Brand, Identity and Reputation: Exploring, Creating New Realities ...

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for money‖ was the most important attribute for private brand buyers. Finally, independent sample t-tests reveal the differences in the individual-level BWS scores between private and manufacturer brand buyers. Table 1. Individual-level BWS scores and square root ratio scores for each attribute (Orange Juice) Attribute Whole Sample (N=210) Mean of individual-level BWS Private brand buyers (N=109) StdSQRT StdSQRT StdSQRT Manufacturer brand buyers (N=101) t-test (p value) Pure 2.80 100 36 100 -1.89 (0.061) Taste 2.30 98 54 58 -0.24 (0.812) Good value for money 2.09 85 100 37 7.32 (0.000) Brand trust 0.70 27 8 33 -6.51 (0.000) Pulp -0.10 18 7 14 -1.73 (0.084) Vitamin C -0.37 15 7 11 -0.84 (0.405) Sales promotions -0.33 15 10 7 5.50 (0.000) Corporate image -0.60 13 4 12 -3.97 (0.000) Long shelf life -0.66 13 7 7 2.65 (0.009) Premium price -0.93 9 4 5 1.11 (0.268) Paper carton packaging -1.78 6 4 2 4.15 (0.000) Recyclable packaging -1.22 6 3 4 0.76 (0.446) Calcium -1.89 5 1 4 -3.59 (0.000) Table 2. Individual-level BWS scores and square root ratio scores for each attribute (Toothpaste) Attribute Whole Sample (N=200) Mean of Individual-level BWS Private label buyers (N=93) StdSQRT StdSQRT StdSQRT Manufacturer brand buyers (N=107) t-test (p value) Good value for money 2.16 100 100 92 4.32 (0.000) Tartar control/fluoride content 1.94 79 37 100 0.32 (0.750) Breath freshening capabilities 1.35 58 35 63 1.33 (0.184) Taste 1.16 50 21 66 -0.45 (0.656) Whitening capabilities 1.12 44 21 55 0.17 (0.866) Brand trust 0.43 33 10 55 -4.40 (0.000) Dentist's approval -0.16 22 9 32 -1.21 (0.228) Corporate image -1.00 13 4 22 -3.76 (0.000) Texture -1.10 10 4 14 -0.62 (0.539) No additives -1.12 11 4 17 -1.98 (0.049) Stand-up packaging -1.54 11 6 11 2.67 (0.008) Product innovations -1.57 9 4 12 0.95 (0.344) Tube packaging -1.67 9 5 11 2.23 (0.027) Discussion and implications The present work offers insights into the differences in preferences for specific attributes between private labels and manufacturer brand buyers in two different product categories. Such comparative insights are currently missing from the relevant literature, so the present work fills in an existing gap in this respect. 246
Based on the results some general conclusions can be drawn. Between product categories, both private and manufacturer brand buyers assign importance to similar product attributes. For example, the attribute ―good value for money‖ was among the most important ones, followed by health and quality related attributes. However, between buyer groups there were also significant differences within each product category. Brand trust and corporate image were more important for manufacturer brand buyers, whereas good value of money was more important for private brand buyers (especially in the orange juice category). On the opposite, physical product attributes (i.e. packaging-related) do not seem to differ between buyer groups or, where different, the preference scores are among the lowest of all attributes examined. This study raises some broader implications for the marketing of private brands. Private label buyers care for functional performance of products (i.e. in the present case for hedonic and health-related attributes) as much as manufacturer brands buyers do. However, their preferences are led by good value for money. This suggests that this group should be provided with products that are good value for money and at the same time be similar in performance to manufacturer brands. On the other hand, branding is more important for manufacturer brand buyers. These two different approaches (i.e. private label buyers carrying for functional performance; and manufacturer brand buyers carrying for functional performance AND product/corporate branding) might lead us to conclude that the two buyer groups perceive the meaning of ―good value for money‖ differently. The brand is part of the value experience for the manufacturer brand buyers, possibly irrespective of the category in which the brand belongs. In this respect, it can be concluded that a strong brand stands as independent contributor to customers‘ perceived quality, comparable or even beyond the (expectedly high) product‘s functional quality performance. Besides functional quality, manufacturers should keep investing in strong brand building to retain their customer basis, induce loyalty and prevent their buyers from switching. References Dhar, S. K., & Hoch, S. J. (1997). Why store brand penetration varies by retailer. Marketing Science, 16(3), 208-223. Kwon, K. N., Lee, M. H., & Kwon, Y.J. (2008). The effect of perceived product characteristics on private brand purchases. Journal of Consumer Marketing, 25(2), 105-114. Lee, J. A., Soutar, G., & Louviere, J. (2008). The Best-Worst scaling approach: An alternative to Schwartz‘s values survey. Journal of Personality Assessment, 90(4), 335-347. Marley, A. A. J., & Louviere, J. J. (2005). Some probabilistic models of best, worst, and best-worst choices. Journal of Mathematical Psychology, 49(6), 464-480. Richardson, P., Jain, A.K., & Dick, A. (1996). Household store brand proneness: A framework. Journal of Retailing, 72(2), 159-185. Sethuraman, R. (2009). Assessing the external validity of analytical results from national brand and store brand competition models. Marketing Science, 28(4), 759-781. 247
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Book of Proceedings Brand, Identity
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Session 1.1 Emotional Branding in T
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p.31) consumers tend to those sourc
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Tables and figures Brand perception
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Malaysia‘s Global Halal Hub - ―
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Birds of a Feather Consume Sports T
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Session 1.2 How is Social Media, li
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2. Interviews made with the adminis
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Table-5 Facebook Members of Homeles
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content (UGC) or even direct intera
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Fierman, (1991) found that 47% of c
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Multiple Dimensions of Brand Identi
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Session 1.3 Corporate Identity, Cor
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CSR are the ideals and ethics of co
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Corporate Brand Identity Management
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To study the influence of B2B relat
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Antecedents And Consequences Of Bra
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22. Gurviez, P., and Korchia, M. (2
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Non-monetary factors, such as effor
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23. Holbrook, M.B. (2006). Consumpt
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Brand Extensions and Culture: The I
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avoidance tend to prefer more infor
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Virtual Internal Brand Communities:
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References 1. Algesheimer, R., Dhol
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associations based on their percept
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shift in the psychological contract
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10. Berthon, P., Ewing, M., & Hah,
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Session 2.1 Global Brand Relationsh
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G. Brand Personality Excitement Hon
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The Impact of Relationship Marketin
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‗United 2010-one for all, all for
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Brand Equity Trends in Top Global B
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Uncovering ‗Meanings‘ through A
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45. Melewar, T.C. and Saunders, J.
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Thus, from a design perspective, we
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Keywords Brands, marketing, meaning
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How Important is the Brand Name Ele
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References 1. Aaker, D. (1991). Man
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Simon Cowell and Branding the X Fac
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Dead or Living: Which Celebrity To
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Reference 1. Bagozzi, R.P. & Yi, Y.
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has been adopted and within this an
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Organizational Factors Contributing
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examine and reconcile existing lite
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Effects of Corporate Social Respons
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15. Morsing M, & Schultz M. (2006).
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1989). But if the information avail
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An Inquiry into Corporate Heritage
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3. Balmer, J. M. T., & Greyser, S.
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Research questions and methodology
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Building Corporate Reputation: A Di
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Session 3.1 Financial vs. Consumer-
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For indicating brand equity, one of
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Financial Brand Valuation: an exper
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Figure 1 Religiously Motivated Cons
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I Don‘t Like It! - Understanding
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Session 3.2 Advertising Agency Empl
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applications of the Repertory Test
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The Life Cycle of Mavens Lynne Free
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Exploring the relationship between
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internal branding process. Internal
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proper branding strategy. With the
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Profiling the Image of Urban Busine
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Finally, the paper confirms the cau
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Table 3 Image differences according
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associated with the brand‖ (Aaker
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Figure 1 - Number of adjectives sel
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Figure 5 - Main attributes of a gol
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Empirical Studies For both studies,
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Figure 2: Perception of the City of
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Co-branding places? Andrea Lucarell
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12. Lucarelli, A., & Berg, P. O. (2
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the place brands, as has been showe
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Session 3.4 Innovation and Entrepre
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The interviews were conducted in th
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Country-of-Origin Effects on Brand
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7. Kaynak, E., Kucukemiroglu, O. &
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Results The demographic profile ind
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use games consoles (Childwise, 2001
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Plenary Session 2 Brand Performance
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Uncles, M.D. & Kwok, S. (2008). Gen
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Brand Management Framework Empirica
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Coneptualising Branding in Indian P
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characteristics could be zeroed upo
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Concentrating on the actual practic
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ooking attractive in greater detail
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Session 7.2 Brand Personification a
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Importance of Country Image to Mega
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Table 1: Evaluative Responses for t
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To be Similar or Unique? Implicatio
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Brown, T. J., Dacin, P. A., Pratt,
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A brand-driven strategy oriented to
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Rheingold, H. (1993). The Virtual C
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A Framework for Public Sector Brand
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Conclusion Public sector organisati
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A strategic investigation into the
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There are also some changes in term
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Page 201 and 202: Determinants Brand Orientation Va
Page 203 and 204: When Individual Experience becomes
Page 205 and 206: Impact of Storytelling on Consumer
Page 207 and 208: The Role of Communication in Establ
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Page 213 and 214: Analysis and results We assessed th
Page 215 and 216: An Exploration of Own Brand Retaile
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Page 219 and 220: When investigating unique significa
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Page 223 and 224: accomplishing reality rather than d
Page 225 and 226: Reddy, 1998, p.40). As a result, br
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Page 233 and 234: A simple eyeballing of the segment
Page 235 and 236: Segment 2 Segment 3 Segment 4 235
Page 237 and 238: Session 8.3 Brand Attitudes and the
Page 239 and 240: when preceded with the related conc
Page 241 and 242: What keeps smokers from quitting? U
Page 243 and 244: Table 1: Description of the cigaret
Page 245: Exploring differences in product at
Page 249 and 250: Data was collected by independent j
Page 251 and 252: Sonic branding: A review of literat
Page 253 and 254: How is green seen? Exploring the im
Page 255 and 256: were in evidence. The inability to
Page 257 and 258: Generally speaking, people use exte
Page 259 and 260: How Retail Banks Use Atmosphere to
Page 261 and 262: Actually, we don‘t feel constrain
Page 263 and 264: Introduction Reputation and Financi
Page 265 and 266: Chun, R. & Davies G. (2009). Employ
Page 267 and 268: Identity, Reputation and Organizati
Page 269 and 270: Introduction Factors Affecting Bran
Page 271 and 272: A quiet important approach then bec
Page 273 and 274: 27. Gentry, C.R., ―Building on Br
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Page 277 and 278: elations. If the contact persons tr
Page 279 and 280: How do you Really Know? Exploring B
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Page 283 and 284: asked ―did you see any of these c
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Page 293 and 294: A Competance based Brand: Meaning a
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Brand Meaning Co-Creation of Newcom
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Leonor Vacas de Carvalho, Évora Un
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Ronaldo Schutz, University of the A
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