TY - JOUR
T1 - Measuring consumer vulnerability to perceived product similarity problems and its consequences
AU - Walsh, G.
AU - Mitchell, V.W.
AU - Miller, L.
AU - Kilian, T.
PY - 2010
Y1 - 2010
N2 - The brand clutter in many product categories and increasing numbers of similar products, some of which are deliberate look-alikes, make it more difficult for consumers to distinguish between brands, which can lead to more mistaken and misinformed purchases. Moreover, increasing brand similarity is likely to influence important consumer outcomes. To examine this phenomenon, a perceived product-similarity scale developed in Germany was administered to 220 consumers in the United Kingdom. Following the formulation of testable hypotheses and assessments of the scale's reliability and validity, the scale was used to measure perceived product similarity (PPS) across three different product categories, while examining the impact of PPS on brand loyalty and word of mouth. Structural equation modelling revealed that PPS significantly affects word of mouth but not brand loyalty. In addition, cluster analysis identified three meaningful and distinct PPS groups. Implications for marketing managers, consumer policy makers, and marketing research are discussed.
AB - The brand clutter in many product categories and increasing numbers of similar products, some of which are deliberate look-alikes, make it more difficult for consumers to distinguish between brands, which can lead to more mistaken and misinformed purchases. Moreover, increasing brand similarity is likely to influence important consumer outcomes. To examine this phenomenon, a perceived product-similarity scale developed in Germany was administered to 220 consumers in the United Kingdom. Following the formulation of testable hypotheses and assessments of the scale's reliability and validity, the scale was used to measure perceived product similarity (PPS) across three different product categories, while examining the impact of PPS on brand loyalty and word of mouth. Structural equation modelling revealed that PPS significantly affects word of mouth but not brand loyalty. In addition, cluster analysis identified three meaningful and distinct PPS groups. Implications for marketing managers, consumer policy makers, and marketing research are discussed.
KW - cognitive vulnerability
KW - perceived product similarity
KW - structural equation modelling
UR - http://www.scopus.com/inward/record.url?scp=79958164290&partnerID=8YFLogxK
UR - http://dx.doi.org/10.1080/02672570903441439
U2 - 10.1080/02672570903441439
DO - 10.1080/02672570903441439
M3 - Article
SN - 0267-257X
VL - 26
SP - 146
EP - 162
JO - Journal of Marketing Management
JF - Journal of Marketing Management
IS - 1/2
ER -