Service Brand Research Articles

Unlocking consumer consideration set size formation for luxury services: A study of self‐identification, brand status and anticipated emotions

AbstractWith a wide array of services touting their luxury and status appeal, consumers must make choices in an increasingly contested marketspace. The choice of luxury services can be complex and entail uncertainty and risk. In an attempt to understand factors that influence consumers’ choices regarding luxury services, this study explores consumers’ consideration set size, the role of self‐identification with the service brand, positive anticipated emotions about using the service brand, and perception of the brand's status. We draw on data collected from 448 white‐collar professionals who had stayed at hotels. The findings reveal that the effect of self‐identification on consideration set size is mediated by the positive anticipated emotions consumers expect to experience when using the service. Furthermore, the path from self‐identification through positive anticipated emotions to consideration set size is moderated by the service brand's status. The findings contribute to the evolving luxury services literature and self‐congruity theory to explain the mechanisms by which self‐identification drives the development of consumers’ consideration sets in the context of luxury service brands. This study further contributes to the luxury literature by accounting for the role of positive anticipated emotions and perceived brand status. Our findings suggest managers should portray customers experiencing positive emotions when using their luxury services to ensure that the alignment of brand and self is correctly translated to their brand being placed in consumers consideration set. Furthermore, we recommend managers to maximise the power of their brand's status which can increase the likelihood of consumers considering their brand.

PENGARUH KEPERCAYAAN MEREK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI MEDIASI PERSEPSI NILAI PELANGGAN

The purpose of this study was to analyze the effect of brand trust, service quality and customer value perception on customer loyalty on the Bukalapak site, to analyze the influence of brand trust and service quality on customer value perception on the Bukalapak site, and to analyze the effect of customer value perception mediating brand trust and quality of service to customer loyalty on the Bukalapak site. The population in this study are social media users who make online transactions on the Bukalapak site with certain considerations. The sample is determined by the non probability sampling technique, which is 150 respondents. The data collection method uses a questionnaire. The data analysis technique used in this study is Path Analysis. The results showed that brand trust, service quality and customer value perceptions had a positive and significant effect on customer loyalty. The results showed brand trust and service quality had a positive and significant effect on customer value perception. The results also indicate the perception of customer value is able to mediate the influence of brand trust and service quality on customer loyalty.
 Keywords: brand trust, service quality, customer value, customer loyalty

How does a global coffeehouse chain operate strategically in a traditional tea-drinking country? The influence of brand authenticity and self-enhancement

Brand authenticity is generally considered to have a direct impact on brand loyalty. However, few studies have investigated the mediating variables between them. To add to our knowledge in this area the present study examines how brand authenticity (the four dimensions of symbolism, credibility, integrity, and continuity) influences self-enhancement values (including achievement and power) and brand attachment, the antecedents to brand loyalty in chain coffee shops. This important research is carried out in the context of stimulus-organism-response (SOR) theory. The study surveyed chain coffee shop customers and a total of 410 valid responses were collected in December 2020. These were analyzed using the SPSS and AMOS statistical packages. A SEM (Structural Equation Modeling) analysis showed that all four brand authenticity elements were reliable and successful predictors of self-enhancement, which in turn leads to brand loyalty. Furthermore, all the symbolism, credibility, integrity, and continuity dimensions had a more significant impact on perceived power than achievement. Self-enhancement and brand attachment also contributed significantly to brand loyalty. Moreover, the importance of perceived achievement and power mediated the effect of brand authenticity on brand attachment. Based on these findings, this study provides important information for the management of affordable luxury service brands of coffee and other products.

Navigating the emergence of brand meaning in service ecosystems

PurposeThe purpose of this paper is to clarify how brand meaning evolves as an emergent property through the cocreation processes of stakeholders on multiple levels of a brand's service ecosystem. This provides new insight into the intersection between brands, consumers and society, and emphasizes the institutionally situated nature of brand meaning cocreation processes. It further lays a holistic foundation for a much-needed discussion on purpose-driven branding.Design/methodology/approachCombining the ecosystem perspective of branding with the concept of social emergence allows clarification of brand meaning cocreation at different levels of aggregation. Emergence means collective phenomena – like social structures, concepts, preferences, states, mechanisms, laws and brand meaning – manifest from the interactions of individuals. Drawing on Sawyer's (2005) social emergence perspective, the authors propose a processual multi-level framework to explore brand meaning emergence.FindingsOur framework spans five levels of brand meaning emergence: individual (e.g. employees and customers); interactional (e.g. where work teams or friend groups interact); relational (e.g. where internal and external actors meet); strategic (e.g. markets and strategic alliances); and systemic (e.g. regulators, NGOs and society). It acknowledges that brand positioning is an inherently co-creative process of negotiating value propositions and aligning behaviors and beliefs among broad sets of actors, as opposed to a firm-centric task.Originality/valueService research has only recently embraced a macro–micro perspective of branding processes. This paper extends that perspective by paying attention to the nested service ecosystems in which brand meaning emerges and the degree to which this process can (and cannot) be navigated by individual actors.

Customer interaction strategy, brand purpose and brand communities

PurposeCustomer interactions are integral to service brands. Indeed, many product brands have added services in order to create more opportunity for customer interaction. This paper deals with the strategic use of customer interactions to build a strong brand. Customer interaction strategy has evolved considerably beyond traditional sales and advertising in how customer interactions are conducted. Yet the Pareto rule (e.g. 80% of sales from 20% of customers) continues to guide who brands interact with. Conventional wisdom is that firms should target heavy users or customers high on the recency, frequency and monetary (RFM) value of purchases. The purpose of this conceptual paper is to examine how brands can use brand purpose and brand communities to target light users and even nonuser stakeholders as well.Design/methodology/approachThere is reason to hypothesize that brands can go beyond the heavy user limit of targeting customer interactions by developing brands around purpose. Purpose can be based on engagement with personal goals or values or on societal values about doing good for others. Brand purpose can be reinforced by either life purpose brand communities or societal purpose brand communities.FindingsThe paper reviews findings in the brand interaction, brand purpose and brand communities literature.Research limitations/implicationsThe two types of brand purposes and brand communities offer the possibility of growing a brand by targeting customer interactions at light users and nonuser stakeholders.Practical implicationsThere are important future research issues to be addressed, but this approach could increase the value of brands to consumers and extend the life cycle of brands for organizations.Social implicationsFurthermore, the concept of societal brand purpose could allow firms to focus on creating shareholder value as well as addressing social and environmental problems.Originality/valueThis paper broadens the current conception of customer interaction strategy and is thus relevant to relationship and experience marketing.

Personalised Display Advertising and Online Purchase Intentions

Personalized ads are increasingly used by marketers to promote product and service brands, however, the effect of ad personalization on consumer perceptions and online purchase intention has received limited research attention particularly, in different media usage situations. To address this gap, data was collected in four sub-Saharan African countries through an online survey to test the hypothesized model using structural equation modeling. The findings indicate that perceived ad personalization influences online purchase intention and this relationship is partially mediated by perceived relevance and fully mediated by perceived intrusiveness. No effects were found for privacy concern. Notably, internet use motivation moderated the relationships between the predictor and the outcomes. Specifically, the effect of ad personalization on perceived intrusiveness was only significant among paratelic users, its effect on purchase intention was also stronger among paratelic users, and its effect on perceived relevance was more pronounced among telic users.

Putting youth at the centre: co-design of a community-based intervention to improve HIV outcomes among youth in Zimbabwe

Abstract Background Youth have disproportionately poor HIV outcomes. We aimed to co-design a community-based intervention with youth to improve HIV outcomes among 16-24 year-olds, to be trialled in Zimbabwe. Methods We conducted 90 in-depth interviews with youth, family members, community gatekeepers, and healthcare providers to understand the barriers to uptake of existing HIV services. The interviews informed an outline intervention, which was refined through two participatory workshops with youth, and subsequent pilot-testing. Results Participants considered existing services inaccessible and unappealing: health facilities were perceived to be for ‘sick people’, centred around HIV and served by judgemental providers. Proposed features of an intervention to overcome these barriers, included: i) delivery in a youth-only community space; ii) integration of HIV services with broader health services; iii) non-judgemental skilled healthcare providers; iv) entertainment to encourage attendance; and v) tailored timings and outreach. The intervention framework stands on three core pillars, based on optimising: i) access: community-based youth-friendly settings; ii) uptake and acceptability: service branding, confidentiality, and social activities; and iii) content and quality: integrated HIV care cascade, high quality products, and trained providers. Conclusions Ongoing meaningful youth engagement is critical to designing HIV interventions if access, uptake, and coverage is to be achieved.

Is brand experience a good mediator? An empirical study on ISP sector

Notwithstanding the increasing acknowledgment of prominence of Brand Loyalty (BL), in business performance, research efforts directed at investigating the relationship among Brand Service Quality (ServQ), Brand Experience (BE), Brand Trust (BT) and Brand Loyalty (BL) in the context of Kurdistan Region internet service industry, have largely been neglected. Therefore, the principal objective of this study is to fill this void. Service quality in this research is measured in two dimensions: technical and functional, while BE is measured in four dimensions: sensory, affective, intellectual, and behavioral. In particular, the current study seeks to explore the direct effects of Technical Service Quality (TQ) and Functional Service Quality (FQ) on consumer BE, BT and BL; and the mediating role of BE in brand service quality – brand trust relationship. Moreover, the direct impact of BT on BL along with the mediating role of BT in the BE-BL relationship will also be examined. To empirically test the posited research hypotheses, data is collected from internet consumers in Sulaymaniyah and Erbil provinces of the Kurdistan region in Iraq. In total, 485 internet users were interviewed in the region. The collected data were analyzed using IBM AMOS 23. Findings demonstrate that the Technical Quality of internet services impacts Brand Experience more positively than Functional Quality does. On the contrary, Functional Quality affects the customer Brand Trust directly while Technical Quality does not have any direct impact on the customer Brand Trust. Secondly, It is also observed that Brand Experience significantly mediates the relations between Technical Quality and Brand Trust. The direct impact of the Functional Quality on Brand Trust was stronger than the mediation effect of Brand Experience between Functional Quality and Brand Trust. It was observed that Brand Trust had a significant impact on customer Brand Loyalty. Lastly, Brand Trust significantly mediates the relations between Brand Experience and Brand Loyalty.

The mediating role of financial service branding on investment decisions: an emerging market's perspective

PurposeThis study seeks to assess the mediating role of financial service branding on investment decisions from the perspective of financial service investors.Design/methodology/approachField data were obtained from 403 individuals and corporate investors in financial service institutions who invested savings and pensions funds into short to medium term financial instruments from an emerging market in sub-Saharan Africa (SSA). Data were analysed using the partial least squares structural equation modelling technique (PLS-SEM).FindingsBranding significantly mediates return on investment (ROI) decisions. However, the ROI did not have a significant direct effect on investment decisions. ROI has a significant indirect effect on investment decisions due to branding influence on investors.Research limitations/implicationsData collected was cross sectional. Future research can use longitudinal data for better long term planning. Study can also be done in other emerging economies to determine how the financial sector characteristics for each country can be a source of difference from branding and investment standpoint.Practical implicationsAlthough consumer investment decisions are logically influenced largely by ROI, investors place savings and pensions into financial instruments largely managed by reliable corporate brands with solid reputation known as safe havens for hedging lifetime investments.Originality/valueThis study covers the research gap in brand power and the reputation of financial service institutions as well as the investment decisions of financial service investors in emerging Sub-Saharan African.

Effects of gender congruity in human-robot service interactions: The moderating role of masculinity

Despite humanoid service robots having attracted considerable research attention, it remains unclear how consumers respond to some specific human characteristics of robots. Drawing from theories on social categorization and identification, we study the role of consumer perceived control as a psychological mechanism to explain how human-robot gender congruity alters consumers’ affective reactions (feelings of comfort in the service encounter and service brand attitudes). We also consider that such gender congruity effects may be contingent on the individual cultural value of masculinity. We demonstrate experimentally that human-robot gender congruity (vs. incongruity) elicits more positive affect, while masculinity moderates some of these effects. Moreover, perceived control mediates effects of gender congruity on affective reactions only for consumers high on masculinity. We offer three major theoretical contributions as we 1) focus on social identity theory to shed light on how human-robot gender congruity affects consumer behavior in service encounters, 2) demonstrate the role of perceptions of control as a psychological process variable to explain these effects, and 3) provide insights into the role of the cultural value of masculinity as a factor that shapes human-robot gender congruity effects.

“I’m hatin’ it”! Negative consumer–brand relationships in online anti-brand communities

PurposeThis paper aims to provide a better understanding of negative consumer–brand relationships in social-media-based anti-brand communities from a consumer culture theory (CCT) perspective. In particular, it investigates the purpose and the meaning of the consumer participation in online anti-brand communities, also through the analysis of the ways in which they express negative feelings toward the hated brands.Design/methodology/approachThis study applies a “symbolic netnographic” method to six anti-brand communities related to four global brands, namely, Apple, Nestlé, Uber and McDonald’s. Moreover, several interviews were conducted with anti-brand community administrators.FindingsThe findings show that the main reason for consumers to join anti-brand communities is a desire to participate in the construction of new meanings and values of modern consumption, translating their ideological incompatibility with certain brands into negative engagement and activism aimed at destroying the hated brand’s image and reputation. Furthermore, the findings reveal that brand anthropomorphism is a frequent means of communication also used in the context of negative consumer–brand relationships, to strengthen the battle against the hated brand in a more frontal and direct manner.Research limitations/implicationsAlthough this research provides some initial insights into negative consumer–brand relationships in the social media anti brand communities, the paper also has some limitations. The netnographic approach should be analyzed within more and different anti-brand communities. In this investigation, the authors perceived how difficult it is to obtain feedback from communities and to secure the collaboration of their administrators. There is also a need for research on other potential factors that can play a key role in negative consumer–brand relationships in social-media anti-brand communities, such as cultural capital or the impact of cultural perceptions. Moreover, future research should focus on different types of products and brand services, such as hedonic vs. utilitarian brands, as these might generate different types of consumer behavioral responses. Finally, a further direction for future research would be to consider the set of “brand recovery strategies” that can be implemented by companies to deal with negative consumer–brand relationships, including the identification of situations in which “not acting” could be preferable.Practical implicationsUnderstanding the antecedents and types of negative consumer–brand relationships enables companies to identify “brand recovery strategies” for managing negativity in the appropriate manner. Moreover, negative feelings toward brand could even be an opportunity for improving branding management.Originality/valueThis research improves on previous few studies dealing with online anti-brand communities from a CCT perspective. Firstly, it provides a holistic perspective of negative consumer–brand relationships in general and specifically of brand hate, thus advancing our understanding of the sociocultural dynamics of negative consumer–brand relationships; secondly, it provides new insights into the brand anthropomorphism phenomenon emerging in the negative feelings context. Overall, this research contributes to knowledge for both academics and managers as to why, how and for what purpose consumers experience negative engagement toward certain brands in the specific context of social-media-based anti-brand communities.

DETERMINATION OF PURCHASE DECISIONS AND CUSTOMER SATISFACTION: ANALYSIS OF BRAND IMAGE AND SERVICE QUALITY (REVIEW LITERATURE OF MARKETING MANAGEMENT)

The purpose of writing Literature Review Papers is to determine the effect of service quality and brand image variables on purchasing decisions and customer satisfaction. With qualitative methods and Library Research. The purpose of writing this article is to build a hypothesis of the influence between variables to be used in further research. The results show that service quality affects purchasing decisions, service quality affects consumer satisfaction, brand image affects purchasing decisions, brand image affects consumer satisfaction and purchasing decisions affects consumer satisfaction.

Service brand coolness in the construction of brand loyalty: A self-presentation theory approach

As service brands need to find new methods to overcome consumers' distrust of physical spaces in the post-COVID-19 era, we explore how niche and mass service brands can recover their experiential value through perceptions of coolness. In three studies, we evaluate service brand coolness and its consequences for communal–brand connection and loyalty. In Studies 1 and 2, we examine consumers’ thoughts on coolness and communal connection when describing their encounters with service brands. In Study 3, we test the relations among service brand coolness, communal–brand connection, and loyalty. Our findings show that for both niche and mass firms, service brand coolness similarly enhances communal–brand connection and loyalty.

Uticaj različitih dimenzija brenda na kreiranje vrednosti za potrošače

Achieving the competitive advantage on the market is one of the basic business challenges for the market oriented companies. In order to attract the greatest possible number of customers there is a need to create value which shall be recognized by the customers as a superior or a greater one in the process of estimating alternatives compared to the competitive options. Brand is one of the most important determinants in creating value for the customers. Brand is a complex category and during the analysis of its influence onto the value creation it is needed to take into account its different dimensions. In accordance with the concepts of numerous studies in the area of marketing and customer management the influence of brand on value creation for customers is regarded via four main dimensions-brand awareness, developed brand loyalty, brand trust and the possibility to recognize the expected quality and meaning of a certain brand product. The paper uses a research model which encompasses all four brand dimensions and analyzes their influence onto the customer value creation. The empirical research has been carried out on a sample of 174 respondents in Serbia. Based on the gathered empirical data a significant brand dimension for the customers in Serbia has been identified. Based on the gained research results a difference has been tested in the importance of different brand dimensions for men and women. The paper offers significant theoretical and practical implications which indicate what brand dimensions need to be emphasized in the process of product and service branding and to which extent every one of them contributes to the customer growth value. Also, a brand dimension has been identified with a different influence on creating value with men and women, which is an important implication for the marketing strategy.

BLUESERV, the Service Brand of Hosokawa Alpine

BLUESERV, the Service Brand of Hosokawa Alpine

УПРАВЛЕНИЕ СИСТЕМОЙ ФИРМЕННОГО СЕРВИСА АВТОМОБИЛЕЙ ПРИ ВНЕДРЕНИИ РЕЦИКЛИНГА ДЕФЕКТНЫХ ДЕТАЛЕЙ

The increase in the environmental burden from the modern technosphere against the background of increased consumption has actualized the task of expanding the “reuse” concept. An analysis of studies on reverse logistics systems revealed the limitations of existing approaches: consideration of only end-of-life vehicles and poor consideration of the stochastic nature of the processes occurring in the system. In this regard, we have compiled mathematical model of a branded reverse logistics network. It considers income from the sale of repairable defective units that are formed when a vehicle is sent to a service center for repair. On its basis, we have developed a simulation model of a service center, in which the storage and restoration of defective parts is organized. This model can be used as a decision-making tool to manage branded service systems when automotive manufacturers introduce recycling.

A Pilot Study of Brand Loyalty in Generation Y of Technical and Vocational Education Training Colleges

Objective - In an increasingly changing and dynamic South African higher education landscape, institutions must communicate their brand to stakeholders to perceive the institution as offering quality services,to have a loyal stakeholder. However, thereseemsto be little attention devoted to the influence of brand communication, brand satisfaction and service quality on brand loyalty in higher education, particularly in the Technical and Vocational Education and Training (TVET) sector. Considering this view, and noting that prior research on brand loyalty in the service sector has shown a connection between brand communication, service quality, brand satisfaction and brand loyalty, it is unknown if a similar correlation is found in the South African TVET sector. Therefore, it is necessary to investigate Generation Y students' views of brand communication, brand satisfaction and service quality in the TVET sector throughout the Gauteng Province of South Africa.As a result, this paper summarises the findings of a pilot study to establish the validity and reliability of a questionnaire used to examine Generation Y students' perceptions of brand communication, brand satisfaction and service quality related to brand loyalty in Gauteng TVET colleges. Methodology/Technique - The variables for the paper were derived from previously established questionnaires. A section of the questionnaire asked students about their views of a TVET's brand communication. Additionally, there were questions concerning the quality of service, brand selection and brand loyalty. Finally, all scale items were modified to be more contextually relevant.The questionnaire used a six-point Likert scale, with 1 indicating strong disagreement and 6 indicating strong agreement. The questionnaire was piloted with a convenience sample of 50 students not included in the primary study's sampling frame. Finding - The overall number of respondents (46) was insufficient to undertake extensive statistical testing. As a result, only frequency and correlation coefficients were computed. Correlation analysis revealed a substantial association between brand loyalty and the variables that influence it. All had a strong association between brand loyalty and brand communication, service quality and brand loyalty and satisfaction. Additionally, there were substantial correlationsbetween service quality and brand satisfaction and between service quality and brand communication. Correlation coefficients between constructs ranged from 0.294 to 0.781. This demonstrates that these constructs do not correspond to the same concept. As a result, all construct items were kept for use in the main study. Novelty - The results from the pilot study provides preliminary support for the hypothesised relationship between brand loyalty and its predictors. Marketers and service organisations need to recognise that the future patronage of a service organisation depends on loyalty. Type of Paper - Empirical Keywords: Brand Communication; Service Quality; Brand Satisfaction; Brand Loyalty; Technical and Vocational Training JEL Classification: M31, I23, I29

Library Service Brand and Mark: General and Special

The problem of forming the library image as an active social marketing tool in the context of globalization of the information space is becoming more urgent and relevant and requires new approaches, both in the theoretical and practical spheres of the library sector. In modern realities, libraries realize the importance of their own image as a socio-cultural phenomenon, echoing such a complex and multifaceted concept of “brand”. In the library space, the brand is used as a tool for updating the image and developing social marketing.The purpose of the article is to determine the features of the service mark as a key element of the library brand and the mechanisms of its civil-legal protection. The issues related to the use of the service mark as one of the elements of the library brand represent the scientific novelty and, in particular, specify the rules of its registration. The author notes that the term in question does not have a legal status, but it can be considered in relation to the institution of civil law close to it — means of individualization — a service mark (trademark). The article discusses the procedure for registering the service mark, as well as determines the stages of the libraryʼs brand policy.Despite the fact that the term “brand” has become widespread in scientific, professional and everyday life, it does not have a legal status, i. e. there is no legal definition in the legislation of the Russian Federation. Therefore, the necessary legal procedure aimed at the legal protection of the library brand as an element of the library branding system is the registration of a service mark — the designation that serves to individualize the work performed or services provided. Basing on the analysis of jurisprudence practice, the article determines the possibility of preferential use of the term “service mark” in the designation of library and information products and services.The analysis of registered service marks (trademarks) of libraries, relevant as of June 2021, demonstrates the awareness by libraries of the importance of their own brand. However, the professional library community is far from always aware of the advantages of using the service mark, which leads to the expiration of the exclusive right to it without its extension in the manner prescribed by law. Registration of the service mark contributes to strengthening the status of the library as an active marketing component of the information market and the formation of reputation capital. It can be considered as a specific incentive for the development of library branding.

Is similarity a constraint for service-to-service brand extensions?

Are service brands constrained in launching new service offerings? Both research evidence and managerial wisdom suggest brands should extend to similar categories. However, in five studies using real-life brands - four experiments and one large-sample survey - we provide evidence that similarity is less of a constraint for service brands extending to other service categories (service-to-service extensions), compared to cases involving parent brands or extension categories of a product nature. Importantly, we demonstrate that such an effect occurs because service brands possess associations relevant across the spectrum of service categories. Our results suggest that service brand managers have the opportunity to stretch their brands to dissimilar service offerings; yet, they need to ensure the marketing execution does not make the brands’ service associations inaccessible to consumers. The findings suggest that even product brands can build service associations by adding service components to their offering, thus becoming “servitized” and better able to extend to dissimilar service categories. Overall, our work contributes to the academic debate documenting that the principles governing the management of product vs. service brands are not identical.

Brand Performance Analysis of Selected Casual Dining Restaurants In the Philippine’s National Capital Region: Basis for Proposed Strategic Brand Mechanism Model

Sustainability issues for the Philippine casual dining restaurants have been a widespread problem in the current condition of the pandemic. This paper aimed to propose a business approach, with brand standardization and recalibration, to be able to succeed competently in the market. In order to ensure that customer attitudes fulfil their satisfaction and desire, different drivers of brand success, such as marketing, innovation, service qualities, and corporate social responsibility, are essential. A quantitative-descriptive approach was employed with a Cronbach's alpha coefficient yielded a value of 0.982 with 510 respondents located in the National Capital Region with 46 survey questions. The analysis was done using the Spearman Rho Correlation and Analysis of Variance (ANOVA). The findings revealed that there is no significant relationship between the drivers of brand performance and customer attitudes towards brand preference. Furthermore, the findings have shown that the null statement of the large disparity between the customer profiles was rejected and said that at least one of the two samples has a substantially different meaning. The study depicted a brand standard mechanism model which composed of six brand dimensions, namely Brand Management, Brand Service Performance, Brand Safety Protocols and Sanitation, Brand Technical and Operational Design, Brand Menu Selection and Pricing, and Brand Awareness and Sustainability as part of Strategic Brand Mechanism for Casual Dining Restaurants. It is concluded that the well-being and hygiene of casual dining restaurants have been the most difficult in light of the current standard customer support and satisfaction. It is also inferred that the preferences and happiness of the consumer impact.