Marketing managers often use consumer attitude metrics such as awareness, consideration and preference as performance indicators because they represent their brand’s health and are readily connected to marketing activity. However, their translation into sales performance is insufficiently established to allow financially focused executives to value marketing’s contribution and make sound resour...

Brands can affect various stages of consumer choice processes, and hence, various components of consumer utility functions. Previous conceptual and empirical work focused on the effects of brands on consumer perceptions of tangible and intangible product attributes. In this paper, we extend the work on brand effects with information economics underpinnings to analyze whether consumer price sens...

Retail brands (RBs) have become a strategic feature of the retail industry. Their role in building consumer loyalty is usually taken for granted and yet has not been completely identified. The purpose of this paper is to understand how retailers manage customer knowledge relationship management through an integrated framework of CRM and Knowledge management for retail brands and their role in b...

Abstract—Social media serves as a unified platform for users to express their thoughts on subjects ranging from their daily lives to their opinion on consumer brands and products. These users wield an enormous influence in shaping the opinions of other consumers and influence brand perception, brand loyalty and brand advocacy. In this paper, we analyze the opinion of 19M Twitter users towards 6...

Social media is changing the balance of power as well as the dynamics of communication between manufacturers and retailers, their brands, and consumers. In this research we examine the effects of companies’ responses to consumer criticism in social media. Our findings indicate that a vulnerable response leads to more positive behavioral consequences without damaging product quality perceptions ...

Using Differentiated Brands to Deflect Exclusion and Protect Inclusion: The Moderating Role of Self-Esteem on Attachment to Differentiated Brands Author(s): Sara Loughran Dommer, Vanitha Swaminathan, and Rohini Ahluwalia Source: Journal of Consumer Research, (-Not available-), p. 000 Published by: The University of Chicago Press Stable URL: http://www.jstor.org/stable/10.1086/671763 . Accessed:...

Consumers use extrinsic and intrinsic cues to set preferences and make purchase decisions. However, the extent to which luxury-related extrinsic cues determine consumer preferences and whether the relative weighting of extrinsic vs. intrinsic cues depends on consumers’ values is still unclear. We investigated how luxury vs. non-luxury brands affect consumer preferences, and how this impact is m...

The goal of this project was to investigate whether consumer ethnocentrism is purely conscious mechanism based on ideology, as suggested by Shimp and Sharma (1987), or rather is an automatic, unconscious process. The aim of the project was an introduction of the Implicit Consumer Ethnocentrism (ICE) concept, measured by the Implicit Association Test (IAT). The goal of the four studies conducted...

Iran's apparel market is currently filled with foreign brands that are generally ranked as high quality goods with high prices. With a surface examination of the apparel market and customers’ opinions, it can be concluded that Iranian apparel, despite having lower prices, is not in a suitable status in comparison with its foreign counterparts. Accordingly, the purpose of this paper is to ...

Children have long been considered as consumers with considerable buying power. While previous research has investigated the self concept, symbolic consumption and brands in relation to children, these studies have tended to look at the issues in isolation, or at most in relation to two of these concepts. By successfully accessing this ethically sensitive consumer group, the current works moves...