Balaji C. Krishnan

Developing and validating measures of facets of customer-based brand equity

Abstract This article presents four studies that develop measures of “core/primary” facets of customer-based brand equity (CBBE). Drawing from various CBBE frameworks, the facets chosen are perceived quality (PQ), perceived value for the cost (PVC), uniqueness, and the willingness to pay a price premium for a brand. Using numerous advocated scale developmental procedures, the measures of these facets showed evidence of internal consistency and validity over 16 different brands in six product categories. Results also suggest that PQ, PVC, and brand uniqueness are potential direct antecedents of the willingness to pay a price premium for a brand, and that willingness to pay a price premium is a potential direct antecedent of brand purchase behavior.

Brand equity: is it more important in services?

While the brand equity associated with tangible goods has received a great deal of attention in the literature, a basic understanding of the nature of brand equity for services has yet to emerge. Most of what is known about brand equity for services is based on theoretical or anecdotal evidence. In addition, the presumed differences in brand equity associated with search‐dominant, experience‐dominant, and credence‐dominant services has yet to be empirically examined. The objectives of this study are threefold: to empirically test whether brand equity is more important for services than for tangible goods, to test whether the presumed differences in brand equity for search‐, experience‐, and credence‐dominant services can be confirmed in an empirical examination, and to assess whether consumer knowledge of a product category has an effect on the importance of brand equity across product types. Contrary to suppositions in the literature, the results indicate that brand equity is more important for tangible ...

Extending the construct of consumer ethnocentrism: When foreign products are preferred

Purpose – This research has the purpose of exploring whether the construct of consumer ethnocentrism extends to contexts in which foreign products are preferred to domestic products.Design/methodology/approach – The study evaluates the psychometric properties of the consumer ethnocentrism scale (CETSCALE) in the transition economies of China and Russia using both student and non‐student samples. A valid and reliable six‐item version of the CETSCALE is developed based on these samples. The refined six‐item scale is then validated through a re‐analysis of Netemeyer et al.s data collected in four developed countries.Findings – Findings show that the scale can be used effectively in these transitional economies. A consistent pattern of support is found for the six‐item CETSCALE across eight samples from six countries.Originality/value – The research provides practicing marketers as well as international researchers with a parsimonious six‐item CETSCALE that can be used in both developed and transition economies.

Reexamining Technology Acceptance in Online Task Behaviours

With rapid advances in information technology, information systems and software have become more versatile and multi‐functional. However, users may have varying degrees of preferences to different functions and tasks that can be accomplished using a single technology. In order to investigate this phenomenon, this study adopts a previous study by Gefen and Straub (2000) as a reference point and uses Internet technology to investigate two tasks: information search and online purchasing. The current study provides a more comprehensive picture of applying task behaviours by decomposing each variable in the technology acceptance model (TAM) according to the two online tasks. The proposed model was tested with survey data from 435 respondents. Results demonstrate that TAM holds its explanatory utility very well when applied to task behaviours. Convergent and discriminant validities indicate that each task possesses its own characteristics and variables. A structural equation modelling test was performed and the...

The consumer's expectation formation process over time

Purpose – This research seeks to examine how the expectation process and its components evolve over time and purchase experience.Design/methodology/approach – A longitudinal study was conducted over the period of one year using a sample of university students who were purchasing an undergraduate education. The sample was surveyed three times over the year. Structural equation analyses and regression were used to test various research hypotheses.Findings – Key findings include confirming two significantly different levels of expectations: a lower, predictive “will” level and a higher normative “should” level. Expectation antecedents change in their degree of influence on expectations, weakening over time and service purchase experience.Research limitations/implications – There is a need to extend the results to other service contexts.Practical implications – The consumers expectation formation process changes over service purchase experience, thus indicating a need to segment on experience with the servic...

Organizational stress, psychological strain, and work outcomes in six national contexts

Purpose – The purpose of this paper is to investigate the moderating roles of two distinct styles of coping and decision latitude on the relationship between three facets of role stress and psychological strain in six national contexts. Design/methodology/approach – The objective of the research is to examine the relative predictive efficacies of three theory specific moderators in six countries which differ on the cultural dimension of individualism-collectivism. The data are analyzed using moderated regression analysis. Findings – The results show that problem-focused coping is a better moderator in the individualistic countries and that emotion-focused coping is a better moderator in the collectivistic contexts. None of the three moderators moderate the relationships in Germany and South Africa – the two countries which had scores in the mid-range of the individualism-collectivism continuum. Findings are discussed for their significance into the interplay of cultural variations and coping with work stress in predicting psychological strain or distress on the job. Practical implications – Practical implications for managing human resources in various subsidiaries of multinational and global organizations are discussed. Originality/value – This paper confirms existing theories and expands the authors’ understanding of role stress and psychological strain in different cultural contexts.

I Know it But i Want to Touch it: Does Brand Familiarity Compensate Need for Touch?

In recent years, ubiquitous growth of non-stores formats (internet and television shopping) has prompted the researchers to evaluate the importance of touching a product in purchase decision. It is reported that majority of the consumers prefer to touch and feel a product even before purchasing it and this poses a big challenge to the online buying (Lawson 2006). The consumers generally touch the product to seek information, to understand and to gain knowledge, and may be to excite their senses. A general observation of the consumers’ behavior in any shopping center indicates that they evaluate the tactile input of a product by touching and arrive at a purchase decision. For example, consumers touch the fabrics of apparels and hold a mobile handset in order to feel texture and weight of the respective products. Sometimes, touching the product gives a sense of possession even if consumers do not plan to purchase it (Underhill 1999).