior tones and sincere – exciting brand personality in real-world hotel interior designs (Study 1). Study 2 revealed that cold tones evoke brand perceptions of sincerity, whereas warm tones elicit brand perceptions of excitement. Study 3 confirmed the effects of matching cold – warm tones with brand personality on brand evaluations and the mediating role of perceived fluency. The present research holds significant practical implications for hospitality and tourism suppliers in terms of interior design, brand personality identification, online platform promotional design, and brand marketing strategy development.

Translating virtual product scarcity in gaming to real‐world brand value

AbstractThis study explores how the scarcity of virtual products in virtual gaming spaces influences brand evaluation in the real world. While previous studies suggest that scarcity in virtual spaces can enhance brand value, the mechanisms and conditions under which this effect occurs (e.g., the characteristics of virtual spaces, consumer traits, and stimulus). Drawing on insights from scarcity research on physical products, we propose that the effects of scarcity may stem from the expectation of impression management. We developed a model that incorporates insights from physical product scarcity research with the unique aspects of virtual spaces and consumer characteristics. Through four studies, we discovered that the effect of supply scarcity in enhancing brand evaluation is pronounced when the space is online and when consumers have a high level of social presence. Furthermore, in cases where social presence is not high, encounters with others wearing scarce products were found to enhance the scarcity effect. Companies can enhance brand evaluation by strategically using virtual product scarcity in online gaming, particularly when targeting consumers with high social presence or creating opportunities for players to interact with others wearing scarce items.

Followers’ Cognitive Elaboration of Sponsored Influencer Content: The Significance of Argument Quality

Social media influencers have emerged as effective brand endorsers, yet a gap remains in understanding their followers’ cognitive engagement with sponsored posts. To address this issue, we conducted a study guided by parasocial theories and the elaboration likelihood model (ELM). Follower status (follower/non-follower) and persuasive argument quality (weak/strong) were manipulated among study participants (N = 163) to discern the prevailing processing mode triggered by sponsored influencer content. Based on parasocial theories, we predicted that followers who have established parasocial relationships with influencers should show high situational engagement with their content. Our results demonstrated that argument quality influenced followers’ brand evaluation and purchase intention, whereas non-followers were unaffected by it. These findings suggest that followers are more likely to elaborate on influencer content compared with non-followers. Interestingly, some signs of biased processing were evident. These results contribute to our understanding of how followers engage with sponsored content and shed light on the mechanisms underlying the persuasiveness of influencer marketing.

Perceived brand transparency: A conceptualization and measurement scale

AbstractAmid product scandals, corporate malpractices, and the proliferation of misinformation, consumers are becoming increasingly more skeptical about the brands they purchase. Transparency is often hailed as a strategic imperative to reassure consumers and increase brand trust; however, its deployment can be complex. With additional transparency, consumers may become overloaded with information, and the brand may be exposed to unwanted external scrutiny. Consequently, before disclosing strategically sensitive information, brands need more insight into how increasing transparency might translate into strategically desirable consumers' brand evaluations. Addressing this need, we examine how transparency initiatives translate into consumers' evaluation of brands by delineating the dimensions of the perceived brand transparency construct, namely, observability, comprehensibility, and intentionality. Next, we use this conceptualization to develop and validate a scale to measure perceived brand transparency. We close with a brand transparency research agenda, as well as practical guidance for managers considering investing in strategic transparency initiatives.

Brand Diversity and Brand Similarity Impacts on Brand Evaluations

This research examined the joint impact of brand diversity and brand similarity upon brand evaluations. The results revealed that low-diversity brands are favored over high-diversity brands, whereas high-similarity brands are favored over low-similarity brands. High-diversity narrow brands are favored over high-diversity broad brands, whereas low-diversity narrow and broad brands are favored identically. Additionally, low-diversity narrow brands are favored over high-diversity narrow brands, whereas low-diversity broad brands are favored over high-diversity broad brands. The findings of extant research that narrow brands are preferred over broad brands are true only when the quality diversities of both brands are high.

The effect of retail shelf position on private-label brand evaluations

PurposeThis research examines the effects of physical proximity (close vs distant) of retailers’ private label brands (PLBs) relative to national brands (NBs) and brand display orientation (horizontal [brands occupy the same shelf] vs vertical [brands occupy different shelves]) on consumers’ PLB quality perceptions and PLB evaluations.Design/methodology/approachTwo experiments involving real brands in different product categories tested the hypotheses.FindingsA PLB positioned close (vs distant) to a NB is evaluated more favorably and this effect is mediated by increased PLB quality perceptions, but only in a horizontal brand display. In a vertical brand display, a PLB positioned close (vs distant) to a NB is evaluated less favorably and this effect is mediated by decreased PLB quality perceptions.Research limitations/implicationsThe findings suggest that to enhance consumers’ PLB quality perceptions and evaluations, PLBs be positioned next to (rather than on separate shelves) and close to (rather than distant from) NBs in the same product category.Originality/valueAlthough the literature suggests that the best shelf position for PLBs is close to NBs, there is a lack of empirical research on the effects of relative shelf positioning on consumers’ quality perceptions and subsequent PLB evaluations. This research finds that both physical proximity and brand display orientation play an important role.

@Brand-to-@brand: the value co-creating impact of social media interactions on consumer–brand evaluations

PurposeConspicuously absent from the branding literature is research on the brand-to-brand (Br2Br) interface enabled by social media. The author proposes how networked brands-as-actors integrate their resources as Br2Br interactions that co-create consumer–brand value. As a secondary contribution, the author provides an empirical baseline exploration of the value co-creating impact of Br2Br interactions on consumer–brand evaluations and social media engagement.Design/methodology/approachThree streams of research aid in conceptualizing the value co-creating process of Br2Br interactions. A follow-up exploratory study uses a controlled Br2Br interaction stimulus in a 2 × 2 × 2 between-subjects design, where brand familiarity and product category complementarity are manipulated, and interaction spillover effects are analyzed using structural equation modeling.FindingsThe author finds Br2Br interactions positively affect consumer–brand evaluations and social media engagement likelihood. Spillover effects of these interactions are symmetric for consumer–brand evaluations for both brands. However, brand familiarity moderates the effects of Br2Br interactions on consumer–brand evaluations.OriginalityThe author lays the groundwork for future research on the complexities of Br2Br interactions – including brand personality conflict, interaction duration and paratextual language – and the boundary conditions for Br2Br and brand-to-consumer relationships.

Assessing the predictive validity of brand-sustainability-self-congruence on consumer behavior and subjective well-being

PurposeThis research extends self-congruity theory and assesses the predictive validity of the triad personality congruence among brand, brand-related sustainability initiatives (BSI) and self-concept (BSSC: brand-sustainability-self-congruence) on consumers’ brand evaluation.Design/methodology/approachThree studies assessed BSSC using the brand personality scale (BPS) and the direct congruence measure (DCM). Through moderated mediation analyses, BSSC effects were examined on consumers’ behavioral intention, behavior and subjective well-being (SWB). The mediating role of brand trust and the moderating role of brand/BSI types and consumer characteristics were also assessed.FindingsBSSC increased consumers’ brand trust, behavioral intention, behavior and SWB. Data based on BPS revealed impactful attributes that increase/decrease BSSC levels across brand-BSI combinations and the moderating role of sustainability involvement and income to enhance BSSC effects. BSSC was particularly effective, according to DCM.Practical implicationsFor BSI planning, strategic consideration of BSSC based on both BPS and DCM is recommended. Thus, managers may predict the psychological impact of BSI and align its attributes to increase consumers’ brand evaluation.Originality/valueIn the sustainable marketing context, this research discusses BSSC – triad personality congruence – based on BPS and DCM and its predictive effects on consumers’ short-term brand evaluation, their actual behavior and SWB, a long-term life evaluation. The results imply a possible variation in consumers’ information processing according to the congruence measurement approach. Thus, it is relevant to the research on self-congruity, sustainability, marketing, consumer psychology/behavior and well-being.

Evaluation and Quality Assessment of Various Brands of Commercial and Homegrown Milk in a Certain Dound Taluka, Pune

Evaluation and Quality Assessment of Various Brands of Commercial and Homegrown Milk in a Certain Dound Taluka, Pune

Conscious and non-conscious responses to branded narrative advertising: Investigating narrativity level and device type

Narrative advertising enhances advertisement (ad) and brand evaluations from consumers. However, how the narrativity level of the ad impacts these evaluations is less clear. This study investigates affective and cognitive conscious and non-conscious responses to branded advertising in the form of two-dimensional videos that differ in narrativity level. In addition, it explores the effects of delivery modality (computer screen vs virtual reality). We collected self-reported, electroencephalography, and galvanic skin response data from participants watching real video ads with low and high narrativity levels. While self-reported data showed higher positive perceptions toward ads with a high (vs low) narrativity level, the neurophysiological metrics revealed no differences in arousal levels, cognitive load, and approach–avoidance behavior. Delivery modality had little to no effect on self-reported ad and brand metrics, but ads viewed through virtual reality evoked negatively valenced arousal. The findings suggest that narrativity level differently modulates conscious and unconscious cognitive and affective responses to video ads. JEL CLASSIFICATION: M31; M37

“Feminine = Healthy Food” stereotype: Impact of feminine brand personality on consumer attitudes toward healthier food brands

In recent years, the severity of poor eating habits and health issues related to a poor diet has increased. Brand personality is undoubtedly essential for creating a positive evaluation of healthy foods. Prior research on food stereotypes suggests that people associate healthy foods with femininity. This study investigates the effects of gendered brand personality on healthy food brand evaluation, drawing on food stereotypes, gendered brand personality, and congruency theory. The results indicate that a feminine brand personality enhances consumer evaluation of healthier food brands more than a masculine brand personality. Combining a feminine brand personality and healthier food brands enhances the brand evaluation of healthier foods by reinforcing perceived congruence. From a theoretical perspective, this study expands the literature on brand personalities and healthy foods. From a practical perspective, this study highlights the directional aspects of brand personality construction for healthy food brands.