42 research outputs found

    Mobile Marketing Tools And The Consumer Decision-Making Process

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    This paper explores the influence of mobile marketing tools in the consumer decision-making process. The aim is to provide a better understanding of consumer mobile shopping behaviour. There is limited research on this topic, which mainly explains the use of qualitative method in this study. The dining industry in Lebanon provides the respective service and geographic research contexts for this exploratory study. In-depth interviews conducted with a purposive sample of service providers and consumer opinion leaders. Their views were contrasted. The results show that there is limited use of the traditional mobile marketing tools and a shift from traditional mobile tools to modern or more trendy ones was noticed (e.g., Push Notifications instead of SMS). Moreover, it is found that mobile tools influence consumer shopping differently and their effect varies given the customer type. The decision-making process of loyal customers and influencers is more affected by mobile marketing tools than the regular or ordinary customers. In addition, in some cases mobile marketing may speed up the shopping process and may encourage impulse purchases. Marketers should be aware of the different mobile tools and know how and when to use them to develop effective targeting campaigns

    The impact of influencers in the consumer's purchase intention: The cosmetic industry

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    Social media is now part of people’s everyday lives. The digital era brought many opportunities, but also many challenges and queries as to what the best way to promote brands and products on social media is. Several businesses are now investing on influencer marketing, even though it is an intensely debated marketing strategy that is still lacking investigation regarding its application. In order to contribute towards this field of research, this study aims to evaluate the impact of social media influencers in the purchase intention of a cosmetic product and further understand which characteristics have a higher influence in the purchase intention. The literature review gives a comprehensive overview of social media marketing. A framework was developed based on the literature review which revealed the social media influencer’s characteristics that might impact the purchase intention of a cosmetic product. In order to test the framework hypothesis, an online survey was conducted which had 338 respondents. The results revealed that homophily and argument quality have a higher impact on the consumer’s purchase intention than popularity, expertise and interactivity. Additionally, it was also evidenced that the social media influencer’s trustworthiness and likability do not have an influence in the consumer’s purchase intention when considering a cosmetic product. Other relevant conclusions were established, suggesting that this them could bring several managerial, academic and marketing implications. With these contributes, managers can make conscious decisions when determining which characteristics to look for when deciding to collaborate with social media influencers.As pessoas passam muito do seu tempo nas redes sociais e a era digital trouxe muitos desafios e questões relativamente a qual a melhor forma de promover marcas e produtos nas redes sociais. Muitas empresas estão agora a investir em marketing de influência, apesar de ainda ser uma estratégia de marketing muito debatida e que ainda não tem muita investigação quanto à melhor forma de aplicação. Com o objetivo de prestar um contributo, este estudo pretende avaliar o impacto dos influenciadores digitais na intenção de compra de um produto de cosmética e investigar quais as características que têm mais impacto na intenção de compra. A revisão de literatura expõe uma visão geral sobre social media marketing. Foi desenvolvido um modelo com base na revisão de literatura, ilustrando as características dos influenciadores digitais que podem ter impacto na intenção de compra de um produto de cosmética. Para testar as hipóteses do modelo, foi desenvolvido um questionário online que obteve 338 respostas. Os resultados revelaram que a homofilia e a qualidade do argumente têm um impacto mais elevado na intenção de compra do consumidor que a popularidade, expertise e a interação. Adicionalmente, também foi possível retirar que a fidedignidade e simpatia do influenciador digital não têm impacto na intenção de compra de um produto de cosmética. Outras conclusões relevantes foram retiradas, sugerindo várias implicações a nível da gestão, investigação e do marketing. Contribuindo para que managers possam melhor selecionar as características que devem analisar quando decidirem colaborar com influenciadores digitais

    Determinants of online review helpfulness that steer consumer purchase decision and their willingness to give review:an extended study in a cross-cultural context

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    Abstract. The increased use of social media and other online platforms have enabled consumers to communicate and discuss the products and services of brands with others. Consumers’ look for information in online reviews that assist them in informed purchase decisions. Previous literature has identified factors that influence consumers in adopting those online reviews, but whether consumers are willing to provide an online review after the purchase decision is not yet been studied previously. Another gap in the literate that is addressed is to base this study on output obtained from two countries. Therefore, our study is aimed at identifying factors that contribute to a consumer purchase decision and their willingness to give a review in a cross-cultural context. Our study aimed at restaurant reviews in Finland and Pakistan. Adopting and extending the Information Acceptance Model (IACM) proposed by Erkan and Evans (2016), that is developed by integrating Information Adoption Model (IAM) and related aspects of Theory of Reasoned Action (TRA). This study examines the influence of online review helpfulness factors on consumer purchase decision, consequently influencing them to give a review to others. We also aim to identify if review adoption directly influences consumers in providing online review without purchasing the product or service. The proposed model of our study was validated through Structural Equation Modelling by using Smart Partial Least Squares software. A questionnaire was adopted from earlier studies. The questionnaire was measured on a sample size of 104 from Finland and 141 from Pakistan. This study identified review adoption leading towards consumer purchase decision, whereas, onsumers’ willingness to give is not directly linked with their adoption of information, but it is a post-purchase process. The commonalities between the two countries depict the needs of information behind seeking online review information. If the required information is being provided to the customer through online reviews, it will lead to review adoption. Generally, review positiveness, review perceived informativeness and review quality were identified most important factors in consumers review adoption that leads consumers in choosing a restaurant and try the food there. Whereas, the general attitude of consumers towards online reviews was found to be the most exciting factors identified in Pakistan output. Consumers’ perception of online reviews encourages them to read online reviews, and they think that it is always a risk to try a restaurant without referring to online reviews. Pakistani consumers find online reviews useful, providing relevant information about the restaurants that help them in choosing the best restaurant

    Understanding consumers use of restaurants in Shopping Centers : an application of the EKB Model

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    Food and eating habits are getting very complex. The study of eating has become a multidisciplinary task resorting to scientists from various fields of science like nutrition, public health, food engineering, marketing, management and, more recently, psychology. Understanding consumer’s lifestyles is of paramount importance in the actual customer-centric market where anticipating consumer needs and desires represents a decisive competitive advantage. Restaurants are the epitome of this complexity producing numerous day-to-day interactions with consumers on a myriad of issues such as type of food, nutritional concerns, satisfaction of basic physiological needs and even socialization with staff and other costumers. Nowadays restaurants are facing rough times with VAT increase and diminishing use due to the economic downturn. It has never been so important to understand consumer’s needs in order to make businesses thrive. The main objective of this study is to better understand how consumers choose one restaurant hoping to use the acquired knowledge to improve business strategy and tactics. For that, the renowned Engel-Kollat-Backwell model was used as a theoretical framework assuming that consumption occurs to resolve a certain need. Due to methodological simplification purposes, work focuses on restaurants located inside shopping centres, particularly on weekdays. Literature review of the theoretical model and its application to restaurants combined with the study of the different aspects of a meal was used to develop a survey about the consumer decision process when using a restaurant. In order to validate empirical knowledge where substantial differences between lunch and dinner time occur, participants were asked to share their opinions about both meal times. Time and money spent were chosen to be studied as dependent variables. Factorial analysis was used to identify common factors amongst the independent variables. The independent variables with the highest absolute loading factor were used to perform four linear regressions in order to find which variables influenced time and money spent in a restaurant located inside a shopping centre on weekdays. Demographic variables where also included in the regression models. Money and time spent is influenced by different variables when it comes to meal time. Lunch time seems to have a simple process with less relevant variables and dimensions. Attitudes and values on food-related issues were found to be very significant in explaining the behaviour of the dependent variables despite some conflicts between attitudes and actual behaviour. Cooking habits as in the absence of time and will to cook also turned out to be good predictors despite the overall high cooking skills of the respondents. Companies should use some of the information delivered to improve some areas of their businesses. This paper provides a general exploration of the consumer decision process when choosing a restaurant inside a shopping centre opening the door to further work on a matter that has not received proper attention from investigators, at least in Portugal.A alimentação e os hábitos alimentares estão cada vez mais complexos. O estudo da alimentação em geral transformou-se numa tarefa multidisciplinar recorrendo a cientistas das mais variadas áreas como a nutrição, saúde pública, engenharia alimentar, marketing, gestão e, mais recentemente, a psicologia. No atual contexto em que os mercados adotam uma postura centrada no consumidor, torna-se fundamental entender o seu estilo de vida. A capacidade de antecipar as necessidades dos consumidores representa uma vantagem competitiva decisiva. Os restaurantes são o corolário desta complexidade sendo responsáveis por inúmeras interações diárias com os consumidores em áreas tão díspares como o tipo de comida, preocupações nutricionais, satisfação de necessidades básicas e a socialização com outros consumidores e com os colaboradores dos restaurantes. Atualmente, o negócio da restauração encontra-se extremamente pressionado pela subida do IVA e pela retração do consumo provocada pela crise económica. Entender as necessidades dos consumidores torna-se, mais que nunca, imprescindível para garantir que os negócios têm sucesso. Este estudo pretende essencialmente perceber como os consumidores escolhem um restaurante na expectativa de utilizar o conhecimento adquirido para melhorar as estratégias e táticas dos negócios. Para isso, recorreu-se ao reputado modelo Engel-Kollat-Backwell como suporte teórico partindo da premissa que o consumo ocorre para satisfazer uma determinada necessidade. Por questões metodológicas, o trabalho centra-se no consumo em restaurantes localizados em centros comerciais durante os dias da semana. A informação disponível sobre o modelo teórico e a sua aplicação ao negócio da restauração, aliada ao estudo conceptual das dimensões de uma refeição, deu origem a um inquérito sobre o processo de escolha e utilização de restaurantes localizados em centros comerciais. Com o intuito de validar a evidência empírica de que há diferenças significativas entre os diferentes períodos de refeição, foi pedido a cada participante que respondesse ao inquérito em contexto de almoço e de jantar. Foram escolhidas como variáveis dependentes o tempo e dinheiro totais gastos nos trinta dias que antecederam o preenchimento do inquérito. Foi efetuada uma análise fatorial com o intuito de identificar fatores comuns entre as variáveis independentes. As variáveis independentes que apresentaram o fator com o maior valor absoluto foram utilizadas em várias regressões lineares que pretendem explicar quais as variáveis independentes que influenciam as variáveis dependentes e de que forma o fazem. Foram ainda incluídas nas regressões as variáveis demográficas escolhidas para caraterizar a amostra de participantes. Constatou-se que o tempo e dinheiro gasto nas refeições são influenciados por diferentes variáveis consoante o período de refeição. Aparentemente, o almoço é um processo mais simples em que o tempo e dinheiro gasto são explicados por um número mais reduzido de variáveis. As atitudes e valores sobre determinados assuntos relacionados com a alimentação mostraram ser muito relevantes na explicação do comportamento das variáveis dependentes apesar de poderem ocorrer alguns conflitos entre convicções e o comportamento real. A falta de tempo ou vontade para cozinhar também se revelou decisiva na explicação dos modelos apesar de a amostra em estudo revelar competências culinárias médias elevadas. As empresas deverão utilizar a informação produzida para melhorar algumas áreas dos seus negócios. Este estudo disponibiliza uma visão generalizada do processo de decisão na escolha de um restaurante localizado num centro comercial, criando oportunidades futuras de investigação num tema que não tem suscitado a devida atenção por parte dos investigadores, pelo menos em Portugal

    Technology at the table : an overview of food delivery apps

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    The ultimate goal of this study is to provide an overview of food delivery apps. With this service, the chance consumers have to eat a nice restaurant meal at the comfort of their homes is now at a distance of a click. Firstly, this research starts by identifying which attributes of food delivery apps consumers value the most, among online convenience, perceived control, visual design, and order accuracy. Secondly, perceived technology anxiety and need for interaction, lack of customer service and privacy & security concerns were tested as the main barriers preventing people from using the service. And lastly, a model of e-loyalty and repurchase intentions was designed, based on e-loyalty antecedents – e-satisfaction and e-trust. Two methodologies were chosen – in-depth interviews (12 interviewees) and an online survey (202 participants). Results indicated online convenience and order accuracy as the most important attributes for consumers. Further, contrarily to what it would be expected, consumers did not perceive the mentioned barriers as the aspects preventing them from using these apps. Finally, the positive effects of e-trust on e-loyalty and e-satisfaction were verified, as well as the relationship between e-loyalty and repurchase intentions. Yet, e-satisfaction effects on eloyalty were not relevant. A detailed and critical analysis of the results is provided in the last chapter.O grande objetivo deste estudo passa por fornecer uma visão geral das aplicações de telemóvel de entrega de comida ao domicílio. Com este serviço, a possibilidade que os consumidores têm de comer uma boa refeição de um restaurante no conforto das suas casas está agora à distância de um clique. Em primeiro lugar, esta pesquisa começa por identificar os atributos destas aplicações que os consumidores mais valorizam, entre a conveniência online, as perceções de controlo, o design visual e a precisão do pedido. Em segundo lugar, as barreiras tecnológicas, a necessidade de interação pessoal, a falta de apoio ao consumidor e os riscos adjacentes ao serviço foram testados como barreiras que impedem certas pessoas de usar o serviço. Por último, criou-se um modelo de e-loyalty e de intenções de recompra, baseado nos antecedentes de e-loyalty – e-satisfaction e e-trust. Foram adotadas duas metodologias – entrevistas presenciais (12 entrevistados) e um questionário online (202 participantes). Os resultados revelaram que a conveniência online e a precisão do pedido são os atributos mais importantes para os consumidores. Além disso, ao contrário do que seria esperado, os consumidores não consideraram as barreiras mencionadas como os aspetos que os impedem de usar estas aplicações. Por último, foram verificados os efeitos positivos de e-trust em e-loyalty e em e-satisfaction, bem como a relação entre e-loyalty e a intenção de recompra. Contudo, os efeitos de e-satisfaction em e-loyalty não foram considerados relevantes. No último capítulo, é apresentada uma análise crítica e detalhada dos resultados

    The influences of the just-in-time social cloud on real world decisions

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    Thesis (Ph. D.)--Massachusetts Institute of Technology, School of Architecture and Planning, Program in Media Arts and Sciences, 2012.Cataloged from PDF version of thesis.Includes bibliographical references (p. 209-224).People have intertemporal biases towards choices that result in immediate gratification versus delayed rewards. The social context can accentuate or downplay preferences towards virtues or vices when making choices in the moment. Especially in our modern world where social networks are virtually accessible at anytime, from anywhere, how our day-today decisions are affected by the "always-on" connection to our social networks via mobile devices is an open question. By understanding the dimensions of these social forces, we can utilize the just-in-time social cloud to nudge people towards decisions that have long term benefits for health and finances, while counterbalancing the forces of the marketers that trigger our impulses towards immediate temptations that we may regret later. This work presents an empirical inquiry into the effect of just-in-time social influences in human decision-making. In order to understand these effects and discover their parameters, I design and deploy real-world experiments with the just-in-time social cloud using mobile phones as platforms for just-in-time social influence. The Open Transaction Network forms the basis of generating just-in-time social networks based on the transactions shared by people in the context of commerce. The Open Transaction Network is extended to several systems to conduct real-world experiments involving real choices. By augmenting mobile commerce applications with just-in-time social networks, I design a mobile commerce environment that can socially influence our just-in-time choices. The Open Credit Card Application Framework augments existing methods of payment by using transactions as triggers to enable mobile applications that facilitate just-in-time decisions or reflections. Friends within communities show significant similarity in their hourly transaction behaviors. Varying manifestations of the just-in-time social cloud (individual friends, groups of friends and popularity information) can be used to nudge people's choices in the dimensions of taste, price and time as they decide.by Kwan Hong Lee.Ph.D

    The audience response to different referral reward programs’ designs in social networking sites

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    The growing connectivity of customers through Social Networking Sites (SNSs), the increasing acknowledgment of the power of online reviews, and the enrichment of brand-consumer relations online have led to a rise in interest around electronic word of mouth (eWOM). These realizations led marketers to embrace strategies to stimulate and amplify eWOM, and one common technique is the delivery incentives (e.g., rewards). Expanding research show that the design of incentivized eWOM programs, namely Referral Reward Programs (RRPs), is expected to determine the overall effectiveness of those programs. To be successful, RRPs need a high likelihood of referral from the referral provider and a high receptivity from the referral receiver. Thus, this thesis further examines the recipient's perspective and role in RRPs in Social Networking Sites. The main goal of this dissertation is to analyze the impact of different reward allocations and tie strength, i.e., the relationship between the recommender and the receiver, on eWOM receivers' responses to RRPs. To do so, this thesis drew upon the Persuasion Knowledge Model to analyze these relations, mainly focusing on three RRPs outcomes: review credibility, brand attitude, and purchase intentions. To extract relevant conclusions, a research model and hypothesis were developed, based on a previously elaborated literature review, containing the main concepts, theories, and models that hold the present research. An experimental design was conducted employing an online questionnaire to test the research model, which gathered 526 responses. Finally, the results were discussed, and both theoretical and practical implications were deduced.A crescente conectividade entre consumidores, a gradual descoberta do poder das recomendações, e o enriquecimento das relações marca-consumidor por meio de Sites de Redes Sociais, levaram a um crescente interesse em torno do passa-a-palavra eletrónico. Consequentemente, os profissionais de marketing começaram a adotar estratégias para estimular e ampliar essa poderosa ferramenta. Uma técnica comum é a oferta de incentivos (por exemplo, recompensas). A literatura mostra que a estrutura de um programa de passa-a-palavra eletrónico incentivado, nomeadamente, de Programas de Recompensa por Referência, é fundamental para a eficácia dos mesmos. Reconhecendo que, para serem eficazes, os Programas de Referência por Recompensa precisam, tanto da iniciativa do transmissor, como da adesão do recetor, esta dissertação explora a perspetiva e o papel do recetor nestes programas, em Sites de Redes Sociais. Deste modo, o seu principal objetivo é analisar o impacto de diferentes alocações de recompensas e forças das ligações (i.e., relação entre o transmissor e o recetor) nas respostas dos recetores a Programas de Referência por Recompensa. Para tal, o Modelo de Conhecimento de Persuasão foi utilizado a fim de analisar três indicadores: credibilidade da recomendação, atitude perante a marca e intenção de compra. Para extrair conclusões relevantes, foram desenvolvidos um modelo conceptual e um conjunto de hipóteses, com base numa revisão da literatura que aborda os principais conceitos, teorias e modelos que sustentam a presente pesquisa. A posteriori, foi realizado um questionário online, que reuniu 526 respostas. Por último, os resultados foram discutidos e as implicações teóricas e práticas foram apresentadas

    The impact of influencers' visual content in social media on consumers' purchase intention: the case of SMEs restaurants in Saudi Arabia

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    The impact of information on consumers' purchase intentions has been known for quite some time. Ever since the idea of consulting family members and friends regarding their purchase, and with the evolution of the Tv and the Internet, consumers have reached a new level of access to products' related content. So they can be informed and evaluate purchases and share their experiences not only with people close to them but also with an endless number of current and potential consumers. Moreover, such a way of content sharing between people had primarily been formed in the verbal and textual form, more precisely verbally in face-to-face interaction and textually through the Internet, all to serve the purpose of informing other consumers about brands. Researchers have long acknowledged and investigated such a way of content exchanging under the well-known topics of word of mouth (WOM) and electronic word of mouth (eWOM) and their influence on consumers' purchase intentions. With the constant evolution of the Internet, a new communication channel has emerged known as social media platforms. A way of connecting with people worldwide so that they can reach each other all the time, regardless of any barriers. An area of interest that academics have found fascinating in investigating eWOM and its impact on consumers' choices. Such an exchange of words over social media applications can reshape consumers' intentions regarding their potential purchases. However, as we live in a world where technology evolution never stops, these social media applications have reached different and more exciting features, as users not only can interact verbally but now have the ability to interact visually via different online platforms. So the entire idea of eWOM has changed to a more advanced level, known as visual eWOM. Moreover, users of such applications can share brand-related content visually in the form of pictures and videos. A feature that makes platforms developers race against time to develop the best way to introduce new applications that make the best use of such a modern technological feature. So nowadays, we can see an endless number of social media applications that enable people to communicate visually. Nevertheless, there are few applications which have been tremendously popular. Instagram and Snapchat are two relatively recent platforms that can be mainly viewed to serve the visual exchange of content. Their popularity has reached almost most social media users worldwide. From such a perspective, the idea of exploring and investigating such visual content and how it influences consumers have become highly crucial. Not only due to how such content impacts consumers but also to how this content on social media applications can be spread among millions of people, as well as how brands can take advantage of such an excellent way of communication with current and potential consumers. An area of interest that this thesis aims to investigate. To do so, this research is built into two main phases; the first phase aims to explore the usage of social media among Saudi consumers and gather as much information as possible on their usage behaviour and the impact of social media influencers on their purchase behaviour. Through a survey of 512 Saudi consumers. The results show that Saudi consumers use social media at a very high rate, more precisely Instagram and Snapchat, and they follow and view social media influencers' content at a tremendously high percentage. However, when it comes to the impact of such content on consumers, the results indicate a low influence on consumers' purchase intentions regarding their restaurants' choices. The second phase of this thesis is to analyse content on social media applications. In detail, it examines the content, the source of the content (social media influencers), and consumers' behaviour toward the content. In order to reach such, a theoretical model was developed based on the integration of the Information Acceptance Model (IACM). The results highlighted that visual content quality, source credibility, source experience, content quantity, adoption of content, attitude toward content and subjective norms are the primary factors for visual eWOM in social media (Instagram and Snapchat) that influence consumers' purchase intentions. This thesis contributes to theoretical implications through its validated model and introduced vital findings. Moreover, the research model highlights a new approach to information adoption by expanding the IACM and introducing new insights to researchers. Future studies can consider the research model to investigate the visual content in social media and its influence on consumers' purchase intentions. Moreover, this study's results can help researchers consider other factors in studying the impact of such technology, such as employing the results to examine other social media applications that serve the visual feature, such as TikTok. Also, since this research was only conducted through a quantitative method, employing qualitative or mixed methods can be beneficial in providing a complete picture of visual eWOM influence. A further benefit of this study is how it considers the cultural character of Saudi consumers. Yet, other studies might find it worth considering other cultural factors or employing such findings in different countries. The same goes with considering different categories besides SMEs restaurants

    Can modern approaches generate fresh insights into Māori brands? : a thesis presented in partial fulfilment of the requirements for the degree of Master of Business Studies in Marketing at Massey University, Palmerston North, New Zealand

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    Elements that typify Māori culture are increasingly used to add economic value and to sell New Zealand's uniqueness globally. Māori enterprises and the Māori economy have grown significantly over the last 100 years and are major contributors to the New Zealand economy, currently representing over $50 billion in assets. Despite the growing importance of Māori enterprise to the New Zealand economy, how Māori brands are perceived by consumers is unclear and there is little research as to whether using a Māori brand affects customer-based brand equity. Such knowledge is vital information for the marketers of Māori brands in order to compete in an already crowded global marketplace, and to the economic future of Māori enterprises. While non-Māori enterprises can also capitalise on this cultural distinctiveness, they need to be conscious of the risks of cultural appropriation. Consequently, Māori enterprises also need to be cognisant of the protective mechanisms for indigenous rights in New Zealand to protect their culture and intellectual property from being exploited. Despite advancements in the field of customer-based brand equity, previous research is problematic due to the methodologies employed. Previous research utilised simple rating scale methods (Lockshin & Hall, 2003), which are criticised for their inability to accurately predict customer behaviour (Cohen, 2009). Applying modern methodologies and techniques may shed new light on branding theory and insights into the new field of Māori branding. This research replicates the methodologies deployed by Wright, Teagle, and Feetham (2014), adapted from the 'mental market share' model developed by Romaniuk (2013) and successfully extends it to the field of Māori branding. It also advances previous work by applying Best Worst Scaling (BWS). These two modern methodologies are used to investigate whether consumer perceptions differ between Māori and non-Māori brands in the domestic market for wine and honey products. Romaniuk's (2013) proposed methodology is grounded in the theory of brand saliency, arguing that the strength of memory brand associations attributed to a brand is an indicator of the performance and future success of a brand. BWS is applied in this research to investigate the most salient product feature attributes to consumers when considering a wine or honey purchase, as well as the levels of utility and familiarity with Māori brands. BWS is derived from discrete choice method and founded on random utility theory (Louviere, Flynn, & Marley, 2015). BWS is thought to overcome many of the issues often associated with simple rating methods used in previous research (Adamsen, Rundle-Thiele, & Whitty, 2013). The results show that applying two modern techniques, mental market share and BWS, can provide fresh insights into the new field of Māori branding. The two techniques are complementary rather than contested when applied together, measuring different brand information at different stages of the consumer purchase decision process. To the researcher's best knowledge, no previous research has applied mental market share and BWS together, nor applied it to Māori branding. The results also show that perceptions of Māori and non-Māori branded wine and honey products among New Zealand consumers vary distinctively. The Māori brands skew positively towards the attribute 'Made in New Zealand'. In contrast, the non-Māori brands are almost diametrical opposites as they skew negatively from this attribute. These findings suggest using a Māori brand positively affects customer-based brand equity in certain categories, provided that 'Made in New Zealand' or 'New Zealand' itself has positive associations for the consumer. Furthermore, Māori branded wine and honey products were less familiar to respondents and have lower utility compared to non-Māori brands, suggesting that Māori brands may not be in consumers' consideration sets. This research contributes important findings to branding theory, by applying two modern techniques together and extending it to the new field of Māori branding. This also helps fill the gap in Māori and indigenous branding literature and has several managerial implications. A better understanding of Māori branding will foster Māori development and contribute to growing the Māori and New Zealand economy. This research can help Māori brands sustain a competitive advantage in the global marketplace while retaining and protecting Māori culture. Further research could further investigate the uses of the two techniques and expand into New Zealand export destinations in order to progress generalisability
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