Niklas Bondesson

Understanding price premium for grocery products: a conceptual model of customer-based brand equity

Purpose – This paper seeks to develop a framework for understanding what drives customer‐based brand equity and price premium for grocery products.Design/methodology/approach – The paper reviews empirical studies made within the area of brand equity and studies of grocery products. It compares and analyses the results from an explorative and qualitative field study with previous research on brand equity and food quality.Findings – The study finds that brand equity and price premium focusing on the grocery sector specifically highlights the role of uniqueness, together with the four traditionally basic dimensions of brand equity proposed: awareness, qualities, associations and loyalty. Relevant brand associations (origin, health, environment/animal friendliness, organisational associations and social image), and quality attributes (taste, odour, consistency/texture, appearance, function, packaging and ingredients) specific to groceries are identified and proposed for future measurement scales and model val...

Consumer advertising as a signal of employer attractiveness

This paper deals with the extended audience of advertising. More specifically, it examines how consumer advertising influences the attractiveness of a corporate brand as a potential employer. The results from two experimental studies show that creative advertising signals brand ability, and enhances perceptions of development (Study 1 and 2) and reputation value (Study 2) offered by the brand to employees. Mediation analysis shows that this, in turn, has a positive impact on the overall attractiveness of the brand as an employer. The findings contribute to the growing literature on different stakeholder reactions to consumer advertising and offer a broader picture of how advertising contributes to firm performance, beyond influencing consumers.