Search results for "Awareness"
showing 10 items of 531 documents
The role of the brand in driving online loyalty for multichannel retailers
2015
Multichannel retailers offer shoppers the possibility to cross channels to complete their shopping process. Multichannel retailers, unlike pure online sellers, offer shoppers multiple contact points to experience the brand. Also, multichannel retailers can leverage the trust and attachment to their brands that has been built with their offline presence to drive customers to buy online. Our paper explores the role of the customer relationship with the brand, with variables such as brand trust, brand attachment and length of brand relationship, as drivers of loyal behaviours towards the online channel. We compare the impact of these variables with those of the technology acceptance model. Mul…
Elapsed time on first buying triggers brand choices within a category: A virtual reality-based study
2016
This study integrates neuroscientific tools such as data from eye movements, store navigation, and brand choice in a virtual supermarket into a single source data analysis to examine consumer choice, customer experience, and shopping behavior in a store. Through qualitative comparative analysis, the findings suggest that a high level of attention to a brand and slow eye movements between brands lead to additional brand purchases within the product category. This study points out that the key driver of additional brand choices is the time buyers spend on the first choice, showing that the allocation of less for the first choice triggers additional purchases Within the product category and, t…
Examining key drivers of consumer experience with (non-financial) digital services—An exploratory study
2020
Abstract Recent advancements in the field of mobile information systems have transformed the consumer lifestyle as well as have changed the digital service landscape globally. This exploratory study identifies and describe key marketing drivers of consumer experience with non-financial transactions available on mobile banking apps. Data were gathered using semi-structured in-depth interviews from 12 respondents in Finland during March and April 2019. The qualitative analysis of the interview transcripts revealed three emerging themes i.e. the mobile banking app experiences and sustained usage of mobile banking apps are largely affected by consumers’ level of knowledge (consumer awareness), …
Brand misconduct: Consequences on consumer–brand relationships
2010
Abstract This paper investigates the effects of brand misconduct on a consumer–brand relationship. Brand misconduct describes a brand's behavior that disappoints consumers' expectations of the brand, for example the alleged use of child labor in soccer ball factories contracted by Adidas , Nike and Puma . Based on relationship and congruency theory, this paper develops a model to explain consumer–brand relationship and its impact on consumers' repurchase intentions. According to this model, functional congruence, actual and ideal self-congruence, partner quality and brand relationship quality represent factors determining repurchase intention. An empirical investigation with regard to jeans…
Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment
2017
Purpose The purpose of this paper is to understand loyalty in the multichannel retail context. The paper analyses the interplay between offline and online loyalty and the direct and indirect effects on loyalty of brand trust and brand attachment, in a cross-cultural study. Design/methodology/approach Online survey answered by 761 multichannel apparel shoppers in two countries (UK and Spain). Structural equation model multigroup analysis is performed to test the hypothesized relations and the role of culture as a moderating variable. Findings Online loyalty is largely driven by offline loyalty, which is also positively affected by brand trust and brand attachment. These relationships hold a…
Product placement in video games: The effect of brand familiarity and repetition on consumers´ memory
2017
Product placement in video games is gaining momentum as a means to target audiences in an indirect and engaging way. This research uses a 2 (high repetition vs low repetition) x 2 (high brand familiarity vs low brand familiarity) factorial design to test the effects of repetition and brand familiarity on consumers’ memory for brands placed in video games. Results suggest that consumers recall better familiar than unfamiliar brands placed in the video game and repetition increases recall for familiar brands. Results also suggest an interaction effect of repetition on brand recognition for unfamiliar brands but not for familiar brands. Managerial implications, limitations, and future research…
Brand assessment: a key element of marketing strategy
1997
The growing importance of the brand in the life of the company and in consumer perceptions has led many authors to base their analysis on brand value rather than the traditional approach in which its definition, its functions and its characteristics were amply developed. It is becoming increasingly obvious that the brand generates value for the company: brand value is the value of the marginal cash flows generated by a product due to the fact that it is identified with a brand. Brand value is generated by a series of multidimensional assets which interact in a complex way: loyalty; awareness; perceived quality; and identity. One of the main problems for a company wishing to develop a brand …
Exploring Integrated Marketing Communications, Brand Awareness, and Brand Image in Hospitality Marketing: A Cross-Cultural Approach
2016
Purpose – The purpose of this paper is to assess customer perceptions of integration of marketing communications, brand awareness, and brand image in hospitality. Moreover, cross-cultural differences are considered when evaluating all the concepts, since national culture can have a considerable impact on customer behavior. Design/Methodology/Approach – After a literature review of the examined concepts, the results of an empirical study are presented and discussed. The empirical investigation was carried out by approaching 475 guests of upscale Croatian hotels. The SPSS software was employed for data analysis. Findings and implications – The results indicate that hotel guests assessed integ…
Endorser age and stereotypes: Consequences on brand age
2013
Abstract This paper links findings from research on different age types to branding literature, and adds insight into how to rejuvenate a brand through the use of endorsers in advertisements. The article addresses the yet under-represented value of demographic characteristics of endorsers in affecting brand perception, and introduces the importance of the existence and strength of individual mental images of typical brand users in the process of such association transfers. Based on theoretical perspectives from personality transfer, (social) categorization, imagery, and advertising literature, the study proposes and tests several conditions for which age association transfer from endorser t…
Effects of inbound marketing communications on HEIs’ brand equity: the mediating role of the student’s decision-making process. An exploratory resear…
2016
ABSTRACTA context of increased competition between higher education institutions (HEIs) for attracting potential national and international students has led universities to implement marketing communication strategies. Those strategies which are used to some extent include, among others, interactive inbound marketing. The purpose of the present exploratory study is to identify how HEIs can develop to improve their image and awareness by using new interactive marketing communication tools mediated by the student’s decision-making process. To conduct our investigation, we used both a qualitative (seven semi-structured interviews) and a quantitative survey (n = 121) methodology. Based on data …