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

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.


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.


WoonBong Na, KyungHee University, Korea
YoungSeok Son, Hallym University, Korea
Roger Marshall, Auckland University of Technology, New Zealand


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


R14. Are Lonely Consumers Loyal Consumers? Loneliness Breadth and Depth

Eunyoung Jang, Oklahoma State University, USA
Zachary Arens, Oklahoma State University, USA

Read More


Do You Trust the System? Interaction Effect between Perceived Economic Mobility and Socioeconomic Status on Fair Market Ideology and Consumer Responses

Chun-Ming Yang, Ming Chuan University, Taiwan
Chia-Chi Chang, National Chiao Tung University

Read More


The Journey That Makes Us: The Impact of Residential Mobility on Self-clarity and Consumer Motivation

Linying Sophie Fan, Hong Kong Polytechic University
Yajin Wang, University of Maryland, USA
Yuwei Jiang, Hong Kong Polytechic University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.