Brand relevance and the effects of product proliferation across product categories

Zhao, Yanhui; Zhang, Yufei; Wang, Joyce; Schrock, Wyatt A.; Calantone, Roger J.

doi:10.1007/s11747-020-00727-1

Cited by 16 publications

(16 citation statements)

References 77 publications

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“…Also using the comparison between branded and unbranded or private labeled products, other studies measured BE using price premium, revenue premium or volume premium (Ailawadi et al, 2003;Huang and Sarig€ oll€ u, 2012;Lehmann and Srinivasan, 2014). Finally, (Lehmann and Srinivasan, 2014) and Zhao et al (2020) adopted brand revenue as a measure of BE.…”

Section: Cbbe and Fbbe Measuresmentioning

confidence: 99%

Brand equity chain and brand equity measurement approaches

Oliveira

Heldt

Silveira

et al. 2023

MIP

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PurposeAlthough brand equity (BE) is a widely accepted concept, its definition is still elusive, and researchers have not reached a consensus about which measures provide the best estimates of this complex and multi-faceted construct. Hence, the authors propose a BE chain that incorporates consumer-based BE (CBBE) and firm-based BE (FBBE) measurement approaches, advocating in favor of a holistic approach and encouraging theoretical and empirical studies that assess the BE chain.Design/methodology/approachThe methodology entailed an extensive literature review on the subject. The authors included many different sources and the most accepted ones for measuring CBBE and FBBE.FindingsThe authors present 10 propositions to build the BE chain, encompassing the different approaches of BE and including its antecedents and consequences.Originality/valueConceptualizing BE is a complex problem given the different viewpoints describing several aspects of this intangible marketing asset. Thus, this study aims to foster discussions about such viewpoints and provide a framework to support the sedimentation of BE conceptualization.

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Section: Cbbe and Fbbe Measuresmentioning

confidence: 99%

Brand equity chain and brand equity measurement approaches

Oliveira

Heldt

Silveira

et al. 2023

MIP

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“…Zhao et al (2020) examined the effect of BRiC on sales. They concluded that, in terms of brand sales, product line extensions were recommended more for low-BRiC customers (who paid less attention to brands during their purchases) than for high-BRiC customers.…”

Section: Aim Of Researchmentioning

confidence: 99%

“…In explaining BS, Puligadda et al (2012) emphasized how it differs from BL, and Zarantonello and Pauwels-Delassus (2015, p. 275) argued that “brand schematicity is not a consumer inclination toward a specific brand.” In contrast, several studies have been conducted based on assumptions about the relationship between BRiC and BL (Zhao et al , 2020; Johnen and Schnittka, 2020). In this context, Fischer et al (2010) argued that BL is a consequence of BRiC.…”

Section: Introductionmentioning

confidence: 99%

How do factors of brand-related behavior (brand loyalty, brand relevance in category, brand schematicity) impact consumers’ alcoholic drink purchases?

Temesi,

Lakner,

Unger-Plasek

2023

IJWBR

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Purpose This study investigated the factors of brand-related behavior, such as brand schematicity (BS), brand relevance in category (BRiC) and brand loyalty (BL), to clarify how they influence customer purchasing behavior regarding alcohol and other beverages. This study aims to provide insights that may benefit corporate and regulatory sectors regarding brand-related customer behavior and increases/decreases in alcoholic beverage purchases. Design/methodology/approach This study included a sample of 501 Hungarian participants, representative of the population in many respects. The author constructed a model using partial least squares structural equation modeling with data collected from internationally validated scales. Findings The findings of this study reveal that BL or BRiC do not positively and directly influence purchase frequency in the beer, wine and pálinka categories; however, their purchase frequency is significantly and positively influenced by BS. Additionally, the degree of BS was somewhat above average for alcoholic beverages compared to nonalcoholic beverages; it was also slightly higher for beer than for wine and pálinka. Originality/value To the best of the authors’ knowledge, this is the first study to examine the three brand-related factors of customer behavior, analyze their connections and clarify their effects on alcoholic beverage purchases. BS is a relatively new factor; to the best of the authors’ knowledge, no other study to date has measured the extent of BS and its association with beverage-related customer behaviors. Future studies can compare this study’s findings on the level of BS for eight alcoholic and nonalcoholic beverages. To the best of the authors’ knowledge, this study is also the first to investigate brand-related customer behavior regarding pálinka.

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“…Compared to the conventional MAM, EMCA is advantageous in objectivity, neutrality and rigor when determining the weight for each indicator. To broaden the research applicability, this paper advanced the idea that product categories are considerably influential to customer values (Kushwaha and Shankar, 2013;Liu et al, 2017a, b;Nashtaee et al, 2017;Wong et al, 2018;Zhao et al, 2020) and tested the proposed method with different product categories. The lipstick and mobile phone categories were chosen as the examples, which represent the general fast-moving consumer goods (FMCG) and the durable goods.…”

Section: Introductionmentioning

confidence: 99%

“…, 2017; Wong et al. , 2018; Zhao et al. , 2020) and tested the proposed method with different product categories.…”

Section: Introductionmentioning

confidence: 99%

A method of customer valuation score and implementation for marketing strategy

Huang

Liu

Song

et al. 2022

APJML

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PurposeThis study aims to introduce a compelling customer value score method (CVSM), which is applicable for different product categories, and elaborates customer values in three components (direct economic value, depth of direct economic value and breadth of the indirect economic value) throughout three stages of customer journey.Design/methodology/approachThis study collected data from the Internet-shopping platforms, namely Taobao and T-Mall from 2019 to 2020 with particular focus on three product categories: lipstick (fast-moving consumer goods), mobile phones (durable goods) and alcohol (a hybrid of the other two product types) from 37 selected firms. The CVSM employs an entropy-based multiple criteria analysis, of which the weight of each indictor is not fixed artificially, but computed by the entropy-based method that calculates informative differences among the indicators (profit, revenue, positive reviews, search index and likes and favorites).FindingsThe result shows that product categories and market status have a moderation effect on three components in customer values. The findings suggested marketing strategies for different consumer goods, where the fast-moving consumer goods like lipstick should focus on the pre-purchase stage while the durable goods should emphasize post-purchase stage when the market is rapidly changing.Originality/valueThe study brings new insights to Kumar’s customer value theory by integrating product categories and the market status, revealing that three components of customer values differ in their contributions to the whole customer values. This paper further contributed managerial suggestions for marketers with regards to three stages of customer journey.

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Brand relevance and the effects of product proliferation across product categories

Cited by 16 publications

References 77 publications

Brand equity chain and brand equity measurement approaches

Brand equity chain and brand equity measurement approaches

How do factors of brand-related behavior (brand loyalty, brand relevance in category, brand schematicity) impact consumers’ alcoholic drink purchases?

A method of customer valuation score and implementation for marketing strategy

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