Elyria Kemp and My˜ Bui
With a segment of consumers growing more health conscious, food manufacturers are feeding consumers' desire for more healthy products by “reformulating” their products to create…
Abstract
Purpose
With a segment of consumers growing more health conscious, food manufacturers are feeding consumers' desire for more healthy products by “reformulating” their products to create healthier versions as well as positioning complete product lines as “healthier alternatives.” The present research aims to examine variables crucial in the brand‐building process for brands that are perceived as “healthy.”
Design/methodology/approach
A conceptual model with a theoretical basis in the branding literature is developed and tested on consumers using structural equation modeling.
Findings
Results indicate that brand credibility, commitment and connection are essential in developing branding strategies for “healthy brands.” A credible brand minimizes risk and increases consumer confidence. When consumers believe that a brand is credible and repeatedly purchase it, a commitment to the brand can develop. Finally, the brand can imbue such meaning that the consumer uses the brand to help construct and cultivate a desired self‐image or self‐concept.
Original/value
This research provides important implications for developing effective brand management systems for healthy brands.
Details
Keywords
Anjala S. Krishen, My˜ Bui and Paula C. Peter
The purpose of this paper is to gain insight regarding the impact of consumer regret on shopping in mall kiosks and its relationship with consumer variety‐seeking tendencies.
Abstract
Purpose
The purpose of this paper is to gain insight regarding the impact of consumer regret on shopping in mall kiosks and its relationship with consumer variety‐seeking tendencies.
Design/methodology/approach
Two experimental studies are carried out with students and consumers.
Findings
Findings of the two studies show that variety and regret play an important role in mall kiosk shopping. Both studies show that individual variety‐seeking tendencies naturally stimulate consumers' search for retailers that allow them additional options (i.e. kiosk retailers that provide higher perceived variety) in comparison with those who only offer minimal assortment sizes.
Research limitations/implications
Mall kiosks are becoming an increasingly common avenue for the release of innovative products and quick entry into the retail market. These outlets have not been studied through academic research and experimentation, and this paper introduces the importance of consumer decision making in such environments.
Practical implications
Considering the findings of this research, it is in the best interest of retailers to minimize the perception of risk involved in purchases at mall kiosk retailers. For example, kiosk retailers should work toward creating service environments where consumers feel a sense of control, as this should help mitigate some of the perceived risks in those retailers.
Originality/value
This paper relates two constructs (regret and variety), which have proven to be very important in e‐tail and retail shopping, to show how they can minimize consumer's perceived risk during a shopping experience.