Hedonic- and functionality- based consumer behaviours: an examination in the retail and tourism contexts

Abstract

Currently, brands are trying to win consumer’s heart but not all brands are able to make consumer repurchase their products or services, or to charge consumer a higher price. This issue has led to calls for the mechanism of supportive-brand behaviours. In this paper, I aim to understand the mechanism is what consumer construct to develop the supportive-brand behaviours. To understand this mechanism, I believe that the belief about the brands is the drivers for the brand-supportive behaviours and it stem from the hedonic and utilitarian belief about a brand. Psychological impact of hedonic and utilitarian is well established in the marketing and behavioural literature. Following the literature on both constructs, the variation of hedonic and utilitarian measurement is found. To examine hedonic and utilitarian motivation, scholars can use attribute-based approach. The diverse research focus of hedonic and utilitarian consumption can be found. For examples hedonic motivation is related to aesthetic of products (services), value expression, entertainment, fun, enjoyment, exploration, exciting, interest and so on. Utilitarian motivation is related to need, value, effective, helpful, functional, saving, quality, convenience and so on. To account for these measurement and its results, scholars and practitioners have to be aware of this distinction. To develop the thesis I elaborated the literature on hedonic and utilitarian motivation, consumer attitudes and consumer behaviours. This thesis aims to focus on discrete dimension of hedonic and utilitarian motivation. I use the attribute-based approach to identify dimension of hedonic and utilitarian motivation. Some of dimensions in the literature are presented, selected, renamed and used to develop two thesis frameworks. The thesis addresses two pieces of research. First, I explore the relationship between three brand benefits (brand functional benefit, brand self-identification, and brand aesthetic) and brand attitude strength, as well as the relationship between brand attitude strength and three behavioural intentions (WOM, repeat-purchase loyalty and willingness to pay price premium). The research also includes the mediating effects of brand attitude strength on three behavioural intentions. The research are conducted in two counties; UK, and Thailand. The results indicate that brand functional benefit and brand aesthetic have a positive impact on brand attitude strength in both countries. However, brand self-identification has no impact on brand attitude strength in the U.K. but it has a positive impact in Thailand. The mediating effects of brand attitude strength can be found in both countries. Second, I examine the transferability of attitude, which is based on a region to regions’ products. This research includes the mediating effects of perceptions of value for money of the products and product top-of-mind on independent variable (quality benefit and pleasure benefit) and supportive-brand behaviours. The results indicate that the quality benefit and pleasure benefit of a region have a positive impact on perceived value for money of region’s product. However, only pleasure benefit of region has a positive impact on top of mid. The perceived value for money of region’s product also has a positive impact on top-of-mind choice. Lastly, the mediating effects of perceived value for money of region’s product and top-of-mind choice are presented in this research except the indirect effect of quality benefit on supportive-brand behaviour though top of mind. Lastly, I discuss the research finding and provide managerial and theoretical contributions in the last section of this thesis