When a new brand is launched, consumers are initially both uncertain of and not inertial to the new brand. Though these barriers may disappear on their own over time, a savvy brand manager who knows the relative importance of both can use relevant marketing levers to increase profits in the long run. This paper studies exactly these barriers and measures their relative effects on the launch of ...

Abstract Many multinational corporations use their corporate brand to endorse products but thereby attract international consumers differently. Therefore, it is important analyze whether profit from endorsed branding strategies across nations or they must rely on country-specific factors. The authors propose a theory-based framework and apply multilevel mediation structural equation modeling wi...

This paper analyzes the country-of-origin effects of Chinese brands going international. To approach this topic, the author uses a comparative case study, in which a Chinese manufacturer of white goods, Haier, and a German manufacturer, Miele, serve as examples. Fueled by “China trash” reports in EU and US media, the image of China as country of origin still has a negative connotation. The Chin...

As the use of the Internet continues to grow among consumers, firms need to assess the requirements of individual branding-strategies in the context of electronic commerce. Although branding has been an integral part of the marketing mix for a long time, the issue of brand orientation and consumer loyalty in the context of the Internet has not yet seen the same attention. This paper presents re...

We examine how brand-switching varies across cultures, depending on the drivers of a prior unsatisfactory consumption experience. We draw from the literature on regret, norm theory and cross-cultural psychology to predict that Westerners are more likely to switch brands when the unsatisfactory consumption experience is a consequence of their inaction relative to the inaction of a group to which...

In effort to enhance sustainable development, manufacturers and retailers have collaborated to develop a standardized sustainability index based on supply chain life cycle information. However, it is unclear whether this index will help consumers make more sustainable purchases. Research conducted in a retail laboratory addresses consumer attitudes, purchase intentions, and product choices with...

In the present era of information explosion and media influence, these advertisements play a major role in changing the settled perception or thinking, which is otherwise called attitude, of the consumer and also the consumption pattern of the society in general. Across the world, celebrities have been used for a wide variety of brands. The crescendo of celebrities endorsing brands has been ste...

This paper documents the multifaceted nature of pride in consumer behavior. Drawing on recent psychological research on pride, we provide evidence for two separate facets of pride in consumption. In a series of studies, we propose a model wherein luxury brand consumption and pride are systematically interrelated. Whereas authentic (but not hubristic) pride leads to a heightened desire for luxur...

This article examines how the nature of competition between brands in a therapeutic category changes after generic entry and provide a framework for analyzing the effect of generic entry on consumer welfare that takes into account the generic free riding problem. It demonstrates that changes in competition along dimensions other than retail price--such as competition in research and development...

Due to rapid economic development and a burgeoning middle class, China has attracted consumer market competition from around the world. The market environment in China, however, is culturally complex. Juxtaposed between traditional Eastern values and Western materialism, China presents unique challenges regarding brand positioning. Within this scope of inquiry, the authors explore an important ...