The influence of different brand strategies on consumers' cognitive processes

摘要

The type of brand strategy based on the level of differentiation has never before been suggested as a moderator in the relationship between customer-perceived value and satisfaction, and consumer intentions. A high differentiated brand would be oriented to a strategy of a high-quality/performance product at a high price where the consumer would perceive some kind of benefits (HB strategy), whereas a low differentiated brand would be focused on a mild quality/performance product at a low price offering other kinds of paybacks (LB strategy). These two types of brand strategies are both ways to successfully meet customers' needs, but: 1. they offer customers two different kinds of value propositions; 2. they involve different cognitive evaluation processes; and 3. they constitute two different paths to customers' brand loyalty. The article explores how the structural relationship between product performance, perceived value, satisfaction and behavioral intentions (loyalty) is moderated by these two different types of brand strategies (the HB strategy versus the LB strategy).