簡易檢索 / 詳目顯示

回結果列表
研究生： 胡氏芳草
Thao, Ho Thi Phuong
論文名稱： Can Referring to Exemplars Trigger Support for Smaller Brands’ Evaluation? The Effects of Category Inference on Brand Evaluation and Brand Choice for Brands from Emerging Economies
Can Referring to Exemplars Trigger Support for Smaller Brands’ Evaluation? The Effects of Category Inference on Brand Evaluation and Brand Choice for Brands from Emerging Economies
指導教授： 高如妃
Kao, Faye Jufei
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所
Institute of International Management
論文出版年： 2015
畢業學年度： 103
語文別： 英文
論文頁數： 125
外文關鍵詞： Categorization, Brands from emerging economies, Category inference, Exemplars, PODs communication, Positioning strategy, Brand evaluation.
相關次數： 點閱：85  下載：1 
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報

    • The last decade witnessed an obvious shift of research from high income, industrialized countries to emerging markets. Nevertheless, this study focuses on the needs of famous brands from emerging or developing countries that wish to expand to more developed markets. By conducting three experiment studies, this research examines the impacts of category inference and the moderating effects of PODs communication on subcategory positioning and consumer evaluation of brands from emerging markets. The results of the first study suggest that in the existing brands’ context, inference from category benefits increases the number of minor subcategory retrieval which in turn, activates more minor brand choices. The analyses of the next two studies reveal that in newly launched brand situation, POPs inferred from category exemplar combined with cultural values communicated as PODs can help generate more positive evaluation for brands positioned in minor subcategories. The managerial implications of these findings for brands from emerging markets are also discussed.

    ABSTRACT I ACKNOWLEDGEMENTS II TABLE OF CONTENTS III LIST OF TABLES VIII LIST OF FIGURES X CHAPTER ONE INTRODUCTION 1 1.1 Research Background. 1 1.1.1 The Positioning Challenges for Brands from Emerging Economies. 1 1.1.2 Problems of Minor Brands. 7 1.2 Category Inference and Positioning. 8 1.3 Research Motivation and Objectives. 9 1.4 Research Gap and Theoretical Contribution. 10 1.5 Research Structure. 12 CHAPTER TWO LITERATURE REVIEW 14 2.1 Frame of Reference in Positioning Strategy. 14 2.2 Category Inference Theory. 16 2.2.1 Category Inference Based on Category Features. 17 2.2.2 Category Inference Based on Category Exemplars. 18 2.3 Hypotheses Development. 20 2.3.1 The Effects of Category Inference Prime on Subcategory Retrieval and Brand Choices for Existing Brands. 20 2.3.2 The Effects of Category Inference on Subcategory Positioning and Brand Evaluation for New Brands from Emerging Markets. 22 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 25 3.1 Conceptual Model. 25 3.2 Summary of Hypotheses. 25 3.3 Study 1. 26 3.3.1 Experiment Design. 26 3.3.2 Product Class Stimuli. 26 3.3.3 Sample Plan for Pre-test and Main Study. 27 3.3.4 Category Inference Mamipulations. 28 3.3.5 Construct Measurement. 30 3.4 Study 2. 31 3.4.1 Experiment Design. 31 3.4.2 Brand Stimuli. 32 3.4.3 Sample Plan for Pre-test and Main Study. 33 3.4.4 Positioning Message Manipulations. 33 3.4.5 Manipulation Checks and Procedure. 35 3.4.6 Construct Measurement. 36 3.4.7 Control Variables. 38 3.5 Study 3. 39 3.5.1 Experiment Design. 39 3.5.2 Region Selection as Cultural Distance. 39 3.5.3 Sample Plan. 40 3.6 Personal Information of Participants. 40 3.7 Data Analysis Procedure. 40 CHAPTER FOUR RESEARCH RESULTS AND DISCUSSION 42 4.1 Pilot Study 1. 42 4.1.1 Demographic Information. 42 4.1.2 Factor Analysis and Reliability Test. 43 4.1.3 Major and Minor Subcategory Classification. 44 4.1.4 Major and Minor Brand Classification. 46 4.2 Study 1. 46 4.2.1 Demographic Information and Data Collection Procedure. 46 4.2.2 Factor Analysis and Reliability Test. 48 4.2.3 Split Consumers Based on Self-Described Knowledge. 49 4.2.4 Major and Minor Subcategory Counting. 49 4.2.5 Major and Minor Brand Classification. 50 4.2.6 Testing Hypotheses 1. 50 4.2.7 Testing Hypotheses 2. 52 4.2.8 Discussion. 55 4.3 Pilot Study 2. 55 4.3.1 Manipulation Check. 56 4.3.2 Demographic Information. 56 4.3.3 Reliability Test. 57 4.3.4 Estimating Sample Size for Main Study. 58 4.4 Study 2. 60 4.4.1 Demographic Information and Data Collection Procedure. 60 4.4.2 Reliability Test. 61 4.4.3 Manipulation Check. 63 4.4.4 Testing Hypothesis 3. 64 4.4.5 Testing Hypothesis 4. 66 4.4.6 Testing Hypothesis 5. 69 4.4.7 Testing Hypothesis 6. 73 4.4.8 Alternative Dependent Variables. 74 4.4.9 Discussion. 78 4.5 Study 3. 80 4.5.1 Participants and Data Collection. 80 4.5.2 Measurement of Cultural Distance in Psychology. 82 4.5.3 Testing Hypothesis 7. 83 4.5.4 Discussion. 85 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 87 5.1 Research Conclusions. 87 5.2 Research Discussion and Implications. 88 5.2.1 Theoretical Implication. 88 5.2.2 Managerial Implications. 92 5.3 Research Limitations and Suggestions for Future Studies. 94 REFERENCES 96 APPENDICES 99 Appendix 1: Antabax Products with Halal Label 99 Appendix 2: Research Consent Form 99 Appendix 3: Questionnaire for Study 1 100 Questionnaire 1 (Category Benefit Prime) 100 Questionnaire 2 (Category Exemplar Prime) 103 Appendix 4: Advertisement Manipulation for Study Two. 104 Appendix 5: Questionnaire for Study 2 and 3. 109 Appendix 6: Counting List of Subcategory Recall in Pilot Study 1 before Judging 112 Appendix 7: Counting List of Brand Recall in Pilot Study 1 113 Appendix 8: Frequency Analysis of Consumer Knowledge in Study 1 114 Appendix 9: Counting List of Brand Recall in Study 1 115 Appendix 10 - Results of Chi-Square Test for Minor Brand Choices under the effect of 2 Consumer Knowledge x 2 Retrieval Prime in Study 1 119 Appendix 11 - Results of Crosstab Analysis for Category Exemplar Manipulation Check in Pilot Study 2 120 Appendix 12 - Results of Crosstab Analysis for Category Benefit Manipulation Check in Pilot Study 2 121 Appendix 13 - Results of Crosstab Analysis for PODs Manipulation Check in Pilot Study 2 123 Appendix 14 - Results of Chi-Square Test for the Interactive Effect of PODs Communication and Category Inference on Minor Subcategory Positioning in Study 2. 124 Appendix 15 – Trung Nguyen Advertisement Referred to Starbucks in the US Market 125

    Alba, J. W., & Chattopadhyay, A. (1985). Effects of context and part-category cues on recall of competing brands. Journal of Marketing Research, 22(0), 340-349.
    Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(0), 411-454.
    Anderson, J. C., Narus, J. A., & Van Rossum, W. (2006). Customer value propositions in business markets. Harvard Business Review, 84(3), 90.
    Barwise, P., & Meehan, S. (2004). Simply better: Winning and keeping customers by delivering what matters most. USA: Harvard Business Press.
    Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12(1), 1-16.
    Burgess, S. M., & Steenkamp, J.-B. E. (2006). Marketing renaissance: How research in emerging markets advances marketing science and practice. International Journal of Research in Marketing, 23(4), 337-356.
    Campbell, M. C., & Goodstein, R. C. (2001). The moderating effect of perceived risk on consumers’ evaluations of product incongruity: Preference for the norm. Journal of Consumer Research, 28(3), 439-449.
    Celhay, F., & Passebois, J. (2011). Wine labelling: Is it time to break with tradition? A study of the moderating role of perceived risk. International Journal of Wine Business Research, 23(4), 318-337.
    Celhay, F., & Trinquecoste, J. F. (2014). Package graphic design: Investigating the variables that moderate consumer response to atypical designs. Journal of Product Innovation Management, 12(0), 3-19.
    Charters, S., & Spielmann, N. (2014). Characteristics of strong territorial brands: The case of champagne. Journal of Business Research, 67(7), 1461-1467.
    Cohen, J. (1977). Statistical power analysis for the behavioral sciences. England: Lawrence Erlbaum Associates, Inc.
    Cohen, J. B., & Basu, K. (1987). Alternative models of categorization: Toward a contingent processing framework. Journal of Consumer Research, 13(4), 455-472.
    Day, G. S., Shocker, A. D., & Srivastava, R. K. (1979). Customer-oriented approaches to identifying product-markets. The Journal of Marketing, 43(4), 8-19.
    Evrard, Y., & Aurier, P. (1996). Identification and validation of the components of the person-object relationship. Journal of Business Research, 37(2), 127-134.
    Gardner, M. P. (1983). Advertising effects on attributes recalled and criteria used for brand evaluations. Journal of Consumer Research, 10(3), 310-318.
    Graeff, T. R., & Olson, J. C. (1994). Consumer inference as part of product comprehension. Advances in Consumer Research, 21(0), 201-201.
    Gregan-Paxton, J., Hoeffler, S., & Zhao, M. (2005). When categorization is ambiguous: Factors that facilitate the use of a multiple category inference strategy. Journal of Consumer Psychology, 15(2), 127-140.
    Hekkert, P., Snelders, D., & Wieringen, P. C. (2003). ‘Most advanced, yet acceptable’: Typicality and novelty as joint predictors of aesthetic preference in industrial design. British Journal of Psychology, 94(1), 111-124.
    Hekkert, P., & Wieringen, P. (1990). Complexity and prototypicality as determinants of the appraisal of cubist paintings. British Journal of Psychology, 81(4), 483-495.
    Henderson, M. D., Fujita, K., Trope, Y., & Liberman, N. (2006). Transcending the" here": The effect of spatial distance on social judgment. Journal of Personality and Social Psychology, 91(5), 845.
    Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
    Kardes, F. R. (1988). Spontaneous inference processes in advertising: The effects of conclusion omission and involvement on persuasion. Journal of Consumer Research, 15(0), 225-233.
    Kardes, F. R., Posavac, S. S., & Cronley, M. L. (2004). Consumer inference: A review of processes, bases, and judgment contexts. Journal of Consumer Psychology, 14(3), 230-256.
    Keller, K. L., Parameswaran, M., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. USA: Pearson Education India.
    Keller, K. L., Sternthal, B., & Tybout, A. (2002). Three questions you need to ask about your brand. Harvard Business Review, 80(9), 80-89.
    Khanna, T., & Palepu, K. (1999). The right way to restructure conglomerates in emerging markets. Harvard Business Review, 77(0), 125-135.
    Kirk, R. E. (1982). Experimental design. USA: Wiley Online Library.
    Kotler, P. (2012). Kotler on marketing. NJ, USA: Simon and Schuster.
    Kumar, N., & Steenkamp, J.-B. E. (2013). Brand breakout: How emerging market brands will go global. USA: Palgrave MacMillan.
    Lajos, J., Katona, Z., Chattopadhyay, A., & Sarvary, M. (2009). Category activation model: A spreading activation network model of subcategory positioning when categorization uncertainty is high. Journal of Consumer Research, 36(1), 122-136.
    Leder, H., & Carbon, C. C. (2005). Dimensions in appreciation of car interior design. Applied Cognitive Psychology, 19(5), 603-618.
    Maass, A., Colombo, A., Colombo, A., & Sherman, S. J. (2001). Inferring traits from behaviors versus behaviors from traits: The induction–deduction asymmetry. Journal of Personality and Social Psychology, 81(3), 391.
    Martindale, C., Moore, K., & Anderson, K. (2005). The effect of extraneous stimulation on aesthetic preference. Empirical Studies of the Arts, 23(2), 83-91.
    Medin, D. L., & Schaffer, M. M. (1978). Context theory of classification learning. Psychological review, 85(3), 207-238.
    Nedungadi, P. (1990). Recall and consumer consideration sets: Influencing choice without altering brand evaluations. Journal of Consumer Research, 17(3), 263-276.
    Nedungadi, P., Chattopadhyay, A., & Muthukrishnan, A. (2001). Category structure, brand recall, and choice. International Journal of Research in Marketing, 18(3), 191-202.
    Paharia, N., Avery, J., & Keinan, A. (2014). Positioning brands against large competitors to increase sales. Journal of Marketing Research, 51(6), 647-656.
    Rouder, J. N., & Ratcliff, R. (2006). Comparing exemplar-and rule-based theories of categorization. Current Directions in Psychological Science, 15(1), 9-13.
    Samukkeetham, S. (2010). How independence coffee house survived in Taiwan coffee war. Coffee T&I, 19, 10-12.
    Sheth, J. N. (2011). Impact of emerging markets on marketing: Rethinking existing perspectives and practices. Journal of Marketing, 75(4), 166-182.
    Simmons, C. J., & Lynch Jr, J. G. (1991). Inference effects without inference making? Effects of missing information on discounting and use of presented information. Journal of Consumer Research, 17(4), 477-491.
    Stapel, D. A., Koomen, W., & Velthuijsen, A. S. (1998). Assimilation or contrast?: Comparison relevance, distinctness, and the impact of accessible information on consumer judgments. Journal of Consumer Psychology, 7(1), 1-24.
    Sujan, M. (1985). Consumer knowledge: Effects on evaluation strategies mediating consumer judgments. Journal of Consumer Research, 12(1), 31-46.
    Sujan, M., & Dekleva, C. (1987). Product categorization and inference making: Some implications for comparative advertising. Journal of Consumer Research, 14(3), 372-378.
    Trabasso, T., & Bower, G. H. (1975). Attention in learning: Theory and research. New York: Krieger Pub Co.
    Trope, Y., & Liberman, N. (2010). Construal-level theory of psychological distance. Psychological Review, 117(2), 440-463.
    Walters, P. G., & Samiee, S. (2003). Marketing strategy in emerging markets: The case of China. Journal of International Marketing, 11(1), 97-106.
    Yamauchi, T., & Markman, A. B. (2000). Inference using categories. Journal of Experimental Psychology: Learning, Memory, and Cognition, 26(3), 776-795.
    Zhang, S., Kardes, F. R., & Cronley, M. L. (2002). Comparative advertising: Effects of structural alignability on target brand evaluations. Journal of Consumer Psychology, 12(4), 303-311.

    下載圖示 校內：2020-08-10公開
    校外：2020-08-10公開
    QR CODE