Regulatory focus as a determinant of brand value

Love, Edward; Staton, Mark; Chapman, Chris; Okada, Erica Mina

doi:10.1108/10610421011086937

Cited by 12 publications

(12 citation statements)

References 39 publications

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“…The top‐ and bottom‐ranked brands were recorded for use later in the survey. This task replicates the method for establishing high‐ and low‐tier brands used by Love et al (2010).…”

Section: Studymentioning

confidence: 81%

“…Price and perceived quality tend to be closely aligned within product categories, and the evaluation of price‐quality tiers in this paper is consistent with the approach used in prior research (cf. Lemon and Nowlis, 2002; Love et al , 2010; Nowlis and Simonson, 1996; Sethuraman et al , 1999).…”

Section: Discussionmentioning

confidence: 99%

“…Substantial research suggests differential strategies for high price‐quality tier versus low price‐quality tier brands (Lemon and Nowlis, 2002; Love et al , 2010; Nowlis and Simonson, 1996; Sethuraman et al , 1999). Consumers evaluate high‐tier offerings such as cars manufactured by Lexus and Mercedes differently than they do low‐tier offerings such as Kia and Chevrolet.…”

mentioning

confidence: 99%

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Divide and prosper? When partitioned prices make sense

Love

2012

Journal of Product &Amp; Brand Management

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PurposeThis research seeks to investigate the relationship between product bundling strategies and brand value.Design/methodology/approachThree studies were conducted, two using student subject pools and another using data collected from online auctions. The impacts of brand and bundling strategy stimuli on the dependent variables product choice and price paid were measured.FindingsBundles offered by low‐tier brands are more attractive when they are offered in a combined price format than in a partitioned price format. Bundles offered by high‐tier brands are more attractive when they are offered in a partitioned price format than in a combined price format.Research limitations/implicationsThe cost of bundle elements to the firm, which may influence consumer reference prices, is not considered in this research. Also, the impacts of bundle pricing strategies are evaluated on the bundles only; the influence of a given strategy on a product portfolio is left for future research.Practical implicationsFirms should consider the status of its brand within its product category before deciding on a bundle pricing strategy.Originality/valueThis research has important implications regarding the pricing of product bundles. It also provides a new perspective on how consumers evaluate product bundles

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“…The top‐ and bottom‐ranked brands were recorded for use later in the survey. This task replicates the method for establishing high‐ and low‐tier brands used by Love et al (2010).…”

Section: Studymentioning

confidence: 81%

Section: Discussionmentioning

confidence: 99%

mentioning

confidence: 99%

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Divide and prosper? When partitioned prices make sense

Love

2012

Journal of Product &Amp; Brand Management

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“…Research has identified that there are differences in terms of how individuals respond to branding (e.g. Love et al, 2010) and this was considered for potential relevance.…”

Section: Methodsmentioning

confidence: 99%

When and why does the name of the brand still matter?

Round

Roper

2017

EJM

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Purpose-The purpose of this paper is to fill a current gap in the literature, through the development of theory concerned with changes that occur over time to the functions and importance of the brand name element of a branded entity. Design/methodology/approach-An initial theoretical conceptualisation was developed from the existing literature. Study participants whose behaviour was found not to conform to this initial conceptualisation were included in subsequent research in order to obtain greater understanding. The study method employed was a series of interviews, with the obtained qualitative data analysed using template analysis. This resulted in the development of a revised theoretical conceptualisation. Findings-Various functions of the brand name element, identified as connotation, denotation, linking and branded entity constancy are ongoing important providers of brand equity to some consumers for established branded entities. This challenges a position obtained from existing literature that the brand name element of an established branded entity becomes of minimal importance over time. Originality/value-Value generating functions of the brand name element that persist over time were identified, leading to the development of a theoretical conceptualisation of the change in the importance of brand name equity over time.

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“…Limited research has been carried out exploring this aspect (e.g. Love et al,2010) but the tendency for empirical research to be reported at summary level has masked this as a possible influence.…”

Section: Interpretation Of Findingsmentioning

confidence: 99%

Untangling the brand name from the branded entity

Round

Roper

2015

European Journal of Marketing

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Purpose -The purpose of this study was to investigate the value to consumers of the brand name element for established brands, given that the focus in the literature has been on new brands. To accomplish this, conceptual development was initially undertaken in order to illuminate the links between the brand name element and the brand entity and to provide a theoretical framework for looking at changes in value of the brand name element to consumers over time. Design/methodology/approach -A conjoint analysis experimental approach was employed. This involved consumers making trade-off decisions between changes in brand name and changes in price for established brands, where they were active purchasers. This approach enabled isolation of the brand name element and obtained the relative value of the brand name element for each participant. Findings -The mean value obtained for the importance of the brand name element for established products appeared to show substantial importance to consumers. However, further analysis identified a position where the majority of participants placed little value on the brand name element and a smaller but material group perceived its value as of overwhelming importance. Originality/value -This paper advances branding theory through clarification of the relationship between the brand name element and the brand entity. It provides theoretical argument and empirical data for the value of the brand name element, to the consumer, differing between established and new brands.

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Regulatory focus as a determinant of brand value

Cited by 12 publications

References 39 publications

Divide and prosper? When partitioned prices make sense

Divide and prosper? When partitioned prices make sense

When and why does the name of the brand still matter?

Untangling the brand name from the branded entity

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