We examined whether hybrid consumers exist in the commodity food market by comparing food products in general, fresh pork and precooked pork patties using an online questionnaire (N=200). The same consumers changed their selection criteria depending on the type of commodity food product they were considering, reflecting hybrid consumer attitudes.

This study examined discrepancies in the brand image of a Japanese frozen food company perceived by the company’s employees and its consumers. Using a hypothesized model leading to brand loyalty, structural differences between the company’s employees’ (internal) and consumers’ (external) brand images were revealed: the two images did not structurally match.