ORCID Profile
0000-0002-3742-4638
Current Organisation
University of South Australia
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Publisher: SAGE Publications Ltd
Date: 2022
Publisher: Emerald
Date: 11-04-2016
Abstract: This paper aims to show that strength-based theories of memory provide only a partial description of how consumers retrieve brands from memory. Dual-process theories of memory such as the Source of Activation Confusion (SAC) model provide a more robust explanation of brand retrieval by accounting for the separate effects of brand familiarity and category knowledge. This paper examines brand image associations for 27 brands in three product categories using marketing field data. The authors apply a quasi-experimental approach to ide respondents into four groups based on their levels of brand familiarity and category knowledge. The authors compare brand retrieval for each group to test whether the SAC model, a dual-process theory of memory, or traditional strength-based theories of memory better explain brand retrieval. Familiar brands are harder to remember when consumers know more about the product category. This effect cannot be explained by strength-based theories of memory, but it is a prediction of the SAC model. This outcome is a critical test that discriminates between competing theories of brand retrieval. Researchers may draw on the SAC model to identify new ways of analysing brand image data to better understand how consumers retrieve brands from memory. This includes, above all, developing methods to separately measure the effects of brand familiarity and category knowledge. To maximise the chance that consumers will remember brands, managers of highly familiar brands should avoid promoting category knowledge through their branding and communications strategies. By contrast, managers of less familiar brands should promote category knowledge by linking their brand to episodes of category consumption. This work illustrates that a quasi-experimental approach can be used to extend quantitative psychological models from laboratory experiments to marketing field data. It also illustrates the use of a critical empirical test to discriminate between competing theories in marketing.
Publisher: SAGE Publications
Date: 11-2017
DOI: 10.1016/J.AUSMJ.2017.11.003
Abstract: The Natural Monopoly is a robust empirical generalisation that describes the tendency for more popular brands to attract light users of the product category. This study shows that this pattern can also explain the underlying ‘trade-off’ between associations that consumers hold in memory for a specific brand vs. other brands, given the same range of category cues or category entry points (e.g., purchase or consumption situations, core benefits etc.). Specifically, the Natural Monopoly can be extended to explain that consumers with limited knowledge of brands are more likely to memorise associations primarily in relation to the most popular brands of the category, which ‘monopolise’ category entry points. This is confirmed with broadly consistent results across three data sets, multiple time-periods and a total of six categories (including CPGs, services and mobile applications). As such, this study significantly expands the generalisability of the Natural Monopoly empirical law by showcasing it as a ‘tool’ to extend knowledge on brand image associations. The results also yield important practical implications for growing a brand's mental availability. For the most popular brands, the outcomes of this study highlight the relevance of reaching out to consumers with limited knowledge of brands within the same category for the least popular brands, they indicate the importance of building associations with category entry points.
Publisher: WARC Limited
Date: 06-2012
Publisher: Wiley
Date: 28-10-2021
DOI: 10.1002/CB.1992
Abstract: Based on the analysis of two sets of data (a cross‐sectional online survey of five product categories with an average s le size of 525 and a longitudinal telecommunications panel of more than two million respondents), this study detects a positive relationship between the market size (purchase penetration) of Iranian e‐brands (or websites) and the percentage of customers shared with other e‐brands. This finding is consistent with the well‐established Duplication of Purchase Law it also holds over time and across different markets (e.g., repertoire vs. subscription). Hence, this study makes a twofold contribution to marketing knowledge. First, it expands the collection of empirical evidence concerning the Duplication of Purchase, which thus far is primarily within offline contexts and Western countries. Second, it addresses issues inherent to research on e‐loyalty, such as the over emphasis on evaluating loyalty for one e‐brand at a time via complex attitudinal measures. Accordingly, this study advances consumer buying behaviour research by clarifying that, similar to offline domains and other geographical areas, e‐loyalty in this buoyant Middle Eastern market ides across a small number of e‐brands. It is also best appraised through behavioural loyalty and by comparing multiple e‐brands competing within the same market. These outcomes translate into a series of practical guidelines for the strategic management of e‐brands, improving the practical understanding how e‐brands compete and grow.
Publisher: Emerald
Date: 21-08-2017
DOI: 10.1108/JPBM-06-2016-1220
Abstract: This paper aims to compare brand equity strength, i.e. the extent to which brand awareness and brand image contribute to purchase propensity, for different segments of consumers (non-users, light users and heavy users) and two different markets (soft drinks and banking, representing a repertoire and a subscription context, respectively). This aim is pursued using a scalable customer-based brand equity (CBBE) framework, which captures how brand awareness and brand image, on a continuum of brand knowledge, underpin purchase propensity. The framework constitutes a “tool” for the analysis of brand equity strength, and it is applied, alongside a suite of empirical tests, to a large set of longitudinal consumer survey data collected from the same consumers and for both markets. There are meaningful differences across the three consumer segments considered, especially in relation to brand image values, which are generally greater for more loyal consumers. Furthermore, the overall strength of brand equity is greater for banking brands compared to soft drinks brands. This research highlights the practical importance of detecting and managing differences in brand equity strength across consumer segments with dissimilar brand loyalty. It also suggests that there is relatively more value in evaluating and managing the CBBE process in subscription markets, than in repertoire markets. The contribution of this research to brand equity knowledge is twofold. It addresses concerns in relation to the need to analyze brand equity at a disaggregated level and it sheds light on inconclusive findings in relation to the generalizability of CBBE principles across different types of markets.
Publisher: SAGE Publications
Date: 04-05-2023
DOI: 10.1177/14707853231175085
Abstract: Over the past decade, political advertising via social media has grown rapidly, spurred by microtargeting, which looks to deliver specific messages to tightly defined audiences. Microtargeting strategies have been claimed to be effective, but questions remain around their cost, when looking to optimise impressions for a given budget. We analyse 11,837 ads aired on Snapchat over a two-year period leading up to the 2020 presidential election in the United States, which differ in the number of targeting criteria applied. We compare the number of impressions and the spend per ad placement (measured in CPM), whilst also considering the length of advertising schedule. We find that using fewer targeting criteria and longer schedules increases impressions with comparable or lower spend than microtargeting. These findings are in line with those from traditional broadcast media, such as TV, highlighting the relevance of existing media scheduling knowledge from traditional platforms for political advertising on newer, digital media.
Publisher: Informa UK Limited
Date: 25-05-2018
Publisher: Informa UK Limited
Date: 02-09-2018
Publisher: Informa UK Limited
Date: 26-07-2023
Publisher: Elsevier BV
Date: 05-2021
Publisher: IGI Global
Date: 2014
Abstract: For years, magazine publishers have been developing their online presence, pursuing a range of different goals and strategies for their websites. One of the key questions in creating online presence is whether to allocate resources on developing the offline print brand and expect brand equity transfer to the online environment or to allocate resources on developing the online brand for new audience. In this paper the authors propose an application of double jeopardy approach for assessing this issue. Finnish secondary data is used to test two competing research hypotheses. The analysis reveals that the magazine publishers who have been able to build market share in online environment seem to have more loyal customer-base in their websites. Market share of printed magazine does not predict loyalty towards magazine websites.
Publisher: WARC Limited
Date: 09-2017
DOI: 10.2501/JAR-2017-035
Publisher: SAGE Publications
Date: 03-03-2020
Abstract: Customer satisfaction is a commonly used business performance metric. Despite the widespread use of satisfaction surveys, little is known about how stable in idual’s satisfaction scores are. If in idual’s scores show instability, this has implications for market research design and managerial actions. To investigate the stability of satisfaction scores, this study uses data from a two-wave satisfaction survey in which the same respondents were interviewed 6 weeks apart. The respondents had no recorded purchase with the retailer between survey waves. The main finding is that only 49% of respondents give exactly the same satisfaction score on a 1–7 scale when re-surveyed. After aggregating the results into three simple categories of dissatisfied, neutral to somewhat satisfied, and satisfied, the proportions who stay in the same category from one survey to the next are 44%, 57%, and 82%, respectively, despite the overall average score for the s le staying the same. The changes in scores are a manifestation of regression to the mean, whereby those who give a low or a high score the first time tend to regress up or down toward the overall average score the next time. The main management implications are (1) interventions aimed at low or high-satisfaction customer groups need to take regression to the mean into account (2) attempts to relate in idual’s satisfaction scores to future behavior (e.g., loyalty, brand switching) should use scores averaged over two surveys and (3) the oft-quoted belief that dissatisfied customers will tell more people compared with satisfied customers is less tenable, given that low-satisfaction scores tend to regress upward more than high scores regress down.
Publisher: SAGE Publications
Date: 2016
Abstract: This research proposes a new method for computing consideration set size as the sum of the associative penetrations (or the ‘mental’ repertoire). This multi-cued non-attitudinal measure represents the chances of retrieving brands from memory, or the average number of salient brands. It is consistent with developments in memory theory and conceptually similar to a behavioural measure, i.e. purchase repertoire size. As such, it offers a stronger conceptual framework and a more robust empirical basis for comparisons between the cognitive and behavioural dimensions of consumer choice. This measure and the underlying theoretical approach is validated through empirical analysis across multiple categories, which includes: (i) appraisal of the extent to which the ‘mental’ repertoire is larger yet correlated with the behavioural (or purchase) repertoire (ii) appraisal of the extent to which this relationship reveals the expected usage effect in brand image data and (iii) a clarification of whether the interplay between retrieval propensities and purchase propensities in determining repertoire size is borne out by observation. The new approach enables in idual brand-level diagnostic benchmarks to be specified. It also provides insights for marketing practice, including a framework by which marketing strategies may affect retrieval and purchase propensities differently.
Publisher: Emerald
Date: 11-02-2019
DOI: 10.1108/JPBM-02-2017-1436
Abstract: This study aims to examine the drivers and outcomes of the usage intention of branded mobile applications (apps), revealing findings of theoretical and practical relevance. First, it uncovers the specific technological features that underpin the perceived usefulness and ease of use of branded apps driving (directly and indirectly) usage intention. Second, it outlines two key outcomes that are relevant to the strategic management of branded apps: willingness to recommend the app and willingness to pay to continue using the app. This study uses data randomly derived from a panel of one million UK consumers, analyzed via structural equations modeling. The unit of analysis was in idual apps prominently displaying a brand identity. The study tested indirect relationships between the key drivers considered and usage intention via perceived usefulness and ease of use. Consumers who view branded apps as protecting their privacy, customizable and compatible with what they do, will have stronger perceptions of usefulness and ease of use and greater intention to use the app. These effects also occur indirectly. Furthermore, usage intention drives the willingness to recommend the app and to pay to continue using it. To influence usage intention, managers can improve the perception of usefulness of branded apps by protecting consumer privacy and improving the app’s design and its compatibility with people’s needs and lifestyle. Managers can also enhance the perception of ease of use of the branded app by heightening its security and ubiquity. Combined, these factors can enhance (directly and indirectly) the intention to use the app, which will lead to the willingness to recommend the app and pay for it. This study extends previous research by examining factors driving the intention to use branded apps and the resulting outcomes. It also offers a model that yields predictions for in idual branded apps (not the brand powering the app), thus providing practical recommendations on how to manage, in general, apps with a brand identity.
Publisher: Informa UK Limited
Date: 27-04-2020
Publisher: Wiley
Date: 09-06-2015
DOI: 10.1002/CB.1522
Publisher: Emerald
Date: 23-10-2019
DOI: 10.1108/JPBM-12-2018-2164
Abstract: The purpose of this study is to determine if brand passion shapes attitudinal brand loyalty while driving a series of important brand-related outcomes (i.e. brand advocacy, social media following, sense of community, willingness to pay a premium price and alternative devaluation). These aspects are explored for sports apparel brands after considering the perceptions of Iranian consumers. This study is based on the analysis of survey data gathered online and face-to-face from a s le of Iranian consumers of sports apparel brands that were analysed using partial least square path modelling. The key empirical findings obtained confirm that brand passion underpins attitudinal brand loyalty and several important brand-related outcomes. Furthermore, the findings show that attitudinal brand loyalty explains the impact of brand passion on most of the outcomes considered, except for social media following. This study advances knowledge of brand passion by illustrating its “power” as a strong nuance of relationships between consumers and brands. In particular, this study highlights the importance of brand passion in shaping attitudinal brand loyalty, as well as a driver of several outcomes of theoretical and managerial relevance. By establishing strategies aimed at enhancing brand passion, brand managers can increase attitudinal brand loyalty, attain important goals such as brand advocacy, premium price and social media following, as well as the devaluation of competing brands. This study uses a unidimensional theorisation of brand passion to increase the understanding of its role as predictor of attitudinal brand loyalty and driver of relevant outcomes. It also examines the mediating effect of attitudinal brand loyalty, thus illustrating important conceptual links between brand passion and brand loyalty in the context of sports apparel brands in a growing economy (Iran).
Publisher: Wiley
Date: 14-01-2021
DOI: 10.1002/CB.1921
Abstract: Autobiographical memory involves mentally reliving past episodes that are personally relevant. Psychology research shows that it has remarkable bearing on one's life, including the accomplishment of tasks, self‐enhancement, self‐preservation and attaining goals. Yet, the understanding of autobiographical memory in consumer behaviour research is much more limited. Accordingly, the present study evaluates the impact of two cognitive mechanisms resulting from personal past‐usage experiences linked to the product category, which are likely to underpin consumers' retrieval of brands from memory and purchase intention. The two cognitive aspects are: the cued recollection of specific autobiographical memories and the accessibility (in memory) of autobiographical episodes of consumption that form product category knowledge. The empirical results obtained across three online experiments suggest product category knowledge accessible in consumer memory has a greater effect on brand retrieval and purchase intention than the direct recollection of specific autobiographical memories cued by the product category. Perceived importance of choice moderates this effect, which primarily concerns purchase intention. In particular, consistent with prior research on activation confusion, product category knowledge reduces purchase intention, especially for highly familiar (or prototypical) brands. Accordingly, we outline implications for branded communications, and advertising pre‐ and post‐testing.
Publisher: Emerald Publishing Limited
Date: 30-08-2018
Publisher: Informa UK Limited
Date: 03-11-2016
Publisher: Emerald
Date: 12-2022
Abstract: Service branding research predominantly focuses on the purchase and postpurchase stages of the customer journey. This study aims to expand the lens of enquiry to the prepurchase stage, showing the role service brand awareness and service brand retrieval play before customer experiences and relationships can be established. The research presents and empirically examines a new framework that links service brand awareness and service brand retrieval to key “battlegrounds” in the prepurchase stage of the customer journey: entry into the Awareness Set, Consideration Set and Repertoire Set. The empirical work draws on data from both services and goods markets from two UK-based consumer surveys (N = 771 and N = 270, respectively). The findings indicate that, prepurchase, service brands compete most intensively to establish and reinforce a broad array of memory associations, rather than a specific corporate or brand image. To improve the generalizability of the conclusions drawn, the findings of this study should be replicated in additional service categories and consumer s les. The findings translate into novel, long-term strategies for the management of service brands at the prepurchase stage of the customer journey, especially opportunities for effective and creative marketing communications. This study contributes to marketing research and practice by introducing the notion of service brand retrieval and highlighting its role, together with service brand awareness and prepurchase.
Publisher: Wiley
Date: 25-11-2021
DOI: 10.1002/CB.2011
Publisher: Springer Science and Business Media LLC
Date: 08-11-2022
Publisher: SAGE Publications
Date: 11-2019
DOI: 10.1016/J.AUSMJ.2019.07.004
Abstract: This research aims to test the power of brand attribute associations and emotional consumer-brand relationship (E-CBR) as drivers of the intention to purchase brand extensions, while taking into consideration the moderating role of perceived fit. These aspects are examined in the context of luxury brands, given their expressive and hedonic nature. In more detail, using survey data from a population of Iranian consumers and covariance-based structural equation modelling (SEM), this study confirms that E-CBR has a positive impact on the intention to purchase a luxury brand's extension. The study also confirms that E-CBR mediates the relationship between brand attribute associations and the intention to purchase a luxury brand's extension. As such, this research sheds light on the synergic effects of cognitive (brand attribute associations) and emotional (E-CBR) factors in relation to extensions of luxury brands. With respect to perceived fit, the results highlight that it moderates the relationship between brand attribute associations and the intention to purchase a luxury brand's extension. These findings advance existing knowledge of how consumers see extensions of luxury brands, revealing important underlying mechanisms that tie rational and emotional aspects, shaping consumers’ intent. Accordingly, this research yields important implications in relation to the marketing tactics that could be utilised to promote the acceptance of luxury brands’ extensions, especially in growing middle-Eastern markets such as Iran.
Publisher: Wiley
Date: 07-06-2020
DOI: 10.1002/MAR.21385
Location: United Kingdom of Great Britain and Northern Ireland
No related grants have been discovered for Lara Stocchi.