Retail buyer beliefs, attitude and behavior toward pioneer and me-too follower brands: A comparative study of Japan and the USA

Frank Alpert, Michael Kamins, Tomoaki Sakano, Naoto Onzo, John Graham

Research output: Contribution to journalArticle

21 Citations (Scopus)

Abstract

One potential source, of pioneer brand advantage, is retail buyers' preference for pioneer brawls. A model of pioneer brawl advantage, with retailers developed in the USA was tested in Japan, as a replication and cross-cultural extension. This provides the first empirical study of Japanese retail buyer beliefs, attitude, and behavior toward new offerings, and the first direct statistical comparison of US and Japanese retail buying behavior in the marketing literature. Similarities and differences in pioneer brawl advantage, with retailers between Japan and the USA are discussed Results from a survey of buyers from Japan's largest supermarket chains suggest that pioneer brawl advantage, is about as strong for them as for their US counterparts, though for somewhat different reasons. The survey's results were, analyzed in two ways (through a multi-attribute attitude, model and a PLS causal model), with results that complement and corroborate one another. Data were standardized to deal with potential extreme response style bias.

Original languageEnglish
Pages (from-to)160-187
Number of pages28
JournalInternational Marketing Review
Volume18
Issue number2
Publication statusPublished - 2001

Fingerprint

Follower
Japan
Pioneers
Buyers
Retail
Comparative study
Retailers
Supermarkets
Buying behaviour
Causal model
Response styles
Empirical study
Replication
Marketing

Keywords

  • Brand awareness
  • Brands
  • Japan
  • Retailing
  • USA

ASJC Scopus subject areas

  • Business and International Management
  • Marketing
  • Economics and Econometrics

Cite this

Retail buyer beliefs, attitude and behavior toward pioneer and me-too follower brands : A comparative study of Japan and the USA. / Alpert, Frank; Kamins, Michael; Sakano, Tomoaki; Onzo, Naoto; Graham, John.

In: International Marketing Review, Vol. 18, No. 2, 2001, p. 160-187.

Research output: Contribution to journalArticle

@article{2ab5160b790a490ab97aa78fd2a20253,
title = "Retail buyer beliefs, attitude and behavior toward pioneer and me-too follower brands: A comparative study of Japan and the USA",
abstract = "One potential source, of pioneer brand advantage, is retail buyers' preference for pioneer brawls. A model of pioneer brawl advantage, with retailers developed in the USA was tested in Japan, as a replication and cross-cultural extension. This provides the first empirical study of Japanese retail buyer beliefs, attitude, and behavior toward new offerings, and the first direct statistical comparison of US and Japanese retail buying behavior in the marketing literature. Similarities and differences in pioneer brawl advantage, with retailers between Japan and the USA are discussed Results from a survey of buyers from Japan's largest supermarket chains suggest that pioneer brawl advantage, is about as strong for them as for their US counterparts, though for somewhat different reasons. The survey's results were, analyzed in two ways (through a multi-attribute attitude, model and a PLS causal model), with results that complement and corroborate one another. Data were standardized to deal with potential extreme response style bias.",
keywords = "Brand awareness, Brands, Japan, Retailing, USA",
author = "Frank Alpert and Michael Kamins and Tomoaki Sakano and Naoto Onzo and John Graham",
year = "2001",
language = "English",
volume = "18",
pages = "160--187",
journal = "International Marketing Review",
issn = "0265-1335",
publisher = "Emerald Group Publishing Ltd.",
number = "2",

}

TY - JOUR

T1 - Retail buyer beliefs, attitude and behavior toward pioneer and me-too follower brands

T2 - A comparative study of Japan and the USA

AU - Alpert, Frank

AU - Kamins, Michael

AU - Sakano, Tomoaki

AU - Onzo, Naoto

AU - Graham, John

PY - 2001

Y1 - 2001

N2 - One potential source, of pioneer brand advantage, is retail buyers' preference for pioneer brawls. A model of pioneer brawl advantage, with retailers developed in the USA was tested in Japan, as a replication and cross-cultural extension. This provides the first empirical study of Japanese retail buyer beliefs, attitude, and behavior toward new offerings, and the first direct statistical comparison of US and Japanese retail buying behavior in the marketing literature. Similarities and differences in pioneer brawl advantage, with retailers between Japan and the USA are discussed Results from a survey of buyers from Japan's largest supermarket chains suggest that pioneer brawl advantage, is about as strong for them as for their US counterparts, though for somewhat different reasons. The survey's results were, analyzed in two ways (through a multi-attribute attitude, model and a PLS causal model), with results that complement and corroborate one another. Data were standardized to deal with potential extreme response style bias.

AB - One potential source, of pioneer brand advantage, is retail buyers' preference for pioneer brawls. A model of pioneer brawl advantage, with retailers developed in the USA was tested in Japan, as a replication and cross-cultural extension. This provides the first empirical study of Japanese retail buyer beliefs, attitude, and behavior toward new offerings, and the first direct statistical comparison of US and Japanese retail buying behavior in the marketing literature. Similarities and differences in pioneer brawl advantage, with retailers between Japan and the USA are discussed Results from a survey of buyers from Japan's largest supermarket chains suggest that pioneer brawl advantage, is about as strong for them as for their US counterparts, though for somewhat different reasons. The survey's results were, analyzed in two ways (through a multi-attribute attitude, model and a PLS causal model), with results that complement and corroborate one another. Data were standardized to deal with potential extreme response style bias.

KW - Brand awareness

KW - Brands

KW - Japan

KW - Retailing

KW - USA

UR - http://www.scopus.com/inward/record.url?scp=0442314436&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=0442314436&partnerID=8YFLogxK

M3 - Article

AN - SCOPUS:0442314436

VL - 18

SP - 160

EP - 187

JO - International Marketing Review

JF - International Marketing Review

SN - 0265-1335

IS - 2

ER -