• Marketing
    An Investigation into how KFC advertisements affect consumer behaviour, and how this affects the perception of the brand ABSTRACT KFC is one of the most popular and well established fast food chains in the world. Sales of products in fast food restaurants have continued to rise in the UK in...
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  • Methods of Enquiry
    while individual's spare time. Therefore, advertising may lead that consumers tend to buy products because of its attractive image and visual effect. Furthermore, television advertisements are essential to companies because the majority of firms in Asia prefer to use advertising as a vital marketing...
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  • Impact of Advertising on Child Obesity
    that contributed for the prevalence of obesity and overweight on children. According to their literature review, the causes for the current epidemic are a combination of factors such as change in life styles, behaviour and social modifications, decline in physical activities, modern trends of children...
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  • Celebrity Endorsement
    , existing reviews are limited to literature pertaining to the selection of celebrity endorsers, including source effects such as credibility, attractiveness, fit or negative information. Erdogan‟s (1999, p. 291) review, for example, “seeks to explore variables, which may be considered in any...
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  • Sarcherzhou
    analyses their effects separately. Keywords Advertising, Cognition, Consumer behaviour, Memory, Nostalgia, Brands Paper type Research paper 1. Introduction A consumer confronted with an advertisement giving information that a beer brand uses only organic ingredients and showing a Munich...
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  • research
    Blackwell, R.D. (1982): Consumer behaviour. Hinsdale, IL: Dryden Press. Erdogan, B.Z. (1999): Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314. Erdogan, B.Z., Baker, M.J. and Tagg, S. (2001): Selecting celebrity endorsers: The practitioner's perspective...
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  • Consumer Behaviour
    . To maintain the systematic design of the sample every 15th customer leaving the store was intercepted and interviewed with a structured questionnaire in the both sector. The questionnaire prepared after a detailed literature review on customer buying behaviour towards organised and unorganised...
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  • The Effect of Consumer Perception on Green Purchasing Behavior in Iran
    Abstract: With the increasing awareness of consumers about environmental issues, the effect of consumer perception on green purchase behaviour has a major role on companies’ strategic orientation .Since 1980s, green purchasing has increasingly been recognized as an effective means of addressing and...
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  • Economics
    that advertisements do have an effect on children’s preferences, purchasing behaviour and consumption; and that this modification of behaviour occurs not only at the brand level (changing the preference between two equivalent products such as potato chips) but more importantly at category level...
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  • Writting an Academic Artical
    managerial focus toward packaging has increased of late, a review of the marketing literature reveals relatively little theoretical work in the area of packaging, and specifically, few efforts examining its impact on consumer attention. Early packaging research focused on the general characteristics...
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  • Student
    these expected patterns. It is for these reason that consumer behaviour analysis is conducted as yet another tool to assess the complexities of marketing operations (Adeolu et al., 2005). 4. Literature Review Advertising, sales promotion and public relations are mass-communication tools available to...
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  • Tv Commercials and Children
    CHAPTER TWO LITERATURE REVIEW CHILDREN AND MARKETING ACTIVITIES All over the world, attention is now being drawn to children as constituting a group that has an impact in marketing-related issues both at the family level and even in the society at large. The reasons for this are not farfetched...
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  • Business
    regarding consumer protection that were in effect before these regulations were adopted. These regulations ensure that there is a fair trade in terms of regulating dishonest behaviour by traders directed towards their customers. They are principally regulations for business to customer although there...
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  • May Students
    authors. For example according to Kotler and Keller (2009) cultural, social and personal factors affect consumer behaviour and these issues were discussed in the literature review. Theoretical information related to the scope of this thesis was also presented by Solomon, Bamossy, Askegaard and Hogg (2006...
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  • Gender Identity and Congruence
    of themselves. The idea of activation of gender is closely related to the construct of self concept that was discussed earlier in the literature review. With self concept individuals will also strive to adapt the norms and behaviours of those groups that they closely identify with and will best...
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  • top dissertation
    the effect of sponsorship on the consumers’ intention to purchase the sponsors’ brand. Drawing on IMC, branding, sponsorship, sport sponsorship and consumer behaviour literature this paper will explore the relationship between sport sponsorship and supporters’ purchase intentions towards the...
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  • Effect of Advertising on Sales
    institutes. • Though we examine consumer buying behaviour towards the advertised products we focus only on a particular product, the counselling guru. • The target group was limited to few places and it could be extended. LITERATURE REVIEW The review of literature identified several...
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  • Corporate Branding and Its Performance
    to consider how employees’ values and behaviour can be aligned with a brand’s desired values. A further reason for looking inside the organisation is the shift in the branding literature from brand image (Boulding, 1956) to brand identity (Kapferer, 1997). While image focuses on consumers...
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  • Basic Media Research Literature Re
    view Basic Media Research Individual Assignment 1: Literature Review Dayna Yin 1102719J PB02 Ms Asha Kumaran Topic: Advertising and its influence on food with children ADVERTISING AND CHILDREN EATING HABITS: A Literature Review Since the dawn of the 21st Century, obesity...
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  • Celebrity Endorsement
    the consumer buying behaviour. Celebrity endorsement is a widely used marketing communication strategy. (Wong, 2009) There are a lot of proposed definitions of celebrity endorsement; however, one that is commonly cited will be “any individual who enjoys public recognition and who uses this...
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