Branded Versus Non-Branded: Differences in Consumer Preferences

Antonio Iazzi and Savino Santovito

International Journal of Marketing Studies, 2016, vol. 8, issue 1, 57-71

Abstract: Although brands can signal reputation and serve as proxies for trust, consumer preferences for attributes may differ for branded and non-branded products. The authors of this paper test this hypothesis using data from a particular experiment conducted with Italian jeans¡¯ consumers. The results indicate that consumers appear uncertain when there is an absence of a brand; non-brand-oriented consumers ascribe greater importance to the attributes of a product, with emphasis on those that relate to the product model (fit, comfort, design). Price is important for both types of consumers. Factor and cluster analyses permit identification of elements for the positioning strategies of brand and non-branded products. For marketing managers, it is important to know the consumer¡¯s perception of the product¡¯s characteristics and, accordingly, adopt specific communication and positioning strategies.

Keywords: brand; consumer behaviour; purchase drivers; jeans (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.ccsenet.org/journal/index.php/ijms/article/view/54843/30464 (application/pdf)
http://www.ccsenet.org/journal/index.php/ijms/article/view/54843 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:8:y:2016:i:1:p:57-71

Access Statistics for this article

More articles in International Journal of Marketing Studies from Canadian Center of Science and Education Contact information at EDIRC.
Bibliographic data for series maintained by Canadian Center of Science and Education ().