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ISSN : 1229-8778
Current study examined the effect of incongruence between product quality and brand value on consumers’ evaluation of two types, utilitarian product and symbolic product. The experiments were divided into two separate sessions which have the time interval of two weeks. In first session, participants were asked to evaluate product performance, product attitude, and purchase intention by observing a total of 8 products (4 chairs and 4 pairs of clothes) without brand-related information. Then, a total of 16 brand names (8 chair brands and 8 clothing brands) were presented to evaluate the brand value. From the results of the first experiment, the incongruent matches of perceived product quality and brand value in both 2 (best/worst) chairs and 2 (best/worst) clothes were yielded. Two weeks later, those were given to the participants to evaluate the same items as first experiment. As a result, in low perceived product quality and high-value brand condition, the respondents’ second evaluation increased significantly on both utilitarian and symbolic products, comparing to the first evaluation, over product performance, product attitude and purchase intention respectively. In high product quality and low-value brand condition, there was no significant difference between first and second evaluation on product performance. However, in the evaluations of symbolic product, it appeared significant decreased only on product attitude and purchase intention. By considering brand effects on the new context of incongruence, this study contributes to extend the understanding of brand-related consumer behavior. In addition, the result of this study is meaningful in the applications for branding strategy, since it discovers the differentiated effect of brand between two types of product.
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