Emerald | Journal of Product & Brand Management | Table of Contents

Editorial JPBM 22.4

literatinetwork@emeraldinsight.com (Richard C Leventhal) — Fri, 12 Jul 2013 00:00:00 +0100

Abstract

Not available.

Brand and Category Design Consistency in Brand Extensions

Fri, 12 Jul 2013 00:00:00 +0100

Abstract

Purpose - This study investigates the influence of two critical brand extension design components -- brand design consistency and category design consistency, on the formation of consumers’ product attitudes and purchase intentions. It also examines the underlying mechanism for attitude formation towards new brand extensions using processing fluency theory and the moderation of brand strength.Design/methodology/approach - A 2 (brand design consistency: high vs. low) x 2 (category design consistency: high vs. low) x 2 (brand strength: strong vs. weak) x 2 (processing fluency: conceptual vs. perceptual) between subjects experiment with 642 participants was used to test the proposed hypotheses and model.Findings - Results obtained from SEM and ANCOVA demonstrate that both brand and category design consistencies assert significant effects on new product attitude in brand extensions; however, the relative effect of category design consistency is greater. Further, the effect of category design consistency varies as a function of brand strength, and is stronger for weak brands than for strong brands.Practical implications - Brand managers should maintain consistency of extension product design with both the parent brand and the new product category, and prioritize the latter for weak brands.Originality/value - This study integrates brand extension and aesthetics research on prototypicality to formulate and test important research questions, previously unexamined. Further, realistically-rendered product images, allowing both conceptual and perceptual processing, were used in the experiment to provide a better imitation of real product choices – an approach different from most extant brand extension studies, which utilize verbal stimuli.

Testing FMCG innovations: Experimental real store versus virtual

literatinetwork@emeraldinsight.com (Etienne Bressoud) — Fri, 12 Jul 2013 00:00:00 +0100

Abstract

Purpose - In order to cope with the challenge of developing successful FMCG innovations, market research vendors offer several methodologies to test concepts. The purpose of this article is to examine the discrepancy between the well-established experimental real store methodology and the most recent of these alternative methodologies that is the virtual store.Design/methodology/approach - A parallel testing of a new adult cereal has been conducted in France with200 shoppers in each store.Findings - Results show that all attitudinal measurements are similar in terms of cognition and conation. But affect and behavior cannot be compared across both methodologies. In conclusion, virtual store testing is a new method that does not exactly fit with one of the previous.Research limitations/implications - The study is limited to a single product and should be generalized to more product categories. Practical implications - Virtual store should be used carefully in order to take capital expenditure decisions. It generates different attitude and behavior, but more researches are needed in order to debate on predictability.Originality/value - With the emergence of virtual stores to test FMCG innovations, this paper is of high value for practitioners who have to proceed to several tests, with different objectives, before a product launch.

Adding value to insurance products: The AXA Irish experience

literatinetwork@emeraldinsight.com (Richard Brophy) — Fri, 12 Jul 2013 00:00:00 +0100

Abstract

Purpose - While competition within car and home insurance increases through more players and also unfamiliar entrants to the market (supermarkets), this is a study on one large insurer in Ireland who attempts to differentiating itself from its peers. Design/methodology/approach - Through a literature review of the insurance market and customer relationship management and, a detailed study of the company loyalty programme and its application to its customersFindings - The loyalty programme employed suits the particular sector in terms of purchase intention and also give the customer of the insurance brand a sense of belonging and relevance where they can avail of savings on related products. Research limitations/implications - Information sourced is based on published data from the company and other peer reviewed journals. This study on a simple loyalty programme that can be applied to low frequency purchases. Practical implications - This simplified loyalty programme gives the brand high recognition values in terms of how the brand is made relevant to the customer through discounted related products. Originality/value - As loyalty programmes are not a usual feature of financial services, this paper highlights a unique programme in operation that is being replicated elsewhere in Europe and elsewhere.

Better branding: Brand names can influence consumer choice

Fri, 12 Jul 2013 00:00:00 +0100

Abstract

Purpose - Researchers agree that the choice of brand name for a product can alter the consumers’ judgment about the product and their purchase decision making process. With competition getting fiercer and product quality becoming more homogenous, a "better" brand name can be decisive in product choice if the consumers compare several products. Purpose of this research is to offer new physiological insights about how brand names are processed in the consumer’s brain in order to identify potential determinants of "better" brand names.Design/methodology/approach - Using valence and activation ratings, reaction time, and functional Magnetic Resonance Imaging (fMRI), we show the interaction of key brand name dimensions with the consumer purchase decision-making process, as well as the neurophysiologic basis of consumer preference for certain types of brand names.Findings - Our research shows that it has a positive effect on consumer choice to include in the brand name hints at the key benefits of the underlying product. Practical implications - Our results demonstrate that fMRI is able to provide important insights for brand practitioners.Originality/value - Current research has neither focused on the interaction of brand name dimensions with the consumer purchase decision-making process nor provided insight about the physiological drivers of brand perception. In our research we applied for the first time neurophysiologic methodologies and fMRI to questions related to brand names, resolving questions that have not been answered due to the methodological limitations of social sciences.

Extending technology for market disruption: A case study

literatinetwork@emeraldinsight.com (Elaine M. Notarantonio, Charles J. Quigley) — Fri, 12 Jul 2013 00:00:00 +0100

Abstract

Purpose - In an environment that is hyper-dynamic and faced with economic turmoil, it is crucial that organizations identify innovative competitive strategy. Using principles from Clayton Christenson’s "The Innovator’s Dilemna", KVH Industries embarked upon a strategic market planning mission. This paper describes how this company successfully turned a competitive disadvantage to an advantage by examining the market mindset and utilizing disruptive innovation to introduce a new product. Design/methodology/approach - This paper utilizes a case study to demonstrate successful application of disruptive innovation.Findings - A new evolutionary product was indicated in research.Originality/value - This paper is of value to practitioners to see the success of one company’s dismissal of a revolutionary product introduction in favor of a product launch that represents a ‘just good enough’ alternative to competitors’products.

Price Sequences, Perceived Variability, and Choice

literatinetwork@emeraldinsight.com (Eric Dolansky, Mark Vandenbosch) — Fri, 12 Jul 2013 00:00:00 +0100

Abstract

Purpose - Sequences of prices are becoming more commonplace but there is limited research on their behavioral effects. The purpose of this paper is to determine if a sequence of past prices, and particularly its variance, has a strong effect on choice. Will people pay significantly more for a seller who has a more predictable history of past prices?Design/methodology/approach - Past theory is drawn upon to create predictions regarding how individuals will perceive and value past sequences of prices. One experimental study is conducted to test preference and choice based on past price sequences.Findings - Individuals more frequently choose a vendor with past prices that fall into a predictable pattern, even when doing so results in higher future prices to be paid. Originality/value - This paper not only tests notions that have anecdotal support (e.g. preference for fixed vs. floating interest rates, despite the higher cost of doing so) but also demonstrates that a person’s distasted for perceived variability is sufficiently strong so as to result in a willingness to pay 40% more for this predictability.

Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty

literatinetwork@emeraldinsight.com (Robert Durham Green) — Fri, 12 Jul 2013 00:00:00 +0100

Abstract

Not available.

Review of Product Planning Essentials, Second Edition by Kenneth B. Kahn

literatinetwork@emeraldinsight.com (Geoffrey P Lantos) — Fri, 12 Jul 2013 00:00:00 +0100

Abstract

Not available.

The B2B Social Media Book

literatinetwork@emeraldinsight.com (Kirk Hazlett) — Fri, 12 Jul 2013 00:00:00 +0100

Abstract

Not available.