Assessing Antecedents of Brand Image and Brand Love
Assessing Antecedents of Brand Image and Brand Love in Hedonic Products A Comparative Study: USA and MEXICO Dr. Silvia Cacho-Elizondo Dr. Tracy Kizer IPADE Business School Dr. Mary Conway Dato-on Crummer Graduate School of Business, Rollins College
Agenda 1. Research Objectives 2. Theoretical Framework 3. Conceptual Model 4. Methodology 5. Sample Profile 6. Main Results 7. Discussion 8. Limitations & Future Research
Research Objectives Examine impact of consumer knowledge, experience, experience and attitudes on attitudes brand image & brand love for love an hedonic product, in this study, towards a favorite tequila brand. , • Both dependent variables are key constructs in explaining brand loyalty and word-of mouth communications (Keller 1993). loyalty word-of mouth communications Assess antecedents & differences among tequila consumers comparing two samples in USA and Mexico. Premise: Human decision-making is often an unconscious process; when a consumer purchases a hedonic product/brand, there are many features or attributes playing in complex combinations & influencing the buying decision process.
Theoretical Framework Brand Love Degree of passionate emotional attachment a satisfied consumer has for a particular trade name (Carroll and Ahuvia (2006) • Includes passion for the brand, attachment to the brand, positive evaluation of the brand, positive emotions in response to the brand, and declarations of love for the brand. Brand Image Set of associations linked to the brand in consumers´ minds, where meaning is constructed along two different paths – physical & psychological (Keller 1993) • Antecedents: Brand knowledge, brand experience and brand attitudes. The expected outcomes of a positive brand image are: loyalty and recommendation by word-of-mouth • (Zeithaml, Berry & Parasuraman, 1996; Carroll & Ahuvia, 2006).
Theoretical Framework Effects of Knowledge, Experience and Attitudes on Brand Image & Brand Love Two dimensions of Consumer Knowledge: distinguished by familiarity or product-related consumption (Muthukrishnan & Weitz, 1991) and product knowledge or product knowledge subjective expertise Research on Consumer Sophistication suggests that: Consumers may possess varying degrees of skills, knowledge and experience that impact their expectations and assessment of a product (Garry, 2007).
Conceptual Model Tequila Brand Experience H 1 Tequila Brand Attitudes Tequila Brand Image H 3 Tequila Brand Experience H 4 Tequila Brand Love H 2 Tequila Brand Knowledge Tequila Brand Experience is positively related to: H 1: Attitudes towards the brand H 2: Tequila knowledge H 3: Tequila brand image H 4: Tequila brand love
Conceptual Model Tequila Brand Knowledge H 1 Tequila Brand Attitudes Tequila Brand Image H 3 Tequila Brand Experience H 5 H 2 Tequila Brand Knowledge H 6 Tequila Brand Love H 4 H 7 Tequila Brand Knowledge is positively related to: H 5: Attitudes towards the brand H 6: Tequila brand image H 7: Tequila brand love
Conceptual Model Tequila Brand Attitudes H 1 Tequila Brand Attitudes H 8 Tequila Brand Image H 6 H 3 Tequila Brand Experience H 5 H 2 Tequila Brand Knowledge H 9 Tequila Brand Love H 4 H 7 H 8: Attitude towards the brand is positively related to brand image. H 9: Brand image is positively related to brand love.
Conceptual Model Full Model H 1 Tequila Brand Attitudes H 8 Tequila Brand Image H 6 H 3 Tequila Brand Experience H 5 H 2 Tequila Brand Knowledge H 9 Tequila Brand Love H 4 H 7
Methodology Data Collection and Measurement Two independent online surveys administered Mexico and USA, between July and November 2016. Survey collection methods • Market research companies offering consumer panels • Current MBA students, and • Alumni databases from the universities participating in this research. Respondents asked to recall and declare their favorite tequila brand think of this brand as they responded to subsequent questions. • The study was based on the favorite tequila brands cited by respondents
Sample Profile USA: 348 MEX: 556 USA: 50% females 50% MEX: 82% females 82% USA: 76% Bachelor’s or Master’s Degree Average MEX: 99. 4% Master’s degree MEX: 47. 36 (s. d. = 14. 84) USA: 46. 86 (s. d. = 8. 62)
Multigroup SEM Results Fit Statistics Chi 2 (df) p GFI NFI CFI RMSEA RMR Standardized Path Estimates Path H 1: Tequila Experience --> Tequila Attitude H 2: Tequila Experience --> Tequila Knowledge H 3: Tequila Experience --> Brand Image H 4: Tequila Experience --> Brand Love H 5: Tequila Knowledge --> Tequila Attitude H 6: Tequila Knowledge --> Brand Image Pooled Data N = 998 4. 993 (1) 0. 025 0. 998 0. 065 0. 004 Pooled Data N = 998 0. 723*** Mexico Sample N = 558 4. 585 (1) 0. 032 0. 997 0. 994 0. 995 0. 08 0. 003 USA Sample N = 398 2. 603 (1) 0. 107 0. 998 0. 999 0. 064 0. 004 Mexico Sample N = 558 USA Sample N = 398 0. 647*** 0. 561*** 0. 489*** 0. 090** 0. 742*** -0. 01 0. 113*** 0. 157*** 0. 159*** -0. 104* 0. 230*** 0. 066** 0. 078** 0. 079* 0. 069* -0. 035 H 7: Tequila Knowledge --> Brand Love 0. 063** 0. 051* H 8: Tequila Attitude --> Brand Image 0. 317*** 0. 185*** H 9: Brand Image --> Brand Love 0. 705*** 0. 295*** * p <. 05; ** p < 0. 01; *** p < 0. 001; bolded values = not significant 0. 185*** -0. 017 0. 477*** 0. 655***
Main Results Full sample that all paths, paths with the exception of the path from tequila experience to brand image, were significant and in expected direction. Model holds for both US and Mexican consumers with the consumers exception of two paths: • • USA: Mexico: Tequila Knowledge Brand Love Tequila Knowledge Brand Image The insignificant paths suggests the relationships among these variables are different for consumers in each country. Brand Knowledge is not enough to influence Brand love, love Brand Experience is Brand Experience a necessary component.
Discussion Tequila Experience - number of important effects: Category experience necessary component of Brand Love. Category experience - greatest impact of brand attitudes (B >0. 6) Category experience influences knowledge for US consumers much more so than Mexican consumers. And because knowledge is essential for Brand Love in US consumers, tequila experience is essential. • Category experience - greater impact for Mexican, than US consumers ( B < 0. 00) • • • Brand Knowledge - not enough to influence brand love, influence on both the mediating and depending variables. limited Tequila Knowledge Brand image is important to US Consumers Tequila Attitude Brand Image important for both groups, US stronger Brand Image Brand Love important for both groups, US stronger
Discussion Optimal Path for Brand Love For USA & MEXICO 0. 317, pooled 0. 185, Mexico 0. 477, US 0. 723, pooled 0. 647, Mexico 0. 561, USH 1 Tequila Brand Attitudes H 8 Tequila Brand Image H 6 H 3 Tequila Brand Experience H 5 H 2 Tequila Brand Knowledge 0. 705, pooled 0. 295, Mexico H 90. 655, US Tequila Brand Love H 4 H 7
Limitations & Future Research Limitations • Challenge of model • Representative of tequila consumers? – especially in growth segment. Future Research • Investigate conditions under which brand image and brand love could be good predictors of brand loyalty and word-ofmouth recommendations • Examine other differences across geographical markets including consumption and purchase preferences.
Thanks! Dr. Silvia Cacho-Elizondo Dr. Tracy Kizer IPADE Business School Dr. Mary Conway Dato-on Crummer Graduate School of Business, Rollins College
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Theoretical Framework Conceptual Model impacting Tequila´s Brand Image and Brand Love
Field Research Tequila consumption is consumption growing & becoming a widespread hedonic product enjoyed by a wider socio-economic range of increasingly sophisticated consumers. Research goal: § Guide distillers and distributors on marketing strategies, in both local and international markets. § Gain insight on how consumers make purchase decisions and how tequila brand perceptions are formed.
Research Model Hypotheses H 1: Tequila brand experience is positively related to attitude towards tequila, regardless of consumer’s country of origin. H 2: Tequila brand experience is positively related to tequila knowledge, regardless of consumer’s country of origin. H 3: Tequila brand experience is positively related to brand image, regardless of consumer’s country of origin. H 4: Tequila brand experience is positively related to brand love, regardless of consumer’s country of origin. H 5: Tequila brand knowledge is positively related attitudes towards tequila, regardless of consumer’s country of origin. H 6: Tequila brand knowledge is positively related to brand image, regardless of consumer’s country of origin. H 7: Tequila brand knowledge is positively related to brand love, consumer’s country of origin. regardless of H 8: Favorable attitudes towards tequila is positively related to brand image, regardless of consumer’s country of origin. H 9: Favorable brand image is positively related to brand love, regardless of consumer’s country of origin.
Methodology Scales and Reliability Scores Brand Love (BL) Brand Image (BI) • Brand Love: 10 -items scale developed by Carroll and Ahuvia (2006). • Cronbach alpha: 0. 748. • Favorite brand is: Trustworthy, Reliable, Likeable, A very good brand, and very attractive (Woisetschlager, 2007) • Cronbach alpha: 0. 945
Methodology Scales and Reliability Scores Tequila Knowledge (TK) Tequila Experience (TE) Attitude toward Tequila (AT) • Rate knowledge relative to other people, to most of their friends, and compared to their families (Bloch, Ridgway, & Sherrell, 1989) • Cronbach alpha: 0. 948. • Four items (Murray, 1985), one removed • Cronbach alpha: 0. 855. • Drinking tequila: pleasant, good, and desirable (Howard and Gengler 2001) • Cronbach alpha: 0. 890.
Analysis & Results Multi-group analysis with model comparisons between: pooled data, Mexico and USA. • A single model configured for two groups. Allows comparison path coefficients between groups, and compare means and intercepts Groups compared based on unstandardized estimates
Main Results Correlation Analysis and Descriptive Statistics Mean (S. D. ) TK Tequila Knowledge (TK) 3. 08 (. 84) 1. 00 Tequila Experience (TE) 3. 51 (. 90) 0. 49 1. 00 Brand Love (BL) 3. 45 (. 66) 0. 26 0. 33 1. 00 Brand Image (BI) 3. 63 (. 72) 0. 20 0. 26 0. 75 1. 00 Attitude Towards Tequila (AT) 3. 88 (. 76) 0. 27 0. 76 0. 32 0. 34 1. 00 TE BL BI AT
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