Featured Research

from universities, journals, and other organizations

I'm Sticking With My Brand: Loyal Customers Perceive Competitor Ads Differently

Date:
November 21, 2008
Source:
University of Chicago Press Journals
Summary:
What does it take for marketers to reach customers who are already loyal to a particular brand? A new study in the Journal of Consumer Research examines brand loyalty and the way it affects perceptions of advertising.

What does it take for marketers to reach customers who are already loyal to a particular brand? A new study in the Journal of Consumer Research examines brand loyalty and the way it affects perceptions of advertising.

Authors Sekar Raju (Iowa State University), H. Rao Unnava (Ohio State University, and Nicole Votolato Montgomery (College of William and Mary) discovered that consumer brand loyalty heavily influences responses to marketing from competing brands. "Consumers who are more loyal to a brand seem to search and process competitor brand information very differently than consumers who are less loyal to a brand," write the authors. "When loyalty is high, consumers search for evidence that a competitor brand is not a good brand, contrary to the advertisement information."

In contrast, less loyal customers look for evidence to confirm that the competitor brand is a good brand. "This search manifests in the identification of similarities between their preferred brand and competing brand, resulting in an overall perception that the two brands are alike."

In three related studies, researchers compared people who were very loyal to specific brand-name products: Sony music players, Saucony athletic shoes, and Olympus voice recorders. The researchers succeeded in changing the perceptions of low and high-loyalty participants by asking them to shift their focus from dissimilarities to similarities, or vice versa.

"The change in focus from searching for similarities to dissimilarities has implications for marketers. Advertisements that are targeted toward consumers who are loyal to another brand may have to be structured differently," conclude the authors.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Cite This Page:

University of Chicago Press Journals. "I'm Sticking With My Brand: Loyal Customers Perceive Competitor Ads Differently." ScienceDaily. ScienceDaily, 21 November 2008. <www.sciencedaily.com/releases/2008/11/081117121231.htm>.
University of Chicago Press Journals. (2008, November 21). I'm Sticking With My Brand: Loyal Customers Perceive Competitor Ads Differently. ScienceDaily. Retrieved August 1, 2014 from www.sciencedaily.com/releases/2008/11/081117121231.htm
University of Chicago Press Journals. "I'm Sticking With My Brand: Loyal Customers Perceive Competitor Ads Differently." ScienceDaily. www.sciencedaily.com/releases/2008/11/081117121231.htm (accessed August 1, 2014).

Share This




More Science & Society News

Friday, August 1, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

House Republicans Vote to Sue Obama Over Healthcare Law

House Republicans Vote to Sue Obama Over Healthcare Law

Reuters - US Online Video (July 31, 2014) The Republican-led House of Representatives votes to sue President Obama, accusing him of overstepping his executive authority in making changes to the Affordable Care Act. Mana Rabiee reports. Video provided by Reuters
Powered by NewsLook.com
Florida Panther Rebound Upsets Ranchers

Florida Panther Rebound Upsets Ranchers

AP (July 31, 2014) With Florida's panther population rebounding, some ranchers complain the protected predators are once again killing their calves. (July 31) Video provided by AP
Powered by NewsLook.com
Britain Testing Driverless Cars on Roadways

Britain Testing Driverless Cars on Roadways

AP (July 30, 2014) British officials said on Wednesday that driverless cars will be tested on roads in as many as three cities in a trial program set to begin in January. Officials said the tests will last up to three years. (July 30) Video provided by AP
Powered by NewsLook.com
Health Insurers' Profits Slide

Health Insurers' Profits Slide

Reuters - Business Video Online (July 30, 2014) Obamacare-related costs were said to be behind the profit plunge at Wellpoint and Humana, but Wellpoint sees the new exchanges boosting its earnings for the full year. Fred Katayama reports. Video provided by Reuters
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins