The influence of different brand strategies on consumers’ cognitive processes: The effect of differentiation level strategies on the reassessment of the performance-satisfaction-value-intentions relationship

The paper aims to explore how customers process information differently under two dissimilar types of brand strategies.

The paper examines the case of two different dish washing soap brands, and evaluates their strategy according to customers’ feedback.

The results confirm considerable differences between the two brand strategies with regards to their influence of the customers’ cognitive processes.

The paper examines for the first time the effect of differentiation level strategies on the performance–satisfaction–value–intentions relationship.