Customer perceived value, satisfaction, and loyalty: The role of ...
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1/14/15 1:22 PM
Aesthetic aspects of the product:
Are of primary importance in selection and purchase
Affect perceived quality and customer satisfaction with the product
Aesthetic aspects of the shopping environment influence:
Willingness to buy products
Perceived price of products
Amount willing to pay for product
Aesthetic aspects of apparel and the promotional environment affect:
Selection and purchase
Perceptions and satisfaction with the product
Price willing to pay
And consequently, the profitability of the apparel business
Aesthetic Experience (AE): the sensitive selection or appreciation of formal, expressive, or symbolic qualities of the product or environment, providing non-instrumental benefits that result in pleasure or satisfaction.
Can result from:
Selection of the product’s design qualities
Designer selecting the styles, colors, fabrics, embellishments
Consumer putting together ensemble
Mass customization of a product
Customer contributes to development of product design by selecting from limited options (style details, color, and fabric) that are combined to make something unique to the individual
The “Customer-Made” Movement:
Input from:
Online communication and order placements
Also from contests and games
Customers may be rewarded products, cash, or small portion of the profits for new products that result from their input
Aesthetic experience can be derived from appreciation of what has been created.
The Sensitive Selection or Appreciation of Formal, Expressive, or Symbolic Qualities
Formal
Qualities refer to the perceivable features of the structural composition of the object or environment
Experienced through the 5 senses
Color, line, shape, light, space, texture
Also sound, taste, smell
Balance, rhythm, proportion, emphasis
Expressive
Qualities that express or evoke emotion
Represent emotions of the creator and evoke emotion in the appreciator (the consumer)
1. Expressiveness is inherent in the form
Due to the physical effect formal qualities have on the body
intensity of color
Op Art patterns
Faster tempos in music
Due to underlying similarities of human experience
E.g. the color yellow is experienced as warm due to the feeling of warmth from the sun
2. Expressiveness from learned responses
Due to associations shared by groups
E.g. colors, shapes, lines of national flag = feeling patriotic
Expressiveness may vary by group
Symbolic
Result in meaning or content, communicating an idea
Symbols are things that stand for, or represent, something else
Product or Environment
Products are material goods with physical properties that can be repeatedly experienced during appreciation
Environment is the multi-sensory setting that surround the product and the body
Has social as well formal, expressive, and symbolic qualities
Non-instrumental benefits (aesthetic)
Rewarding and pleasurable in itself and done for its own sake
E.g. watching blazing colors of the sky at sunset
Different from qualities that are instrumental in attaining external benefits or goals
E.g., safety, time-saving, social, economic gain
E.g., watching sky to determine weather
Considered non-aesthetic
Pleasure or satisfaction
Both pleasure and satisfaction involve gratification or fulfillment of desires
However, pleasure suggests a positive feeling, which may not accurately describe the state of emotional satisfaction
Formal, expressive, and symbolic qualities of AE are interrelated
Formal qualities can evoke or express emotion
Symbols or representations
Textiles and Apparel Professionals
Textiles and apparel professionals affecting the AE of product or environment can be categorized into three groups:
Developers: are involved in the creation of the aesthetic product, from initiating, contributing, and presenting ideas, through perfecting the design, and ending with the completion of production.
Gatekeepers: influence which existing aesthetic products reach the consumer based on criteria such as fashionability, salability, and/or quality.
May affect both physical products or representations of the product (verbal or visual)
Promoters: emphasize and enhance an aesthetic product’s value through verbal communication and/or design of the sensory qualities of the environment.
Promoters have a vested interest in promoting particular products.
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Apparel products, the body, and the environment all impact the AE and consumer behavior
Fashion models, retail directors, advertisers, display artists, stylists, and other professionals create an environment
Consumers focus on the product when shopping (store, TV, online, catalog)
Looking for what’s new
Looking for specific aesthetic qualities
Consumer satisfaction is tied to products’ aesthetic qualities
Consumers may not seek out specific qualities for AE and satisfaction
Impulse buying- no preconceived notion of purchasing the product
Pleasure from novelty or newness when browsing
Aesthetics of product is important to apparel industry professionals
1. Designers and manufacturers develop product lines
A line = group of products with underlying aesthetic similarity of formal, expressive, and/or symbolic qualities
Fits with brand identity
Includes:
Garments worn together (separates)
Design variations within a product categories
2. Merchandisers, marketers, or advertisers promote or present
Apparel lines benefit consumers:
Coordinated ensembles save time and effort
Offer options to satisfy design preferences
Apparel lines benefit designer/manufacturer:
Develop brand recognition
Fewer patterns required
Similar production methods
Buying larger quantity of one fabric decreases cost per yard
Similar quality test methods
Saves time/money, making firm more competitive
Expand sales of popular style
Apparel lines benefit retailers:
Merchandising of coordinated products in departments/sections
More visual impact
Easier to show fashion trends
Leads to multiple sales
Apparel lines benefit promoters: marketers/advertisers
Grouped products
Have visual impact
Enhance the aesthetic qualities of the individual product
Body as Contributor to AE
Human body consists of aesthetic qualities
Aesthetic aspects include skin, hair, and eyes
Color and texture
Line
Shape
3D form
Scent
Time, money, and effort spent suggests aesthetic body is very important
Formal qualities of the body are important to professionals
1. Aesthetic ideals of the body guide developers
apparel designed to enhance body
apparel designed to reinforce or accent pleasing body
2. Aesthetic ideals of the body guide gatekeepers and promoters
select products that enhance target customer
help customers select individual products
design retail environment to enhance the product/body
dressing room mirrors and lighting
display to enhance appeal of the product
“hanger appeal”
Promoters reinforce message of the product with expressive/symbolic qualities of body
Swagger or look of model or sales staff
Vocal qualities of fashion show announcer
Look and vocal qualities of actors in ads
Fashion models have “looks” with symbolic qualities selected to match product qualities
Environment as Contributor to AE
Environment is the multi-sensory setting that surrounds the apparel product (and the body)
Important to building brand identity
Influences appreciation of the product
The professional must develop environments
Marketplace (actual store, e-commerce site)
Promotional event (pop-up stores, trunk show, trade show, runway show)
Consider music, lighting, and models
Promotional materials (ads, catalogs, brochures)
A storyboard is a visual presentation of inspiration or ideas to members within the apparel industry
A line of textiles or apparel products
Design inspirations
Advertising concepts
Level of formality refers to how official, controlled, and institutional (permanent) the environment appears to be
Festivity refers to the degree of practicality or utility of the marketplace experience
Festive environments = fun and pleasurable experiences
Practical/economic environment = ration concerns and usefulness
E.g. a factory outlet = less festive than a retail mall
Store interior influences appreciation of apparel products and reinforces brand identity
Design features include display hardware, lighting, and music
Lighting
Large impact on store ambiance
Calls attention to and enhances specific apparel items
AE as a Multi-sensory Experience:
Sensory inputs combine to create a holistic experience
Sight
Western cultures depend heavily on visual communication
Because of the ubiquitous nature of images in our culture, we tend to underestimate the importance of other sensory cues
Touch
Pleasurable experience results from touching or being touched
Receptors all over the body register touch
The environment can add tactile elements beyond the product
Being touched on arm/hand by sales staff affected positive experience and consumer behavior
Temperature
Tactile sensations from swatches affect consumer’s attitude toward product and willingness to buy
Kinesthetic
Refers to the awareness of one’s own body movement
Apparel can contribute to the kinesthetic experience
The body itself can contribute to the kinesthetic experience
Scent
Pleasant smells on the body affect aesthetic experience
Fragrance industry is a $4+ billion/year industry
Environmental fragrancing = scenting an interior environment to produce a change in the occupant’s thoughts, moods, or behavior
Sound
Apparel may offer or contribute AE through sound
Beaded fabric sounding in sync with body movement
Rustle of taffeta evening dress
Click of high heels on hard surface
Clinking of glass bangle bracelets
Environmental sounds, like scents, influence AE and consumer preference
Effects of music in retail store environments, fashion shows, and TV ads
Music should reflect the desired aesthetic or brand identity
Taste
Flavored products – least important to the AE of apparel products
Candy necklaces
Edible apparel
Flavorings added to products developed to be used on the body
Flavored lip gloss
Taste may be present as part of the environment
Refreshments at a fashion show or boutique
Percent-off coupons as wrappers of candy bars for special promotion
Samples of new products
Apparel, body, and environment each provide multi-sensory AE
New technology enhances the multi-sensory qualities offered by apparel
Microencapsulated fabrics/smart fabrics
Antibacterial fabrics reduce odor
Aloe Vera to reduce chaffing on babies
Copper fiber to conduct body heat
LED fibers
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Branding is the use of a
Name
Sign
Symbol
Design
Experience
or a combination of the above, to identify and tell a story about goods/services/sellers, which helps differentiate their offerings from others.
Goals of branding:
1. Increased awareness of the brand, which helps the consumer differentiate it from competitors
2. Imbue the brand with meaning that appeals to the consumer and further differentiates if from the competition
Brand equity is the overall market strength of a brand.
Is enhanced by an increase in awareness, trust, loyalty, perceived quality, and the positive associations connected to the brand
Based on economic and market data, and consumer research
Ability to convert brand awareness into revenue
BrandZ top 100 ranking of the most valuable worldwide brands overall
Millward Brown Optimor
Ranking categories of beer, cars, coffee, luxury items, fast food, technology, and apparel
Brand awareness is easy identification of a brand by the consumer due to its:
Name
Logo
Prototypical image
Design
Experience
Consumers are willing to pay more because of a brand’s distinctive aesthetic qualities
Brand identity is the company’s expressed description of brand and marketplace position
Attributes, feelings, and associations that the company wants consumers to connect with or maintain towards their brand.
Starts with an idea/concept before the product
Chanel’s “independent woman” is the idea the perfume, jacket, spectator shows are the symbols of the brand identity
Built from a strategic vision to differentiate brand based on:
Function or attributes (personality) of the product
Benefits of product
Product’s attractiveness and popularity
Emotions or feelings about product
Company image
Image of the consumer/user
Lifestyle of the consumer/user
Movie notes:
Brands are commercial propaganda
We tend to confuse the brand with the company
Relies on tangible values
Relies on intangibles like colors or the story it tells
Advertising is the most visible part of the brand
Branding is the ending of advertising
Branding becomes the cultural infrastructure and we all become brand content
Chanel reflects feminine beauty’s rise to power
Chanel is the definition of a great brand
Product is a matter of selling and marketing
Branding is a matter of telling a story
Good brands connect past, present, and future
Infuse brand with values
Brands tend to carry their founder’s name
Brands meet the need to know and the need to trust
Very few brands at the dawn of the 20th century
Levi jeans developed in the west after work and work wear increased
Advertising was in its infancy at during the 20th century
Pace picked after WWII and baby boom
Brand became a tool of differentiating products in the eyes of consumers
Television in the 1950’s was a very important mark in the evolution of branding
Nike focused on sales and marketing rather than manufacturing
Nike ads sold an idea and lifestyle rather than products
Michael Jordan transcended nike, sports, and fashion and turned it into a love mark
Post modern brands are now artificial constructs presented ironic and cynical fashions
Image and idea is more focused on than the actual quality of the product
Brands are always evolving and adapting
They are a mirror carefully reacting to our influences and desires to meet our needs
There is no scientific data on the influence of brands
Some brands become generic names
Coca cola is the most wide spread word after “ok”
People embody brands
Some famous people are brands themselves
Brands represent who you are and tell you what you’re getting
Use brands to associate ourselves with a given social class
Individualism is one of the major trends in which the strength of branding has been built upon
Brand image is the “sum of the consumer’s mental thoughts or perceptions of a product, service, experience, or organization.”
Shaped by company communications, but is consumer determined
Based on gut feelings
Enhanced by:
Sensory/functional aspects of the product or environment
Symbolic aspects
User imagery – perceptions of the type of person who uses the product or service
Usage imagery – situations or lifestyles in which the brand is used
Brand personality is part of the symbolic nature of the brand image.
Human characteristics associated with the brand
Refined, serious, playful, friendly, aloof?
Impressions formed through:
The consumer’s contact with the multi-sensory and other aspects of the brand
Related to emotional experiences
Brand behaviors
Different sets of personality characteristics:
Sincere – domestic, honest, genuine
Exciting – daring, spirited, imaginative, up-to-date
Competent – reliable, responsible, efficient, dependable
Sophisticated – glamorous, charming, romantic
Rugged – tough, sturdy, outdoorsy
Brand attitude is the consumer’s overall positive or negative affective/emotional evaluation of brand associations
Favorable or unfavorable
Based on formal, expressive, symbolic qualities and/or personal experiences
Has an impact in customer satisfaction and loyalty in regard to both:
Brick-and-mortar stores
Online retail
An affective response is more than just liking a brand – an affective response involves consumers’ emotions
A strong emotional attachment to a brand influences present and future purchases
“Lovemark” – emotional attachment to brand that transcends the product
creates loyalty beyond reason
Arousing emotions and expressing feelings affect AE
Three dimensions:
Pleasure (P) – a positive effect or evaluation of a feeling or emotion – good, preferable, and liked
Easiest to recognize
Arousal (A) – a feeling/physical state: anywhere from relaxed sleep to frantic excitement
Dominance (D) – feeling of being unrestricted or in control of the situation
PAD can be high (+) or low (-)
The combination of high and low values of these three dimensional result in PAD profiles of emotions.
Branding Strategies: decisions made by firms to reinforce or build brands
Extension involves leveraging awareness and brand image to foster consumer acceptance of other product lines or brands
Line extension – the marketing of a new product line in the same product category as an existing line
Brand extension – marketing a new product line in a different product category
Requires a close relationship between the brand image of the original brand and the new line or extension
Co-branding is the linking of two or more existing brands for mutual benefit into a single product or service
Expands customer base
Increases sales and revenue
Can also include product promotions or event sponsorship
Often starts with endorsements of celebrities and institutions
The 5 Ps of Branding
Product
Material (tangible) goods with multi-sensory properties that can be repeatedly experienced by the consumer
Products are designed as a part of a line for the brand
Product line (or assortment)
Has underlying aesthetic similarities which support brand identity
May include items that can be worn together
May be design variations of a product category
If the aesthetic of the product strays too far from the brand identity, it will decrease identification and dilute the story of the brand
Brands have distinctive formal qualities of their products
Non-apparel brands also have distinctive formal qualities that make them easily recognizable and instill meaning
Not all formal qualities are visual
Property
Includes the more permanent elements of the physical retail environment and corporate assets
May enhance awareness, differentiate the brand, and contribute to positive consumer behavior
Consider elements of the property when developing and maintaining brand identity
Condition
Layout/floor plans
Materials
Historic features
Finishes
Name and logo are also considered property
Permanent elements of the brand
Require expense and time to create and legally register
Product Presentation
Includes the easily changeable elements of the settings that surround or enhance goods or services
Consider elements of Product Presentation when developing and maintaining brand identity
Store design
Ambient cues
Scent
Lighting
Temperature
Music
Signage
Displays
Interactive features for Web sites
Product packaging includes items that leave the store once a purchase is made
Hangtags
Labels
Shopping bag and boxes
Promotional Activities
People
Promotional Activities
Outlets and events for publicizing/promoting the brand
May take place outside the retail store or after regular business hours
Advertising
Experiential marketing
Includes live events where audiences interact with a product or brand face-to-face
Fashion shows and music concerts
Pop-up stores
Promoting a brand or product line
Temporary
Word of mouth
Give-a-ways
Brand names or logos promote brand identity and awareness
T-shirts, hats, mugs, pencils, key chains
Should make sense for the brand and the lifestyle of the consumer
People
People work together with the other 4Ps to enhance awareness and differentiation of the brand
Includes both actual and figurative brand representatives that consumers may encounter
Actual brand representatives
Sales staff
Models
Celebrities
Paid actors
Customer service reps
Paid bloggers
People representing a brand should look and act in brand-appropriate ways
Figurative brand representatives
Display mannequins
Virtual models
Prototypical images
Along with the physical appearance, a brand representative’s
Knowledge
Warmth
Humor
Behavior
have an impact on brand image and emotional connections to the brand
Advantages of Branding
For the company (firm):
1. Meets need to stand out due to increased competition
Multiple product choices
Knock-offs
Store brand or private label
Mass customization
Little to no differentiation based on price, location, quality of products
2. Stronger brand awareness and loyalty = greater profit margin
Consumers will pay premium price for branded items
Builds brand loyalty through compelling emotional link, idea, story
3. Increases access to distribution
consumer demand for product = more store space
For consumers:
Appeals to our senses and our emotions
Fills needs to
Know and understand product
Have a trusted friend
Assure quality; make life easier
Differentiate ourselves
Belong to a ‘tribe’
Identify with a group
Have sense of individualism, easy identity
Fill desire for fantasy through AE; reflect desires
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Brand image fits/creates lifestyle or desirable experience