• Chapter 8 Marketing Management
    impact of product specs * Direct R&D implications Perceptual Positioning * Consumer orientation * Perceptual attributes * Perceptual; measures * Need for marketing research * Perceptual brand positions and positioning intensities * Limited number of dimensions...
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  • Celebrity Endorsement
    extend their market share. This made the author curious to explore the impact of celebrity endorsement on customer buying decision behaviour. This study focuses on examining the perception of Indian consumers about celebrity endorsements, examining the celebrity attributes likely to influence...
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  • Consumer Behaviour
    product or specific brands of a product is a function of the presence (or absence) and evaluation of certain product-specific beliefs and/or attributes. The Attitude-Toward-Behavior Model: “Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the...
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  • Consumer Knowledge
    BA include beliefs about brand’s attributes and its consumption benefits Ex. Of consumer responses are: want to buy brand extensions, recommend brand and pay a higher price for the brand Ex. Of BA: perceptions about brand’s quality and perceptions of brand as a social status. Positive brand...
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  • Miss
    as the consideration of cost-side effects. A second implication involves how products should be marketed when source country and/or foreign brand names impact consumer perceptions. Since the phenomena appears to be product attribute specific, advertising could be aimed at correcting myths. The results reported here suggest the need for further research. REFERENCES...
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  • Country of Origin 1965-2004
    image on consumers’ intentions to purchase brands from various countries; the effect of country image on consumers’ perceptions of specific product attributes; and the effect of country image for a product category on different categories from the same countries. 8 As in Han’s previous 1989...
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  • Country of origin, consumer's Perception and Brand Image
    Country of origin, consumer's Perception and Brand Image Introduction The impact of country of origin (COO) on the consumer's perception of products has been one of the most widely studied areas of international marketing. Increasing globalization of today's business has resulted in...
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  • Effects of Braning on Consumer Decision
    specific cobranding strategy which uses an existing brand possessing complementary attribute associations to reposition an existing branded product (e.g., Jaguar sedan by Toyota). The study investigated whether this kind of co-branding enhanced the perceived attribute saliences and performance levels...
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  • Marketing
    to evaluate alternative brands in the choice set. Most of the consumers make the decision of purchase based on a conscious and rational basis. Marketers should look into the impact of product attributes, brand beliefs and utility function in the consumer’s evaluation procedure. There are certain...
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  • Research Paper on Telecom
    , 1972; Hoch & Ha, 1986). Intrinsic cues involved the physical or technical composition of a product. Brand name has been defined as an extrinsic cue, that is, as an attribute related to the product but not part of the physical product itself. A brand will thus have a perception of overall...
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  • Impact of Celebrity Brand Endorsements
    cricketers. The advertisers see this as an opportunity to grab and work on so as to expand their operations and promote their product. This dissertation focuses on examining the perception of these Indian Consumers about the celebrity endorsement process and the subsequent impact on their purchase...
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  • Brand Analyse
    plethora of studies on foreign consumers’ brand preferences, there has been a dearth of knowledge on the perceptions of Indian consumers toward foreign products. This study will examine perceptions and attitudes of Indian consumers toward a U.S. global brand compared to a local brand. INDIA: A...
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  • Corporate Strategy
    ). These four variables are expected to offer a better understanding of corporate branding impact on consumers’ product evaluation. Corporate name recognition/familiarity The first sub-construct, the corporate name (brand) recognition/familiarity (Kowalczyk and Pawlish, 2002), measures how widely known...
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  • Marketing Analysis
    methodologies to obtain a better understanding of what influences people to purchase environmentally friendly bottled water. For this reason, a survey developed based on the aims was carefully conducted on the attitudes and perceptions towards purchasing the relevant product. 2.0 Introduction...
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  • Counterfeit Products
    experience also positively impacts consumer attitudes towards counterfeit products. Product attributes, such as brand presence and prominence along with price, impact the purchase decision (Cordell, Kieschnick & Wongtada, 1996; Rutter & Bryce, 2008; Tan, 2002; Wilcox, Kim & Sen, 2009). In most cases...
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  • Brand Image and Customer Saisfaction
    would help marketers to identify the strengths and 86 The effect of brand image in the context of color cosmetic weaknesses of their brand as well as consumers' perceptions toward their product or services. Zooming into Keller's (1993) conceptualization of brand image, it is considered a...
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  • Malesia.
    of a product. This paper reports on a study of Malaysian consumers’ perception towards foreign products, and in particular looks at how the country of origin effect influences their behavior. Results showed that Malaysian consumers are inclined to attribute higher quality to products made in...
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  • About Branding
    . Proposition 4: Brand Extensions Will Decrease Overall Brand Attitude Towards Luxury Brands Due To Decreased Brand Image And Decreased Benefits Of Attributes Intrinsic To Luxury Brands. These propositions amongst others will be tested as part of a wider PhD research study examining the impact of brand...
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  • The Influence of Brand Loyalty
    ; (3) the adaptability of the product to the changes in wants; (4) the product’s performance throughout its life; and (5) the information about the product’s uses and limitations. Consumers often attribute quality to branded products on the basis of price, brand reputation, store image...
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  • Evaluation of Impact of Advertisement in Awareness and Demand of the Commodity Product
    researchers. But that previous research has not specifically measured the impacts of advertising and brand value, and their joint effect, on firm performance for the glass kind of commodity product. We could not find the study which talks the likeable attributes in commodity products like glass. What...
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