Practical implications – Brand managers would benefit from a narrow brand positioning strategy in accordance with the USP school of thought used by many marketing practitioners. ALI FARAJI RAD HOW TOResearch implications – The article shows how to use accessibility as evidence of associative strength and test how accessibility influences competitive brand performance in a controlled experimental context. Narrow brands with fewer and more accessible associations resist new competitors more easily and have higher brand extension acceptance than do broad brands. Findings – The results show that a narrow brand positioning strategy leads to a competitive advantage. Study 3 uses real brands and situation-based attributes as stimuli in a defensive scenario. narrow brands perform differently in a brand extension scenario (offensive brand performance). narrow) affects defensive brand performance. Study 1 tests how brand strategy (broad vs. Design/methodology/approach – Three experiments test the effect of brand positioning strategy on memory accessibility and competitive brand performance. Building on associative memory theory, the current article examines which of these brand positioning strategies performs better under dynamic market conditions. The other is a narrow brand strategy, focusing on just a few and thus more mentally accessible associations. One is a broad brand strategy, focusing on many favorable brand associations. Purpose –Brand managers can choose among two fundamentally different brand positioning strategies. Narrow brand positioning: Effects on competitive brand performanceĮuropean Journal of Marketing, 56(3) Doi: 10.1108/EJM-02-2021-0090 Show summary Olsen, Lars Erling Samuelsen, Bendik Meling, Pappas, Ioannis & Warlop, Luk (2022) Broad vs. We discuss policy implications aimed at contributing to reducing the societal and public health cost of car traffic. This hypothesis suggests that bigger cars make people feel more secure, which affects their behaviour in terms of generalized risk taking. Based on these results and in line with literature showing that social stability and security can affect financial risk taking, we propose the “car cushion hypothesis”. Two behavioural and consequential studies support that car size affects risk taking in driving, and that this increase in risk taking generalizes to other domains as well. While literature highlights several behavioural effects of car size, the direction of causality of these effects is not always clear, and empirical evidence lacking. Our study looks at the effect of car size on risk taking. ALI FARAJI RAD DRIVERSAt least a subset of accidents is attributable to the amount of risk drivers allow in their driving, and in related behaviour like mobile phone use or substance abuse. Mitigating these effects is a daily concern for public and private institutions and people around the world. Journal of Consumer Policy Doi: 10.1007/s10601-w Show summaryĬar traffic and accidents involving cars create an enormous societal cost,particularly in terms of negative consequences for public health. Claus, Bart & Warlop, Luk (2022) The Car Cushion Hypothesis: Bigger Cars Lead to More Risk Taking-Evidence from Behavioural Data
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