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How good does it taste? Is it the product or the brand? A contribution to brand equity evaluation

How good does it taste? Is it the product or the brand? A contribution to brand equity evaluation Purpose – This experimental research seeks to offer a method for measuring the respective product and brand contributions to the global perceived quality dimension in the case of five brands of orange juices. Design/methodology/approach – The disconfirmation of expectations approach method was used which employs the mismatch between expected and blind evaluation of a product. The assimilation effects (when the perceived quality of the product tends to be congruent with the expected quality attributed to the brand) and the contrast effects (when the perceived quality of the product is influenced negatively by the brand) were measured. Findings – Results indicate an assimilation effect for the national brands, particularly strong with the most preferred brand, and a non‐significant brand effect for the retailer's brand, although both products were rated the same in the blind evaluation. Practical implications – From a theoretical and methodological point of view, the research suggests that global measures of perceived quality may be more appropriate tools than analytical constructs from product attributes when evaluating brand equity. Originality/value – A general experimental design of the disconfirmation of information is offered in order to evaluate the share of the product and the brand in the consumer assessment of the perceived quality of a brand. This design places the respondents in two successive cognitive processes when they evaluate the brand and the product, which explains the assimilations and/or contrast effects which have been observed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

How good does it taste? Is it the product or the brand? A contribution to brand equity evaluation

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Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610421011018374
Publisher site
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Abstract

Purpose – This experimental research seeks to offer a method for measuring the respective product and brand contributions to the global perceived quality dimension in the case of five brands of orange juices. Design/methodology/approach – The disconfirmation of expectations approach method was used which employs the mismatch between expected and blind evaluation of a product. The assimilation effects (when the perceived quality of the product tends to be congruent with the expected quality attributed to the brand) and the contrast effects (when the perceived quality of the product is influenced negatively by the brand) were measured. Findings – Results indicate an assimilation effect for the national brands, particularly strong with the most preferred brand, and a non‐significant brand effect for the retailer's brand, although both products were rated the same in the blind evaluation. Practical implications – From a theoretical and methodological point of view, the research suggests that global measures of perceived quality may be more appropriate tools than analytical constructs from product attributes when evaluating brand equity. Originality/value – A general experimental design of the disconfirmation of information is offered in order to evaluate the share of the product and the brand in the consumer assessment of the perceived quality of a brand. This design places the respondents in two successive cognitive processes when they evaluate the brand and the product, which explains the assimilations and/or contrast effects which have been observed.

Journal

Journal of Product & Brand Management – Emerald Publishing

Published: Mar 2, 2010

Keywords: Perception; Quality; Expectation; Brand equity

References

  • Building Strong Brands
    Aaker, D.A.
  • Measuring brand equity across products and markets
    Aaker, D.A.
  • Dimensions of consumer expertise
    Alba, J.; Hutchinson, J.W.
  • Consumer dissatisfaction: the effect of disconfirmed expectancy on perceived product performance
    Anderson, R.E.
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    Anselmsson, J.; Johansson, U.; Persson, N.
  • Losing consciousness: automatic influences on consumer judgment, behavior and motivation
    Bargh, J.A.
  • Perceptual learning in olfaction: professional wine tasters versus controls
    Bende, M.; Nordin, S.
  • The predictive validity of multiple‐item versus single‐item measures of the same constructs
    Bergkvist, L.; Rossiter, J.R.