Jorge Vera

Perceived brand quality as a way to superior customer perceived value crossing by moderating effects

Purpose – The purpose of this paper is to assess the relationship between perceived brand quality (PBQ), customer perceived value (CPV) and disposition to pay a higher price (DHP) for a product. Such an assessment also seeks to determine if consumer involvement and brand performance measurements have moderating effects on this relationship. Design/methodology/approach – Data from a sample of n = 1,029 purchasers of six different product categories were analysed. The respondents evaluated a product with items based on involvement profile scales. The chosen brands were evaluated using perceived quality, value and brand performance items. Respondents were also asked if a higher price for the chosen product/brand would be paid. Structural modelling was implemented. To corroborate moderating effects, a nested comparison invariance test for structural weights was used. Findings – PBQ has a direct effect on CPV but not on DHP. CPV has a mild effect on DHP. Involvement and brand performance moderating effects wer...

Two paths to customer loyalty: the moderating effect of the differentiation level strategy in the performance-satisfaction-value-intentions relationship

This paper aims to show how consumers process information differently under two dissimilar types of brand strategies. By analysing data from dishwashing detergent consumers who evaluated two different brands, one with a high differentiated/performance/price brand (HB) strategy and other with a low differentiated/cost/price brand (LB) strategy, it is shown how the structural relationship between some constructs differ under each price brand strategy. With a structural path analysis, the product performance, customer satisfaction, customer perceived value and behavioural intentions relationship are assessed. Additionally, the moderating effect of the brand strategy in this structural relationship is tested.,Data of a sample of n = 273 Mexican dishwashing detergent users were analysed. Respondents evaluated two brands of dishwashing detergent. One brand followed a high differentiated/performance/price strategy (Axion) and the other used a low differentiated/cost/price strategy (Roma). Participants had to have been consumers of both brands of detergents. A structural path analysis to show the moderating effect of the brand strategy was implemented. A nested comparison invariance test for structural weights to corroborate differences was used, as well.,Results confirm structural differences between both brand strategies in the constructs relationship. The HB strategy showed that both satisfaction and perceived value have a mediating effect between product performance and brand intentions; on the other hand, the LB strategy showed that only satisfaction has a mediating effect between these two constructs. The explanation amount for dependent latent variables was higher for the HB strategy than for the LB strategy.,This study offers a distinct view of the differentiated/quality brand strategy – low cost/price brand strategy duality. It provides a theoretical-empirical explanation of the cognitive processes that both strategies involve for a customer. As well, this study conceptually relates the generic strategies theory with the use of specific brand strategies.

Determinants of the service quality in restaurants: a qualitative analysis

Service quality is composed of several different factors depending on the type of service and the cultural context being analysed. From there, this investigation has, as its main objective to define the service quality in the context of Mexican restaurants from a client standpoint. Through research, the principal factors related to the service quality in restaurants were identified followed by profound interviews with managers and clients to support research findings and to address topics not studied before. As a result, 27 variables were identified and grouped according to their similarity into six different dimensions. These variables will serve as a starting point in the development of a measuring tool of service quality in restaurants.

Validación de una escala de creencias de salud sobre diabetes tipo 1 para el contexto mexicano: HBM-T1DM

OBJECTIVE To generate a scale to measure health beliefs among Mexican adolescents and young people with type 1 diabetes (T1DM) to determine the extent to which they affect adherence to treatment and to be able to develop more effective social marketing campaigns. MATERIAL AND METHODS Based on the Health Belief Model (HBM), a scale was generated; three field tests were applied, and it was administered in two regions of Mexico to young people with type 1 diabetes.Tests of reliability, stability, convergence-discrimination and predictive validity were developed. RESULTS The main predictor is perceived barriers to treatment adherence, followed by self-efficacy to disease control, susceptibility/vulnerability to disease complications and perceived benefits of treatment. CONCLUSIONS This scale may be especially useful for better monitoring young Mexican patients with T1DM and prevent sequelae of disease.Objective . To generate a scale to measure health beliefs among Mexican adolescents and young people with type 1 diabetes (T1DM) to determine the extent to which they affect adherence to treatment and to be able to develop more effective social marketing campaigns. Materials and methods . Based on the Health Belief Model (HBM), a scale was gener- ated; three field tests were applied, and it was administered in two regions of Mexico to young people with type 1 diabetes. Tests of reliability, stability, convergence-discrimination and predictive validity were developed. Results. The main predictor is perceived barriers to treatment adherence, followed by self-efficacy to disease control, susceptibility/vulnerability to disease complications and perceived benefits of treatment. Conclusion. This scale may be especially useful for better monitoring young Mexican patients with T1DM and prevent sequelae of disease.