A Comparative Study of Competitive Brand Based on Customer-Perceived Value—Evidences from IAT
ABSTRACT
The difference of the product differentiation fuels the competition of brands, steering the direction from the simple product competition to the added value of the brand. In the brands competition, customer-perceived value is the core of the competing. High customer-perceived value means the appropriate brand image left in the customers’ mind, thereby affecting the consumer loyalty and frequency of purchase again, showing the status of the brand. Using the method of IAT (implicit association test), the text analyzes the difference of the user experience of two competitive brands, and has an insight into the advantages and disadvantages of the competitive brand from four dimensions. The result shows that, overall speaking, the customer-perceived value of McDonald is higher than that of KFC, but in the dimension of service and value, the customer-perceived value of KFC is much higher, giving the direction for the marketers to make the appropriate tactics based on the difference of the brand customer-perceived value.
The difference of the product differentiation fuels the competition of brands, steering the direction from the simple product competition to the added value of the brand. In the brands competition, customer-perceived value is the core of the competing. High customer-perceived value means the appropriate brand image left in the customers’ mind, thereby affecting the consumer loyalty and frequency of purchase again, showing the status of the brand. Using the method of IAT (implicit association test), the text analyzes the difference of the user experience of two competitive brands, and has an insight into the advantages and disadvantages of the competitive brand from four dimensions. The result shows that, overall speaking, the customer-perceived value of McDonald is higher than that of KFC, but in the dimension of service and value, the customer-perceived value of KFC is much higher, giving the direction for the marketers to make the appropriate tactics based on the difference of the brand customer-perceived value.
Cite this paper
Liu, Y. and Sun, Q. (2015) A Comparative Study of Competitive Brand Based on Customer-Perceived Value—Evidences from IAT. Open Journal of Social Sciences, 3, 275-282. doi: 10.4236/jss.2015.37040.
Liu, Y. and Sun, Q. (2015) A Comparative Study of Competitive Brand Based on Customer-Perceived Value—Evidences from IAT. Open Journal of Social Sciences, 3, 275-282. doi: 10.4236/jss.2015.37040.
References
[1] Wang, G. (2004) Customers’ Value and Enterprises’ Competitive Advantage-Taking Mobile Industry as an Example. Management World, 10, 97-109. [2] Zhu, J.Q. (1997) Discussions on the Humanistic Significance and Social Effects of the Brand. Journal of Xiamen University, 2, 30. [3] Yang, Z.L. and Peterson, R.T. (2004) Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs. Psychology & Marketing, 21, 799-822. http://dx.doi.org/10.1002/mar.20030 [4] Zeithaml, V.A. (1988) Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, 2-22. http://dx.doi.org/10.2307/1251446 [5] Dodds, W.B., Monroe, K.B. and Grewal, D. (1991) Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 38, 307-326. http://dx.doi.org/10.2307/3172866 [6] Slater, N. (2000) The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication. Journal of Business Research, 48, 69-73. http://dx.doi.org/10.1016/S0148-2963(98)00077-0 [7] Ulaga, W. and Chacour, S. (2001) Measuring Customer Perceived Value in Business Markets: A Prerequisite for Marketing Strategy Development and Implementation. Industrial Marketing Management, 30, 525-540. http://dx.doi.org/10.1016/S0019-8501(99)00122-4 [8] Duman, T. and Mattila, A.S. (2005) The Role of Affective Factors on Perceived Cruise Vacation Value. Tourism Management, 26, 311-323. http://dx.doi.org/10.1016/j.tourman.2003.11.014 [9] Vera, J. and Trujillo, A. (2013) Service Quality Dimension and Superior Customer Perceived Value in Retail Bank: An Empirical Study on Mexican Consumers. Journal of Retailing and Consumer Services, 20, 579-586. http://dx.doi.org/10.1016/j.jretconser.2013.06.005 [10] Lee, S., Jin, N. and Lee, H. (2014) The Moderating Role of Water Park Service Quality, Environment, Image, and Food Quality on Perceived Value and Customer Loyalty: A South Korean Case Study. Journal of Quality Assurance in Hospitality & Tourism, 15, 19-43.
http://dx.doi.org/10.1080/1528008X.2014.855102 [11] Lee, S., Jin, N. and Lee, H. (2014) The Moderating Role of Water Park Service Quality, Environment, Image, and Food Quality on Perceived Value and Customer Loyalty: A South Korean Case Study. Journal of Quality Assurance in Hospitality & Tourism, 15, 19-43.
http://dx.doi.org/10.1080/1528008X.2014.855102 [12] Ma, B.L., Zhang, L., Wang, G. and Li, F. (2010) The Effects of Product-Harm Crisis on Brand Performance. International Journal of Market Research, 52, 443-458. http://dx.doi.org/10.2501/s1470785309201399 [13] Vantomme, D., Geuens, M. and Dewitte, S. (2005) How to Portray Men and Women in Advertisements? Explicit and Implicit Evaluations of Ads Depicting Different Gender Roles. Social Science Research Network. [14] Dijksterhuis, A., Bos, M.W., Nordgren, L.F. and Van Baaren, R.B. (2006) On Making the Right Choice: The Deliberation-without-Attention Effect. Science, 311, 1005-1007. [15] Maison, D., Greenwald, A.G. and Bruin, R. (2001) The Implicit Association Test as a Measure of Implicit Consumer Attitudes. Polish Psychological Bulletin, 32, 1-9. [16] Greenwald, A.G., Poehlman, T.A., Uhlmann, E.L. and Banaji, M.R. (2009) Understanding and Using the Implicit Association Test: III. Meta-Analysis of Predictive Validity. Journal of Personality and Social Psychology, 97, 17-41. http://dx.doi.org/10.1037/a0015575 [17] Brunel, F.F., Tietje, B.C. and Greenwald, A.G. (2004) Is the Implicit Association Test a Valid and Valuable Measure of Implicit Consumer Social Cognition? Journal of Consumer Psychology, 14, 385-404. [18] Dimofte, C.V. and Yalch, R.F. (2007) Consumer Response to Polysemous Brand Slogans. Journal of Consumer Research, 33, 515-522. http://dx.doi.org/10.1086/510225 [19] Dimofte, C.V. (2010) Implicit Measures of Consumer Cognition: A Review. Psychology and Marketing, 27, 921-937.
[1] Wang, G. (2004) Customers’ Value and Enterprises’ Competitive Advantage-Taking Mobile Industry as an Example. Management World, 10, 97-109. [2] Zhu, J.Q. (1997) Discussions on the Humanistic Significance and Social Effects of the Brand. Journal of Xiamen University, 2, 30. [3] Yang, Z.L. and Peterson, R.T. (2004) Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs. Psychology & Marketing, 21, 799-822. http://dx.doi.org/10.1002/mar.20030 [4] Zeithaml, V.A. (1988) Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, 2-22. http://dx.doi.org/10.2307/1251446 [5] Dodds, W.B., Monroe, K.B. and Grewal, D. (1991) Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 38, 307-326. http://dx.doi.org/10.2307/3172866 [6] Slater, N. (2000) The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication. Journal of Business Research, 48, 69-73. http://dx.doi.org/10.1016/S0148-2963(98)00077-0 [7] Ulaga, W. and Chacour, S. (2001) Measuring Customer Perceived Value in Business Markets: A Prerequisite for Marketing Strategy Development and Implementation. Industrial Marketing Management, 30, 525-540. http://dx.doi.org/10.1016/S0019-8501(99)00122-4 [8] Duman, T. and Mattila, A.S. (2005) The Role of Affective Factors on Perceived Cruise Vacation Value. Tourism Management, 26, 311-323. http://dx.doi.org/10.1016/j.tourman.2003.11.014 [9] Vera, J. and Trujillo, A. (2013) Service Quality Dimension and Superior Customer Perceived Value in Retail Bank: An Empirical Study on Mexican Consumers. Journal of Retailing and Consumer Services, 20, 579-586. http://dx.doi.org/10.1016/j.jretconser.2013.06.005 [10] Lee, S., Jin, N. and Lee, H. (2014) The Moderating Role of Water Park Service Quality, Environment, Image, and Food Quality on Perceived Value and Customer Loyalty: A South Korean Case Study. Journal of Quality Assurance in Hospitality & Tourism, 15, 19-43.
http://dx.doi.org/10.1080/1528008X.2014.855102 [11] Lee, S., Jin, N. and Lee, H. (2014) The Moderating Role of Water Park Service Quality, Environment, Image, and Food Quality on Perceived Value and Customer Loyalty: A South Korean Case Study. Journal of Quality Assurance in Hospitality & Tourism, 15, 19-43.
http://dx.doi.org/10.1080/1528008X.2014.855102 [12] Ma, B.L., Zhang, L., Wang, G. and Li, F. (2010) The Effects of Product-Harm Crisis on Brand Performance. International Journal of Market Research, 52, 443-458. http://dx.doi.org/10.2501/s1470785309201399 [13] Vantomme, D., Geuens, M. and Dewitte, S. (2005) How to Portray Men and Women in Advertisements? Explicit and Implicit Evaluations of Ads Depicting Different Gender Roles. Social Science Research Network. [14] Dijksterhuis, A., Bos, M.W., Nordgren, L.F. and Van Baaren, R.B. (2006) On Making the Right Choice: The Deliberation-without-Attention Effect. Science, 311, 1005-1007. [15] Maison, D., Greenwald, A.G. and Bruin, R. (2001) The Implicit Association Test as a Measure of Implicit Consumer Attitudes. Polish Psychological Bulletin, 32, 1-9. [16] Greenwald, A.G., Poehlman, T.A., Uhlmann, E.L. and Banaji, M.R. (2009) Understanding and Using the Implicit Association Test: III. Meta-Analysis of Predictive Validity. Journal of Personality and Social Psychology, 97, 17-41. http://dx.doi.org/10.1037/a0015575 [17] Brunel, F.F., Tietje, B.C. and Greenwald, A.G. (2004) Is the Implicit Association Test a Valid and Valuable Measure of Implicit Consumer Social Cognition? Journal of Consumer Psychology, 14, 385-404. [18] Dimofte, C.V. and Yalch, R.F. (2007) Consumer Response to Polysemous Brand Slogans. Journal of Consumer Research, 33, 515-522. http://dx.doi.org/10.1086/510225 [19] Dimofte, C.V. (2010) Implicit Measures of Consumer Cognition: A Review. Psychology and Marketing, 27, 921-937.