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Article
Publication date: 1 February 2006

Franz‐Rudolf Esch, Tobias Langner, Bernd H. Schmitt and Patrick Geus

The purpose of this paper is to develop a comprehensive model that combines brand knowledge and brand relationship perspectives on brands and shows how knowledge and relationships…

43589

Abstract

Purpose

The purpose of this paper is to develop a comprehensive model that combines brand knowledge and brand relationship perspectives on brands and shows how knowledge and relationships affect current and future purchases.

Design/methodology/approach

The paper uses structural equation modeling to test the significance of the overall model and the specified paths.

Findings

It is found that current purchases are affected by brand image mostly directly and by brand awareness mostly indirectly. In contrast, future purchases are not affected by either dimension of brand knowledge directly; rather, brand knowledge affects future purchases via a brand relationship path that includes brand satisfaction, brand trust, and attachment to the brand. Thus, brand knowledge alone is not sufficient for building strong brands in the long term; brand relationship factors must be considered as well.

Research implications/limitations

The present study did not examine feedback effects and included consumer categories only and no individual‐differences variables. It is recommended that future research examine feedback effects and include additional consumer categories, B2B categories and individual‐differences variables such as variety seeking and innovativeness.

Practical implications

Brand managers spend considerable resources on measuring brand awareness and brand image. It is recommended that practitioners also use brand relationship measures and develop strategic and tactical initiatives that ensure that consumers are satisfied with the brand, trust it and feel attached to it.

Originality/value

The paper is a cross‐paradigm paper: it is the first that combines the two separate broad‐based perspectives on brands into a simple comprehensive model for researchers and brand managers.

Details

Journal of Product & Brand Management, vol. 15 no. 2
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 14 November 2016

Lars Bergkvist

This paper aims to offer a comment on Rossiter’s C-OAR-SE article and suggests future developments for the practical application of C-OAR-SE that would promote its usage and…

825

Abstract

Purpose

This paper aims to offer a comment on Rossiter’s C-OAR-SE article and suggests future developments for the practical application of C-OAR-SE that would promote its usage and acceptance among marketing scholars.

Design/methodology/approach

This is a theoretical paper.

Findings

The paper identifies challenging steps in the practical application of C-OAR-SE and suggests that these can be overcome by developing detailed guidelines.

Research limitations/implications

Improving marketing measurement practice is of importance to marketing scholars.

Originality/value

The paper suggests how measure development could be structured in a manner that would reduce the subjective element of content validity assessment.

Details

European Journal of Marketing, vol. 50 no. 11
Type: Research Article
ISSN: 0309-0566

Keywords

Available. Open Access. Open Access
Article
Publication date: 7 January 2025

Tobias Marx

For nearly 2 decades, the push-pull-mooring (PPM) model has been used frequently by scholars to explain consumers’ service switching intention and behavior. However, heterogeneity…

320

Abstract

Purpose

For nearly 2 decades, the push-pull-mooring (PPM) model has been used frequently by scholars to explain consumers’ service switching intention and behavior. However, heterogeneity and incomparability between PPM model studies are prevalent issues: The chosen predictor variables, their categorization, their measurement, reported effect sizes, and effect directions vary considerably. By addressing these issues, the present meta-analytical review enables future researchers applying the PPM model to identify relevant variables and use valid measurements.

Design/methodology/approach

Based on 148 empirical studies employing the PPM model, the variables used to predict consumers’ service switching intention and behavior, their frequency of use, their categorization into push, pull, and mooring factors, and their measurement are assessed. The effect sizes and directions of the relationships between these variables and consumers’ service switching intention and behavior are analyzed using meta-analytic structural equation modeling. Additionally, the predictive capacity of this model and the influence of moderators are assessed.

Findings

Among the 148 empirical studies, 382 different independent variables were used. The three most frequently used and distinctly categorized independent variables are dissatisfaction (push), alternative attractiveness (pull), and switching costs (mooring). Overall, 152 unique sources were cited to measure these variables and the dependent variables. Dissatisfaction and alternative attractiveness increase switching intention, which positively affects switching behavior, while switching costs decrease switching intention. The model explains 30% of the variance in switching intention and 31% of the variance in switching behavior.

Originality/value

This study provides the first meta-analytical review of the PPM model to guide future research systematically.

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Article
Publication date: 11 September 2017

Jens Stach

This paper aims to illuminate mechanisms through which memorable experiences with brands create lasting preferences. It is based on the proposition that intense positive…

2871

Abstract

Purpose

This paper aims to illuminate mechanisms through which memorable experiences with brands create lasting preferences. It is based on the proposition that intense positive (negative) affective consumption in the consumer’s youth creates powerful imprints, which influence brand preference (distaste) throughout life.

Design/methodology/approach

Autobiographical memories with Nutella are retrieved from three different user groups, i.e. heavy-, light- and non-users. The retrieved memory narratives are analysed using conditioning theory, i.e. operant, classical or no conditioning are identified and compared across groups.

Findings

The research’s central proposition is affirmed, yet the dominant form of conditioning mechanism differs per group. Operant conditioning outperforms classical conditioning in creating strong and lasting preferences. Heavy- and non-users predominantly exhibit in-tensely positive and negative operant conditioning, respectively. Light-users on the other hand recall less affectively intense consumption experiences, mainly featuring classical conditioning. The light-users’ recollections suggest a mere exposure effect to be more appropriate in describing the preference formation in this user group.

Research limitations/implications

Users not having experienced affectively intense consumption, i.e. light-users, are likely to be influenced in their preference over time through other factors, which this paper does not focus on.

Practical implications

Memory elicitation and exploration provides valuable insights to shape both promotional as well as advertising strategies.

Originality/value

The study extends existing theory on conditioning in marketing by first using a novel qualitative approach to analyse conditioning procedures in real-life settings, and second, it highlights operant conditioning’s superior ability in creating lasting preferences.

Details

Qualitative Market Research: An International Journal, vol. 20 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

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