Essays on the effects of brand names and prices on consumer behavior:
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| Format: | Abschlussarbeit Buch |
| Sprache: | English |
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2012
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Besteht aus versch. Studien und einem Zsaufsatz |
| Beschreibung: | IX, 182 S. graph. Darst. |
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Datensatz im Suchindex
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| adam_text | Titel: Essays on the effects of brand names and prices on consumer behavior
Autor: Klein, Kristina
Jahr: 2012
CONTENTS
LIST OF TABLES...............................................................................................................VII
LIST OF FIGURES............................................................................................................VIII
LIST OF ABBREVIATIONS................................................................................................IX
INTRODUCTION....................................................................................................................1
OVERVIEW.......................................................................................................................1
1. PROJECT: The Double-Edged Sword of Foreign Brand Names For Companies From
Emerging Countries............................................................................................................7
2. PROJECT: Let Me Persuade You! - How Companies from Emerging Countries May
Use Advertising Design to Employ Foreign Branding.....................................................11
3. PROJECT: Brand-Country Image (BCI) Fit: A new metric to evaluate international
branding strategies............................................................................................................15
4. PROJECT: Dual-Effect Based Market Segmentation and Price Optimization............18
REFERENCES..................................................................................................................21
THE DOUBLE-EDGED SWORD OF FOREIGN BRAND NAMES FOR COMPANIES
FROM EMERGING COUNTRIES.....................................................................................25
ABSTRACT......................................................................................................................25
INTRODUCTION.............................................................................................................26
THEORETICAL BACKGROUND: PROCESSING STRATEGIES FOR HEDONIC
VERSUS UTILITARIAN PRODUCTS...........................................................................29
STUDY 1: DOES INCONGRUENCE BETWEEN ACTUAL COO AND IMPLIED
COO AFFECT PURCHASE LIKELIHOOD?.................................................................33
Pretests.......................................................................................................................35
Method.......................................................................................................................36
Manipulation Checks.................................................................................................38
Results........................................................................................................................39
Discussion..................................................................................................................41
STUDY 2: GENERALIZING THE ASYMMETRIC IMPACT OF INCONGRUENCE
IN A DIFFERENT CONTEXT........................................................................................42
Results........................................................................................................................43
Discussion..................................................................................................................45
STUDY 3: ADDRESSING THE PROCESS AND DECREASING THE EFFECT OF
INCONGRUENCE...........................................................................................................45
Method.......................................................................................................................46
Results........................................................................................................................48
Discussion..................................................................................................................49
STUDY 4: VALIDATION OF THE PROCESSING STRATEGY TO DECREASE THE
EFFECT OF INCONGRUENCE FOR COMPANIES FROM EMERGING COUNTRIES
AND ITS MANAGERIAL IMPLICATIONS..................................................................50
Method.......................................................................................................................51
Results........................................................................................................................53
Discussion..................................................................................................................55
GENERAL DISCUSSION................................................................................................56
Summary....................................................................................................................56
Managerial Implications............................................................................................58
Limitations and Future Research...............................................................................59
REFERENCES..................................................................................................................62
APPENDIX W1: MANIPULATION CHECK RESULTS FOR STUDIES 2, 3 AND 4.75
LET ME PERSUADE YOU! - HOW COMPANIES FROM EMERGING COUNTRIES
MAY USE ADVERTISING DESIGN TO EMPLOY FOREIGN BRANDING..............77
ABSTRACT......................................................................................................................77
1. Introduction...................................................................................................................78
2. Theoretical background.................................................................................................81
3. Pretests..........................................................................................................................84
3.1 Pretest for brand name selection..........................................................................85
3.2 Pretest for product category selection..................................................................86
3.3 Pretest for argument type selection......................................................................86
4. Study 1..........................................................................................................................87
4.1 Method.................................................................................................................87
4.1.1 Study design and sample............................................................................87
4.1.2 Procedure and measures.............................................................................88
4.2 Manipulation Checks...........................................................................................89
4.2.1 Manipulation check for implied and actual COO......................................89
4.2.2 Manipulation check of hedonism and utilitarianism of products...............89
4.3 Results..................................................................................................................90
4.3.1 ANOVA and planned comparisons results................................................90
4.3.2 Results for processing time........................................................................92
4.4 Discussion............................................................................................................92
5. Study 2..........................................................................................................................93
5.1 Method.................................................................................................................93
5.1.1 Stimuli and sample.....................................................................................93
5.1.2 Procedure and measures.............................................................................94
5.2 Manipulation Checks...........................................................................................95
5.2.1 Manipulation check for implied and actual COO......................................95
5.2.2 Manipulation check of hedonism and utilitarianism of products...............95
5.3 Results..................................................................................................................96
5.4 Discussion............................................................................................................97
6. Study 3.......................................................................................................................97
6.1 Method............................................................................................................98
6.1.1 Study design and sample............................................................................98
6.1.2 Procedure and Measures............................................................................98
6.2 Manipulation check for brand name....................................................................99
6.3 Results.........................................................................................................................99
6.3.1 ANOVA and planned comparisons results................................................99
6.3.2 Mediation analysis...................................................................................101
6.4 Discussion..........................................................................................................101
7. Conclusion...................................................................................................................102
REFERENCES................................................................................................................106
BRAND-COUNTRY IMAGE (BCI) FIT: A NEW METRIC TO EVALUATE
INTERNATIONAL BRANDING STRATEGIES............................................................116
ABSTRACT....................................................................................................................116
INTRODUCTION...........................................................................................................117
THE BRAND-COUNTRY FIT (BCI-F1T) CONCEPT.................................................122
Brand and country images........................................................................................122
The fit between brand image and country image.....................................................123
The role of consumer ethnocentrism, uncertainty avoidance, and variety seeking . 126
METHOD........................................................................................................................128
Data..........................................................................................................................128
Model.......................................................................................................................131
EMPIRICAL ANALYSIS..............................................................................................135
Factor analyses of BAV image items and invariance testing of factor structure.....135
BCI-Fit in Germany, France, and the UK................................................................136
Results of brand evaluation regression analysis......................................................137
Moderator analyses..................................................................................................138
Robustness checks....................................................................................................140
DISCUSSION.................................................................................................................140
Summary and managerial implications....................................................................140
Limitations and future research directions...............................................................144
REFERENCES................................................................................................................153
SURVIVAL OF THE FITTEST - THE IMPACT OF IMAGE-BASED BRAND
COUNTRY FIT ON GLOBAL BRANDING....................................................................161
ABSTRACT....................................................................................................................161
INTRODUCTION...........................................................................................................162
THE IMAGE-BASED BRAND-COUNTRY FIT (IBC-FIT) COUNTRY....................164
METHOD........................................................................................................................165
Data..........................................................................................................................165
Measuring image-based brand-country fit...............................................................167
The impact of IBC-Fit on brand performance.........................................................168
RESULTS.......................................................................................................................169
DISCUSSION AND IMPLICATIONS..........................................................................170
REFERENCES................................................................................................................171
DUAL EFFECT-BASED MARKET SEGMENTATION AND PRICE OPTIMIZATION
................................................................................................................................................173
ABSTRACT....................................................................................................................174
1. INTRODUCTION.......................................................................................................174
2. RELATED PREVIOUS RESEARCH........................................................................175
3. METHOD....................................................................................................................175
3.1 Measuring the sacrifice and informational effects of price................................175
3.2 Market segmentation based on the dual-effect of price.....................................176
3.3 Optimal price discrimination.............................................................................176
4. DATA AND RESEARCH DESIGN..........................................................................177
5. RESULTS...................................................................................................................178
5.1 Validation of conjoint data.................................................................................178
5.2 Market segmentation..........................................................................................180
5.3 Optimal price discrimination and profitability...................................................180
6. DISCUSSION.............................................................................................................181
REFERENCES................................................................................................................182
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| spelling | Klein, Kristina Verfasser (DE-588)1021248339 aut Essays on the effects of brand names and prices on consumer behavior vorgelegt von Kristina Klein 2012 IX, 182 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Besteht aus versch. Studien und einem Zsaufsatz Köln, Univ., Diss., 2012 Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Markenname (DE-588)4114513-6 gnd rswk-swf Preisbildung (DE-588)4047103-2 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content (DE-588)4113937-9 Hochschulschrift gnd-content Markenname (DE-588)4114513-6 s Preisbildung (DE-588)4047103-2 s Verbraucherverhalten (DE-588)4062644-1 s DE-188 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025171974&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Klein, Kristina Essays on the effects of brand names and prices on consumer behavior Verbraucherverhalten (DE-588)4062644-1 gnd Markenname (DE-588)4114513-6 gnd Preisbildung (DE-588)4047103-2 gnd |
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| title | Essays on the effects of brand names and prices on consumer behavior |
| title_auth | Essays on the effects of brand names and prices on consumer behavior |
| title_exact_search | Essays on the effects of brand names and prices on consumer behavior |
| title_full | Essays on the effects of brand names and prices on consumer behavior vorgelegt von Kristina Klein |
| title_fullStr | Essays on the effects of brand names and prices on consumer behavior vorgelegt von Kristina Klein |
| title_full_unstemmed | Essays on the effects of brand names and prices on consumer behavior vorgelegt von Kristina Klein |
| title_short | Essays on the effects of brand names and prices on consumer behavior |
| title_sort | essays on the effects of brand names and prices on consumer behavior |
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