Picture of DNA strand

Pioneering chemical biology & medicinal chemistry through Open Access research...

Strathprints makes available scholarly Open Access content by researchers in the Department of Pure & Applied Chemistry, based within the Faculty of Science.

Research here spans a wide range of topics from analytical chemistry to materials science, and from biological chemistry to theoretical chemistry. The specific work in chemical biology and medicinal chemistry, as an example, encompasses pioneering techniques in synthesis, bioinformatics, nucleic acid chemistry, amino acid chemistry, heterocyclic chemistry, biophysical chemistry and NMR spectroscopy.

Explore the Open Access research of the Department of Pure & Applied Chemistry. Or explore all of Strathclyde's Open Access research...

Measuring consumer vulnerability to perceived product similarity problems and its consequences

Walsh, G. and Mitchell, V.W. and Miller, L. and Kilian, T. (2010) Measuring consumer vulnerability to perceived product similarity problems and its consequences. Journal of Marketing Management, 26 (1/2). pp. 146-162. ISSN 0267-257X

Full text not available in this repository. Request a copy from the Strathclyde author

Abstract

The brand clutter in many product categories and increasing numbers of similar products, some of which are deliberate look-alikes, make it more difficult for consumers to distinguish between brands, which can lead to more mistaken and misinformed purchases. Moreover, increasing brand similarity is likely to influence important consumer outcomes. To examine this phenomenon, a perceived product-similarity scale developed in Germany was administered to 220 consumers in the United Kingdom. Following the formulation of testable hypotheses and assessments of the scale's reliability and validity, the scale was used to measure perceived product similarity (PPS) across three different product categories, while examining the impact of PPS on brand loyalty and word of mouth. Structural equation modelling revealed that PPS significantly affects word of mouth but not brand loyalty. In addition, cluster analysis identified three meaningful and distinct PPS groups. Implications for marketing managers, consumer policy makers, and marketing research are discussed.