Premium
Adverse influence of brand commitment on consideration of and preference for competing brands
Author(s) -
Desai Kalpesh Kaushik,
Raju Sekar
Publication year - 2007
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20175
Subject(s) - situational ethics , preference , brand preference , set (abstract data type) , psychology , brand awareness , advertising , brand names , brand management , marketing , social psychology , business , computer science , microeconomics , economics , programming language
This research investigates if commitment towards a target brand limits set size and preference towards competing brands in memory‐based consideration sets across three situations: (1) situations in which the situational goal matches the benefit offered by the target brand; (2) situations in which the situational goal matches the benefit offered by a competitor brand; and (3) situations in which a new benefit is introduced in the category for the first time. Findings confirm the set size and preference biases of committed consumers against a competitor brand in the first two situations. However, in the third situation, committed consumers favorably or unfavorably view the competitor brand depending on whether it is the first brand to introduce the new benefit in the category. © 2007 Wiley Periodicals, Inc.