Comparison-based perceived attribute performance as a better antecedent of satisfaction, value and loyalty
Purpose: Product performance measurements have been used to explain other business performance variables. The purpose of this paper is to propose that, regarding Mexican consumers, the “comparison-based perceived attribute performance” (CAP) approach is a better predictor of outcomes, such as satisfaction, value and loyalty, compared with the traditional measurement of “non-comparison-based perceived attribute performance” (NCAP). These two forms of assessing attribute-level performance may be considered as different constructs. Design/methodology/approach: Using these two approaches, empirical tests were performed to attribute performance measurement and were conducted on products from two different categories: tequila and liquid dishwashing detergent. Regression analyses were performed using Mexican consumer samples of n=295 and n=239, respectively. Findings: As opposed to NCAP, CAP measurements yielded higher statistical levels of satisfaction, value and loyalty for both product categories. In the case of tequila, factor analysis indicated a clear separation between the two types of measurements, suggesting that they should be considered distinct constructs. However, this was not found for the other product category. Originality/value: CAP, which has better potential to predict outcomes than NCAP, could have relevant implications in brand positioning assessment and importance-performance analyses.
Year of publication: |
2019
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Authors: | Vera, Jorge ; Ornelas, Sidney |
Published in: |
Asia Pacific Journal of Marketing and Logistics. - Emerald, ISSN 1355-5855, ZDB-ID 2037486-0. - Vol. 31.2019, 5 (10.05.), p. 1252-1268
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Publisher: |
Emerald |
Saved in:
Online Resource
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