Branded Versus Non-Branded: Differences in Consumer Preferences

Abstract

Although brands can signal reputation and serve as proxies for trust, consumer preferences for attributes may differ for branded and non-branded products. The authors of this paper test this hypothesis using data from a particular experiment conducted with Italian jeans' consumers. The results indicate that consumers appear uncertain when there is an absence of a brand; non-brand-oriented consumers ascribe greater importance to the attributes of a product, with emphasis on those that relate to the product model (fit, comfort, design). Price is important for both types of consumers. Factor and cluster analyses permit identification of elements for the positioning strategies of brand and non-branded products. For marketing managers, it is important to know the consumer's perception of the product's characteristics and, accordingly, adopt specific communication and positioning strategies.

Impact of product vs brand storytelling on online customer experience

“…This focused narrative strategy is essential for capturing consumer interest in particular products, delineating a distinct role that product stories play in modifying consumer behavior. This distinction is crucial, as evidenced by research indicating consumers’ varied attribute prioritization for branded versus nonbranded products (Iazzi and Santovito, 2016).…”

Fear-of-Missing-Out (FOMO) behavior and post-purchase experiences of senior high school students in Divine Word College of San Jose

“…The distinguishing characteristics of these items are the perceptions created by their buyers about their name, the associated company, and the reputation for quality products or services. It constitutes a brand image that satisfies the requirements of a customer for a purchase to happen and sets these brands apart from other competitors which will increase the chances of a purchase likelihood (Iazzi & Santovito, 2016). These brands are known for high-priced items to constitute quality and credibility and the idea of having these are needed to follow and belong in society's new norm.…”