Do Consumers with Green Lifestyles Appreciate Green Attributes of Low Involvement Products? (original) (raw)
Purpose – The purpose of this paper is to examine the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers. Design/methodology/approach – Data from 200 young consumers were analysed using descriptive, correlation and multiple regression analysis via the Statistical Package for Social Sciences computer programme version 21. Findings – Empirical results via multiple regressions authenticated that brand awareness predominantly affects brand equity among young consumers. These young consumers get input and awareness of the particular product or brand from the social media. They can clearly recognize the particular product or brand in comparison to competing products or brands and know how it looks and its characteristics from the social media. Research limitations/implications – Respondents were randomly drawn from the population of the full time students in a public university in Malaysia. Consequently, they may not represent the entire population of Malaysia. Practical implications – Input regarding the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers would help marketers and practitioners to formulate strategies to enhance their brand equity in order to obtain competitive advantage and business sustainability, particularly among young consumer markets. Originality/value – Empirical findings offer academic contributions to the existing body of knowledge of consumer behaviour as the sophisticated quantitative data analyses used will eventually allow future researchers to explicate the contribution of the current study to understand the importance of brand equity among young consumers in Malaysia.
The Effect of Marketing Communications on Customer Based Brand Equity
The purpose of this study is to determine the effects of customer based brand equity dimensions that only generated through marketing communications on customer based brand equity in the Jordanian market for mobile phones. 471 self-administrative questionnaires were analyzed through structural equation modeling to test hypotheses. The results of the analyses showed that brand associations, brand awareness, brand loyalty, and perceived quality have significant effects on customer based brand equity. However, brand trust and brand attachments have no significant effects. This research contributes by developing a valid and reliable model of brand equity’s dimensions as and output of marketing communications and their effects on customer based brand equity, while also giving the opportunities for marketers to know how the consumers perceive the marketing communications. And also it opens doors for new researches to study why trust and attachments as an output of marketing communications do not actually affecting customer based brand equity.
The Impact of Brand Placement and Brand Recall in Movies: Empirical Evidence from Malaysia
Brand placement in movies is an emerging marketing dimension and strategy. These strategies are currently widely applied in films. The aim of this research is to explain the relationship between the acceptance of brand placement based on consumers’ perception and the brand recall towards brand preference, loyalty and intention to purchase among Malaysian young movie viewers. Surveys are conducted randomly and questionnaire distributed to undergraduate students of Malaysian universities. Five-hundred questionnaires were distributed with an 80 percent response rate. Two propositions and three hypotheses were developed and tested using mean and regression analysis. The result indicated that the acceptance of brand placement based on consumers’ perception and brand recall have a significant relationship with brand preference, loyalty and intentions to purchase. These findings indicate to brand managers that brand placement has become an important marketing tool to reach emerging younger generation consumers. It also indicates that brand placement acceptance and recall plays a vital role in influencing marketing activities, enabling marketers to impact younger generations brand preference in either a gross or subtle manner. This research provides a guideline for global brand players in considering marketing activities using commercialized movies as a medium.
Antecedents Brand Trust and Private Universities Reputation
International Journal of Economics and Finance, 2017
This study aims to analyze the brand trust and reputation of private universities from the influencing aspects of Management Information System (SIM), service quality (SERVAQUAL), customer response, Customer Relationship Management (CRM), customer value and customer satisfaction toward 360 students Management courses from 4 private universities in Riau Islands province that have used the information system as a service to students by using analytical methods that can provide a simultaneous analysis process associated with multi-variance research. The results of the research showed that SIM and SERVQUAL significantly influence consumer's response, CRM, customer value and customer satisfaction, but did not affect brand trust and University reputation.
Impact of Brand Image and Advertisement on Consumer Buying Behavior
Brand image and advertisement play a crucial role to boost up any business performance as brand image is an implied tool which can positively change people's buying behaviors and advertisement is behaving as a driving force for any business as it's an effective source to convey your message and stay in customer's mind. The purpose of this study is to examine the impact of brand image and advertisement on consumer buying behavior in the general public at Gujranwala city. Questionnaire survey was used to collect the data by using non probability convenient sampling technique. A sample of 200 questionnaires was used in which 175 responses were collected within the period of one month. Findings show that brand image and advertisement have strong positive influence and significant relationship with Consumer buying behavior. People perceive the brand image with positive attitude. Study depicted that teenagers in Gujranwala are more conscious about their social status so they prefer branded products and advertisement affects their Consumer Buying Behavior positively. In the last of article limitations of research, implications and suggestions for further research also included.
The Brand Communication-Brand Awareness Nexus
This study examined the link between brand communication and brand awareness. The study adopted an explanatory research design and utilised data collected from three hundred and fifty-four (354) respondents through a structured questionnaire. The P(r) served as the test statistic, relying on SPSS version 20.0. The study observed that brand communication associates positively with brand awareness through brand recognition, brand recall and brand distinction. The study thus concludes that brand awareness depends on brand communication and recommends that organisations (especially deposit money banks) that seek to improve consumers " awareness should build strong brands through effective brand communication.
The Impact of New Media on Customer Relationships
2010
Recent years have witnessed the rise of new media channels such as Facebook, YouTube, Google, and Twitter, which enable customers to take a more active role as market players and reach (and be reached by) almost everyone anywhere and anytime. These new media threaten long established business models and corporate strategies, but also provide ample opportunities for growth through new adaptive strategies. This paper introduces a new ''pinball'' framework of new media's impact on relationships with customers and identifies key new media phenomena which companies should take into account when managing their relationships with customers in the new media universe. For each phenomenon, we identify challenges for researchers and managers which relate to (a) the understanding of consumer behavior, (b) the use of new media to successfully manage customer interactions, and (c) the effective measurement of customers' activities and outcomes.
Impact of Brand Credibility and Consumer Values on Consumer Purchase Intentions in Pakistan
Purpose of the research is to examine association of brand credibility and consumer values with purchase intentions of consumers in Pakistan. Brand credibility is studied in three dimensions (trustworthiness, expertise and attractiveness) and consumer values are measured through LOV (List of variables) measure. Data was collected from 102 students from different universities. A self administered questionnaire was employed to collect data from respondents by method of convenient sampling. Results of statistical analysis revealed that brand credibility and consumer values are significantly and positively associated with consumer purchase intentions. Our study imply that brand credibility and consumer values both have positive association with consumer purchase intentions so marketer also focus on brand credibility as well as consumer values and should establish long lasting credibility. This study has some limitations that can be reduced by future research. This study was examined on students but in future it can be expanded on to other general consumers. This study focused on cold drinks of a company further it can be broaden to other products and results will be more obvious and effective.
The Influence Of Brand Experience On Brand Satisfaction, Trust And Attachment In South Africa
This study examines the influence of consumer brand experience on their brand satisfaction, brand trust and brand attachment in an African context. Five hypotheses are posited and in order to empirically test them, a sample data set of 151 was collected from Gauteng Province of South Africa. The results indicate that brand experience positively influences brand satisfaction, brand trust and brand attachment in a significant way. Drawing from the study's findings, managerial implications are discussed and limitations and future research directions are suggested. By and large, this study immensely contributes new knowledge to the existing body of brand management literature in Africa-a context that is often most neglected by some researchers in developing countries.