Journal of Product & Brand Management

Demetris Vrontis; Ioanna Papasolomou

2007 Journal of Product & Brand Management

doi: 10.1108/10610420710751537

Purpose – This research aims to examine the importance of branding in the Cyprus wine industry. Further, it seeks to identify the wine‐consumer perceptions and expectations as well as the main problems found in the industry. Design/methodology/approach – Empirical data were collected by using secondary and primary data sources. Primary data sources included semi‐structured interviews, focus groups and questionnaires with the key stakeholders in the industry. Findings – This research examined consumers' perceptions about Cyprus wine and identified the problems and major challenges evident in the industry. On the basis of this knowledge, the researchers put forward some propositions towards building strong local brands. Research limitations/implications – There are limitations associated with the data collection method used; survey questionnaire. Telephone interviews tend to generate information that reveals relationships and associations between variables and mainly provide information of what is happening rather than why it happens. Practical implications – Based on the findings, this paper recommends to practitioners new ways for development and market penetration, and enables them to build their brand and improve their marketing practices in an increasingly competitive environment. Originality/value – The paper reports on the findings of the first in its kind research study carried out in Cyprus in the wine sector. The findings that emerged set the foundation for helping the various stakeholders in the sector to contribute towards building strong brands to help them sustain the fierce competition from foreign brands.

Morven G. McEachern; Monika J.A. Schröder; Joyce Willock; Jeryl Whitelock; Roger Mason

2007 Journal of Product & Brand Management

doi: 10.1108/10610420710751546

Purpose – This paper aims to explore ethical purchasing behaviours and attitudes, relating to the Royal Society for Prevention of Cruelty to Animals (RSPCA) and their brand‐extension “Freedom Food”. Design/methodology/approach – A mixed methodology was adopted. This involved both in‐depth interviews with 30 consumers and a postal survey of 1,000 consumers. Beliefs, attitudes, normative and control issues were measured within the context of the theory of planned behaviour (TPB). Structural equation modelling was used to explore a series of dependence relationships simultaneously. Findings – Overall, consumers' moral obligations towards food‐animals as well as consumer location are confirmed as influencing ethical brand choice. Both variables provide additional predictive capability improvements, raising the percentage of explained variance by 28 per cent to 80 per cent. The RSPCA's brand extension is clearly successful in terms of the positive, association value between the parent brand and the extended brand. However, market opportunities to increase market potential exist. These opportunities are discussed. Originality/value – Despite the plethora of brand extensions amongst conventional fast‐moving consumer goods, the success of the brand extension concept remains unexplored amongst ethical products. Similarly, within the ethical consumption literature the majority of ethical research focuses either on environmental issues or Fair Trade purchasing behaviour, with much less attention given to societal concern for animal welfare. Additional originality is gained by exploring consumer purchase activities of “Freedom Food” branded meat by adopting the TPB as a theoretical framework.

Peter Drinkwater; Mark Uncles

2007 Journal of Product & Brand Management

doi: 10.1108/10610420710751555

Purpose – The goal of this paper is to examine how broadcaster brand images are affected by programming decisions. Design/methodology/approach – Two sets of experiments were undertaken with regular viewers/listeners of TV and radio stations. Subjects were presented with scenarios describing program success (failure) and program congruity (incongruity). Findings – Results show that perceptions of program brand success (failure) have an enhancement (dilution) effect on broadcaster brand image. Program familiarity intensifies these effects. Results also show that congruity (incongruity) of program brand image produces enhancement (dilution) effects on broadcaster brand image. Research limitations/implications – Program success and congruity are conceptually and empirically linked to broadcaster branding. Further work is required to examine the drivers of success and congruity. Practical implications – Results are of direct relevance for those managing broadcaster brands. They need to be aware that perceptions of a broadcaster can be enhanced (diluted) when viewers/listeners are exposed to evidence of (a) successful (unsuccessful) programs and (b) congruous (incongruous) programs. This calls for active management of perceptions of success and congruity. Originality/value – This is one of only a small number of papers in marketing to focus on the commercially important area of broadcaster branding. It highlights issues that are of significance for broadcasters and for those in communications and entertainment more broadly.

R. Bravo Gil; E. Fraj Andrés; E. Martínez Salinas

2007 Journal of Product & Brand Management

doi: 10.1108/10610420710751564

Purpose – The main purpose of the current work is to analyse the role played by the family on consumer‐based brand equity. In the proposed model, information of a brand provided by both the family and the firm (via price, promotion and advertising spending) is analysed as a source of consumer‐based brand equity and its dimensions. Design/methodology/approach – An empirical study was conducted in young adults (18‐35) via structural equations model. Brand equity is analysed in six different brands of milk, toothpaste and olive oil. Findings – Results prove that positive brand information provided by the family has effects on the formation of brand awareness‐associations and perceived quality, and this may lead in turn, to brand loyalty and overall brand equity. The effects of the information provided by the family are higher than those of the marketing variables studied. Results also show that brand loyalty is much closer to the concept of overall brand equity than brand awareness‐associations and perceived quality. Research limitations/implications – The sample size does not allow to analyse differences in the effects between types of products and consumers. Practical implications – Due to the importance of the family on the formation of the consumer‐based brand equity, firms should analyse how to take advantage of this factor to approach new generations of consumers. Actions to foster family associations and brand recall may ease the transfer of brand equity from one generation to another. Originality/value – Family has been usually considered as an external influence factor of consumer behaviour, however, its importance as information provider had not been analysed in the process of brand equity formation.

Christine Harris; Jeffery Bray

2007 Journal of Product & Brand Management

doi: 10.1108/10610420710751573

Purpose – To investigate the area of price endings to determine which groups of consumers are more likely to use odd‐endings as opposed to round‐endings. Design/methodology/approach – A questionnaire was developed that tested respondents' use of odd‐endings as opposed to round‐endings dependent on classification by gender and age. Respondents were required to estimate the price they would be expected to pay in stores for six products. This methodology enabled the researchers to generate a large sample size and to encourage accuracy of response. Findings – The main finding was that there was a difference between gender groups; women were more likely to respond with odd‐endings than men and hence segmenting the market is the way forward when investigating price endings. Research limitations/implications – The research only considers segmentation by gender and age. Further research needs to be undertaken to fully understand the consumer responses. Practical implications – Although the difference between 99 cents and a $1.00 is small, for high volume items this can have a significant impact on gross profit and margins, particularly for low value items. If retailers understand which groups of consumers were more likely to be attracted to the round‐endings they could use this knowledge to determine the most effective prices. Originality/value – This research follows on from a price trial conducted into price endings and is the second phase of an investigation into whether odd‐endings are effective. It proposes a theory that has been empirically tested and points the way forward for future research in this area.

Adam Nguyen; Roger M. Heeler; Zinaida Taran

2007 Journal of Product & Brand Management

doi: 10.1108/10610420710751582

Purpose – Retail prices ending in 0, 5 (even ending), and 9 (odd ending) are common in western countries. The purpose of this paper is to explain variances in odd versus even ending practices in western versus non‐western countries, using Hall's high‐low context construct. Design/methodology/approach – A survey of web‐posted prices in ten countries is conducted. Findings – Relative to their counterparts in low context, western cultures, consumers in high context, non‐western cultures may be less prone to the illusion of cheapness or gain created by odd endings, and more likely offended by such perceived attempts to “fool” them. Thus, odd endings are predicted to operate at a higher level of value significance to consumers, and to occur less frequently relative to even endings, in high than low, context cultures. Data support the predictions. Research limitations/implications – Additional empirical studies are recommended to further test the proposed theory. Practical implications – Western firms need to be cautious when replicating odd ending practices in non‐western markets. Even ending is a “safer” pricing format. Odd endings, if used, should convey cheapness or gain that is more “real”. Originality/value – The research results indicate that the results of western‐based consumer research cannot be treated as universally applicable. The high‐low context theory supplements prior theories for price ending patterns in non‐western countries, and those based on perceptions and affect in the west. The study also demonstrates the usefulness of the web method in international pricing research.