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

Orth, Ulrich R.; Marchi, Renata De

doi:10.2753/mtp1069-6679150303

Cited by 72 publications

(66 citation statements)

References 44 publications

(55 reference statements)

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“…Consumers may assign utilitarian and experiential value according to their needs (Addis & Holbrook, 2001), the product type (Adaval, 2001), situation (Shiv & Fedorikhin, 1999), individual characteristics (Babin, Darden, & Griffin, 1994), group conformity and culturally mandated norms (Batra & Ahtola, 1990). In developing preference, an individual sums up experiential and utilitarian values in meeting these attributes (Orth & De Marchi, 2007).…”

Section: Integrated Consumer Behavior Perspectivesmentioning

confidence: 99%

Adoption, rejection, or convergence: Consumer attitudes toward book digitization

Chen¹,

Granitz²

2012

Journal of Business Research

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Section: Integrated Consumer Behavior Perspectivesmentioning

confidence: 99%

Adoption, rejection, or convergence: Consumer attitudes toward book digitization

Chen¹,

Granitz²

2012

Journal of Business Research

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“…Traditional models acknowledge that when a new brand is introduced in the market, consumers become aware of it primarily through advertising, where the brand name and other brand related information (e.g., features) are presented together (Orth and Marchi 2007;Campbell and Keller 2003). However, there is ample evidence that consumers avoid commercials and other forms of communication (Roehm et al 2004) and even resist such persuasion attempts (Kirmani and Zhu 2007;Friestad and Wright 1994).…”

Section: Introductionmentioning

confidence: 96%

Brand related information as context: the impact of brand name characteristics on memory and choice

Samu

Krishnan

2009

J. of the Acad. Mark. Sci.

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Consumer exposure to new brand names can occur in contexts with or without brand information being present. Whereas previous research has examined the effects of brand name characteristics (association set size and word frequency) on memory in the presence of brand information, this paper also assesses brand name effects in contexts without brand related information and extends it to brand consideration and choice. Two different processes are found to be operating as consumers retrieve brands and make a choice. Recall seems to benefit from a distinctiveness based route, which also guides consideration and choice. In contrast, implicit memory is influenced by familiarity, with corresponding consideration and choice effects. The implications are that firms' choice of brand names and media needs to consider the combination of brand name characteristics that will lead to desired outcomes vis-à-vis distinctiveness or familiarity based processes.

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“…al., 2000;Wood, 2000;Mowle and Merrilees, 2005). They are associated with tangible parts of the product (Mowle and Merrilees, 2005) or product physical attributes which form intrinsic advantages of the product (Orth and Marchi, 2007). Wood (2007) estimated that functional performance impact 20% of the product impact in marketing.…”

Section: Literature Review: Functional Symbolic and Experiential Bramentioning

confidence: 99%

Destination brand components

Balakrishnan

Nekhili

Lewis

2011

International Journal of Culture, Tourism and Hospitality Research

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PurposeThis study matches destination brand components with motives and identifies those components that are most important for the consumer during various stages of the decision process. This study also aims to classify various functional and symbolic brand components. The findings take the customers' point‐of‐view in identifying those descriptors that affect consumer choice preference and create destination loyalty.Design/methodology/approachThe research is exploratory. Through a detailed literature review, destination brand components are identified, simplified and then classified as symbolic or functional. They are also classified by motive. The review is followed by a quantitative study that uses open‐ended questions to find the relationship between destination brand components and the stage of decision making. This study also presents a conceptual model with taxonomy of brand components.FindingsFunctional brand components seem to play a major role in a consumer's description of place brands during the various decision making stages. This finding highlights the importance of stressing functional components in the destination's branding strategy.Originality/valueThis study is the first of its type and can serve as a platform for future research, practically helping destinations create more effective communication.

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

Abstract: Journal of Marketing Theory and PracticePublication details, including instructions for authors and subscription information:

Cited by 72 publications

References 44 publications

Adoption, rejection, or convergence: Consumer attitudes toward book digitization

Adoption, rejection, or convergence: Consumer attitudes toward book digitization

Brand related information as context: the impact of brand name characteristics on memory and choice

Destination brand components

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