Chang, Sue Ryung

Park, Hyun Young

English

This research investigates when and how brands influence attribute importance weights. Most past studies modelling consumer decision processes treated the brand of a product as an attribute parallel to the price, color, or size of a product; and as a result, those studies assigned an equal (i.e., non-contingent) importance weight across brands for each attribute. In contrast, we introduce a brand-contingent attribute-weighting process, in which brand is a higher-order construct that influences attribute importance. We present a multi-level choice model in which the importance weight of an attribute can vary across brands. We then estimate the model using real purchase data and survey data from airline industry. We find that attribute importance weights are contingent upon two aspects of a brand—the perceived relative position of the brand and consumers’ brand usage experiences. Specifically, when consumers perceive a brand to be inferior to its competitors in a given attribute, they generally place greater weight on that attribute for that brand. In contrast, when consumers perceive a brand to be superior to its competitors in a given attribute, only consumers with extensive brand usage experiences place greater weight on that attribute for that brand.Our findings provide managerial insights on brand positioning and segmentation strategies using consumers’ brand usage experiences. We advance the literature on consumer decision processes by modeling an attribute-weighting process that is contingent upon brands. We model this process based on consumer behavior theories and estimate the model using real market data

China Europe International Business School - CEIBS Institutional Repository

  This AAM version is for your personal study only, and reuse is restricted to non-commercial and no derivative uses. It may not be used for any commercial purpose without the permission of the copyright holder(s).                                   Title: When and How Brands Affect Attribute Weights in Consumer Decision Processes Author(s): Park, Hyun Young & Chang, Sue Ryung Journal: European Journal of Marketing Year: 2021                       ©  Emerald Publishing Limited  Note: an Author’s Accepted Manuscript (AAM), also called “Post-print”, is the version of peer-review and author acceptance but prior to the Publisher’s copyediting and typesetting and does not include Publisher’s branding and formatting. This is not the final published version that appears on the Publisher’s website or in the publication.                                                CEIBS Institutional RepositoryThis  Author’s Accepted Manuscript  version is available from CEIBS Institutional Repository athttps://repository.ceibs.edu/en/publications/when-and-how-brands-affect-attribute-weights-in-consumer-decision.

When and How Brands Affect Attribute Weights in Consumer Decision Processes

https://repository.ceibs.edu/files/22851976/When_and_How_Brands_Affect_Attribute_Weights_in_Consumer_Decision_Processes_Author_Accepted_Manuscript.pdf

When and How Brands Affect Attribute Weights in Consumer Decision Processes

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China Europe International Business School - CEIBS Institutional Repository