IDEAS home Printed from https://ideas.repec.org/a/ers/journl/vxxivy2021ispecial2p264-277.html
   My bibliography  Save this article

The Relationship between Consumers‘ Characteristics and the Expectations towards a Brand‘s Value

Author

Listed:
  • Magdalena Rzemieniak
  • Joanna Wyrwisz
  • Katarzyn Toborek

Abstract

Purpose: The subject of this article is the identification and evaluation of communicated values and values actually declared by consumers' gender and age. Design/Methodology/Approach: The article presents a research approach based on a literature query and empirical research. Beginning by presenting the essence of both material and non-material values in marketing, the focus is on the values pyramid communicated by brands. The empirical research was conducted by the method of a diagnostic survey using a questionnaire on a representative sample of 1000 respondents. The principal research was preceded by a pilot survey. The research results were statistically processed using the Chi-square test of independence, the Mann–Whitney U test, the Kruskal–Wallis test, post-hoc Dunn test with Benjamini-Hochberg correction. Findings: The research analysis indicates differences in the assessment of declared and expected values towards cosmetic product brands between women and men, in particular concerning functional and life-changing values. The assessment of the declared and expected values also changes depending on age. Substantially different assessment is shown by the group of the youngest respondents. A particular difference is noticeable concerning the aesthetic value, the brand prestige and the heritage, tradition, as well as brand history. Practical Implications: To develop the brand management capability, organizations may benefit from cultivating processes that seek to meet the latent customer needs through explorative and proactive information seeking, and at the same time, pursuing processes that focus on capturing the existing customer and competitor trends in the market. Originality/Value: This study borrows from the existing research on market orientation, branding and brand management to argue that organizations are required to verify the actual expected values towards brands. Enterprises should also verify the consistency of the values declared by brands with those actually expected by consumers.

Suggested Citation

  • Magdalena Rzemieniak & Joanna Wyrwisz & Katarzyn Toborek, 2021. "The Relationship between Consumers‘ Characteristics and the Expectations towards a Brand‘s Value," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 2), pages 264-277.
    • Handle: RePEc:ers:journl:v:xxiv:y:2021:i:special2:p:264-277
    as

    Download full text from publisher

    File URL: https://www.ersj.eu/journal/2223/download
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Melancon, Joanna Phillips & Dalakas, Vassilis, 2018. "Consumer social voice in the age of social media: Segmentation profiles and relationship marketing strategies," Business Horizons, Elsevier, vol. 61(1), pages 157-167.
    2. Magdalena Rzemieniak & Monika Wawer, 2021. "Employer Branding in the Context of the Company’s Sustainable Development Strategy from the Perspective of Gender Diversity of Generation Z," Sustainability, MDPI, vol. 13(2), pages 1-24, January.
    3. Popli, Manish & Ladkani, Radha Mukesh, 2020. "Value Constraining or Value Enabling? The Impact of Business Group Affiliation on Post-Acquisition Performance by Emerging Market Firms," Management and Organization Review, Cambridge University Press, vol. 16(2), pages 261-291, May.
    4. Jyoti Sikka Kainth & Harsh V. Verma, 2011. "Consumption values: scale development and validation," Journal of Advances in Management Research, Emerald Group Publishing Limited, vol. 8(2), pages 285-300, November.
    5. Hsiao-Ching Lee & Wei-Wei Chen & Chih-Wei Wang, 2015. "The role of visual art in enhancing perceived prestige of luxury brands," Marketing Letters, Springer, vol. 26(4), pages 593-606, December.
    6. Donghun Lee & Galen T. Trail & Hyungil H. Kwon & Dean F. Anderson, 2011. "Consumer values versus perceived product attributes: Relationships among items from the MVS, PRS, and PERVAL scales," Sport Management Review, Taylor & Francis Journals, vol. 14(1), pages 89-101, January.
    7. R. J. J. Voorn & G. Veen & T. J. L. Rompay & S. M. Hegner & A. T. H. Pruyn, 2021. "Human values as added value(s) in consumer brand congruence: a comparison with traits and functional requirements," Journal of Brand Management, Palgrave Macmillan, vol. 28(1), pages 48-59, January.
    8. Lee, Donghun & Trail, Galen T. & Kwon, Hyungil H. & Anderson, Dean F., 2011. "Consumer values versus perceived product attributes: Relationships among items from the MVS, PRS, and PERVAL scales," Sport Management Review, Elsevier, vol. 14(1), pages 89-101, February.
    9. Magdalena Rzemieniak & Francesco Iannuli, 2015. "The Effectiveness Of Online Advertising Of Companies In Poland," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 12(2), pages 130-138, December.
    10. Linda D. Hollebeek & Moira K. Clark & Wafa Hammedi & René Arvola, 2021. "Cocreated brand value: theoretical model and propositions," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 413-428, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Moital, Miguel & Bain, Amy & Thomas, Harriet, 2019. "Summary of cognitive, affective, and behavioural outcomes of consuming prestigious sports events," Sport Management Review, Elsevier, vol. 22(5), pages 652-666.
    2. Mohamed Toukabri & Maher Toukabri, 2023. "Football Industry Accounting as a Social and Organizational Practice: from the Implementation of the CSR Process to Integrated Reporting," Systemic Practice and Action Research, Springer, vol. 36(5), pages 725-753, October.
    3. Zhou, Xiaochen & Hanlon, Clare & Robertson, Jonathan & Spaaij, Ramon & Westerbeek, Hans & Hossack, Allison & Funk, Daniel C., 2018. "Dress for fit: An exploration of female activewear consumption," Sport Management Review, Elsevier, vol. 21(4), pages 403-415.
    4. Walsh, Gianfranco & Shiu, Edward & Hassan, Louise M., 2014. "Replicating, validating, and reducing the length of the consumer perceived value scale," Journal of Business Research, Elsevier, vol. 67(3), pages 260-267.
    5. Sandra Krim, 2022. "Conceptualizing the media of artification: a contribution to the theory of artification of luxury brands," Post-Print hal-03675162, HAL.
    6. Kalina Grzesiuk & Dorota Jegorow & Monika Wawer & Anna Głowacz, 2023. "Energy-Efficient City Transportation Solutions in the Context of Energy-Conserving and Mobility Behaviours of Generation Z," Energies, MDPI, vol. 16(15), pages 1-28, August.
    7. Quach, Sara & Septianto, Felix & Thaichon, Park & Mao, Wen, 2022. "Art infusion and functional theories of attitudes toward luxury brands: The mediating role of feelings of self-inauthenticity," Journal of Business Research, Elsevier, vol. 150(C), pages 538-552.
    8. Patrick Klein & Bastian Popp, 2022. "Last-Mile Delivery Methods in E-Commerce: Does Perceived Sustainability Matter for Consumer Acceptance and Usage?," Sustainability, MDPI, vol. 14(24), pages 1-27, December.
    9. Raithatha, Mehul & Popli, Manish, 2022. "Persistence of past: Impact of historical institutions on corporate risk taking," Finance Research Letters, Elsevier, vol. 45(C).
    10. Chailan, Claude, 2018. "Art as a means to recreate luxury brands' rarity and value," Journal of Business Research, Elsevier, vol. 85(C), pages 414-423.
    11. Chaang-Iuan Ho & Tzong-Shyuan Chen & Chin-Pei Li, 2023. "Airbnb’s Negative Externalities from the Consumer’s Perspective: How the Effects Influence the Booking Intention of Potential Guests," Sustainability, MDPI, vol. 15(11), pages 1-28, May.
    12. Monika Wawer & Kalina Grzesiuk & Dorota Jegorow, 2022. "Smart Mobility in a Smart City in the Context of Generation Z Sustainability, Use of ICT, and Participation," Energies, MDPI, vol. 15(13), pages 1-30, June.
    13. Popli, Manish & Raithatha, Mehul & Ahsan, Faisal Mohammad, 2021. "Signaling behavioral intent through better governance: A study of emerging market multinational enterprises," Journal of Business Research, Elsevier, vol. 135(C), pages 697-710.
    14. Shang-Pin Li & Ying-Hsiang Lin & Chih-Cheng Huang, 2022. "Application of the Innovative Model NIPA to Evaluate Service Satisfaction," Sustainability, MDPI, vol. 14(16), pages 1-14, August.
    15. Ridhya Goyal & Gurvinder Kaur, 2023. "Identifying the impact of employer branding in the retention of nurses: the mediating role of organizational culture and career development," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-10, December.
    16. Magdalena Rzemieniak & Monika Wawer, 2021. "Employer Branding in the Context of the Company’s Sustainable Development Strategy from the Perspective of Gender Diversity of Generation Z," Sustainability, MDPI, vol. 13(2), pages 1-24, January.
    17. Bruning, Patrick F. & Alge, Bradley J. & Lin, Hsin-Chen, 2020. "Social networks and social media: Understanding and managing influence vulnerability in a connected society," Business Horizons, Elsevier, vol. 63(6), pages 749-761.
    18. Mina Jo & Jaebin Cha & Jisong Kim, 2022. "The Effects of Tourism Storytelling on Tourism Destination Brand Value, Lovemarks and Relationship Strength in South Korea," Sustainability, MDPI, vol. 14(24), pages 1-16, December.
    19. Koronaki, Eirini & Kyrousi, Antigone G. & Panigyrakis, George G., 2018. "The emotional value of arts-based initiatives: Strengthening the luxury brand–consumer relationship," Journal of Business Research, Elsevier, vol. 85(C), pages 406-413.
    20. Agnieszka Laskowska & Jan Franciszek Laskowski, 2022. "“Silver” Generation at Work—Implications for Sustainable Human Capital Management in the Industry 5.0 Era," Sustainability, MDPI, vol. 15(1), pages 1-25, December.

    More about this item

    Keywords

    Brand value; consumer age; consumer gender; promotion.;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ers:journl:v:xxiv:y:2021:i:special2:p:264-277. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marios Agiomavritis (email available below). General contact details of provider: https://ersj.eu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.