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Chair for
Marketing and Retailing Trier University Prof. Dr. Prof. h.c. B. Swoboda
3rd exercise Master study WS 2015/2016
Specialization: Handel und Internationales Marketing-Management
Module: Retail Management und International Branding
INTERNATIONALES
MARKENMANAGEMENT
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
effects of brands
Direct Models
Moderating Models
Mediating Models
Slide 2
Objectives
Considering quantitative and
qualitative research techniques
Translate branding principals and
effects into models
Highlighting moderating effects
Highlighting mediating effects
In Detail …
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Neidisch kann man so oder so sein: Man
kann Freunde wohlwollend beneiden - oder dem
Glück von Unsympathen mit Missgunst begegnen.
Genau davon, auf welche Art man neidet, hänge es
ab, für was für ein Handy man sich entscheide,
behaupten niederländische Forscher: Für das
iPhone oder ein Blackberry.
van de Ven, Zeelenberg & Pieters: "The Envy Premium in Product
Evaluation"; Journal of Consumer Research, Oktober 2010
Dubois, Rucker & Galinsky: “Super Size Me: Product Size as a Signal of
Status” Journal of Consumer Research, 2012.
Slide 3
….preference for
supersized food
and drinks may
have roots in the
status-signaling
value of larger
options.
Source: Spiegel online 2010, www.npr.org.
Translate branding principals and
effects into models
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Slide 4
Brand
Equity
Brand
Loyalty
Reputation
Perceived
Brand
Globalness
Ethnocentrism
Culture
Brand
Image
Quality Value
Price Value
Country Image
A B
M
A B
Z
A B
Corporate
Brand
Dominance
Involvement
Example?
Example?
Examples of brand effect models
Chair for
Marketing and Retailing Trier University Prof. Dr. Prof. h.c. B. Swoboda
Brand Effect Models
3.1 Direct Models
3.2 Moderating Effects
3.3 Mediating Effects
3.4 Presentations
3
Slide 5
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Brand
Equity ??
Loyalty
Trust
Satisfaction
….
….
Slide 6
Theoretical and
managerial relevance?
First model: Brand equity effects
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Loyalty is a deeply held commitment to rebuy or re-patronize a preferred
pro-duct/service consistently in the future, thereby causing repetitive
same brand or same brand set purchasing, despite situational
influences and marketing efforts having the potential to cause switching
behavior (Oliver 1999).
Stage of
Loyalty
Identifying Marker Vulnerabilities
Cognitive Loyality to information (price, features
etc.)
Actual or imagines better competitive features
or price through i.e. communication, experience
Affective Loyalty to a liking: „ I buy it because I
like it.“
Cognitively induced dissatisfaction
Conative Loyalty to an intention: „I‘m commited
to buying it.“
Persuasive counerargumentstive competitive
mesages. Induced trial.
Action Loyalty to action inertia, coupled with
the overcoming of obstactes
Induced unavailability. Increased obstacles
generally.
Slide 7
Measuring loyalty
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Hypotheses Path Diff.
Cog. LOY.=>Aff LOY (Expertise) .795/.713 (low vs. high) sig.
Cog. LOY => Aff. LOY (Price Orientation) .809/.747 (low vs. high) sig.
Aff. LOY =>Con. LOY (Critical I.Recov) .533/.481 (yes vs. no) sig.
Con. LOY => Action LOY (CARD) .322/.270 (yes vs. no) sig.
Slide 8
Implications for
the firm?
Source: Evanschitzky/Wunderlich (2006), „An Examination of Moderator Effects in the Four Stage Loyalty Model “,
Journal of Service Research, 8, 330-345.
A four stage loyalty model
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Construct Technique/Scale
Brand recall
Please list automobile brands …..
Brand recognition Which of the following automobile
brands do you know?
Brand Awareness I am very aware of [brand]
I am very knowledgeable of [brand]
I can easily recall [brand]
….
Slide 9
<
Source: Keller, K. L. 1993. Conceptualizing, measuring, and managing customer-based brand equity.
Journal of Marketing, 57(1): 1-22.
Measuring brand awareness
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Free association
What do you like best about the brand?
What are its positive aspects?
What do you dislike? What are its
disadvantages?
What do you find unique about the brand?
How is it different from other brands? In
what ways is it the same?
Projective techniques
Diagnostic tools to uncover the true
opinions and feelings of consumers when
they are unwilling or otherwise unable to
express themselves on these matters
Examples: Completion and interpretation
tasks, Comparison tasks
Slide 10
Image:
Qualitative research techniques 1/2
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Slide 11
LEVI’S
501
Functional
´High quality, long lasting,
and durable
Product-Related
Blue denim, shrink-to-fit
cotton fabric, button-fly,
two-horse patch,
and small red pocket tag
Symbolic
Feelings of self-confidence
and self-assurance Experiential
Comfortable fitting
and relaxing to wear
Brand Personality
Honest, classic,
Contemporary, approachable,
independent, and universal
Usage Imagery
Appropriate for outdoor
work and casual social
situations
User Imagery
Western, American,
blue collar, hard-working,
traditional, strong,
rugged, and masculine
BENEFITS
ATTRIBUTES
Image:
Qualitative research techniques 1/2
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Construct Scale
Overall Brand Image [Brand] has a positive image, in my opinion.
Brand Image - Strength
[Brand] is a strong brand, in my opinion.
[Brand] is a brand, I spontaneously associate with something.
[Brand] is familiar to me.
[Brand] is a brand, I easily associate with certain characteristics.
Brand Image - Uniqueness [Brand] is a unique brand, in my opinion.
[Brand] stands out positively from its competitors, in my opinion.
[Brand] is not a common brand, in my opinion.
[Brand] offers me added value.
Brand Image - Favorability [Brand] is a brand, I like.
[Brand] is a good brand, in my opinion.
[Brand] is a brand, I associate with positive experiences.
[Brand] is favorable to me.
Slide 12
Brand Image and Brand Awareness is combined to Brand Equity.
Source: Keller, K. L. 1993. Conceptualizing, measuring, and managing customer-based brand equity.
Journal of Marketing, 57(1): 1-22.
Quantitative measurement of brand
image
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Would you favor products/ brands from company 1 over competitors‘
products/ brands? Please rate the following statements on a scale ranging
from (1) “strongly disagree” to (5) “strongly agree” (from left to right).
It makes sense to buy X instead of any other brand, even if they are the
same.
Even if another brand has same features as X, I would prefer to buy X.
If another brand is not different from X in any way, it seems smarter to
purchase X.
If there is another brand as good as X, I prefer to buy X.
Slide 13
Measuring brand equity - shorter
Source: Yoo, B., Donthu, N., & Lee, S. 2000. An Examination of Selected Marketing Mix Elements and Brand
Equity. Journal of the Academy of Marketing Science, 28(2): 195-211.
.
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Brand
Equity Brand Loyalty
.47 (p<.001)
Sample
Who are the respondents?
Sample selection method
Pre-requirement: [“I have heard of BRAND”]
Measures
Brand Equity by Keller (1993)
Loyalty by Oliver (1999)
Reliability and Validity
Method
Simple Regression Analysis (path coefficient, R²)
SEM (path coefficient, R², Fit measures)
22%
Slide 14
Data collection and analysis: Model 1
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Brand
Uniqueness Brand Loyalty
Brand
Strength
Brand
Favorability
Brand image
.28 (p<.001)
.11 (p>.10)
.40 (p<.001)
25%
Relative importance of image, e.g.
Does brand equity matter when explaining loyalty/consumer behavior?
Understanding what exactly drives consumer behavior
Slide 15
Brand equity effects: Model 2
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Brand
Uniqueness
Brand
Loyalty
Brand
Strength
Brand
Favorability Sample
Measures
Brand Image (Keller 1993)
Latent variables (=> SEM) or index (=>Multiple regression)
Reliability and Validity: EFA, CFA , AVE, CA, discriminant validity
Second order factor
Method
Multiple regression/SEM
Brand image
Slide 16
Data collection and analysis:
Additional specification: Model 2
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Brand
Uniqueness
Brand
Loyalty
Brand
Strength
Brand
Favorability
Focal company (loyalty to focal company)
Main Competitor (objectively chosen)
Brand
Uniqueness
Brand
Loyalty
Brand
Strength
Brand
Favorability
1. Step:
- Compare Frequencies
- Compare MV
- Compare Distribution
…
.30 (p<.001)
.10 (p<.1)
.50 (p<.001)
.40 (p<.001)
.30 (p<.001)
.50 (p<.001)
35%
50%
Slide 17
Comparison to strong competitors:
Model 3
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Brand
Uniqueness
Brand
Loyalty
Brand
Strength
Brand
Favorability
Company in developed country
Company in home country
Brand
Uniqueness
Brand
Loyalty
Brand
Strength
Brand
Favorability
1. Step:
- Compare Frequencies
- Compare MV
- Compare Distribution
…
.25 (p<.10)
.20 (p<.10)
.09 (p>.10)
.50 (p<.001)
.10 (p<.10)
.30 (p<.001)
10%
35%
Slide 18
Comparison between countries:
Model 4
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Sample
Select counties
Customers vs. non-customers
Measures
Additional measures (culture, market share, etc.)
Translation (forward and backtranslation)
Measurement invariance (see Hult et al. 2008)
Method
Comparison
Chi-square difference test
T-test
….
Slide 19
Data collection and analysis:
Additional specification model 3 and 4
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Good
employer
Brand
Loyalty
Customer
orientation
Financial
strong company
Responsibility
Product range
quality
Corporate reputation
Remember lecture 1: Target groups are external and internal groups
.03ns
.09ns
.02ns
.19***
.10**
5%
Slide 20
Corporate reputation effects: model 5
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Customer
orientation
Good
employer
Financial
strong company
Product range
quality
Responsibility
[Firm] employs people who try to meet their customers’ needs.
[Firm] employs people who are polite towards their customers.
[Firm] tries to meet its customers’ needs.
[Firm] appears to have an excellent leadership style.
[Firm] appears to have high standards for its personnel management.
[Firm] appears to have competent staff.
[Firm] appears to have strong prospects for future growth.
[Firm] seems to have a clear vision of its future.
[Firm] appears to outperform competitors continuously.
[Firm] is a strong, reliable company.
[Firm] offers high-quality products.
[Firm] offers products that serve their purpose and are
good value for money.
[Firm] appears to make an effort to create new jobs.
[Firm] appears to be environmentally responsible.
[Firm] appears to support good causes.
Slide 21
Measurement corporate reputation/
associations (short): model 5
Source: Walsh/Beatty 2007.
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Sample
Who are the respondents?
Sample selection method
Pre-requirement: [“I have heard of CORPORATE/PRODUCT BRAND”]
Measures
Reputation by Walsh/Beatty/Lee (2008)
Loyalty by Oliver (1999)
Reliability and Validity
EFA, CFA, CA etc.
Second order factor
Method
Simple Regression Analysis (path coefficient, R²)
SEM (path coefficient, R², Fit measures)
Slide 22
Data collection and analysis:
additional specification model 5
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
A research design is a framework or blueprint for conducting the marketing
research project. It details the procedures necessary for obtaining the
information needed to structure or solve marketing research problems.
Components
Define the information needed
Design the exploratory, descriptive, and/or causal phases of the research
Specify the measurement and scaling procedures
Construct and pretest a questionnaire (interviewing form) or an appropriate
form for data collection
Specify the sampling process and sample size
Develop a plan of data analysis
Slide 23
Summary: consider your research
design
Chair for
Marketing and Retailing Trier University Prof. Dr. Prof. h.c. B. Swoboda
Moderating Effects
3.1 Direct Models
3.2 Moderating Effects
3.3 Mediating Effects
3.4 Presentations
3
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Functional/
Psychological
Value
Brand Loyalty
Consumer
ethnocentrism
Functional/
Psychological
Value
Brand Loyalty
CET *
Value
Consumer
ethnocentrism
.30
?
.30
n.s.
?
Slide 25
Individual level moderator: model 1
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Sample
Who are the respondents?
Sample selection method
Pre-requirement: [“I have heard of BRAND”]
Selection of product(category) => durables, service or FMCG?
Measures
Brand Equity by Yoo, Donthu and Lee (2000)
Loyalty by Oliver (1999)
Perceived Risk by Stone and Gronhaug (1993)
Reliability and Validity
Method
Regression or SEM (path coefficient, R², Fit measures)
Moderator testing procedure (e.g., Multi-Group, Interaction)
Slide 26
Data collection and analysis:
Additional specification model 1?
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Functional/
Psychological
Value
Brand Loyalty
Brand origin
?
Slide 27
Brand related moderator: model 2
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Functional/
Psychological
Value
Brand Loyalty
Culture
Slide 28
Country related moderator: model 3
?
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Definition acc. Hofstede: »[…] collective programming of the mind […]« <
Slide 29
Dimension Measurement
Power Distance An unequal allocation of power between members of a society
is completely acceptable. People in a position of power are
entitled to privileges.
Uncertainty Avoidance Unknown / unclear situations are threatening. Only calculated
risk should be taken.
Individualism / Collectivism In society, everyone is supposed to only take care of himself /
herself and his / her immediate family. Thinking of oneself is
the most important thing.
Masculinity / Femininity The role of men and women in society should be kept strictly
separate. Men should play a dominant role in society. They
should be self-confident, performance-oriented, materialistic.
Women should seek better quality of life.
Time perspective
(Long-term/ short-term orientation)
Endurance and stability are very important personality traits.
Life should be lived with a view to the future.
Indulgence / Restraint* Extent to which members of a society try to control their
desires and impulses
* Added in 2010 based on recent World Value Survey data.
Measurement: Culture
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Sample
…
Selection of product(category)
durables, service or FMCG?
Selection of countries to create variance
in the cultural dimensions
Measures
…
Measurement invariance
Culture (Hofstede 2002)
Method
….
Moderator testing procedure (e.g., Multi-
Group, Interaction)
Germany
China
1.00
.95
.85
1.00
1.03
.51
Slide 30
Data collection and analysis:
Additional specification model 2/3?
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Slide 31
„A moderator variable has been defined as one, which systematically
modifies either the form and/or strength of the relationship between a
predictor and a criterion variable.“ (Sharma/Durand/Gur-Arie 1981)
Effect of a predictor variable (x) on a criterion (y) depends on a third
variable (z), the moderator
Interaction effect
Each moderator effect has to be grounded on theory
Predictor and moderator should be mean centered
xzbzbxbby 3210
Summary: Important issus in
moderated models
Chair for
Marketing and Retailing Trier University Prof. Dr. Prof. h.c. B. Swoboda
Mediating Effects
3.1 Direct Models
3.2 Moderating Effects
3.3 Mediating Effects
3.4 Presentations
3
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Consumers’ specific corporate associations as antecedents of their
overall evaluation of the company, i.e., corporate image (Brown and Dacin 1997, Walsh and Beatty 2007)
Direct and indirect effect of specific corporate associations on
product brand loyalty
Specific Corporate Associations
Product range quality
Customer orientation
Good employer
Social and environmental responsibility
Reliable and financially strong company
Corporate
Image
Product
Brand
Loyalty
Slide 33
.50 .30
.15
Source: Meierer 2010.
Model 1: Partial Mediation
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Sample
Who are the respondents?
Sample selection method
Pre-requirement: [“I have heard of BRAND”]
Selection of product(category) => durables, service or FMCG?
Measures
Corporate Associations/reputation by Walsh and Beatty (2007)
Corporate Image by Keller (1993)
Loyalty by Oliver (1999)
Reliability and Validity
Method
SEM (path coefficient, R², Fit measures)
Mediator testing procedure (e.g., Baron & Kenny 1986)
Testing of indirect effects (e.g., Sobel)
Slide 34
Data collection and analysis:
Additional specification model 1?
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Slide 35
Model 2: Partial mediation with
moderation (I)
Source: Swoboda, Bernhard and Karin Pennemann (2014), „Do International Retailers benefit from being Global in Emerging Countries? A
Multilevel Study in China,” Marketing ZFP – Journal of Research and Management, 36 (2), 141-150
Perceived
Brand
Globalness
Quality value
(QV)
Price value
(PV)
Retailer brand
equity (BE)
sQV
sPV
iBE sPBG
Individual level
Brand level
Retailer origin iBE
sQV
sPV
sPBG
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Slide 36
Model 2: Partial mediation with
moderation (II)
Source: Swoboda/Hirschmann (2015).
Functional
Value
Brand Loyalty
Psychological
Value
Perceived
Brand
Globalness
Moderator: MNC origin
Moderator: Consumer ethnocentrism
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Sample
...Pre-requirement: [“I have heard of BRAND”]
Sample design: brand selection and COO selection (12 brands per industry
from 2 country of origins)
Measures
Perceived brand globalness (Steenkamp et al 2003)
Quality and Price value (Sweeney and Sourtar 2001)
Brand Equity (Keller 1993)
Reliability and Validity
Intraclass correlation
Method
Hierarchical regression or multi-level analysis
Mediator testing procedure (e.g., Baron & Kenny 1986)
Testing of indirect effects (e.g., Bootstrapping)
Slide 37
Data collection and analysis:
Additional specification model 2?
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
The Steps Baron and Kenny (1986)
Step 1: Show that the initial variable is correlated with the outcome.
Step 2: Show that the initial variable is correlated with the mediator.
Step 3: Show that the mediator affects the outcome variable.
Step 4: To establish that M completely mediates the X-Y relationship, the effect
of X on Y controlling for M (path c') should be zero. The effects in both Steps 3
and 4 are estimated in the same equation.
=> mediators explain the relation between predictor and outcome – as a
mechanism through which a predictor influence the outcome variable.
Alternative: Zhao, Lynch and Chen (2010)
Slide 38
X
M
Y
a b
c‘
Summary: Important issus in
mediation models
Chair for
Marketing and Retailing Trier University Prof. Dr. Prof. h.c. B. Swoboda
Presentations
3.1 Direct Models
3.2 Moderating Effects
3.3 Mediating Effects
3.4 Presentations
3
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Read the literature to answer the following questions
What is the structure of an academic paper? Describe the single chapters
of one paper.
Evanschitzky, H.; Wunderlich, M. (2006), „An Examination of Moderator Effects
in the Four-Stage Loyalty Model”, Journal of Service Research, 8(4): 330-345.
Additional: Oliver, S.L. (1999), “Whence Consumer Loyalty?”, Journal of
Marketing, 63: 33-44.
Prepare a short (ca. 15 minutes, 10 slides) presentation.
Please use the presentation template on our homepage.
Read the Steenkamp/Batra (2003) paper once more and bring a printed
version for the next session!
1.5 point on top of the exam.
Please send your presentation to [email protected] until
Tuesday, 12:00 o’clock
Slide 40
Exercise for next week