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Ewom And Brand Awareness Impact On Consumer Purchase Intention Mediating Role Of Brand Image
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Book Synopsis EWOM and Brand Awareness Impact on Consumer Purchase Intention: Mediating Role of Brand Image by :
Download or read book EWOM and Brand Awareness Impact on Consumer Purchase Intention: Mediating Role of Brand Image written by and published by . This book was released on 2017 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Abstract: The basic purpose of this research is to analyze the impact of electronic word of mouth (eWOM) and brand awareness on customer purchase intention with the mediating role of brand image. The research is conducted to analyze the full or partial role of mediator on the said relationship. This research is basically conducted on customers of mobile users of Rawalpindi and Islamabad. To check this relationship a total of 300 questionnaires were floated in four universities of twin cities, of which 262 questionnaires with a response rate of 87.33% were received back on which mediation analysis has been performed. The results show full mediating impact of brand image on Electronic Word of Mouth (eWOM) and customer purchase intention relationship, while partial mediating role of brand image on relationship of brand awareness and customer purchase intention has been observed. This research will help marketers in implementing better marketing techniques for boosting customers purchase intenti
Book Synopsis International Marketing by : Shaoming Zou
Download or read book International Marketing written by Shaoming Zou and published by Emerald Group Publishing. This book was released on 2011-01-27 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: Features the papers that report a variety of studies examining: international marketing behaviour of firms from emerging markets; market environments and consumer behaviour in emerging markets; and, MNCs' international marketing in emerging markets.
Book Synopsis The Impact of Brand Awareness on Consumer Purchase Intention by : Elie Daher
Download or read book The Impact of Brand Awareness on Consumer Purchase Intention written by Elie Daher and published by . This book was released on 2011 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The purposes of this study are to explore the effects among brand awareness, perceived quality, brand loyalty and customer purchase intention and the mediating effect of perceived quality and brand loyalty on brand awareness and purchase intention. The samples are collected from an online survey and the research adopts the Eviews software to examine and analyze the hypotheses. The results are that the relations between brand awareness, perceived quality, and brand loyalty have a significant and positive effect on purchase intention. Perceived quality has a positive and strong effect on brand loyalty. Brand awareness has also a positive and strong effect on purchase intention. The study suggests that mobile phone manufacturers must build a brand and promote it through advertising and marketing and sales promotion to create the brand awareness. When brand awareness is high, its brand loyalty will also increase. Consumers will evaluate perceived quality of a product upon their purchase experience.
Book Synopsis Online Consumer Psychology by : Curtis P. Haugtvedt
Download or read book Online Consumer Psychology written by Curtis P. Haugtvedt and published by Psychology Press. This book was released on 2005-03-23 with total page 685 pages. Available in PDF, EPUB and Kindle. Book excerpt: Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online. The theories and research methods help provide greater insight into the processes underlying consumer behavior in online environments. Broken into six sections, this book: focuses on community and looks at the Internet's ability to bring like-minded individuals from around the world into one forum; examines issues related to advertising, specifically click-through rates and advertising content placed within gaming online and wireless networks; provides readers with reasons why consumers customize products and the benefits of customization; discusses the psychological effects of site design; asks the question of whether the Internet empowers consumers to make better decisions; and discusses research tools that can be used online.
Download or read book Perceived Quality written by Jacob Jacoby and published by Lexington Books. This book was released on 1985 with total page 344 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Influence of Social Media Marketing, Brand Loyalty, Brand Awareness Towards Consumer Purchase Intention. An Empirical Analysis by : Yusuf Balarabe Abdullahi
Download or read book The Influence of Social Media Marketing, Brand Loyalty, Brand Awareness Towards Consumer Purchase Intention. An Empirical Analysis written by Yusuf Balarabe Abdullahi and published by . This book was released on 2021-02-13 with total page 94 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 3.9, Limkokwing University of Creative Technology, language: English, abstract: The reason for this research is to distinguish and look at consumers' purchase intention in Malaysia through social media marketing, brand loyalty and brand awareness. Other than that, this research rushes to discover the relationships between social media marketing, brand awareness and electronic word of mouth towards brand loyalty among the consumers in Malaysia inciting purchase intentions. Consumers purchase intention has developed with the help of the social media marketing, and progressively replacing the customary marketing techniques. The marketing methodology is based on social media platforms where consumers are currently looking for information about an item or service, and others encounters before resolving to purchase the item or service. The sharing of the brands, item surveys, and clients' encounters are a piece of the electronic word of mouth where data is transmitted and gotten over the web. With the impact of electronic word of mouth and social media marketing, it has an effect to the brand loyalty, and in the end towards purchase intentions. This study endeavors to study the effect of social media marketing, brand loyalty, and brand awareness towards purchase intentions. Two hundred questionnaires were collected toward the end of the review inside Malaysia. Five hypotheses were produced and tested.
Download or read book The Influentials written by Edward Keller and published by Simon and Schuster. This book was released on 2003-02-10 with total page 369 pages. Available in PDF, EPUB and Kindle. Book excerpt: One American in ten tells the other nine where to shop, what to buy...even how to vote. The Influentials tells who they are, and how they can be influenced. Who are they? The most influential Americans—the ones who tell their neighbors what to buy, which politicians to support, and where to vacation—are not necessarily the people you'd expect. They're not America's most affluent ten percent or best-educated ten percent. They're not the "early adopters," always the first to try everything from Franco-Polynesian fusion cooking to digital cameras. They are, however, the 10 percent of Americans most engaged in their local communities...and they wield a huge amount of influence within those communities. They're the campaigners for open-space initiatives. They're church vestrymen and friends of the local public library. They're the Influentials...and whether or not they are familiar to you, they're very well known to the researchers at RoperASW. For decades, these researchers have been on a quest for marketing's holy grail: that elusive but supremely powerful channel known as word of mouth. What they've learned is that even more important than the "word"—what is said—is the "mouth"—who says it. They've identified, studied, and analyzed influence in America since the Standard Oil Company of New Jersey (now Exxon) hired Elmo Roper himself to develop a model for identifying opinion leaders, and in The Influentials, they are finally ready to share their results. A few samples: • Influentials have been the "early majority"—leading indicators of what Americans will be buying—for more than five decades, from choosing energy-efficient cars in the 1970s to owning computers in the 1980s to adopting 401(k)s and IRAs in the 1990s to using the Internet and cell phones today. • Influentials have led the way in social development as well, from the revival of self-reliance (in managing their own health care, investments, and consumption) to mass skepticism about the marketing claims of everything from breakfast food to politicians. Although America's Influentials have always been powerful, they've never been more important than now. Today, a fragmented market has made it possible for Influentials to opt out of mass-message advertising, which means that a different route must be taken to capture their hearts and minds. The Influentials is a map for that route, a map that explains who these people are, how they exercise influence, and how they can be targeted. The Influentials features a series of rules and guidelines for marketing to Influentials; case studies of products that have prospered because of Influential marketing (and products that have failed because they lacked it); a history of the phenomenon...and why Influentials are more influential today than ever; and profiles of twelve real-life Influentials. Both an intellectual adventure and a hands-on marketing manual, The Influentials is an extraordinary gold mine of information and analysis that no business can afford to ignore.
Book Synopsis Advances in Digital Marketing and eCommerce by : Francisco J. Martínez-López
Download or read book Advances in Digital Marketing and eCommerce written by Francisco J. Martínez-López and published by Springer Nature. This book was released on 2022-06-07 with total page 319 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book highlights the latest research articles presented at the Third Digital Marketing & eCommerce Conference in June 2022. Papers include a varied set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies and social commerce characteristics. The papers also extends to the topics of branding, business models, user and data privacy, social video marketing and commerce, among others.
Book Synopsis Impact of Brand Image and Service Quality on Consumer Purchase Intentions. A Study of Retail Stores in Pakistan by : Muhammad Arslan
Download or read book Impact of Brand Image and Service Quality on Consumer Purchase Intentions. A Study of Retail Stores in Pakistan written by Muhammad Arslan and published by GRIN Verlag. This book was released on 2015-03-17 with total page 26 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, , language: English, abstract: The objective of this research is to determine the relationship between brand image, service quality and price on consumer purchase intention. Normative and informative susceptibility has indirect effect on consumer purchase intention. The empirical analysis were determined by collecting data from sample of 301 consumers of large retail stores. The findings of study reveal the positive effect of brand image and service quality on consumer purchase intention. Results reveal the insignificant relationship between price and consumer purchase intention. The findings also documented that consumers in large retail stores don’t bother prices because consumers consider that the stores charge reasonable prices. Most of consumer’s purchases depend upon the brand image and service quality. Normative and informative susceptibility have positive effect on brand image. The recommendations and suggestions are very helpful for managers and operators of large stores. Brand image depends on informative and normative susceptibility.
Book Synopsis The Impact of Brand Image on Purchase Intention by : Nanami Hontsu
Download or read book The Impact of Brand Image on Purchase Intention written by Nanami Hontsu and published by . This book was released on 2023 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This study examines how brand image influences consumer purchase intentions. The results suggest that the image has a direct impact on the intention in the Asian automobile industry, and that this impact is further reinforced by the mediating role of influencers. The results of a survey of 205 people aware of the brand revealed significant relationships among brand image, influencers, perceived brand value, and purchase intentions. Brand image positively influences perceived brand value, which in turn enhances purchase intentions. Additionally, influencers also served as mediators of purchase intent and the brand. This study provides product and brand management literature by providing a theory as to why brand image influences consumer purchase intentions. In addition, perceived brand value acts as a mediator and helps explain how brand image influences consumer purchase intentions. These insights provide valuable insights for Asian automobile industry marketers to leverage brand image, influencers, and brand value to drive consumer purchase decisions. Thus, this study should significantly improve the market performance of brands in the automobile industry.
Book Synopsis Building Consumer-Brand Relationship in Luxury Brand Management by : Rodrigues, Paula
Download or read book Building Consumer-Brand Relationship in Luxury Brand Management written by Rodrigues, Paula and published by IGI Global. This book was released on 2020-10-23 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: Luxury is no longer a privilege of the high-net-worth individuals. It is now accessible to all. This has become possible because the essence of luxury has changed: from something based upon materialism and conspicuous and hedonic consumption to one that embraces enrichment and experiences for the consumers. This evolution creates challenges for luxury brands and for the managers of luxury brands. Building Consumer-Brand Relationship in Luxury Brand Management is a collection of innovative research that focuses on the conception and marketing of luxury as an experience and explores more integrative and comprehensive approaches to modeling and understanding the consumer-brand relationship with luxury brands and their sustainability in a global and multicultural world. Highlighting a broad range of topics including digital marketing, consumer demand, and social responsibility, this book is ideally designed for marketers, brand managers, consumer analysts, advertisers, entrepreneurs, executives, researchers, academicians, and students.
Book Synopsis Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions by : Charitha Harshani Perera
Download or read book Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions written by Charitha Harshani Perera and published by Springer Nature. This book was released on 2022-09-30 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.
Book Synopsis An Analytical Study on Perspectives of Brand Awareness and Its Impact upon Consumer Buying Behavior with a View to Facilitate Managerial Decision Making in Organizations by : Pradeep Kautish
Download or read book An Analytical Study on Perspectives of Brand Awareness and Its Impact upon Consumer Buying Behavior with a View to Facilitate Managerial Decision Making in Organizations written by Pradeep Kautish and published by GRIN Verlag. This book was released on 2011-12-08 with total page 343 pages. Available in PDF, EPUB and Kindle. Book excerpt: Doctoral Thesis / Dissertation from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, Maharshi Dyanand Saraswati University, Ajmer (Department of Management Studies), course: Marketing, language: English, abstract: Brand awareness is a rudimentary level of brand knowledge and recognition which result into complex cognitive process called favorable consumer behavior for marketers. Brand awareness is the potential capacity that a consumer has of recognizing or recalling the name of the brand as an offer of a certain category of product. Brand awareness is a dimension of brand equity that affects the decisions of the consumer both at the affective level and the behavior level. Presumably, marketers expect that brand awareness will keep the brand in the consumer’s evoked set while consumer decides about the brand for consumption. Brand awareness favors the creation of brand image.
Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Book Synopsis Online Brand Communities by : Francisco J. Martínez-López
Download or read book Online Brand Communities written by Francisco J. Martínez-López and published by Springer. This book was released on 2015-12-11 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.
Book Synopsis Customer Loyalty and Brand Management by : María Jesús Yagüe Guillén
Download or read book Customer Loyalty and Brand Management written by María Jesús Yagüe Guillén and published by MDPI. This book was released on 2019-09-23 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).
Book Synopsis The Influence of Foreign Branding and Brand Personality Towards Perceived Product Advantage and Brand Image by : Yohanes and Suresh Kumar, S.T., M.Si.
Download or read book The Influence of Foreign Branding and Brand Personality Towards Perceived Product Advantage and Brand Image written by Yohanes and Suresh Kumar, S.T., M.Si. and published by Rasibook. This book was released on 2020-03-11 with total page 121 pages. Available in PDF, EPUB and Kindle. Book excerpt: This monograph is studying the impact of foreign branding on purchase intention. Other than foreign branding, this study is also aware the needs of brand personality in purchase intention. It is believed that customers not only buy products because of its usefulness but also its brand since it provides guarantee, comfortability, and security. This monograph aims at the understanding of purchase intention through foreign branding, brand personality, product advantage, and brand image. It is expected this study would give benefit not only to Lea Jeans but also local players to win the customers. It is also expected the results would give better ideas for local players to play in other industry than fashion.
