Comparing High-involvement and Low-involvement Products: Brand Perspective

Document Type: Original Research

Authors

1 MA of Entrepreneurship Management, Entrepreneurship Department, Tehran University, Tehran, Iran

2 Assistant Professor of Marketing, Department of Business Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran

Abstract

Today, with fierce competition in attracting new customers, maintaining existing ones and gaining a greater market share, organizations across the world are obliged to develop new products and create distinctive features in them. With regard to the results, the levels of perceived quality, value and risk as well as the relative price and purchase intentions among the students (participants) are appropriate. This paper discuss knowledge of brand awareness and its crucial role which should be well known to marketing manager for the design of an organization`s marketing strategies. The purpose of this paper is to determine the brand awareness of high- and low-involvement products among students enrolled at Tehran University. A self-administered survey was completed by a convenience sample of 60 students of the Tehran University in Iran. The focal high-involvement product was laptop and the low-involvement product, shampoo. The results indicated similar awareness of high-involvement product brands and low-involvement product brands. Advertising played an equal role in the awareness of Laptop brands and Shampoo brands. The brand names which are easy to pronounce was far important for both Shampoo and Laptop brands. The item of best-selling brands had the most roles and the item of high quality had the least effect on consumer decision making. In addition, the results showed that the higher price brands are more important than well-known ones.

Keywords


Baker, G.H. (1984), “The carrier elimination decision: implications for motor carrier marketing”,Transportation Journal, Vol. 24 No. 1, pp. 20-9.
Beaudoin, P., Lachance, M.J. and Robitaille, J. (2003), “Fashion innovativeness, fashion diffusion and brand sensitivity among adolescents”, Journal of Fashion Marketing and Management, Vol. 7, January, pp. 23-30.
Gregory, J.R. (1993), “Strong brands stick out in a crowd”, Business Marketing, Vol. 78, August, p. 39.
Hogg, M.K., Bruce, M. and Hill, A.J. (1999), “Brand recognition and young consumers”, Advances in Consumer Research, Vol. 26, January, pp. 671-4.
Hoyer, W.D. and Brown, S.P. (1990), “Effects of brand awareness on choice for a common, repeat-purchase product”, Vol. 17, September, pp. 141-8.
Keller, K.L. (1993), “Conceptualizing, measuring and managing customer-based brand equity”, Journal of Marketing, Vol. 57, January, pp. 1-22.
Keller, K.L. (2003), Strategic Brand Management: Building, Measuring and Managing Brand Equity, Pearson, Upper Saddle River, NJ.
Lambin, J.J. (2002), Market-Driven Management: Strategic and Operational Marketing, Macmillan Business, London.
Laurent, G., Kapferer, J. and Roussel, F. (1995), “The underlying structure of brand awareness scores”, Marketing Science, Vol. 14, March, pp. 170-9.
Macdonald, E. and Sharp, B. (2000), “Brand awareness effects on consumer decision-making for a common, repeat purchase product: a replication”, Journal of Business Research, Vol. 48, April, pp. 5-15.
Mariotti, J. (1999), Smart Things to Know about Brands and Branding, Capstone Publishing, London.
Mowen, J.C. and Minor, M.S. (2001), Consumer Behavior: A Framework, Prentice-Hall, Englewood Cliffs, NJ.
Oh, J. and Fiorito, S.S. (2002), “Korean women’s clothing brand loyalty”, Journal of Fashion Marketing and Management, Vol. 6, March, pp. 206-22.
Pickton, D. and Broderick, A. (2001), Integrated Marketing Communications, Pearson Education, London.
Rossiter, J.R. and Percy, L. (1997), Advertising Communications and Promotion Management, McGraw-Hill, Boston, MA.
Ross, J. and Harradine, R. (2004), “I am not wearing that! Branding and young children”, Journal of Fashion Marketing and Management, Vol. 8, January, pp. 11-26.
Sekaran, U. (2003), Research Methods for Business: A Skill Building Approach, John Wiley & Sons, New York, NY.
Taylor, S.L. and Cosenza, R.M. (2002), “Profiling later aged female teens: mall shopping behavior and clothing choice”, Journal of Consumer Marketing, 19 May, pp. 393-408.
Varey, R.J. (2002), Marketing Communication, Routledge, London.
Vranesˇevic´, T. and Stancˇec, R. (2003), “The effect of the brand on perceived quality of food products”, British Food Journal, Vol. 105, November, pp. 811-25.
Woodside, A.G. and Wilson, E.J. (1985), “Effects of consumer awareness of brand advertising on preference”, Journal of Advertising Research, Vol. 25, April, pp. 41-8.