Consumer Use of High-Level Brand and Detailed Attribute Information to Evaluate Brands

What is it about?

Brands have a strong impact on a variety of consumer evaluations, but that impact varies across the evaluations of different brand benefits. In some evaluations the brand has a greater impact than detailed attribute information. Conversely, consumers rely more on detailed attribute information for other evaluations. This paper identifies this differential effect of brand vs. attribute information across 55 brands and 4 product categories in 9 global markets.

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Why is it important?

Researchers and managers assume that brands may have a differential impact across brand benefits, but this is the first paper to empirically demonstrate differential brand effects in live global consumer product markets. We show that Halo effects are rare in global CPG markets. We identify the presence of differential brand effects in 8 of 9 global CPG markets and provide a simple model that researchers and managers can use to evaluate brand effects in their markets.