IDEAS home Printed from https://ideas.repec.org/a/bpj/econoa/v18y2024i1p10n1.html

Bridging Brand Parity with Insights Regarding Consumer Behavior

Author

Listed:
  • Turunç Ömer

    (Business Administration Department, Antalya Bilim University, Ciplakli District, Akdeniz Boulevard, 07190, Antalya, Turkey)

  • Karayalçın Cem

    (Business Administration Department, Antalya Bilim University, Ciplakli District, Akdeniz Boulevard, 07190, Antalya, Turkey)

Abstract

Previous research has investigated some of the relationships among brand parity (BP), brand image (BI), brand satisfaction (BS), and brand loyalty (BL). However, there is not a model investigating all of them in a single conceptual model. Based on information processing theory, the first aim of the article is to investigate the important, direct effect relationships among these variables. Moreover, scant information is available regarding the moderating role of BP. Consequently, the second purpose of the study is to test the moderating effect of BP regarding the effect of BI on BL and BS on BL. The data were collected from customers of chain stores in Antalya. The results supported the positive, direct effect of BI on BS and BL, plus BS on BL. There were no direct and moderating effects of BP. Based on the microeconomic behavior of consumers and because of the bounded rationality of consumers, as BP rises, consumers’ decisions are not affected regarding the effect of BI on BL and BS on BL. This is an important insight that brands should consider in terms of points of parity associations that affect consumers’ decision-making process and create a brand-loyal customer base.

Suggested Citation

  • Turunç Ömer & Karayalçın Cem, 2024. "Bridging Brand Parity with Insights Regarding Consumer Behavior," Economics - The Open-Access, Open-Assessment Journal, De Gruyter, vol. 18(1), pages 1-10, January.
    • Handle: RePEc:bpj:econoa:v:18:y:2024:i:1:p:10:n:1
    DOI: 10.1515/econ-2022-0054
    as

    Download full text from publisher

    File URL: https://doi.org/10.1515/econ-2022-0054
    Download Restriction: no
    File URL: https://libkey.io/10.1515/econ-2022-0054?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Alvarez González, Luis Julián, 2008. "What Do Micro Price Data Tell Us on the Validity of the New Keynesian Phillips Curve?," Economics - The Open-Access, Open-Assessment E-Journal (2007-2020), Kiel Institute for the World Economy, vol. 2, pages 1-36.
    2. Chenavaz, Régis, 2016. "Dynamic pricing with reference price dependence," Economics - The Open-Access, Open-Assessment E-Journal (2007-2020), Kiel Institute for the World Economy, vol. 10, pages 1-17.
    3. Perrewé, Pamela L. & Hochwarter, Wayne A. & Rossi, Ana Maria & Wallace, Alan & Maignan, Isabelle & Castro, Stephanie L. & Ralston, David A. & Westman, Mina & Vollmer, Guenther & Tang, Moureen & Wan, P, 2002. "Are work stress relationships universal? A nine-region examination of role stressors, general self-efficacy, and burnout," Journal of International Management, Elsevier, vol. 8(2), pages 163-187.
    4. Anupreet Kaur Mokha, 2021. "Brand Equity, Brand Satisfaction, and Brand Loyalty: A Study of Select E-Commerce Industry," International Journal of Online Marketing (IJOM), IGI Global Scientific Publishing, vol. 11(3), pages 34-50, July.
    5. McAfee, R. Preston, 2007. "Pricing Damaged Goods," Economics - The Open-Access, Open-Assessment E-Journal (2007-2020), Kiel Institute for the World Economy, vol. 1, pages 1-19.
    6. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 595-600, March.
    7. Iyer, Rajesh & Muncy, James A., 2005. "The Role of Brand Parity in Developing Loyal Customers," Journal of Advertising Research, Cambridge University Press, vol. 45(2), pages 222-228, June.
    8. Zhenyu Hu & Xin Chen & Peng Hu, 2016. "Technical Note—Dynamic Pricing with Gain-Seeking Reference Price Effects," Operations Research, INFORMS, vol. 64(1), pages 150-157, February.
    9. Henderson, Geraldine R. & Iacobucci, Dawn & Calder, Bobby J., 1998. "Brand diagnostics: Mapping branding effects using consumer associative networks," European Journal of Operational Research, Elsevier, vol. 111(2), pages 306-327, December.
    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. Chenavaz, Régis & Paraschiv, Corina, 2018. "Dynamic pricing for inventories with reference price effects," Economics - The Open-Access, Open-Assessment E-Journal (2007-2020), Kiel Institute for the World Economy, vol. 12, pages 1-16.
    2. Chandon, Jean-Louis & Laurent, Gilles & Lambert-Pandraud, Raphaëlle, 2022. "Battling for consumer memory: Assessing brand exclusiveness and brand dominance from citation-list," Journal of Business Research, Elsevier, vol. 145(C), pages 468-481.
    3. Sojin Jung & Stacy H. Lee, 2022. "The buffering effect of continuous corporate social responsibilities engagement on negative consumer responses toward brand crises," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(5), pages 1636-1646, September.
    4. Anton, Ramona & Chenavaz, Régis Y. & Paraschiv, Corina, 2023. "Dynamic pricing, reference price, and price-quality relationship," Journal of Economic Dynamics and Control, Elsevier, vol. 146(C).
    5. Mike Friedman & Thomas Leclercq, 2015. "Brand Discrimination: An Implicit Measure of the Strength of Mental Brand Representations," PLOS ONE, Public Library of Science, vol. 10(3), pages 1-24, March.
    6. Salgado Alfredo, 2022. "Regulation through Reference Prices," Working Papers 2022-05, Banco de México.
    7. Alfredo Salgado-Torres, 2024. "Regulation through reference prices/Regulación a través de precios de referencia," Estudios Económicos, El Colegio de México, Centro de Estudios Económicos, vol. 39(1), pages 159-201.
    8. Bertrand Crettez & Naila Hayek & Georges Zaccour, 2020. "Existence and characterization of optimal dynamic pricing strategies with reference-price effects," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 28(2), pages 441-459, June.
    9. Bolton, Ruth N. & Gustafsson, Anders & Tarasi, Crina O. & Witell, Lars, 2022. "Managing a Global Retail Brand in Different Markets: Meta-Analyses of Customer Responses to Service Encounters," Journal of Retailing, Elsevier, vol. 98(2), pages 294-314.
    10. Yao, Fang, 2016. "A Note On Increasing Hazard Functions And The Monetary Transmission Mechanism," Macroeconomic Dynamics, Cambridge University Press, vol. 20(1), pages 446-459, January.
    11. Zenker, Sebastian & Braun, Erik & Petersen, Sibylle, 2017. "Branding the destination versus the place: The effects of brand complexity and identification for residents and visitors," Tourism Management, Elsevier, vol. 58(C), pages 15-27.
    12. Victor F. Araman & Bassam Fayad, 2021. "Intertemporal Price Discrimination with Time-Varying Valuations," Operations Research, INFORMS, vol. 69(1), pages 245-265, January.
    13. Berthon, Pierre & Pitt, Leyland F. & Campbell, Colin, 2009. "Does brand meaning exist in similarity or singularity?," Journal of Business Research, Elsevier, vol. 62(3), pages 356-361, March.
    14. Maria Ángeles Alcaide González & Elena De La Poza Plaza & Natividad Guadalajara Olmeda, 2020. "The impact of corporate social responsibility transparency on the financial performance, brand value, and sustainability level of IT companies," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(2), pages 642-654, March.
    15. Yan, Xiaoming & Chao, Xiuli & Lu, Ye, 2024. "Optimal control policies for dynamic inventory systems with service level dependent demand," European Journal of Operational Research, Elsevier, vol. 314(3), pages 935-949.
    16. Yao, Fang, 2009. "Real and nominal rigidities in price setting: A bayesian analysis using aggregate data," SFB 649 Discussion Papers 2009-057, Humboldt University Berlin, Collaborative Research Center 649: Economic Risk.
    17. T. Tony Ke & Jiwoong Shin & Jungju Yu, 2023. "A Model of Product Portfolio Design: Guiding Consumer Search Through Brand Positioning," Marketing Science, INFORMS, vol. 42(6), pages 1101-1124, November.
    18. Baştuğ, Sedat & Şakar, Gül Denktaş & Gülmez, Seçil, 2020. "An application of brand personality dimensions to container ports: A place branding perspective," Journal of Transport Geography, Elsevier, vol. 82(C).
    19. Yi He & Qimei Chen & Dana L. Alden, 2016. "Time will tell: managing post-purchase changes in brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 791-805, November.
    20. Per Åsberg & Henrik Uggla, 2019. "Introducing multi-dimensional brand architecture: taking structure, market orientation and stakeholder alignment into account," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 483-496, September.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • D29 - Microeconomics - - Production and Organizations - - - Other
    • 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

    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:bpj:econoa:v:18:y:2024:i:1:p:10:n:1. 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: Peter Golla (email available below). General contact details of provider: https://www.degruyterbrill.com .

    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.