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Brand protection in the online world : a comprehensive guide
For those running e-commerce websites there are three ways to increase sales: increasing the quantity of visitors; increasing the percentage of visitors who buy from the site; and increasing the amount that visitors spend when they buy. E-commerce Website Optimization goes beyond simply increasing traffic, helping readers to improve conversion rates, increase ROI from online marketing campaigns, and generate higher levels of repeat business. It brings together usability, analytics and persuasion to offer a straightforward and detailed 5-step methodology of how to use the tools and techniques of Conversion Rate Optimization (CRO) to increase the e-commerce value of websites. Grounded in the latest theory and research, this will help readers to be well-informed and confident to make the right choices. Backed up with a range of invaluable case studies, E-commerce Website Optimization is perfect for those seeking to implement a data-driven ethos to their organization's e-commerce programme, based on market-tested and robust split-test methodology used across a range of commercial businesses. It supports all those responsible for online sales within an organization, be they the Chief Digital Officer, Head of Online Sales or E-commerce; or entrepreneurs and owners of small businesses deriving a substantial proportion of revenue from e-commerce.
Book
Consumer-Citizens of China
A PDF version of this book is available for free in open access via www.tandfebooks.com as well as the OAPEN Library platform, www.oapen.org. It has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 3.0 license and is part of the OAPEN-UK research project. This book presents a comprehensive examination of Chinese consumer behaviour and challenges the previously dichotomous interpretation of the consumption of Western and non-Western brands in China. The dominant position is that Chinese consumers are driven by a desire to imitate the lifestyles of Westerners and thereby advance their social standing locally. The alternative is that consumers reject Western brands as a symbolic gesture of loyalty to their nation-state. Drawing from survey responses and in depth interviews with Chinese consumers in both rural and urban areas, Kelly Tian and Lily Dong find that consumers situate Western brands within select historical moments. This embellishment attaches historical meanings to Western brands in ways that render them useful in asserting preferred visions of the future China. By highlighting how Western brands are used in contests for national identity, Consumer-Citizens of China challenges the notion of the \"patriot’s paradox\" and answers scholars’ questions as to whether Chinese nationalists today allow for a Sino-Western space where the Chinese can love China without hating the West. Consumer-Citizens of China will be of interest to students and scholars of business studies, Chinese and Asian Studies and Political Science. Kelly Tian is Professor of Marketing and holds the Anderson Chair of Business at New Mexico State University. Lily Dong is Associate Professor of Marketing at the University of Alaska at Fairbanks.
eBook
Product experience
Product Experience brings together research that investigates how people experience products: durable, non-durable, or virtual.In contrast to other books, the present book takes a very broad, possibly all-inclusive perspective, on how people experience products.It thereby bridges gaps between several areas within psychology (e.g.
eBook
Investigating Consumers' Purchase Incidence and Brand Choice Decisions Across Multiple Product Categories: A Theoretical and Empirical Analysis
We propose a framework to investigate consumers brand choice and purchase incidence decisions across multiple categories, where both decisions are modeled as an outcome of a consumers basket utility maximization. We build the model from first principles by theoretically explicating a general model of basket utility maximization and then examining the reasonable restrictions that can be placed to make the solution tractable without sacrificing its flexibility. Comparing with prior models, we show why prior multicategory purchase incidence models overemphasize the role of the cross effects of a market mix of brands in other categories on the purchase incidence decision of a given category. Additionally, we show that prior single-category models are a special case of the proposed model when further restrictions are placed on the basket utility structure.
We estimate the model on household basket data for the laundry family of categories. We show (i) why prior single-category and multicategory models would systematically bias the estimates of the own- and cross-price/promotional purchase incidence elasticities; and (ii) how the market mix of each brand in each category affects the purchases across all categories, which can help retailers make promotional decisions across a portfolio of products.
Journal Article
Negative word of mouth can be a positive for consumers connected to the brand
It is widely accepted, and demonstrated in the marketing literature, that negative online word of mouth (NOWOM) has a negative impact on brands. The present research, however, finds the opposite effect among individuals who feel a close personal connection to the brand—a group that often contains the brand’s best customers. A series of three studies show that, when self–brand connection (SBC) is high, consumers process NOWOM defensively—a process that actually
increases
their behavioral intentions toward the brand. Study 1 demonstrates this effect using an experimental manipulation of SBC related to clothing brands, and provides process evidence by analyzing coded thought listings. Study 2 provides convergent evidence by measuring SBC associated with smartphones, and followup analyses show that as SBC increases, the otherwise negative effect of NOWOM steadily transforms to become significantly positive. Study 3 replicates these results using a combination of a national survey conducted by J.D. Power investigating hotel stays and data drawn from TripAdvisor. Results of all three studies, set in product categories with varying levels of identity relevance, support the positive effects of NOWOM for high-SBC customers and have implications for both managers and researchers.
Journal Article
Consumer Misinformation and the Brand Premium: A Private Label Blind Taste Test
To study consumer brand misinformation, we run in-store blind taste tests with a retailer’s private label food brands and the leading national brand counterparts in three large consumer packaged goods categories. Subjects self-report very high expectations about the quality of the private labels relative to national brands. However, they predict a relatively low probability of choosing them in a blind taste test. An overwhelming majority systematically choose the private label in the blinded test. Using program evaluation methods, we find that the causal effect of this intervention on treated consumers increases their market share for the tested private label product by 15 share points during the week after the intervention, on top of a base share of 8 share points. However, the effect diminishes to 8 share points during the second to fourth weeks after the test and to 2 share points during the second to fifth months after the test. Using a structural model of demand that controls for the self-selected participation and allows for heterogeneous treatment effects, we show that these effects survive controls for point-of-purchase prices, purchase incidence, and the feedback effects of brand loyalty. We also find that the intervention increases the preference for the private label brands, and that it decreases the preference for the national brands, relative to the outside good. Interpreting the intervention as an information treatment about the product, we find evidence consistent with an economically large informational barrier on demand for the private label product relative to an established national brand.
Journal Article
The differing impacts of brand-line breadth and depth on customers’ repurchasing behavior of frequently purchased packaged goods
Offering the ideal product that individuals will systematically repurchase (intensification) and satisfying their need for variety in order to make them cross-purchase within a brand-line’s products (diversification) instead of switching toward competitors are two fundamental functions of brand-lines. Both rely on product variety, organized along breadth (complementary products) and depth (substitutes). We analyze the differing impacts that breadth and depth have on brand-line repurchasing behavior. Repurchasing is broken down into four components based on its motivation, intensification (repurchasing the same product) vs. diversification (cross-purchasing), and its temporal perspective, inter-trip (over shopping trips) vs. intra-trip (during purchasing trips). Whereas breadth demonstrates only positive effects on the repurchasing components, it has no protective effect against brand-switching. Conversely, depth has a negative impact on inter-trip product repurchasing, the most frequent repurchasing component, but offers a protective negative impact against brand-switching. We examine the moderating impacts of brand-line quality, brand-line alignability, and household size.
Journal Article
Possessive brand names in brand preferences and choice: the role of inferred control
Marketers frequently use individual names as part of their brand-naming strategy. This research investigates how the use of a possessive (indicated by an apostrophe s) versus non-possessive form in a brand name (Mrs. Smith’s vs. Mrs. Smith) affects consumer brand preferences and choice for less familiar brands. Building on the theory of possessions, this work demonstrates that consumers infer a brand as being under control of an owner implied in a possessive brand name. Eight studies using real-world data and field and lab experiments show that this inference results in enhanced brand purchase intentions and money spent on a brand’s product. This research also establishes that the focal effect occurs for consumers less familiar with the brand and for those with high desire to relinquish control. The core effect reverses in co-creation contexts because this process enhances consumers’ own desire for control and thus conflicts with the inferred sense of an owner’s control over the brand. Additionally, the current work shows that the positive effect of brand-name possessiveness applies only when no brand longevity information is mentioned; the effect is attenuated when brand longevity is communicated, because older brands are generally seen as largely in control of their performance. Beyond informing theory on the effects of a possessive form in brand names, the findings aid marketers in identifying specific marketplace outcomes for possessive-form brand-naming strategies.
Journal Article
Unintended effects of price promotions: Forgoing competitors’ price promotions strengthens incumbent brand loyalty
A majority of consumers resist switching brands when exposed to competitor sales promotions. Yet, in an effort to entice consumers to switch brands, firms spend more on sales promotions, in the form of price promotions such as discounts and coupons, than any other advertising and marketing expense. Interestingly, marketing research devotes much attention to understanding how the small subset of consumers who switch are impacted by a firm’s promotional efforts, yet little attention is focused on how forgoing a competitive promotion alters a consumer’s loyalty to an incumbent brand. The present research focuses on the potential unintended consequences of price promotions and demonstrates when a competitor brand’s offer fails to motivate consumers to switch brands, a consumer’s resistance to the promotion subsequently increases loyalty to- and spending with- their incumbent brand. Across seven studies, this research demonstrates how a competing firm’s attempt to lure consumers away from a competitor’s brand can strengthen loyalty for the incumbent brand.
Journal Article