Skip to main content
SpringerLink
Log in

Manufacturer brand value and the respective role of brand sensitivity, situational involvement and enduring involvement

  • Original Article
  • Published:
Journal of Brand Management Aims and scope Submit manuscript

Abstract

This study among 504 shoppers examines the relationship between perceived brand value and manufacturer brand purchase intention. Furthermore, it investigates the hierarchy of moderators that interact to predict brand purchase intention. The results from this study show the predominant role of quality and symbolic perceived value (self-expression and self-congruity) on manufacturer brand purchase intention and the less important role of hedonic perceived value (entertainment and variety-seeking). Extending previous research, this article explains the specific nature of manufacturer brands’ quality compared with store brands. The findings suggest that brand sensitivity plays the most important moderating influence. They also indicate that customer’s situational involvement (linked with the anticipated usage situation) may have a higher moderating impact on the brand purchase intention than enduring involvement (related to the product category). The theoretical and managerial implications of these findings are discussed.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Figure 1

Similar content being viewed by others

Notes

  1. Each respondent was given only one usage situation for each product category in order to avoid a negatively biased evaluation.

References

  • Aaker, D. (1991) Managing Brand Equity. New York, NY: Free Press.

    Google Scholar 

  • Ailawadi, K.L., Neslin, S.A. and Gedenk, K. (2001) Pursuing the value-conscious consumer: Store brands versus national brand promotions. Journal of Marketing 65 (January): 71–89.

    Article  Google Scholar 

  • Ajzen, I. and Madden, T.J. (1986) Predictions of goal-directed behavior: Attitudes, intentions and perceived behavioral control. Journal of Experimental Social Psychology 22: 453–474.

    Article  Google Scholar 

  • Aurier, P. and Fort, F. (2007) The effects of perceived congruity between origin, brand and product on the purchase intention of a branded product of origin. Advances in Consumer Research 34: 55–63.

    Google Scholar 

  • Aurier, P., Jean, S. and Zaichkowsky, J. (2000) Consideration set size and familiarity with usage context. Advances in Consumer Research 27 (1): 307–313.

    Google Scholar 

  • Babin, B.J., Chebat, J.C. and Michon, R. (2004) Perceived appropriativeness and its effect on quality, affect and behavior. Journal of Retailing & Consumer Services 11 (5): 287–298.

    Article  Google Scholar 

  • Babin, B.J., Darden, W.R. and Griffin, M. (1994) Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research 20 (4): 644–656.

    Article  Google Scholar 

  • Bagozzi, R.P. (1992) The self-regulation of attitudes, intentions and behavior. Social Psychology Quarterly 55 (2): 178–204.

    Article  Google Scholar 

  • Bawa, K. (1990) Modeling inertia and variety seeking tendencies in brand choice behaviour. Marketing Science 9 (3): 263–278.

    Article  Google Scholar 

  • Bearden, W.O. and Woodside, A.G. (1976) Interactions of consumption situations and brand attitudes. Journal of Applied Psychology 61 (6): 764–769.

    Article  Google Scholar 

  • Belk, R.W. (1974) An exploratory assessment of situational effects in buyer behavior. Journal of Marketing Research 11 (May): 156–163.

    Article  Google Scholar 

  • Belk, R.W. (1975) Situational variables and consumer behavior. Journal of Consumer Research 2 (3): 157–164.

    Article  Google Scholar 

  • Belk, R.W. (1988) Possessions and the extended self. Journal of Consumer Research 15 (September): 139–168.

    Article  Google Scholar 

  • Bonnin, G. and Goudey, A. (2012) The kinetic quality of store design: An exploration of its influence on shopping experience. Journal of Retailing and Consumer Services 19 (6): 637–643.

    Article  Google Scholar 

  • Brakus, J.J., Schmitt, B.H. and Zarantonello, L. (2009) Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing 73 (3): 52–68.

    Article  Google Scholar 

  • Carpenter, J.M. (2008) Consumer shopping value, satisfaction and loyalty in discount retailing. Journal of Retailing & Consumer Services 15 (5): 358–363.

    Article  Google Scholar 

  • Carpenter, J.M. and Moore, M. (2009) Utilitarian and hedonic shopping value in the US discount sector. Journal of Retailing & Consumer Services 16 (1): 68–74.

    Article  Google Scholar 

  • Celsi, R.L. and Olson, J.C. (1988) The role of involvement in attention and comprehension processes. Journal of Consumer Research 15 (September): 214–224.

    Google Scholar 

  • Chandon, P., Wansink, B. and Laurent, G. (2000) A benefit congruency framework of sales promotion effectiveness. Journal of Marketing 64 (October): 65–81.

    Article  Google Scholar 

  • Chandon, P., Morwitz, V.G. and Reinartz, W.J. (2005) Do intentions really predict behavior? Self-generated validity effects in survey research. Journal of Marketing 69 (2): 1–14.

    Article  Google Scholar 

  • Chaudhuri, A. and Holbrook, M.B. (2001) The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing 65 (2): 81–93.

    Article  Google Scholar 

  • Chin, W.W., Marcolin, B.L. and Newsted, P.R. (2003) A partial least squares latent variable modeling approach for measuring interaction effects. Information Systems Research 14 (2): 189–217.

    Article  Google Scholar 

  • Chitturi, R., Raghunathan, R. and Mahajan, V. (2008) Delight by design: The role of hedonic versus utilitarian benefits. Journal of Marketing 72 (3): 48–63.

    Article  Google Scholar 

  • Clarke, K. and Belk, R.W. (1979) The effects of product involvement and task definition on anticipated consumer effort. Advances in Consumer Research 6 (1): 313–318.

    Google Scholar 

  • Cohen, J.B. and Reed II A. (2006) Amultiple pathway anchoring and adjustment (MPAA) model of attitude generation and recruitment. Journal of Consumer Research 33 (1): 1–15.

    Article  Google Scholar 

  • De Chernatony, L. (2001) A model for strategically building brands. Journal of Brand Management 9 (1): 32–44.

    Article  Google Scholar 

  • Dholakia, U.M. (1997) An investigation of the relationship between perceived risk and product involvement. Advances in Consumer Research 24 (1): 159–167.

    Google Scholar 

  • Dubois, B. and Laurent, G. (1999) A situational approach to brand loyalty. Advances in Consumer Research 26 (1): 657–63.

    Google Scholar 

  • Erickson, G.M. and Johansson, J.K. (1985) The role of price in multi-attribute product evaluations. Journal of Consumer Research 12 (2): 195–199.

    Article  Google Scholar 

  • Gatti, L., Caruana, A. and Snehota, I. (2012) The role of corporate social responsibility, perceived quality and corporate reputation on purchase intention: Implications for brand management. Journal of Brand Management 20 (1): 65–76.

    Article  Google Scholar 

  • Givon, M. (1984) Variety seeking through brand switching. Marketing Science 3 (1): 1–22.

    Article  Google Scholar 

  • Goldsmith, R.E. and Emmert, J. (1991) Measuring product category involvement: A multitrait-multimethod study. Journal of Business Research 23 (4): 363–371.

    Article  Google Scholar 

  • Gurviez, P. (1999) La confiance comme variable explicative du comportement du consommateur, 15ème congrès de l’AFM, Strasbourg, May.

  • Hoch, S.J. (1996) How should national brands think about private labels? Sloan Management Review 37 (Winter): 89–102.

    Google Scholar 

  • Hoch, S.J. and Banerji, S. (1993) When do private labels succeed? Sloan Management Review 34 (Summer): 57–67.

    Google Scholar 

  • Holbrook, M.B. (1999) Consumer Value. A Framework for Analysis and Research. London: Routledge.

    Book  Google Scholar 

  • Holbrook, M.B. and Hirschman, E.C. (1982) The experiential aspects of consumption: Consumer fantasies, feelings and fun. Journal of Consumer Research 9 (September): 132–140.

    Article  Google Scholar 

  • Houston, M.J. and Rothschild, M.L. (1978) Conceptual and methodological perspectives on involvement. In: S.C. Jain (ed.) Educators’ proceedings. Chicago, IL: AMA, pp. 184–187.

    Google Scholar 

  • Huffman, C. and Kahn, B.E. (1998) Variety for sale: Mass customization or mass confusion? Journal of Retailing 74 (4): 491–513.

    Article  Google Scholar 

  • Jacobson, R. and Aaker, D.A. (1987) The strategic role of product quality. Journal of Marketing 51 (4): 31–44.

    Article  Google Scholar 

  • Jacoby, J. and Kyner, D.B. (1973) Brandloyalty versus repeat purchasing behavior. Journal of Marketing Research 10 (1): 1–9.

    Article  Google Scholar 

  • Jones, M.A., Reynolds, K.E. and Arnold, M. (2006) Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes. Journal of Business Research 59 (9): 974–981.

    Article  Google Scholar 

  • Johnson, D.M., Herrmann, A. and Huber, F. (2006) The evolution of loyalty intentions. Journal of Marketing 70 (2): 122–32.

    Article  Google Scholar 

  • Kapferer, J.N. and Laurent, G. (1985) Consumer involvement profiles: A new practical approach to consumer involvement. Journal of Advertising Research 25 (6): 48–56.

    Google Scholar 

  • Kapferer, J.N. and Laurent, G. (1992) La sensibilité aux marques. Marchés sans marques. Marchés à marques. Paris: Editions d’Organisation.

    Google Scholar 

  • Keller, K.L. (1993) Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing 57 (1): 1–22.

    Article  Google Scholar 

  • Keller, K.L and Lehmann, D.R. (2003) How do brands create value? Marketing Management 12 (3): 26–31.

    Google Scholar 

  • Kumar, N. and Steenkamp, J.B.E.M. (2007) Private Label Strategy: How to Meet the Store Brand Challenge. Boston, MA: Harvard Business School Press.

    Google Scholar 

  • Lamey, L., Deleersnyder, B., Dekimpe, M. and Steenkamp, J.B.E.M. (2007) How business cycles contribute to private-label success: Evidence from the United States and Europe. Journal of Marketing 71 (January): 1–15.

    Article  Google Scholar 

  • Laroche, M., Kim, C. and Zhou, L. (1995) Direct and indirect effects of confidence on purchase intention. Advances in Consumer Research 22 (1): 333–339.

    Google Scholar 

  • Lee, F.S. (2012) Wine and the consumer price-perceived quality heuristics. International Journal of Marketing Studies 4 (3): 31–35.

    Article  Google Scholar 

  • Lichtenstein, D.R. and Burton, S. (1989) The relationship between perceived and objective price-quality. Journal of Marketing Research 26 (4): 429–443.

    Article  Google Scholar 

  • Mathews-Lefebvre, C., Ambroise, L., Albert, N. and Valette-Florence, P. (2007) Retailer brands versus manufacturer brands: The influence of their perceived value on brand attachment and commitment, EAERCD. 14th International Conference on Research in the Distributive Trades, Saarbrücken, Germany, 27-29 June.

  • Massicote, M.C., Michon, R., Chebat, J.C., Sirgy, M. and Borges, A. (2011) Effects of mall atmosphere on mall evaluation: Teenage versus adult shoppers. Journal of Retailing and Consumer Services 18 (1): 74–80.

    Article  Google Scholar 

  • Mathwick, C. (2005) The effect of playful web experiences on brand attitude formation. Advances in Consumer Research 32 (1): 65.

    Article  Google Scholar 

  • McAlistair, L. and Pessemier, E. (1982) Variety seeking behavior: An interdisciplinary review. Journal of Consumer Research 9 (December): 311–22.

    Article  Google Scholar 

  • McQuarrie, E.F and Munson, J.M. (1992) A revised Product Involvement Inventory: Improved usability and validity. Advances in Consumer Research 19 (1): 108–115.

    Google Scholar 

  • Mittal, B. (2006) I, me and mine: How products become consumers’ extended selves. Journal of Consumer Behavior 5 (6): 550–562.

    Article  Google Scholar 

  • Morwitz, V.G. and Fitzsimons, G.J. (2004) The mere measurement effect: Why does measuring intentions change actual behavior? Journal of Consumer Psychology 14 (1–2): 64–74.

    Article  Google Scholar 

  • Mulvey, M.S., Olson, J.C., Celsi, R.L. and Walker, B.A. (1994) Exploring the relationships between means-end knowledge and involvement. Advances in Consumer Research 21 (1): 51–57.

    Google Scholar 

  • Nielsen, A.C. (2005) The power of private label executive news report from AC Nielson, Global Services. September.

  • Odin, Y., Odin, N. and Valette-Florence, P. (2001) Conceptual and operational aspects of brand loyalty. An empirical investigation. Journal of Business Research 53 (2): 75–84.

    Article  Google Scholar 

  • Ortinau, D., Babin, B.J. and Chebat, J.C. (2011) Retailing evolution research: Introduction to the special section on retailing research. Journal of Business Research 64 (6): 541–542.

    Article  Google Scholar 

  • Overby, J.W. and Lee, E.-J. (2006) The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research 59 (10/11): 1160–1166.

    Article  Google Scholar 

  • Park, C.W. (1993) Context effects on consumer choice, brand awareness and decision making. Advances in Consumer Research 20 (1): 395–396.

    Google Scholar 

  • Park, C.W., Jaworski, B.J. and MacInnis, D.J. (1986) Strategic brand concept-image management. Journal of Marketing 50 (4): 135–45.

    Article  Google Scholar 

  • Park, C.W. and MacInnis, D.J. (2006) What’s in and what’s out: Questions on the boundaries of the attitude concept. Journal of Consumer Research 33 (1): 16–18.

    Article  Google Scholar 

  • Park, C.W., MacInnis, D.J., Priester, J., Eisingerich, A.B. and Iacobucci, D. (2010) Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing 74 (November): 1–17.

    Article  Google Scholar 

  • Park, C.W. and Young, S.M. (1983) Types and levels of involvement and brand attitude formation. Advances in Consumer Research 10 (1): 320–324.

    Google Scholar 

  • Ramaseshan, B. and Tsao, H.-Y. (2007) Moderating effects of the brand concept on the relationship between brand personality and perceived quality. Brand Management 14 (6): 458–466.

    Article  Google Scholar 

  • Rao, A.R., Qu, L. and Rueckert, R.W. (1997) Brand Alliances as Information About Unobservable Product Quality. Cambridge, MA: Marketing Science Institute WP, MSI, pp. 97–100.

    Google Scholar 

  • Ratneshwar, S., Shocker, A.D., Cotte, J. and Srivastava, R.K. (1999) Product, person, and purpose: Putting the consumer brack into theories of dynamic market behavior. Journal of Strategic Marketing 7 (3): 191–208.

    Article  Google Scholar 

  • Reed II A. (2002) Social identity as a useful perspective for self-concept-based consumer research. Psychology and Marketing 19 (3): 235–266.

    Article  Google Scholar 

  • Reed II A. (2004) Activating the self-importance of consumer selves: Exploring identity salience effects on judgments. Journal of Consumer Research 31 (2): 286–295.

    Article  Google Scholar 

  • Reed II A. and Bolton, L. (2005) The complexity of identity. MIT Sloan Management Review 46 (3): 18–22.

    Google Scholar 

  • Richins, M.L., Bloch, P.H. and McQuarrie, E.F. (1992) How enduring and situational involvement combine to create involvement responses. Journal of Consumer Psychology 1 (2): 143–53.

    Article  Google Scholar 

  • Rodgers, W.C. and Schneider, K.C. (1993) An empirical evaluation of the Kapferer-Laurent Consumer Involvement Profile scale. Psychology and Marketing 10 (4): 333–45.

    Article  Google Scholar 

  • Romero de la Fuente, J. and Yagüe Guillén, M.J. (2008) Re-incorporating usage situation in choice models: A base for future developments. Journal of Marketing Management 24 (3–4): 245–263.

    Article  Google Scholar 

  • Sirgy, M.J. (1986) Self-congruity: Toward a theory of personality and cybernetics. New York: Praeger 1986.

    Google Scholar 

  • Sirgy, J.M., Grewal, D. and Mangleburg, T. (2000) Retail environment, self-congruity and retail-patronage: An integrative model and a research agenda. Journal of Business Research 49 (2): 127–138.

    Article  Google Scholar 

  • Spangenberg, E.R., Voss, K.E. and Crowley, A.E. (1997) Measuring the hedonic and utilitarian dimensions of attitude: A generally applicable scale. Advances in Consumer Research 24 (1): 235–241.

    Google Scholar 

  • Srivastava, R.K., Shocker, A.D. and Day, G.S. (1978) An exploratory study of the influences of usage situation on perceptions of product-markets. Advances in Consumer Research 5 (1): 32–38.

    Google Scholar 

  • Steenkamp, J.-B.E.M., Van Heerde, H.J. and Geyskens, I. (2010) What makes consumers willing to pay a price premium for national brands over private labels? Journal of Marketing Research 47 (6): 1011–1024.

    Article  Google Scholar 

  • Tenenhaus, M., Esposito Vinzi, V., Chatelin, Y.M. and Lauro, C. (2005) PLS path modeling. Computational Statistics & Data Analysis. 48: 159–205.

    Article  Google Scholar 

  • Van Trijp, H.C.M., Hoyer, W.D. and Inman, J.J. (1996) Why switch? Product category-level explanations for true variety-seeking behavior. Journal of Marketing Research 33 (August): 281–92.

    Article  Google Scholar 

  • Vogel, V., Evanschitzky, H. and Ramaseshan, B. (2008) Customer equity drivers and future sales. Journal of Marketing 72 (6): 98–108.

    Article  Google Scholar 

  • Walsh, G., Shiu, E. and Hassan, L.M. (2012) Investigating the drivers of consumer intention to buy manufacturer brands. Journal of Product and Brand Management 21 (5): 328–340.

    Article  Google Scholar 

  • Wang, Y.J., Hong, S. and Wei, J. (2010) A broadened model of goal-directed behavior: Incorporating the conative force into consumer research. Review of Business Research 10 (1): 142–150.

    Google Scholar 

  • Warlop, L. and Ratneshwar, S. (1993) The role of usage context in consumer choice: A problem solving perspective. Advances in Consumer Research 20 (1): 377–382.

    Google Scholar 

  • Yoo, C. and MacInnis, D. (2005) The brand attitude formation process of emotional and informational ads. Journal of Business Research 58 (10): 1397–1406.

    Article  Google Scholar 

  • Zaichkowsky, J.L. (1985) Measuring the involvement construct. Journal of Consumer Research 12 (3): 341–52.

    Article  Google Scholar 

  • Zaichkowsky, J.L (1994) The Personal Involvement Inventory: Reduction, revision and application to advertising. Journal of Advertising 23 (4): 59–70.

    Article  Google Scholar 

  • Zarantonello, L. and Schmitt, B.H. (2010) Using the brand experience scale to profile consumers and predict consumer behaviour. Brand Management 17 (7): 532–540.

    Article  Google Scholar 

  • Zeithaml, V.A. (1988) Consumer perceptions of price, quality and value: A means of synthesis of evidence. Journal of Marketing 52 (3): 2–22.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. INSEEC Business Schools, 21 rue Alsace Lorraine, Lyon, 69001, France

    Clarinda Mathews-Lefebvre & Pierre Valette-Florence

Authors
  1. Clarinda Mathews-Lefebvre
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Pierre Valette-Florence
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Clarinda Mathews-Lefebvre.

Additional information

1Clarinda Mathews-Lefebvre worked first with Nestlé-Rowntree(chocolate industry), then with L‘Oréal in the luxury division (make-up market) in Paris. She is currently assistant professor of Brand Management and Marketing Strategy at INSEEC Business Schools. Her research interests are in Brand relationships, Retailing and Consumer Behavior. she has published in international reviews (Journal of product and Brand Management, Décisions marketing and la Revue Française du marketing). she co-writes with several European researchers (from Francce, Denmark, Finland and spain).

2Pierre Valette-Florence is professor of Marketing and Quantative Methods at the University of Grenoble. His research interests are in structural equation modelling and mixture data analysis along with the brand relationships management. He has intensively published in scholarly journal as well as in top international marketing conferences. He is recognized as an expert in quantitative analysis and methods of marketing research and acts as a consultant in consumer behaviour and branding fields for leading international companies such as Chanel, Mars or Firmenich, just to name a few.

Appendix

Appendix

Perceived savings (after Chandon et al, 2000)

  • With this brand, I really save money

  • With this brand, I feel that I am getting a good deal

  • With this brand, I really spend less

Perceived quality (after Chandon et al, 2000)

  • This brand is a good quality one

  • I have a positive impression of this brand when using its products

Hedonic perceived value

Entertainment (after Chandon et al, 2000)

  • This brand is fun

  • This brand is entertaining

  • This brand is enjoyable

Variety-seeking (after Chandon et al, 2000)

  • With this brand, I feel like trying new brands

  • With this brand, I can avoid always buying the same brands

Symbolic perceived value

Self-expression (after Chandon et al, 2000)

  • With this brand, I can be proud of my purchase

  • With this brand, I’m a smart shopper

Self-congruity (after Kapferer and Laurent, 1992)

  • This brand tells about who I am

  • This brand reflects somehow the kind of person I am

Purchase intention

  • I think that I will like this brand for a long time (after Gurviez, 1999)

  • I intend to buy this brand at [price]

Situational involvement (after Zaichkowsky, 1994)

  • This situation is important for me

  • This situation means a lot to me

  • This situation is relevant for me

Enduring product involvement (after Kapferer and Laurent, 1992)

  • I may say that I’m interested in [product category]

  • [Product category] is very important for me

Brand sensitivity (after Kapferer and Laurent, 1992)

  • When I buy a product, I always pay attention to the brand

  • Generally, a product’s brand tells a lot about its quality

  • For me a product’s brand is a very important information

Rights and permissions

Reprints and permissions

About this article

Cite this article

Mathews-Lefebvre, C., Valette-Florence, P. Manufacturer brand value and the respective role of brand sensitivity, situational involvement and enduring involvement. J Brand Manag 21, 236–253 (2014). https://doi.org/10.1057/bm.2014.3

Download citation

  • Received:

  • Revised:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1057/bm.2014.3

Keywords

Search

Navigation