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AbstractE‐fashion brand competition has historically been studied from an attitudinal lens, through surveys and theory‐based approaches. These studies generally examine consumer attitudes, satisfaction and loyalty; highlighting that trust, satisfaction and reputation are key e‐commerce success elements. However, the empirical consumer behaviour literature rebuts the use of attitudes to explain brand performance, criticising their subjectivity and the overall ineffectiveness of loyalty as a brand growth tool. The article presents Gerald Goodhardt and colleagues' Dirichlet model as an alternative approach to understanding e‐fashion buyer behaviour. The Dirichlet model is a robust, stochastic model that has reliably predicted well‐established law‐like patterns of buyer behaviour and brand competition. We apply Dirichlet modelling to a new, non‐fast moving consumer goods category to extend consumer behaviour research in the online environment. The study uses consumer panel data from the United Kingdom, across two consecutive years. We conclude that the Dirichlet model has an excellent fit within the eBay fashion brand market. The study also identifies that the well‐known double jeopardy pattern exists within this market, demonstrating that e‐fashion brands grow through acquisition rather than retention of customers. This provides a different viewpoint than most e‐fashion brand growth literature. In addition to this, we examine the predictive capability of the Dirichlet model. We use a holdout sample to show that the model can predict future brand performance metrics, which is an exciting new development in consumer behaviour research.

ABSTRACTIn international marketing, countries are often conceptualised as image constructs that have an influence on product image formation. Destination image and country of origin image are held to account for bias in consumer perceptions towards products because of the country from which they originate. Studies in these areas are typically underpinned by attitude‐based Likert or semantic differential scale methods, analysed using structural equation models. This paper achieves two key outcomes. Firstly, it adds to the small but growing body of literature that looks at the impact of tourism on post‐tour, export product evaluations. Secondly, it compares this traditional attitude‐based approach to country‐image studies with an alternative associative network theory approach, operationalised with a free‐choice, pick‐any survey method, which is popular within the branding literature. We compare the two methods by applying each to the same set of respondents to establish if the two methods are complementary, and find they produce different outcomes that could have critical implications for how country‐image studies are conceptualised and executed. Copyright © 2013 John Wiley & Sons, Ltd.

PurposeThis study aims to empirically validate the holistic consumer-based brand equity (CBBE) framework and establishment of the cross-over effect using consumer preferences for wine "regions."Design/methodology/approachThe authors utilize a sample of 275 regular wine purchasers in Australia, who were aged above 30 years old and had consumed regional wine in the last 3 months through an online consumer panel survey.FindingsBy testing competing CBBE models, the main research model was found to have the greatest predictive ability, due to its inclusion of both the rational and emotional paths and the cross-over effect between consumer brand judgment and brand feeling. This paper indicates that consumers enhance brand equity and develop a strong ongoing relationship with regional wine brands by simultaneously engaging in both mental behavior paths, where, in the meantime, rational processing has a cross-over effect on emotional processing.Originality/valueThis study expands the brand management literature by answering the future research on the CBBE model identified by Hall et al. (2021). Moreover, it establishes the underexplored cross-over effect within the CBBE literature. Furthermore, it adds to the marketing and wine-marketing literature by extending the concept of the brand to other attributes in consumer choice, such as a wine region as outlined by Giacomarra et al. (2020). Thus, this study advances the existing branding knowledge in a practical sense, which enables regional wine marketers and wine retailers to undertake promotional and product development strategies accordingly.

This research provides nuanced insights from a consumer-centric behavioural psychology perspective, by developing a theoretically grounded motivational process model of product evaluation, viewed through a country-of-origin (COO) lens, incorporating the focal constructs of product involvement, product knowledge, consumer ethnocentrism (CET) and antecedents related to wine buying in China. An online survey of 934 consumers across China in a range of 12 tier-1 and tier-2 cities investigates the effects of several independent variables on COO product category evaluation. The findings provide valuable contrasting insights between evaluations of products originating from developed economies (France and Australia) and a transitional economy (China), the home country. We validate a 10-item version of the CETSCALE and apply multiple linear regression (MLR) modelling to test the hypothesised relationships. We further contribute by examining both main and interaction effects of the empirically enhanced model. We conclude that CET, product involvement, product purchase experience and, travel exposure significantly impact COO product evaluations, through actual product purchase experience, while product purchase frequency does not. CET also has a significant mediating effect on product evaluation through both involvement and actual product purchasing experience. Gender has direct effects on CET and product evaluation, as does household income on product evaluation.