Brand equity of commoditized products of famous brands

Abstract

Purpose The purpose of this paper is threefold: first, to identify the influence of brand equity (BE) of commoditized products of famous brand on purchase intention and willingness to pay a premium price in an emerging market; second, to identify the relationship between the BE of these products and their antecedents; and third, to identify the influence of subjective norms on purchase intention and BE. Commoditized products are bought due to necessity and not desire, are homogeneous, produced on a large scale, and have low added value. Design/methodology/approach A theoretical model is proposed contemplating the constructs: BE, purchase intention, premium price, perceived quality, brand recall, perceived value and subjective norms. We performed a quantitative study with 432 respondents. We used questionnaires, and we analyzed the data using the structural equation modeling with partial least squares. Findings The results indicate a positive relationship between BE and purchase intention, BE and premium price, perceived value and BE, subjective norms and purchase intention and subjective norms and BE. It should be noted that an emerging market has characteristics distinct to that of a mature market, justifying specific research in this context. Originality/value The study brought a theoretical model relating antecedents and consequents of BE in the segment of commoditized products. Furthermore, it indicated the strength of the brand of the commoditized products in an emerging market scenario.

Predicting Indonesian Consumers’ Intention to Buy Green Cosmetics Using The Modified TPB Framework

“…In the contrary, consumers' intention to buy certain products will absolutely diminish or lowered if consumers felt that the others judge, perceive or felt that such behavior was contextually regarded as negative behavior. Moreover, the other similar studies also found out the significant impact given by subjective norms on purchase intention (Tang et al, 2011;Swidi et al, 2014;Byon et al, 2014;Yang et al, 2016;Mainardes et al, 2020;Conoly et al, 2021;Ngo et al, 2021;Chang & Geng, 2022). Based on the results of these previous studies, author wants to propose the following hypothesis:…”

Consumer perceptions and behaviour towards branded commodities

“…In other words, a commodity is a product that is the same as other products of the same type from other producers or manufacturers. Lack of differentiation means that commodities are purchased primarily on price and availability (Mainardes et al, 2019;Metcalf, 1982;Pennington & Ball, 2009). Consequently, customer loyalty in commodity markets is suggested to be typically low or non-existent (Metcalf, 1982).…”

“…In other words, a commodity is a product that is the same as other products of the same type from other producers or manufacturers. Lack of differentiation means that commodities are purchased primarily on price and availability (Mainardes et al, 2019;Metcalf, 1982;Pennington & Ball, 2009). Consequently, customer loyalty in commodity markets is suggested to be typically low or non-existent (Metcalf, 1982).By contrast, the essence of a brand is the differentiation (functional and/or symbolic) that the brand name confers to the product, so that 'the branded article has more value for consumers than the "bare" product' (Riezebos, 2003, p. 18).…”

Valor de marca en productos frescos: frutas y hortalizas

“…Cuanto mayor sea la calidad percibida de un producto, mayor será su Valor de Marca, aun cuando la calidad, en caso de que se pudiera juzgar de forma objetiva, pueda ser similar a la de otro producto de la misma categoría (Mainardes et al, 2019), Muchos aspectos pueden afectar la opinión de un cliente sobre la calidad, como las experiencias personales a la hora de comprar el producto o las necesidades que necesitan ser satisfechas. (D. A.…”

“…La disponibilidad a pagar un precio premium, o prima de precio, se considera una de las medidas más útiles del Valor de Marca desde la perspectiva del consumidor (D. A. Aaker, 1996;Kaprwan & Mathur, 2020;Mainardes et al, 2019;Sethuraman, 2005). Cada dimensión del Valor de Marca debería tener una influencia positiva en el precio que los consumidores están dispuestos a pagar por la marca pues de lo contrario, una dimensión que no tuviera repercusión en generar una disposición a pagar un precio premium no debería ser un indicador relevante del Valor de Marca desde la perspectiva del consumidor (Anselmsson et al, 2007).…”