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The Effect of Expected Variability of Product Quality and Attribute Uniqueness on Family Brand Evaluations

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  • Gurhan-Canli, Zeynep

Abstract

This research investigates the processes by which consumers evaluate a family brand on the basis of information about its products. Findings from three experiments suggest that the expected variability of individual product quality within the brand and attribute uniqueness systematically influence information processing and family brand evaluations. On-line (vs. memory-based) processing of information to form family brand judgments is more likely when expected variability is low (vs. high) and when the attributes are shared (vs. unique) within the family brand. These different processes lead to differences in family brand evaluations due to primacy (on-line processing) and recency (memory-based processing) effects. Copyright 2003 by the University of Chicago.

Suggested Citation

  • Gurhan-Canli, Zeynep, 2003. "The Effect of Expected Variability of Product Quality and Attribute Uniqueness on Family Brand Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(1), pages 105-114, June.
    • Handle: RePEc:oup:jconrs:v:30:y:2003:i:1:p:105-14
    DOI: 10.1086/374695
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    Cited by:

    1. Ebert, Jane E. J. & Gilbert, Daniel Todd & Wilson, Timothy D., 2009. "Forecasting and Backcasting: Predicting the Impact of Events on the Future," Scholarly Articles 3549374, Harvard University Department of Economics.
    2. Manika, Danae & Papagiannidis, Savvas & Bourlakis, Michael, 2017. "Understanding the effects of a social media service failure apology: A comparative study of customers vs. potential customers," International Journal of Information Management, Elsevier, vol. 37(3), pages 214-228.
    3. Chang Joseph W. & White D. Steven, 2017. "The adverse effects of inferior innovations," Management & Marketing, Sciendo, vol. 12(3), pages 361-375, September.
    4. Araceli Galiano Coronil, 2022. "Behavior as an approach to identifying target groups from a social marketing perspective," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(2), pages 265-287, June.

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