Why Not Buy the Leading Brand? a Preliminary Investigation of the Dynamics of Brand Choice

WoonBong Na, KyungHee University, Korea
YoungSeok Son, Hallym University, Korea
Roger Marshall, Auckland University of Technology, New Zealand
Our interest is in how purchasers of leading and following brands differ in the way they use price fairness, hedonic and utilitarian perceptions to make their decision. A model is constructed and found to fit the data from both groups in a number of markets. Surprisingly, utilitarian perceptions are most important for both groups. Purchasers of leading brands see their purchase as superior in hedonism and even more in utilitarianism, whilst purchasers of follower brands believe their purchase to be superior in price fairness and utilitarianism.
[ to cite ]:
WoonBong Na, YoungSeok Son, and Roger Marshall (2007) ,"Why Not Buy the Leading Brand? a Preliminary Investigation of the Dynamics of Brand Choice", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 628-629.