The effect of evaluation criteria on design attributes and brand equity in the product evaluation process

Journal of Brand Management - 2008
Kwang Jin Na1, Ray Holland1, John Shackleton1, Yun-Yong Hwang1, T C Melewar1
1School of Business, Chosun University, Gwangju, South Korea

Tóm tắt

This study investigates the influence of design attributes on the importance of brand information in the product evaluation process by consumers. We examine how providing evaluation criteria of design influences consumers’ product evaluation concerning quality and brand equity. The results show that the presence of a predictive design attribute can lead to a reduction in the influence of brand names on quality judgments. The locus of equity shifts from the brand attribute to the design attribute. In addition, when evaluative criteria are provided, the effect of design attributes further reduces the effect of branding on product evaluation. The results are of significant importance and relevance to branding strategies designed to counteract leading market brands. Providing information regarding product design in an effective manner causes consumers to shift their attention from branding to the design, which effectively reduces the marketing advantage of strong brands.

Từ khóa


Tài liệu tham khảo

Van Osselaer, S. M. J. and Alba, J. W. (2000) ‘Consumer learning and brand equity’, Journal of Consumer Research, Vol. 27, No. 1, pp. 1–16.

Van Osselaer, S. M. J. and Janiszewski, C. (2001) ‘Two ways of learning brand associations’, Journal of Consumer Research, Vol. 28, No. 2, pp. 202–223.

Srinivasan, S. S. and Till, B. D. (2002) ‘Evaluation of search, experience and credence attributes: Role of brand name and product trial’, Journal of Product and Brand Management, Vol. 11, No. 7, pp. 417–431.

Dumaine, B. (1991) ‘Design that sells and sells’, Fortune, Vol. 11, pp. 86–94.

Shapiro, S. and Spence, M. T. (2002) ‘Factors affecting encoding, retrieval, and alignment of sensory attributes in a memory-based brand choice task’, Journal of Consumer Research, Vol. 28, No. 4, pp. 603–617.

Aaker, D. A. and Biel, A. (1993) ‘Advertising's Role in Building Strong Brands’, Psychology Press, New York.

Leuthesser, L. (1988) ‘Defining, measuring and managing brand equity: A conference summary’, Report 88-104, Cambridge, MA: Marketing Science Institute.

Maltz, E. (1991) ‘Managing brand equity: A conference summary’, Report 91-110, Cambridge, MA: Marketing Science Institute.

Louviere, J. and Johnson, R. (1988) ‘Measuring brand image with conjoint analysis and choice models’, in Leuthesser, L. (ed.) ‘Defining, Measuring, and Managing Brand Equity: A Conference Summary’, Report 88-104, Marketing Science Institute, Cambridge, MA, pp. 20–22.

Park, C. S. and Srinivasan, V. (1994) ‘A survey-based method for measuring and understanding brand equity and its extendibility’, Journal of Marketing Research, Vol. 31, No. 2, pp. 271–288.

Anderson, J. R. and Bower, G. H. (1973) ‘Human Associative Memory’, Halstead, New York.

Anderson, J. R. and Lebiere, C. (1998) ‘The Atomic Components of Thought’, Lawrence Erlbaum Associates, New Jersey.

Van Osselaer, S. M. J. and Alba, J. W. (2003) ‘Locus of equity and brand extension’, Journal of Consumer Research, Vol. 29, No. 4, pp. 539–550.

Bloch, P. H. (1995) ‘Seeking the ideal form: Product design and consumer response’, Journal of Marketing, Vol. 59, No. 3, pp. 16–29.

Maheswaran, D., Mackie, D. M. and Chaiken, S. (1992) ‘Brand name as a heuristic cue: The effects of task importance and expectancy confirmation on consumer judgments’, Journal of Consumer Psychology, Vol. 1, No. 4, pp. 317–336.

Dickinson, A., Shanks, D. and Evenden, J. (1984) ‘Judgment of act-outcome contingency: The role of selective attribution’, Quarterly Journal of Experimental Psychology, Vol. 36, No. 1, pp. 29–50.

Waldmann, M. R. and Holyoak, K. J. (1992) ‘Predictive and diagnostic learning within causal models: Asymmetries in cue competition’, Journal of Experimental Psychology: Learning, Memory, and Cognition, Vol. 121, No. 2, pp. 222–236.

Cooper, R. G. and Klienschmidt, E. (1987) ‘New products: What separates winners from losers?’ Journal of Product Innovation Management, Vol. 4, No. 3, pp. 169–184.

Hoch, S. J. and Ha, Y.-W. (1986) ‘Consumer learning: Advertising and the ambiguity of product experience’, Journal of Consumer Research, Vol. 13, No. 2, pp. 221–233.

Mooy, S. C. and Robben, H. S. J. (2002) ‘Managing consumers’ product evaluations through direct product experience’, Journal of Product and Brand Management, Vol. 11, No. 7, pp. 432–446.

Algom, D. and Cain, W. S. (1991) ‘Remembered odors and mental mixtures: Tapping reservoirs of olfactory knowledge’, Journal of Experimental Psychology: Human Perception and Performance, Vol. 17, No. 4, pp. 1104–1119.

Hubbard, T. L. (1994) ‘Memory psychophysics’, Psychological Research, Vol. 56, No. 4, pp. 237–250.

Siegel, M. H. and Siegel, D. E. (1976) ‘Improving memory for colour’, Bulletin of the Psychonomic Society, Vol. 7, No. 2, pp. 461–464.

Lucy, J. A. and Shwedder, R. A. (1988) ‘The effect of incidental conversation on memory for focal colours’, American Anthropology, Vol. 90, No. 4, pp. 923–931.

Wilson, T. D. and Schooler, J. W. (1991) ‘Thinking too much: Introspection can reduce the quality of preferences and decisions’, Journal of Personality and Social Psychology, Vol. 60, No. 2, pp. 181–192.

West, P. M., Brown, C. L. and Hoch, S. J. (1996) ‘Consumption vocabulary and preference formation’, Journal of Consumer Research, Vol. 23, No. 2, pp. 120–135.

Na, K. J. and Hwang, Y. Y. (2003) ‘The role of providing evaluative criteria of sensory attributes on consumer preference—Variance and resistance to market information’, Korea Marketing Research, Vol. 5, No. 1, pp. 1–18.

Zaichkowsky, J. L. (1985a) ‘Measuring the involvement construct’, Journal of Consumer Research, Vol. 12, No. 3, pp. 341–352.

Zaichkowsky, J. L. (1994) ‘The personal involvement inventory: Reduction, revision, and application to advertising’, Journal of Advertising, Vol. 15, No. 2, pp. 4–14.

Park, C. W., Mothersbaugh, D. L. and Feick, L. (1994) ‘Consumer knowledge assessment’, Journal of Consumer Research, Vol. 21, No. 1, pp. 71–82.

Bitner, M. J. (1992) ‘Servicescapes: The impact of physical surroundings on customers and employees’, Journal of Marketing, Vol. 56, No. 2, pp. 57–71.

Donovan, R. J. and Rossiter, J. R. (1982) ‘Store atmosphere: An environmental psychology approach’, Journal of Retailing, Vol. 58, No. 1, pp. 34–57.

Mehrabian, A. and Russell, J. (1974) ‘An Approach to Environmental Psychology’, MIT Press, Massachusetts.

Randall, T., Terwiesch, C. and Ulrich, K. T. (2007) ‘User design of customized products’, Marketing Science, Vol. 26, No. 2, pp. 268–280.

Thông tin
Thông tin xuất bản

Journal of Brand Management

Thông tin tác giả