The Influence of the Company Name in Consumer Variety Seeking

Junsong Chen and Stanley J. Paliwoda
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Junsong Chen: China Europe International Business School

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Abstract: Research traditionally regards the product attribute as the determinant in consumers' variety seeking. Research has focused mainly on examining variety seeking in the brands used, and assumes that consumers can clearly appreciate the product attributes and identify the variety they need. Therefore these theories do not incorporate the influence of the company name in the consumers' decision to purchase a brand. It is believed, however, that consumers' information processing is different when purchasing an unknown brand. In this paper, an attempt is made to explore what factors affect consumers' reliance on the company name — that is, the name of the corporation alone — in their decision to purchase a brand that has not been previously purchased.

Keywords: brand; valuation; equity; electronic; management; e-branding; e-tailing; international; Internet; marketing; measurement; personality; consumers; advertising; fast moving; consumer goods; FMCG; brand-building; strategy (search for similar items in EconPapers)
Date: 2004-02-01
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Published in BM, Journal of Brand Management, 2004, 11 (3), 219-231 p. ⟨10.1057/palgrave.bm.2540168⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02312269

DOI: 10.1057/palgrave.bm.2540168

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