Chapter 8: Differentiation and Brand Positioning
Marketing Management A Strategic Decision-Making Approach
Differentiation is a powerful theme in developing business strategies, as well as in marketing. Consumers or organizational customers choose what they buy for one or two reasons: what they choose...
CELEBRITY ENDORSEMENT-MARKING AN IMPACT ON CUSTOMER BUYING DECISION
The crescendo of celebrities endorsing brands has been steadily over the past 20 years, despite the cost and the risks involved with this technique of advertising. It has been used quite intensively in the present...
manner with respect to a given object”.
– A lasting, general evaluation of people (including oneself), objects, advertisements, or issues
– Anything toward which one has an attitude is called an object.
– Attitudes are lasting because they tend to endure over time.
Consumer researchers assess attitudes...
- Brand Associations: Linkages in memory between the brand and other concepts, these linkages (what consumers know) are known as Beliefs/Perceptions
BA include beliefs about brand’s attributes and its consumption benefits
Ex. Of consumer responses are: want to buy brand extensions, recommend...
COUNTRY-OF-ORIGIN EFFECTS AND THEIR IMPACT UPON CONSUMERS' PERCEPTION OF QUALITY
C. Min Han, The University of Michigan
William J. Qualls, The University of Michigan
An exploratory study was conducted to examine the impact of country-of-origin effects upon consumers' product evaluations. Specifically...
what is meant by the terms, perception, motivation and learning. (12%)
b) Critically discuss the view that the interest that the marketer should have in the consumers ends when the purchase takes place in the decision making process. (13%)
a) The terms perception, motivation and learning are...
expectations and perceptions of service
quality at cellular retail outlets. This will
assist a cellular service provider to plan and
execute a marketing strategy that will
maximise service quality in line with
customers' needs, and hence to improve
customer retention which will impact
research. In the specific context of the country-of-origin field, there is a high level of interest in researching the effects and impact of country-of-origin as an extrinsic product/service cue and therefore a review of the literature may be regarded as timely and useful. This level of interest may be attributed...
Country of origin, consumer's Perception and Brand Image
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 unprecedented...
EFFECTS OF BRAND EXTENSION AND CO-BRANDING", in Advances in Consumer Research Volume 22, eds. Frank R. Kardes and Mita Sujan, Provo, UT : Association for Consumer Research, Pages: 432-434. Advances in Consumer Research Volume 22, 1995 Pages 432-434POSITIVE AND NEGATIVE EFFECTS OF BRAND EXTENSION...
including instructions for authors and subscription information: http://www.informaworld.com/smpp/title~content=t792304011
Brand Analyses of U.S. Global and Local Brands in India: The Case of Levi's
Vertica Bhardwaja; Archana Kumara; Youn-Kyung Kima a Retail and Consumer Sciences, The University...
Asian Academy of Management Journal, Vol. 12, No. 1, 83–107, January 2007
THE EFFECT OF BRAND IMAGE ON OVERALL SATISFACTION AND LOYALTY INTENTION IN THE CONTEXT OF COLOR COSMETIC
Stephen L. Sondoh Jr. 1 , Maznah Wan Omar2, Nabsiah Abdul Wahid3 Ishak Ismail3 and Amran Harun 4
Labuan School of International...
As consumers, each of us has a vast number of attitudes towardproducts, services, advertisements, direct mail, the Internet, and retail stores. Whenever we are asked whether we like or dislike a product, a service, a particular retailer, a specific direct marketer, or an advertising...
Double Blind Peer Reviewed International Research Journal
Publisher: Global Journals Inc. (USA)
ISSN: 0975- 5853
Celebrity Endorsement And Its Impact On Sales: A Research
Analysis Carried Out In India.
By Dr Vipul Jain
Abstracts - The practice of celebrities being used for rendering...
This research intends to investigate the relationship between perceived quality, price and brand reputation on habitual behavior (loyalty) in mobile phone service companies in Bangladesh. This kind of research was never done in the context of Bangladesh. This is the researchers’ unique...
The research is on the basis of A STUDY ON “Evaluation Of Impact Of Advertisement In Awareness And Demand Of The Commodity Product” in ASAHI INDIA GLASS LTD.
Asahi India Glass Ltd. (AIS) is the largest integrated glass company in India, manufacturing a wide range of international quality...
full text archive of this journal is available at www.emeraldinsight.com/0309-0566.htm
The effect of corporate branding dimensions on consumers’ product evaluation
A cross-cultural analysis
´ Faculty of Business Administration, Laval University, Quebec, Canada
Brand equity is considered a key indicator of the state of health of a brand, and its monitoring is believed to be an essential step in effective brand management (Aaker, 1991, 1992). Both researchers (e.g. Shocker et al., 1994) and practitioners (e.g. Biel, 1992) have argued for the importance of understanding...
THE EFFECT OF COUNTRY OF ORIGIN OF A PRODUCT ON CONSUMERS’ BUYING BEHAVIOR
By FIREW KIFLE GUDERO Bachelor of Arts in Business Management Jimma University Jimma, Ethiopia July 2001
Submitted to the Faculty of the Graduate College of the Oklahoma State University in partial fulfillment of the requirements...
– October 2006
Volume 4, Number 10
Unique Brand Extension Challenges For Luxury Brands
Nicole Stegemann, University of Western Sydney, Australia
ABSTRACT This article addresses the impact of brand extensions on the brand equity of luxury brands. A review of the developments in the luxury market...