The measurement of the number, uniqueness, and valence of brand associations across three product categories

The research reported in this paper investigated the measurement of brand associations across three product categories. Brand associations had not been tested previously across all three categories of fast-moving consumer good, service, and durable in the one study. A free association method was used to generate brand associations for a fast-moving consumer good (shampoo), a service (banks) and a durable good (cars). The findings indicate that the first brand a respondent recalled has the greatest number of positive, unique and total brand associations. In addition, the findings indicated that durable goods have the highest number of associations, and the greatest number of unique and favourable brand associations. Further, banks and financial services had the fewest positive associations, which may have reflected attitudes to banks at the time of the research. These findings have implications for the manner in which respondents use information to recall brands, and how they process brand information when faced with a cue. Respondents use a depth and breadth of brand associations to generate brand information.

Primacy and recency effects for the recall of brands across three product categories

The effect of the first brand recalled compared to later brand name recall has been explored in this research. In category cued recall events, the first brand recalled has greater linkages to associations in memory, and is a brand to which consumers are disposed more positively. In addition, the first brand recalled does not inhibit recall of competing brands, but has a facilitating effect on the number, positiveness and uniqueness of associations to the brand name. This concept was explored across three product categories: that of a fast-moving consumer good, a service and a durable. In addition, the first brand recalled was related to the last brand purchased for the services category.

Developing a stakeholder analysis to aid bio-based product innovation

Purpose – The results which that study seeks to report are the first part of a larger research programme funded by the New Zealand Foundation for Research, Science & Technology (FRST) aimed at gaining a better understanding of stakeholder perceptions in relation to bio-based products.

Design/methodology/approach – Utilising three chemically modified wood products, data were collected from focus groups and questionnaires and centred primarily on perceptions surrounding the acceptability of building materials that have been bio-modified. Irrespective of the type of chemical modification, family health and durability were the most important factors identified.

Findings – The study finds that product cost rated lower in the 16 factors evaluated, and energy used in production was of little concern. When comparing the three products to one another, two distinct groups with quite differing purchasing philosophies were identified and these perspectives significantly influenced perceptions of product acceptability and willingness to purchase. Utilising a paired comparison technique, an investigation of trade-offs indicated preference for performance over cost and product familiarity. Similarly, low chemical emissions were also preferred over cost considerations. Among the findings, there was scepticism regarding trust in manufacturers to adequately safeguard health and safety and to have a minimum impact on the environment. Low levels of trust were expressed in regard to manufacturers' concern for future generations.

Originality/value – The paper develops an investigative framework which could be applied to the evaluation of products arising from bio-material technology innovation and recommendations for future research directions.

Incorporation of oxygen into the succinate co-product of iron(II) and 2-oxoglutarate dependent oxygenases from bacteria, plants and humans.

The ferrous iron and 2-oxoglutarate (2OG) dependent oxygenases catalyse two electron oxidation reactions by coupling the oxidation of substrate to the oxidative decarboxylation of 2OG, giving succinate and carbon dioxide coproducts. The evidence available on the level of incorporation of one atom from dioxygen into succinate is inconclusive. Here, we demonstrate that five members of the 2OG oxygenase family, AlkB from Escherichia coli, anthocyanidin synthase and flavonol synthase from Arabidopsis thaliana, and prolyl hydroxylase domain enzyme 2 and factor inhibiting hypoxia-inducible factor-1 from Homo sapiens all incorporate a single oxygen atom, almost exclusively derived from dioxygen, into the succinate co-product.

FEA simulation of contact and wear between non-metallic materials for accelerated new product development

The conventional approach ie laboratory life testing to examine the reliability of products takes long time and involves tremendous cost as samples are tested till failures. The accelerated life test (ALT) has recently been used as an alternative method. Although ALT reduces the cost of reliability testing through applying more severe environmental conditions than the normal ones, it is no longer sufficient as it does not describe the process of products’ failure explicitly and it is still highly dependent on physical testing. Consequently, novel practices need to be developed for better understanding of the products’ reliability. A novel Finite Element Analysis (FEA) model incorporating mathematical wear equations is developed in the current work and applied to polymer materials. Wear rate, a key parameter, is calculated by using a combinatorial formula that combines a conventional linear equation with a recently published exponential equation. The local wear is firstly calculated and then integrated over the sliding distance. The FEA simulation works in a loop and performs a series of simulation with updated surface geometries. The simulation is in good agreement with the physical testing result.

What's in a name : using a cue diagnosticity framework to understand consumer product search behaviour

Drawing from the cue diagnosticity framework, this study investigates consumer preference for gathering information about different product attributes. We predict that more specific attributes are more diagnostic and hence will be of greater value to a consumer who is in the process of undertaking a product selection. We test this hypothesis in an online product selection task where respondents can access four different product attributes: brand name, store name, price and warranty. We find that respondents choose to first obtain, almost equally, either brand or price information. We also find part confirmation for the hypothesis that an attribute is more likely to be chosen if it is perceived as having a greater variability in the market.

Product piracy : the problem that will not go away

The phenomenon of product piracy, when examined against different cultural, social and developmental needs, may result in a moderation of traditional moral judgments that have tended to deprecate piracy at every conceivable opportunity. Outlines the magnitude of product piracy, notably in the Asian region, presents a delineation of the relevant terminology, discusses strategies used in preventing product piracy and examines alternative views on the ethics of the practice.

Dynamic advertising under vertical product differentiation

We investigate a dynamic advertising model where product quality is endogenous. In the differential game between single-product firms, there exists a parameter range where the low-quality firm uses a more efficient advertising technology and earns higher profits than the rival. Moreover, we show that equilibrium qualities are the same under duopoly, multiproduct monopoly, and social planning, the only distortion being concerned with the output levels.