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Supplemental material, sj-docx-1-anz-10.1177_14413582231166066 for Chinese Wine Consumers’ Product Evaluation: Effects of Product Involvement, Ethnocentrism, Product Experience and Antecedents by Johan Bruwer, Justin Cohen, Carl Driesener, Armando Corsi, Richard Lee, Ava Huang and Larry Lockshin in Australasian Marketing Journal

Supplemental material, Reply_to_reviewers_IJMR_Luxury_paper for Understanding consumer perceptions of luxury brands by Jenni Romaniuk and Ava Huang in International Journal of Market Research

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. Refereed/Peer-reviewed

Thesis (PhD(Marketing and related studies))--University of South Australia, 2021. Includes bibliographical references (pages 169-183) Distributing luxury goods via more channels and store formats presents challenges for luxury brands in the areas of financial return and potential damage to brand image. This thesis aims to provide empirical evidence that can facilitate more informed retail distribution management decisions in the luxury category. It demonstrates that retail channel/store formats that sell luxury products share shoppers in a predictable manner and identifies the key difference between competing channels/store formats as being the number of shoppers they have. Luxury brands with a greater retail presence are not perceived as less luxurious. While luxury buyers do perceive physical channels and online channels differently, buying a luxury brand from an online channel does not lead to a decreased level of perceived brand luxuriousness compared to buying from a physical channel.

Continuing the stream of luxury brand research that seeks to identify how luxury brands differ from non-luxury brands, we test whether the brand usage and attribute prototypicality influences on consumers’ perceptual responses about non-luxury brands extend to luxury brands. Drawing on data from individuals who qualify in the top 25% income tier in their country, in the United States (n = 300) and China (n = 366), across three luxury categories of Fashion, Jewelry, and Watches, we find that brand usage and attribute prototypicality patterns drive baseline response levels for brands on luxury attributes. Furthermore, a calculation from Romaniuk and Sharp is able to accurately estimate scores (±2pp) for over 90% of luxury brands of the 580 brand–luxury attribute combinations tested. The ability to benchmark scores for brands on luxury attributes will enable practitioners to separate real differences in the positioning of luxury brands from those that simply reflect the current size of the brand’s customer base, and over time more effectively detect the effect of luxury brand marketing activities on consumers. Refereed/Peer-reviewed

Refereed/Peer-reviewed

This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India. Using claimed buying data obtained from online questionnaires, it compares the patterns against those found extensively in consumer goods categories across the world. This study analyses consumer loyalty with Double Jeopardy, consumer sharing with Duplication of Purchase and brand user profiles with Mean Absolute Deviations. The results show the buying behaviour patterns of Double Jeopardy, Duplication of Purchase and that brand user profiles exist within the fruit and vegetable categories. The implications of these findings are: (1) that the size of fruit and vegetable brands are largely determined by how many people buy them and not how loyal those consumers are; (2) fruit and vegetable brands share consumers with one another; and (3) fruit and vegetable brands are not purchased by unique segments of the population. Therefore, in order to increase the number of people buying fruit and vegetable brands, marketers should focus on increasing their mental and physical availability (i.e. the same strategies used for consumer goods brands). Refereed/Peer-reviewed

Price elasticity is a widely used measure of consumers’ willingness or ability to pay for goods and services. This research examines the price elasticity of high-priced brands. We define high-priced brands as those that sell at or above the price point at which consumers begin to consider that product to be luxurious or premium in the category (Kapferer et al., 2014; Sjostrom et al., 2016). More specifically, we use high-priced wine brands as the context for this research. Wine is an ideal product to use because it has a wide price range, and can be purchased for various consumption situations. When prices are high we anticipate that elasticities may no longer function as they do in everyday consumer packaged goods markets. Instead, they might become smaller or possibly even positive if consumers are prepared to pay for the quality they desire. We employ stated choice experiments to investigate how Situational Factors, Consumer Factors and Contextual Factors influence price elasticities for high-priced wine brands in Australia. Results are that price elasticity estimates for the high-priced brands in this study are −1.8 on average. This is lower than the commonly reported figure of −2.6 for brands in general; however, in one part of the experiment respondents chose for a ‘high-importance’ occasion. Smaller price elasticities were found when (1) the perceived importance of the consumption situation was high, (2) among regular high-priced wine buyers, and (3) among brands with a higher initial price position. These results demonstrate that the patterns of price elasticity for high-priced products are mainly similar to that for other FMCG products, but consumers are slightly less responsive. Consumer response to price changes in higher-priced brands (PDF Download Available). Available from: https://www.researchgate.net/publication/318116094_Consumer_response_to_price_changes_in_higher-priced_brands [accessed Jul 28, 2017].

Price elasticity is a widely used measure of consumers’ willingness or ability to pay for goods and services. This research examines the price elasticity of high-priced brands. We define high-priced brands as those that se ll at or above the price point at which consumers begin to consider that product to be luxurious or premium in the category (Kapferer et al., 2014; Sjostrom et al., 2016). More specifically, we use high-priced wine brands as the context for this research. Wine is an ideal product to use because it has a wide price range, and can be purchased for various consumption situations. When prices are high we anticipate that elasticities may no longer function as they do in everyday consumer packaged goods markets. Instead, they might become smaller or possibly even positive if consumers are prepared to pay for the quality they desire. We employ stated choice experiments to investigate how Situational Factors, Consumer Factors and Contextual Factors influence price elasticities for high-priced wine brands in Australia. Results are that price elasticity estimates for the high-priced brands in this study are −1.8 on average. This is lower than the commonly reported figure of −2.6 for brands in general; however, in one part of the experiment respondents chose for a ‘high-importance’ occasion. Smaller price elasticities were found when (1) the perceived importance of the consumption situation was high, (2) among regular high-priced wine buyers, and (3) among brands with a higher initial price position. These results demonstrate that the patterns of price elasticity for high-priced products are mainly similar to that for other FMCG products, but consumers are slightly less responsive. Refereed/Peer-reviewed

Thesis (Masters by research (Marketing)--University of South Australia, 2015. Includes bibliographical references (pages 92-100) This thesis is the first study to investigate the direction and magnitude of price elasticity for high-­priced brands, as well as the factors that influence price elasticity. It contributes to understanding the complex nature of pricing, and has important implications for both academics and industry practitioners. For academic pricing research, it highlights the importance of addressing this research gap, and provides a starting point for future replication and exploration of this important topic; it also contributes significant new knowledge on how consumers respond to price changes by expanding the research from MCGs to high-­priced brands, and provides a source of reference for future investigations in this field. For marketing practitioners, it provides a greater understanding of how consumers respond to price changes. This can assist practitioners to develop more effective pricing strategies, particularly those who manage high-­price brands in their portfolio.