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Branded Versus Non-Branded: Differences in Consumer Preferences

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  • Antonio Iazzi
  • Savino Santovito

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.

Suggested Citation

  • Antonio Iazzi & Savino Santovito, 2016. "Branded Versus Non-Branded: Differences in Consumer Preferences," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(1), pages 57-71, February.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:1:p:57-71
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    1. Kressmann, Frank & Sirgy, M. Joseph & Herrmann, Andreas & Huber, Frank & Huber, Stephanie & Lee, Dong-Jin, 2006. "Direct and indirect effects of self-image congruence on brand loyalty," Journal of Business Research, Elsevier, vol. 59(9), pages 955-964, September.
    2. Botschen, Gunther & Hemetsberger, Andrea, 1998. "Diagnosing Means-End Structures to Determine the Degree of Potential Marketing Program Standardization," Journal of Business Research, Elsevier, vol. 42(2), pages 151-159, June.
    3. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
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    Cited by:

    1. Federica Di Marcantonio & Luisa Menapace & Jesus Barreiro-Hurle & Pavel Ciaian & François J. Dessart & Liesbeth Colen, 2020. "Empirical testing of the impact on consumer choice resulting from differences in the composition of seemingly identical branded products," JRC Research Reports JRC119484, Joint Research Centre.

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    More about this item

    Keywords

    brand; consumer behaviour; purchase drivers; jeans;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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