The highlighting effect occurs when the order in which consumers learn about brands determines the strength of association between these brands and their attributes. In four experiments, we find that consumers more strongly associate common attributes with early learned brands and unique attributes with late-learned brands. These findings imply an advantage for late entrants when unique attribu...

The Chinese government launched the “going abroad” policy in 2001 to encourage Chinese companies to invest and create Chinese brands in international markets. However, the perceptions of Chinese brands among Western consumers have been shown to be consistently low, especially amongst European consumers. This research aims to investigate the Irish consumers’ perception of Chinese brands and how ...

Manufacturers and retailers have chosen varied brand portfolio structures for business performance. This study surveys consumer attitudes toward manufacturers’ brands and retailers’ store brands chosen from Taiwan retailing outlets. Research findings indicate that manufacturers’ brands intensify high quality and high price strategies, pursue appropriate promotion activities, and develop brand e...

Indian mobile handset industry has seen explosive growth backed by liberalization and heavy investment in the telecommunication infrastructure. With growth it becomes extremely important for mobile handset brands to position their brands properly. This paper attempts to know how customers perceive different brands of mobile handset in the light of attributes considered by consumers in making pu...

Four commercial brands of infant milk formula were investigated, and the amount of shelf lipid peroxidation was determined by measuring malondialdehyde (MDA) or, more exactly, thiobarbituric acid reactive substance (TBARS) levels, which are the end products of lipid peroxidation. TBARS level, indicated by MDA concentration, was higher in the vegetarian brands. The vegetarian brands are, as expe...

Overview From a non-technical point of view, the purpose of multidimensional scaling (MDS) is to provide a visual representation of the pattern of proximities (i.e., similarities or distances) among a set of objects. For example, given a matrix of perceived similarities between various brands of air fresheners, MDS plots the brands on a map such that those brands that are perceived to be very s...

The consumption of alcohol by young people remains a major public health concern at both the national and international level. Levels of drinking among 15-yearolds in the United Kingdom (UK) remain significantly higher than the European average. This study explored how alcohol brands are used by young people to develop their desired identities and how these acts of consumption extend to young p...

Traditionally store brands in Australia are viewed with suspicion in regard to their quality and are usually purchased because of the "value for money" that they offer. Australian supermarket majors are considering introducing a new suite of store brands in the higher price brackets. The danger of moving upscale however is that these store brands are relinquishing their value for money appeal a...

Against a background of research suggesting that brand symbolism understanding does not develop until 7 to 11 years of age, two studies investigate various aspects of preschool children’s brand knowledge. While children’s recognition of child-oriented brands is found to be significantly greater than their recognition of brands that are marketed primarily to teens and adults, these young childre...