Dec'19
The IUP Journal of Brand Management
Focus
The first paper, �A Configurational Model of Brand Loyalty�, by Jose Mathews, examines how variations in intra-individual psychological dimensions such as cognition, affect, motivation, personality traits and situation factors influence brand loyalty formation. A configuration model linking all these dimensions is arrived at based on an extensive literature survey. It concludes that brand loyalty involves interaction between consumer-centered and brand-centered processes.
The second paper, �Antecedents of Attitude Towards Brand Extensions�, by Shveta Kalra, explores various dimensions that influence consumers� attitude towards brand extensions from a conceptual angle. Through extensive literature survey, a conceptual model is proposed, which indicates that brand image, perceived parent brand quality and parent brand equity are the primary antecedents of attitude towards brand extensions with perceived fit, perceived risk, product class knowledge and consumers� innovativeness being the moderators.
The third paper, �How Consumer�s Personal Reciprocity Influences Future Purchase Intention of Consumer Durables: An Empirical Study�, by Harish B and Raynette Furtado, delves into how Consumers� Personal Reciprocity (CPR) influences future Purchase Intention (PI) of consumer durables. Through rigorous mathematical modeling based on responses from 200 laptop users, the paper arrives at a series of progressively refined models establishing the influence of CPR (which in turn is influenced by Brand Trust (BT), Brand Loyalty (BL) and Product Familiarity (PF)) on future PI. The final model shows that both BT and BL have a direct positive influence on PI. Further, BL also influences PI through CPR as a mediating variable.
The last paper, �A Study on the Relationship Between Gender Preference and Brand Experience with Reference to Amazon Brand�, by Taru Baswan and Farheen Fatima, studies whether there is any difference across genders in brand experience with reference to the Amazon brand. Initially, the consumer responses are used to arrive at five dimensions (from out of 24 variables) of brand experience through factor analysis. From the subsequent t-test, it is found that there is a significant gender difference only in the emotional dimension of brand experience. There is no significant difference across genders in the sensory, loyalty, satisfaction and engagement dimensions of brand experience. The conclusion is that females are more emotionally attracted towards brands, and marketers should therefore develop their campaigns from this perspective.
Consulting Editor
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| Article | Price (₹) | ||
| A Configurational Model of Brand Loyalty |
100
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| Antecedents of Attitude Towards Brand Extensions |
100
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| How Consumer�s Personal Reciprocity Influences Future Purchase Intention of Consumer Durables: An Empirical Study |
100
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| A Study on the Relationship Between Gender Preference and Brand Experience with Reference to Amazon Brand |
100
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A Configurational Model of Brand Loyalty
The paper examines the way intra-individual subsystems of cognition, affect, motivation, personality traits and the situation influence the process of brand loyalty formation. Of particular significance is the way configurational dynamics shape the loyalty, where the configurational dynamics imply varying and differing activation of the intra-individual processes. As against a general configuration where all the subsystems are in an interactional realm, a specific configuration identifies the differing inputs of the same in determining loyalty. The specific configurational models are applied to explain individual instances of loyalty.
Antecedents of Attitude Towards Brand Extensions
Companies may own brands, but they live in the hearts and minds of its consumers and potential consumers. A brand occupies space in the perception of the consumer and is what results from the totality of what the consumer takes into consideration before making a purchase decision (Pickton and Broderick, 2001). A brand is a person�s gut feeling about a product, service or company (Neumeier, 2003). Companies capitalize on the brand name to enter into new product categories or launch a new feature in the existing categories. The present study is an attempt to study the strategies, types and attitude towards brand extensions. Also, the factors affecting attitude towards brand extensions are discussed. Perceived fit between the parent brand and brand extension acts as a moderator in the relationship between parent brand equity and attitude towards brand extension. Also, perceived fit mediates the relationship between brand image and attitude towards brand extension. Perceived parent brand quality was found to be positively associated with attitude towards brand extension. Consumers� innovativeness, product class knowledge and perceived risks assumed were found to moderate the relationship between perceived fit and attitude towards brand extension.
How Consumer�s Personal Reciprocity Influences Future Purchase Intention of Consumer Durables: An Empirical Study
The paper examines the mediating role of Consumer�s Personal Reciprocity (CPR) and the moderating role of customer satisfaction in the relationship between Brand Trust (BT), Brand Loyalty (BL) and Product Familiarity (PF) and future Purchase Intention (PI). The study reveals that CPR partially mediates BL and future PI. BT has a positive effect on future PI. The analysis also states that customer satisfaction has no moderating role in the relationship between CPR and future PI. Personal reciprocity enhances consumers� future PI and provides another path linking BL to future PI.
A Study on the Relationship Between Gender Preference and Brand Experience with Reference to Amazon Brand
Marketing practices are changing with the changing consumer needs. With a plethora of brands in the market, retailers are required to create a difference to impart a unique and blissful experience enabling to develop a long-lasting relationship. It is imperative for the marketer to understand the requirement of the empowered consumer in the era of consumerism. Conceptualization of the brand experience in case of online retail has been done as sensations, feelings, cognitions and behavioral responses evoked by stimuli related to the brand like packaging, communication, service provided, designing of the websites, etc. Consumers today not only look for functional utilities but also seek emotional experiences. Brand experience theory is developed to explain the measurement of brand experience and its effect on consumer behavior. This is an endeavor to understand how the marketer can enrich the consumer�s experience with the brand. The paper attempts to reveal the gender preference for various dimensions of the brand experience developed by Brakus et al. (2009). For the study, an online brand, Amazon is selected. It is an empirical paper that collected data from 173 respondents through a structured online questionnaire. Results reveal that there are gender differences with regard to the emotional dimension of the brand.