Are consumers’ quality perceptions influenced by brand familiarity, brand exposure and brand knowledge? Results from a wine tasting experiment

Priilaid, David; Human, Gert; Pitcher, K.; Smith, Tasman; Varkel, C.

doi:10.4102/sajbm.v48i2.27

Cited by 7 publications

(5 citation statements)

References 36 publications

(69 reference statements)

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“…Product quality perception is a topic of interest in modern times (Priilaid et al, 2017 ; Gao et al, 2020 ). The concept of product perceived quality has been defined as “product perceived quality as a unique kind of association created in the mind of consumers which not only impact the brand associations on the minds of consumers but also the profitability of the manufacturer” (Aaker and Joachimsthaler, 2000 ).…”

Section: Literature Reviewmentioning

confidence: 99%

Role of Extrinsic Cues in the Formation of Quality Perceptions

et al. 2022

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Examining the quality perceptions of consumers has often been recommended as an international research paradigm. This study is grounded in the Pakistani consumer market to evaluate the impact of food packaging cues on perceived product quality. The moderating effect of consumer knowledge was also taken into consideration in the study. A signaling theory was used in the study for its established predictive power in consumer behavior, marketing, and various fields of research. Based on the essence of the signaling theory, this study hypothesized that food packaging cues cast a positive impact on perceived product quality and consumer knowledge moderates these relationships. By using the sample of 504 consumers, data were gathered using the mall intercept method following a multi-stage sampling technique. The responses were analyzed using Statistical Package for Social sciences (SPSS) and Smart Partial Least Square (PLS). The findings of this study unveil that the extrinsic cues' brand name, price, nutritional labels, and precautionary labels were positively and significantly related to the perceived product quality. However, the country of origin cast no impact on the perceived product quality. Consumer knowledge reflected a moderation effect on the relationships between brand name and country of origin with the perceived product quality whereas it exerted no moderation impact on the relationships of price, nutritional labels, and precautionary labels with the perceived product quality. As the results exhibit that Pakistani consumers rely on food packaging cues for perceiving a product, hence it is recommended that marketers and policymakers develop appropriate marketing strategies focused on the significance of food packaging cues.

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Section: Literature Reviewmentioning

confidence: 99%

Role of Extrinsic Cues in the Formation of Quality Perceptions

et al. 2022

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“…Product quality perceptions has been a topic of interest in modern times also (Priilaid, Human et al 2017). The concept of product perceived quality has been defined as "product perceived quality is a unique kind of association created in the mind of consumers which not only impact the brand associations on the minds of consumers but also the profitability of the manufacturer" (Aaker and Joachimsthaler 2000).…”

Section: Product Quality Perceptionmentioning

confidence: 99%

Cues Speak Louder Than Words: Empirical Evidence from Consumer Market of Pakistan

Javeed¹,

Khan²,

Khurshid³

et al. 2019

Preprint

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The aim of this study is to probe into the impact of extrinsic packaging cues (brand name, price, country of origin and precautionary label) on the quality perceptions of the consumers when the intrinsic qualities are not experienced yet. Consumer knowledge is used a moderator in the study. The study also aims to investigate the influence of the consumer knowledge as a moderator on the relationship between food packaging cues and perceived product quality. Survey was conducted using mall intercept method (n= 478) with a self- administered five point Likert scale questionnaire in Rawalpindi and Islamabad. SPSS and PLS were used for analyzing the data. In order to ensure the internal consistency of the variables Cronbach’s alpha was used. Among all the variables which were studied in theoretical framework, precautionary label came out to a strong extrinsic in contributing to the formation of product quality perceptions. Additionally, brand name and Price are also considered as important quality determining extrinsic cues. On the other hand, Country of origin as an extrinsic cue turned out to cast no impact on the quality perceptions in Pakistani consumer market. Among the interaction paths, consumer knowledge held a significant role for brand name and country of origin with perceived product quality. This study comprises of number of research limitations. The mall intercept method was utilized in which sample control is difficult. The data was collected from Rawalpindi and Islamabad which might pose a problem for generalizability. Along with the limitations, this study presents horizon for the future researchers by presenting a model of research which could be extended to other marketing contexts. The research revealed that, the schema of extrinsic packaging cues cast a deep impact on the product quality perceptions. The results imply that practitioners need to embed the extrinsic cues much intelligently as they tend to produce prior to the usage quality perceptions regarding the product. This study puts forth a significant understanding regarding the utility of extrinsic packaging cues in the determination of product quality perceptions. The paper provides insights from Pakistani market.

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“…Wine has been argued to be such a category, as research shows that the vast majority of consumers lack intrinsic knowledge about the wine (Bruwer et al, 2017a;Veale & Quester, 2009;Veselá & Zich, 2015). Wine has several interesting features in terms of a product category to investigate the COO effect: there is an historical divide between Old and New World wines; it is relatively low technology intensive and therefore there is no inherent reason that should favour high-tech intensive, high-skill economies; everyday wine is relatively inexpensive, and yet consumption behaviour of wine has elements of experiential and symbolic qualities that are domain-and lifestyle-specific (De Toni et al, 2022;Bruwer et al, 2017b;Pentz & Forrester, 2020;Priilaid, Human, Pitcher, Smith, & Varkel, 2017).…”

Section: Introductionmentioning

confidence: 99%

The liability of emergingness and country-of-origin effect on South African wine

van Wyk,

Luiz

2024

South African Journal of Business Management

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Purpose: The study explores the country-of-origin effect on the product evaluation of wine offerings from South Africa in European markets. We examine whether a liability of emergingness manifests and its characteristics from an African context.Design/methodology/approach: Using a qualitative approach, we examine the country-of-origin effect building on the existing theories and gaining insights from multiple perspectives and participants who are involved in the South African and European wine supply chains.Findings/results: We reveal country-product category interaction and show that the wine category has certain dynamics (complexity, vastness of choice, and limited consumer knowledge) that leads consumers to rely more on extrinsic properties in their product evaluations. We show that a liability of foreignness and emergingness, and particularly Africanness, is at work in terms of the product evaluation of South African wine in European markets.Practical implications: We integrate the country-of-origin effect with the liability of foreignness (specifically emergingness and Africanness) research and demonstrate its manifestation in an African context. We contribute towards emerging market country-of-origin effect research, highlighting the liability of emergingness, and unpack its multidimensionality and connections between product category and country engagement dynamics, and how these are affected by consumer involvement, the retail environment, and engagement with expertise.Originality/value: Understanding how country-of-origin effects manifest with products from emerging markets is of increasing importance given the continued economic shifts towards that part of the world. We examine avenues for South African producers to mitigate country-of-origin effects.

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Are consumers’ quality perceptions influenced by brand familiarity, brand exposure and brand knowledge? Results from a wine tasting experiment

Cited by 7 publications

References 36 publications

Role of Extrinsic Cues in the Formation of Quality Perceptions

Role of Extrinsic Cues in the Formation of Quality Perceptions

Cues Speak Louder Than Words: Empirical Evidence from Consumer Market of Pakistan

The liability of emergingness and country-of-origin effect on South African wine

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