Nonprice antecedents of consumer preference for cyber and extension brands

Abstract

Price is an important factor affecting consumer preference for online brands and, not surprisingly, has played a dominant role in the Internet marketing literature. Concurrently, important nonprice factors that account for individual online brand preferences have received scant attention. This research examines nonprice influences on preferences for online brands and demonstrates that brand character, brand offerings, prior Internet shopping experience, brand familiarity, and brand evaluation affect online brand preference. Using data from cyber and extension brands, our results show that influences on consumer preference for the types of brands examined are different. In the case of cyber brands, familiarity, character, and brand offerings are related to brand preference. In contrast, extension brands benefit from having market-based counterparts, and for these firms, brand familiarity is not a predictor of consumer preference. Breadth of offerings is the most important predictor for both cyber- and extension-brand preference. Future research and managerial implications are discussed.

An investigation of consumers’ webstore shopping: A view of click-and-mortar company

“…Scholars argued that the existing theory needs fresh knowledge given that (1) consumers' cross-channel shopping behaviors are often neglected (Van, Sebastine, & Datch, 2005); (2) theoryguided empirical studies of consumer trust in online shopping are relatively rare (Lee & Turban, 2001);and (3) there are few studies associated with brand familiarity in the e-commerce market (Sääksjärvi & Samiee, 2007). Although previous studies have asserted that consumer trust is the decisive factor in successful e-commerce (Grewal, Hardesty, & Iyer, 2004) and consumer familiarity is a key determinant of their trust toward the Webstore (e.g.…”

Extending the Implicit Association Test (IAT): Assessing Consumer Attitudes Based on Multi-Dimensional Implicit Associations

“…The contribution of the present research is both of theoretical and practical relevance: our results show that the md -IAT procedure is a methodologically sound extension of the IAT that—unlike the latter—also allows for multi-dimensional assessment of brand attitudes. This in turn opens up numerous possibilities for researchers to test constructs such as brand or product personality [9] , [10] , or more generally, consumers' brand associations or attitudes on any kind of multi-dimensional scale [11] . In addition, we show that the md -IAT, just like the IAT, is not affected by the specific stimuli selected to represent a brand.…”

The persuasiveness of online safety cues: The impact of prevention focus compatibility of Web content on consumers’ risk perceptions, attitudes, and intentions

“…More specifically, the dependent variables in this experiment were risk perception, multiple attitude measures, including attitude toward the Web site, attitude towards the online retailer, and behavioral intentions. Furthermore, in the second experiment, several individual characteristics related to online behavior were assessed, because a number of studies have shown that differences in prior online purchase behavior, educational level, Internet access, and frequency of Internet usage may affect online consumer behavior (e.g., Brown, Pope, & Voges, 2003;Chiang & Dholakia, 2003;Crisp, Jarvenpaa, & Todd, 1997;Sääksjärvi & Samiee, 2007;Swinyard & Smith, 2003).…”

“…Pope, & Voges, 2003;Chiang & Dholakia, 2003;Crisp, Jarvenpaa, & Todd, 1997;Sääksjärvi & Samiee, 2007;Swinyard & Smith, 2003).…”