The Effect of Brand Crowding on Brand Differentiation: The Moderating Effect of Product Knowledge
Abstract
Brand differentiation is a commonly examined phenomenon in marketing. Among the many antecedents of brand differentiation, brand crowding has not been examined, especially in the context of the chocolate industry. This paper proposes that brand crowding has a positive effect on brand differentiation. It further suggests that product knowledge has a positive effect on this relationship while brand differentiation has a positive effect on both brand preference and purchase intention. Chocolate brands are used in one study to test the hypotheses. Examining the relationship between brand crowding and brand differentiation will help marketing managers create strategies to ensure crowding does not have an adverse effect on their brands.Collections
Related items
Showing items related by title, author, creator and subject.
-
Is Brand Equity an Asset or a Liability in Brand Harm Crisis? Buffering and Amplifying Effects and Contingent ConditionsXu, Haiyue; Faculty of Business ProgramsBrand harm crisis often result in negative consumer responses. This thesis addresses the buffering and amplifying theoretical perspectives of brand equity effects. We theorize that brand equity may interplay with the nature of brand-harm crisis in shaping consumer reactions. Results from focus group studies provide interesting insights into the amplifying and buffering effects. Moreover, research findings from two experiment studies show that brand equity amplifies consumer negative responses in a performance-related crisis but only when the crisis is extremely severe. When the crisis becomes less severe, the amplifying effect diminishes from outset. However, in a value-related crisis, the amplifying effect of brand equity is pervasive regardless of the level of crisis severity. The current thesis adds to the extant literature by demonstrating that brand equity can have very complex effects on consumer responses, which are contingent on the severity and domain of a crisis. Theoretical and managerial implications are discussed.
-
Branding Higher Education in the Face of Controversy: A Document Analysis on Institutional Branding and Sexual Violence Policies at Brock UniversityWebster, CourtneyThis study examines the relationship between institutional branding and reports of on-campus sexual violence at Ontario Higher Education (HE) institutions with a focus on Brock University. Using a document analysis of 3 documents available via the Brock University website, I consider how institutional branding informs and is reflected in HE policies and specifically, how Brock’s brand reflected in those policies contributes to how on-campus sexual violence is understood and addressed. Working within the framework of Feminist Critical Policy Analysis, I present key themes that emerge through the document analysis and critically analyze what those themes indicate about the relationship between institutional branding and reports of on-campus sexual violence at Brock University. This project seeks to encourage HE institutions, and the stakeholders within and around them, to prioritize putting documents into action over prioritizing the act of creating the document. Documents that are not in action are documents that are not of use to those they are meant to inform and protect. Moreover, this research can be used to (a) inspire advocacy, (b) promote a feminist approach in institutional branding and policy development, and (c) assist survivors of sexual violence in seeking support.
-
Brand Associations of Minor Hockey Tournaments: Understanding the Rep Hockey Parents' PerspectiveWigfield, Daniel; Applied Health Sciences ProgramTournaments and other hockey-related activities have been calculated to be a significant driver of tourist dollars for many regions across Canada. The competition to attract teams to participate in tournaments, which benefit the tournament organizers and the communities in which they reside, is significant. Consequently, the purpose of the study was to assess the brand associations that representative (rep) minor hockey parents from Ontario’s Greater Golden Horseshoe Region perceive as relevant when considering ideal tournaments for their child to participate in. Brand associations have been classified as the attributes, benefits, or attitudes one uses to develop a perception of a product or service. To investigate the current study, 30 interviews were conducted using a laddering interview technique. Findings indicate that there are seven attributes and nine benefits that impact a tournament’s brand association including: competition, tournament operations, accommodations, bonding, fun, parity, and time management. The interrelationship between the identified attributes and benefits is discussed while recommendations and directions for future research are presented.