Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products

Mazodier, Marc; Merunka, Dwight

doi:10.1016/j.jbusres.2014.01.015

Cited by 52 publications

(47 citation statements)

References 46 publications

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“…However, in both studies, we found that involvement seems to have a somewhat ambivalent role in trials of new products. Previous literature in purchase‐decision processes, including intended trials, suggests that high involvement leads to positive outcomes (e.g., greater purchase probability; Lin & Chen, 2006; Mazodier & Merunka, 2014). Conversely, Studies 1 and 2 provided evidence that high involvement either has no effect or even a weakening effect (Study 1) on the positive effects of unintended trials on attitude, purchase intention, and WOM.…”

Section: Discussionmentioning

confidence: 99%

“…According to IIT, this form of importance of an item of information—or weight—is central to attitude formation (Anderson, 1971, 1981). Prior research has identified the influence of product category involvement on information search, attitude formation, purchase decisions, and generation of WOM (Lin & Chen, 2006; Mazodier & Merunka, 2014; Priluck & Till, 2004; Wangenheim & Bayón, 2007). Particularly such enduring involvement with a product is a stable trait and impacts the attention to product‐related messages and behavioral outcomes (Richins & Bloch, 1986).…”

Section: Framework and Hypothesesmentioning

confidence: 99%

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Spillover effects from unintended trials on attitude and behavior: Promoting new products through access‐based services

Lehr

Buettgen

Benoit

et al. 2020

Psychology and Marketing

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Access-based services (ABS) provide an opportunity for brands to promote their new products by enabling (unintended) trials. However, the mechanisms and impact of consumer exposure to products in ABS and the subsequent potential spillover effects on both the brand and the product perception are largely unknown.Our hypotheses are derived from the information integration theory (IIT) and subsequently tested. Study 1 is a field study investigating an unintended trial moderated by involvement and positive experience. The results indicate the positive effects of the unintended trial on product and brand attitudes, brand purchase intention, and word of mouth. In line with IIT, these effects are more pronounced for positive trial experience, although in contrast to IIT, they are less pronounced for high-involvement consumers. While the results of Study 2, an online experiment, show substantial effects of both trials compared with nontrials, they also reveal that intended and unintended trials have a similar impact on attitude, but ABS experiences have a stronger positive impact on brand purchase intention. We thus recommend that brand managers promote not only new products but also their brands in unintended trials. This study fills a gap in current discussions about the trial effect(s) of ABS. K E Y W O R D Saccess-based services, attitudinal change, e-mobility, field study, information integration theory, involvement, trial effects, unintended trial, word of mouth (WOM)

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Section: Discussionmentioning

confidence: 99%

Section: Framework and Hypothesesmentioning

confidence: 99%

Spillover effects from unintended trials on attitude and behavior: Promoting new products through access‐based services

Lehr

Buettgen

Benoit

et al. 2020

Psychology and Marketing

View full text Add to dashboard Cite

show abstract

“…Correspondingly, the purchasing behaviours change with the way firms' structure their awareness campaigns to foster recognition and limit recalls from loyal as well as casual fans (Biscaia, Correia, Ross, & Rosado, 2014;Olbrich & Holsing, 2011). However, the eventual purchasing patterns depend on the creation of self-congruity for symbolic co-branded products as opposed to the sponsorship effectiveness (Mazodier & Merunka, 2014;Shukla, 2009). The study examines Adidas and Puma brands whose companies have adopted varied campaigns in the Saudi Arabian markets.…”

Section: Literature Reviewmentioning

confidence: 99%

“…The study examines Adidas and Puma brands whose companies have adopted varied campaigns in the Saudi Arabian markets. According to Mazodier and Merunka (2014), the drivers of purchases go beyond the attitudes.…”

Section: Literature Reviewmentioning

confidence: 99%

Examining Consumer-Purchasing Behaviour Towards Valuable Sportswear Brands: The Social Representation Theory Perspective

2019

JMCR

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This study examined consumer purchasing behaviour towards valuable sportswear brands from the perspective of social representation theory. The study reveals more purchasing intentions for Adidas than Puma among consumers and e-consumers in Saudi Arabia. The consumer purchasing behaviour is dependent on social representation, attitude, and preferences. Mediating factors for consumer purchasing behaviours include social class, age, gender, education level, and living area. The study further established that customers or e-consumers association with the valuable sportswear of either Adidas or Puma require online or offline stores to build trust, enhance touch, and maximize the experience to inform consumer purchase decision-making. The study recommends proper alignment of the marketing processes with contemporary developments such as e-commerce to resonate with different consumer groups. The Internet has changed the way companies create a brand presence in stores, online shops, or social media. Different customer segments in Saudi Arabia showed diverse consumer purchasing behaviours towards branded t-shirts or shoes of Adidas and Puma. Further studies should focus on purchasing behaviours towards other sportswear brands beyond the Saudi Arabian market.

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“…As attitudes not only form part of the past (Mazodier & Merunka, 2014) but also are shaped by the affective and cognitive information of the individual (Hamari, 2015).…”

Section: Wine Tourism and Marketingmentioning

confidence: 99%

Wine Tourism and Wine Marketing in Family-Owned Micro Wineries in Guadalupe Valley, Mexico

Fernández¹,

Ruiz²,

Gómez³

2018

RRV

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Given the importance of the wine sector in Baja California, Mexico, the purpose of this research is to explore the tourism and marketing characteristics of family-owned micro wineries with a production of no more than 5,000 annual/boxes of wine from the Guadalupe Valley, and to identify the socio-demographic consumption parameters. Based on the results, recommendations were made with the cautionary note that more research is needed to address the gap of information that exists in this topic. The research design was a mixed one, qualitative and quantitative, in which a convenience sample of 200 visitors to the Guadalupe Valley were surveyed, and 17 experts in the domain area were interviewed, which allowed to gather data about wine shopping behavior, wine marketing, wine tourism and country background. The results indicated the existence of a significant relationship between dependent and independent variables using Chi Square analysis in SPSS (type of wine + frequency of consumption, type of retailer and willingness to pay). Additionally, a large number of smaller, family-owned wineries, that have limited production runs, and diversify their

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Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products

Cited by 52 publications

References 46 publications

Spillover effects from unintended trials on attitude and behavior: Promoting new products through access‐based services

Spillover effects from unintended trials on attitude and behavior: Promoting new products through access‐based services

Examining Consumer-Purchasing Behaviour Towards Valuable Sportswear Brands: The Social Representation Theory Perspective

Wine Tourism and Wine Marketing in Family-Owned Micro Wineries in Guadalupe Valley, Mexico

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