When high similarity copycats lose and moderate similarity copycats gain: The impact of comparative evaluation

Copycats imitate features of leading brands to free ride on their equity. The prevailing belief is that the more similar copycats are to the leader brand, the more positive their evaluation is, and thus the more they free ride. Three studies demonstrate when the reverse holds true: Moderate-similarity copycats are actually evaluated more positively than high-similarity copycats when evaluation takes place comparatively, such as when the leader brand is present rather than absent. The results demonstrate that blatant copycats can be less and subtle copycats can be more perilous than is commonly believed. This finding has implications for marketing theory and practice and trademark law

Mitigating Trendy Cheap Fast Fashion's Negative Impact

Three studies are carried out in an attempt to provide a picture of clothing consumption and knowledge of fast fashion among young consumers, and investigate possibilities for more sustainable choices through analyses of the second-hand clothing market. The first study collects data from different second-hand clothing markets, whether direct from owner or through a second seller. Savings are calculated by scraping original and sale prices on regular markets. Content analyses of second-hand markets show a wide variation in discounts depending upon the type of clothing and channel used to purchase. We find independent resellers offer significant savings on higher quality clothing, but reselling used fast-fashion is not an attractive option due to its initial low price point. The second and third studies assess the attitude, behavior, and knowledge of fast fashion among young consumers and the possibility of education to decrease fast fashion consumption. These studies document the desire for fashionable clothing and expose the limited budget among young consumers. Some respondents spend all their discretionary income on clothing, and many times, purchased items are never worn. There is some indication that educating young consumers about real environmental impacts might shift purchases from quantity to quality, but educating consumers about the harm of fast fashion may be a slow difficult task

The dangers of using intention as a surrogate for Retention in brand positioning decision support systems

The purpose of this paper is to explore the dangers of using intention as a surrogate for retention in a decision support system (DSS) for brand positioning. An empirical study is conducted, using structural equations modeling and both data from the internal transactional database and a survey. The study is aimed at evaluating whether the DSS recommends different product benefits for brand positioning when intention is used as opposed to retention as a criterion variable. The results show that different product benefits are recommended contingent upon the criterion variable (intention vs. retention). The findings also indicate that the strength of the structural relationships is inflated when intention is used. This study is limited in that it investigates only one industry; the newspaper industry. This study provides guidance for brand managers in selecting the most appropriate benefit for brand positioning and advices against the use of intention as opposed to retention in DSS. To the best of our knowledge this study is the first to challenge and refute the commonly held belief that intention is a valid surrogate for retention in a DSS for brand positioning

Market segmentation strategies for complex automotive products

With the advent of 'big data', the purpose of this empirical study was to take the opportunity to rethink conventional market segmentation strategies. This is particularly relevant for the automotive industry which is going through a period of rapid change with advanced technologies such as electric powered and autonomous vehicles, creating increased concerns as to how this complexity is communicated effectively. A mixed methods approach was utilised to collect data from multiple sources, incorporating in-depth discussion groups, semi-structured interviews, an online survey, and data collection of communication processes through the attendance of new car product launches. The results suggest that marketing departments should rethink their data capture methods to collect more relevant consumer information, not the contemporary trend of needs, attitude, and motivation variables that are difficult to identify and collect, but basic information on their level of familiarity with products through previous experience and exposure. The basic dimensions identified are characterised by a consumer's expertise, involvement, and familiarity with a product. The findings are synthesised into a theoretical framework to define differing levels of product complexity, which would enable manufacturers to provide more closely defined market segmentation strategies when communicating new product information

Evidence-based Kernels: Fundamental Units of Behavioral Influence

This paper describes evidence-based kernels, fundamental units of behavioral influence that appear to underlie effective prevention and treatment for children, adults, and families. A kernel is a behavior–influence procedure shown through experimental analysis to affect a specific behavior and that is indivisible in the sense that removing any of its components would render it inert. Existing evidence shows that a variety of kernels can influence behavior in context, and some evidence suggests that frequent use or sufficient use of some kernels may produce longer lasting behavioral shifts. The analysis of kernels could contribute to an empirically based theory of behavioral influence, augment existing prevention or treatment efforts, facilitate the dissemination of effective prevention and treatment practices, clarify the active ingredients in existing interventions, and contribute to efficiently developing interventions that are more effective. Kernels involve one or more of the following mechanisms of behavior influence: reinforcement, altering antecedents, changing verbal relational responding, or changing physiological states directly. The paper describes 52 of these kernels, and details practical, theoretical, and research implications, including calling for a national database of kernels that influence human behavior