ORCID Profile
0000-0002-5041-600X
Current Organisation
University of Kent
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Publisher: Informa UK Limited
Date: 27-07-2018
Publisher: Wiley
Date: 15-06-2021
DOI: 10.1002/CB.1959
Abstract: This research provides insight into how touch effects differ by brand familiarity and brand status. Using schema theory and contagion theory, hypotheses were tested in two between subject experiments. A sweater and pillowcase served as product stimuli and consumers were exposed to a known and unknown brand for the brand stimuli. Findings provide support for a brand contagion effect where a luxury branded product is concerned and suggest that this effect is activated through product touch. Interestingly, brand familiarity did not seem to influence the relationship between touch and product evaluation. This paper finds brand status to be a moderator of touch effects on product evaluation while brand familiarity is not. Additionally, a brand contagion effect activated through product touch is shown. The results of this paper provide insight for marketers and retailers regarding marketing strategies for different levels of the product life cycle (where familiarity differs), brand extension strategies (where familiarity and brand status may differ) and, most crucially, design of in‐store layout and product displays. It advances knowledge in the field of sensory marketing by integrating and conceptualizing previously unexplored relationships between three key areas of literature, namely product touch, brand familiarity, and brand status.
Publisher: Informa UK Limited
Date: 05-2012
Publisher: Emerald
Date: 02-11-2010
DOI: 10.1108/10610421011086928
Abstract: The purpose of this paper is to integrate literature in the pioneer brand advantage area with the literature on reference prices to examine how reference prices work in a pioneer and follower brand context. There is evidence to suggest that pioneers have a psychological advantage over follower brands, yet how that manifests in terms of reference price effects is not fully understood. The study tests whether the pioneer price and follower price have equal influence on reference prices, or whether the pioneer has a stronger influence. This research uses a longitudinal experiment to simulate a market of a pioneer brand followed by follower brand, and measures the relative effects of pioneer and follower prices on reference price, value perceptions and purchase intentions. This approach allows greater confidence in the causal nature of the findings. The results indicate a clear and strong causal effect for the pioneer's price on price and value perceptions of the pioneer and follower, whereas the follower's price only seems to influence perceptions of the follower, not the pioneer. This suggests that consumers overweight the price of the pioneer brand (as exemplar) in the category, and reference price perceptions are systematically biased in its direction. However, these effects were stronger for the more innovative product category being examined. For a less innovative pioneer this effect was not so strong. These findings imply that reference price is brand specific but the more innovative the pioneer brand the more influence it has on reference prices. These findings are consistent with and extend the literature on pioneer advantage by suggesting that the pioneer can define ideal levels of objective attributes such as price, rather than just defining the ideal attribute combination of subjective, less discernible attributes. This highlights and presents a more complete picture of the natural advantages to product innovation. It also implies the need to consider the multi‐faceted nature of reference price in measurement and research. A number of studies have examined reference price effects in existing and established product categories. Yet few studies have examined reference price effects in new product categories despite calls in the literature to do so. This study is one of the first studies to examine reference price effects in new product categories and contributes by integrating the literature on pioneer brand advantage with the literature on reference price by examining asymmetric pricing effects between pioneer and follower brands in new product categories.
Publisher: Emerald
Date: 02-11-2010
Publisher: Emerald
Date: 24-04-2007
DOI: 10.1108/10610420710740007
Abstract: The purpose of this paper is to provide guidance within the reference price literature by investigating which is the best measure of reference price for the, as yet, unstudied context of new product categories. The paper also intends to examine another reference price issue for the new product category context: whether greater price uncertainty in this context makes it worthwhile to measure consumer confidence in reference price perceptions. This research uses the experimental method to determine which measures of reference price are best suited to the new product context, by removing all other confounding influences. The findings confirm that consumers tend to evoke the fair price concept for new product categories and the expected price concept for existing categories. The paper also finds that confidence in reference price measures, while theoretically useful, does not add to the understanding of reference price effects in new product categories, probably because respondents tended to be overly confident in their perceptions, despite lacking in more objective measures of product category knowledge. Several studies in the literature have commented on the issue of fragmented measurement in the reference price domain. Some studies have offered theoretical guidance on measures to use. This is the first study to provide empirically tested theory on which measures to use and is the first study to examine reference price effects in new product categories including testing the usefulness of the confidence measure.
Publisher: Emerald
Date: 10-04-2017
Abstract: This paper aims to explore how visual comprehensibility of a product can affect innovation adoption among the bottom of the pyramid (BOP) consumers in Bangladesh. This is an exploratory qualitative study based on interviews with eight managerial respondents involved in the design and marketing of innovative products targeted at BOP consumers in Bangladesh and three respondents who are consumers of these products. One key finding from this research, in comparison to innovation adoption research in developed contexts, is the distinct importance that BOP consumers attach to visual cues in learning about and understanding a new product. This research provides guidance for private and public sector organisations selling products and services to BOP consumers explaining the role of visual cues in generating better product comprehension. It also identifies the role of social relations in facilitating the adoption of new products within this segment. By enhancing the adoption of so-called pro-poor innovations, this research can assist in bringing about positive social change and developmental benefits in this burgeoning segment of the market. This is one of the first studies to consider innovation adoption of pro-poor innovations in BOP markets and one of the first studies to collect data on the role of visual comprehensibility for consumers in BOP markets.
Publisher: Informa UK Limited
Date: 28-04-2006
Publisher: Wiley
Date: 09-2013
DOI: 10.1002/CB.1444
Publisher: Informa UK Limited
Date: 24-10-2014
Publisher: Wiley
Date: 07-02-2012
DOI: 10.1002/MAR.20511
Publisher: SAGE Publications
Date: 31-05-2011
Abstract: Recent years have seen unprecedented possibilities for the use of different technologies to enhance learning in marketing courses. Given the rapid and widespread diffusion of these technologies, particularly within the demographic of the student population, it is pertinent to explore and examine how such technologies can benefit student learning. This article discusses and empirically evaluates students’ experiences of using Twitter as a tool to facilitate learning in marketing courses. Although Twitter’s unique characteristics were used to enhance and facilitate the learning of marketing concepts, the use of Twitter also helped illustrate marketers’ use of innovative technologies and, therefore, added valuable contemporary curriculum content. Using in-depth interviews, and a questionnaire to evaluate learning outcomes, this research concludes that students’ perceptions of using Twitter were largely positive, though some anticipated and unanticipated barriers emerged to incorporating Twitter into marketing courses. Recommendations for adopting Twitter into the marketing curriculum are made, and future areas for research are identified.
Publisher: Elsevier BV
Date: 12-2020
Publisher: Wiley
Date: 16-08-2010
DOI: 10.1002/MAR.20361
Publisher: Wiley
Date: 22-08-2010
DOI: 10.1002/CB.325
Publisher: Practical Action Publishing
Date: 03-2010
Publisher: Wiley
Date: 28-08-2012
DOI: 10.1002/MAR.20552
Publisher: Informa UK Limited
Date: 08-2013
Location: United Kingdom of Great Britain and Northern Ireland
Location: United Kingdom of Great Britain and Northern Ireland
No related grants have been discovered for Ben Lowe.