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The Curse Of The Original: How And When Heritage Branding Reduces Consumer Evaluations Of Enhanced Products, Minju Han, George E. Newman, Rosanna K. Smith, Ravi Dhar
The Curse Of The Original: How And When Heritage Branding Reduces Consumer Evaluations Of Enhanced Products, Minju Han, George E. Newman, Rosanna K. Smith, Ravi Dhar
Research Collection Lee Kong Chian School Of Business
Heritage branding is a common marketing strategy that has been shown to increase product appeal. Here, we find that certain forms of heritage branding can also have potentially negative consequences by leading consumers to react negatively to changes made to the brand’s original, flagship product—even if those changes objectively improve it. We demonstrate that when firms engage in heritage branding that emphasizes a brand’s longevity, consumers evaluate enhanced products less favorably than the original versions of those same products due to decreased perceptions of continuity authenticity. We demonstrate this effect across a variety of product domains (e.g., cosmetics, cookware, and …
Impact Of Different Types Of In-Store Displays On Consumer Purchase Behavior, Yoonju Han, Sandeep R. Chandukala, Shibo Li
Impact Of Different Types Of In-Store Displays On Consumer Purchase Behavior, Yoonju Han, Sandeep R. Chandukala, Shibo Li
Research Collection Lee Kong Chian School Of Business
Research on consumer in-store shopping behavior does not account for the existence of different types of display locations (e.g. storefront, store rear, secondary, front end cap, rear end cap, and shelf displays). This article focuses on accounting for and understanding the impact of various displays on consumer purchase behavior based on the Stimulus-Organism-Response (SOR) theory. Specifically, we study how displays closer to and farther from the main location of the focal category influence consumer purchase behavior. Furthermore, within the different types of displays we investigate the impact of specific types of displays on consumer's category purchase and brand choice and …