How brand innovativeness and quality impact attitude toward new service line extensions: the moderating role of consumer involvement

2011 ◽  
Vol 25 (7) ◽  
pp. 517-527 ◽  
Author(s):  
Jean Boisvert ◽  
Nick J. Ashill
Keyword(s):  
Consumer Involvement ◽  
Service Line ◽  
Line Extensions ◽  
Brand Innovativeness ◽  
Moderating Role

Influence of number magnitude in luxury brand names on consumer preference

2019 ◽  
Vol 47 (5) ◽  
pp. 1-9 ◽  
Author(s):  
Wenting Feng ◽  
Tao Wang ◽  
Guo Rui
Keyword(s):  
Consumer Preference ◽  
Consumer Involvement ◽  
Brand Names ◽  
Luxury Brands ◽  
Brand Name ◽  
Luxury Brand ◽  
Number Magnitude ◽  
The Relationship ◽  
Moderating Role

In this study we built on scarcity theory, to conduct two experiments in which we investigated the influence of arbitrary numbers we inserted into brand names of luxury products. In Study 1 we recruited 68 consumers who were each assigned to one of two groups (small number or big number for brand name), in order to test consumers’ preferences for luxury brands with names of different number magnitudes. The results revealed that a product with a small number in the brand name was received more favorably than was a product with a big number in the name. Scarcity mediated the relationship between number magnitude and preference. In Study 2 we tested the moderating role of involvement. Number magnitude of the brand name influenced preference through scarcity when involvement was high but not when it was low. Thus, we found that numbers in the name of a luxury brand arbitrarily impacted consumers’ perceptions of scarcity, which influenced their preference in regard to brand. This relationship was moderated by involvement. The results suggest that manufacturers of luxury brands should use a small number in their brand name, and should increase the degree of consumer involvement to elevate consumer preference for the brand.

scholarly journals How to deal with negative publicity: the importance of consumer involvement

2005 ◽  
Vol 9 (spe2) ◽  
pp. 47-62
Author(s):  
Celso Augusto de Matos ◽  
Ricardo Teixeira Veiga
Keyword(s):  
Harmful Effect ◽  
Negative Information ◽  
Corporate Image ◽  
Consumer Involvement ◽  
Level Of Involvement ◽  
Different Types ◽  
Product Image ◽  
Negative Publicity ◽  
Moderating Role

Negative information about companies can have a harmful effect on consumer perceptions. However, few studies investigate how consumers process negative publicity and how companies should react to it. In order to examine this question, two experiments were carried out: first, a laboratory experiment which tests how consumers process two different types of negative publicity (product attributes or company values); second, a field experiment comparing three different responses (no answer, denial/reduction of offensiveness and corrective action) given by the company affected by the negative publicity. Results from the first study confirm the detrimental effect of negative publicity on consumer attitudes, indicate that consumers have a higher level of involvement with the message when it is concerned with the company's values and suggest a moderating role of the product involvement on the influence of negative information on corporate image. The second study extends these findings by identifying different options for company reactions from literature and testing them empirically. Results suggest again the involvement variable as a moderator, now on the influence of company reaction on product image.

Determinants of brand trust in high inherent risk products: The moderating role of education and working status

2016 ◽  
Vol 34 (3) ◽  
Author(s):  
Neha Srivastava ◽  
Satya Dash ◽  
Amit Mookerjee
Keyword(s):  
Family Influence ◽  
Brand Trust ◽  
Inherent Risk ◽  
Brand Credibility ◽  
Brand Innovativeness ◽  
Working Status ◽  
Brand Intimacy ◽  
The Relationship ◽  
Moderating Role

Purpose This paper seeks to empirically examine the distinct antecedents of cognitive and affective brand trust in the context of high inherent risk product of baby care toiletries. In addition, the moderating role of working status and education is investigated for the relationship between brand trust and its antecedents. Design/methodology/approach Extensive literature review was conducted to develop the theoretical framework, which was then empirically validated through a survey conducted on the 507 respondents. Data was analyzed using structural equation modeling. Findings The study found that brand credibility, brand innovativeness and family influence are antecedents of cognitive brand trust whereas brand intimacy and family influence are drivers of affective brand trust. Further, the working status is found to moderate the relationship between brand intimacy to affective brand trust and family influence to both cognitive and affective brand trust. The study result does not support the moderating effect of education on the relationship of cognitive brand trust with brand credibility and brand innovativeness. Practical implications The study recommends marketing strategy implications for high inherent risk product companies such as baby care toiletries that what essential factors they must keep in mind while promoting their brand and winning trust of customers. Originality/value The present study is one among those few empirical investigations that examines the role of antecedents of brand trust in less researched context of high inherent risk products.

scholarly journals The moderating influence of involvement with ICTs in mobile services

2019 ◽  
Vol 23 (1) ◽  
pp. 25-43 ◽  
Author(s):  
Cristina Calvo-Porral ◽  
Manuel Nieto-Mengotti
Keyword(s):  
Consumer Behavior ◽  
Service Providers ◽  
Mobile Services ◽  
Corporate Image ◽  
Consumer Involvement ◽  
Equation Modeling ◽  
Mobile Service ◽  
Content Type ◽  
Moderating Role

Purpose The growing availability of wireless internet services and the great popularization of smartphones and other mobile devices means a greater challenge for mobile service companies that need to identify the factors influencing the use behavior of mobile services. So considering that the level of consumer involvement can lead to differences in service outcome evaluations, this study aims to examine whether consumer involvement with information and communication technologies (ICTs) has a moderating influence on consumer behavior in mobile services Design/methodology/approach The authors propose an integrative model of the usage of mobile services to examine the moderating role of involvement with ICTs. Drawing on a sample of 493 users, two levels of involvement with ICTs were examined; and data were analyzed through multiple-group structural equation modeling. Findings Findings show that the level of consumer involvement with ICTs influences the behavior in the mobile services. Further, the findings support that mobile services’ perceived quality, followed by the service perceived value are the factors with a stronger influence in satisfaction with mobile services, regardless the level of consumer involvement with ICTs. However, the mobile company corporate image has a lower influence. In addition, the results support the partial moderating role of involvement with ICTs in the loyalty toward mobile service providers, suggesting that consumers lowly involved with ICTs experience a greater impact of the service quality on their loyalty. Originality/value The main contribution of this study is the examination of the influence of involvement with technologies in consumer behavior in the mobile services

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