Understanding what consumers value about brands : an extension of the value hierarchy framework

This dissertation uses data from 60 personal, in-depth interviews to test a conceptual framework (called the Extended Value Hierarchy) for understanding the potential of branding to create consumer value. The overall purposes of this research are (1) to clarify and extend concepts presented in the literature related to specific aspects of consumer value that may be affected by branding and (2) to empirically compare the potential of two specific branding strategies (private label and national branding) to contribute to consumer value.The study evaluates the merit of the Extended Value Hierarchy framework and compares consumer thoughts about national and private label brands in the same productcategory. The specific context examined is the most important aspects of the brand (chosen by the consumer) that are considered during the choice situation (e.g., decision to purchase a specific brand).Participants in the study are loyal users of specified private label and national brands.Two different product categories were examined, which provided an opportunity for replication of findings. This dissertation also demonstrates a methodology for collecting consumer value information as it relates to branding. The development and use of this interviewing methodology, which is a variation of the laddering technique, are discussed.The findings from this dissertation provide support for the constructs that differentiate the Extended Value Hierarchy framework from the traditional value hierarchy. The general structure of the traditional value hierarchy framework is also supported.Several differences in terms of the content of what is valued between national and private label brand buyers were indicated. Specifically, the findings suggest the importance of price (in relation to brand performance on key product attributes) in creating value for private label buyers. In addition, the findings related to national brand buyers suggest that at least one segment of consumers finds value in the symbolic aspects of the brand (created in part by marketing communications).Very limited statistical differences in the overall structure of thoughts expressed by national and private label brand buyers were evident. This is in contrast to some of the marketing literature related to national and private label brands. This finding suggests opportunities for further clarification within marketing thought regarding the ways in which national and private buyers may differ in terms of the value dimensions they associate with a preferred brand.