Influence of Beer Brand Identification on Taste Perception

Abstract

As a company tries to find the factors accounting for strong and weak markets, typical consumer explanations for both tend to be in terms of the physical attributes of the product. Carling Brewing Company used a relatively inexpensive experiment to help dichotomize contributing influences as being either product or marketing oriented and, also, to indicate the magnitude of the marketing influence for various brands. The experiment involved the use of groups of beer drinkers that tasted (drank) and rated beer from nude bottles and from labeled bottles.

Brands affect slogans affect brands? Competitive interference, brand equity and the brand-slogan link

“…Beer has been an attractive product category for research over the years. 98,99 This is a heavily advertised product category with many competing brands. Furthermore, the differences between products are small and the reliance on communicative platforms is great.…”

The strategic implications of clarifying how marketers interpret “brands”

“…They noted that in some product fields there are only marginal product differences between brands, yet consumers expressed very strong brand preferences. Allison and Uhl's (1964) experiment on blind, then branded beer product testing is one of the many studies confirming this. Blind taste tests resulted in no significant differences between brands, but branded tasting resulted in significant brand preferences.…”

Understanding the Relationships Between Functional, Symbolic, and Experiential Brand Beliefs, Product Experiential Attributes, and Product Schema: Advertising-Trial Interactions Revisited

“…Examples include fruit juice beverages (Chang 2004), beer (Allison and Uhl 1964;Mauser 1979), snack food (Smith and Swinyard 1983), and soft drinks (Kempf and Laczniak 2001;Smith 1993), among others.…”