To examine the impact of celebrity endorsers on consumer shopping styles and purchase intentions for select global brands in apparel industry. A Proposal Submitted to University Business School Panjab University Chandigarh On September 3, 2014 By Gobind Raj Singh Aulakh MBA-IB Roll No. 9 Table of Contents 1. Introduction…………………………………………………………………………………...........................3 2. Need for the study…………………………………………………………………………………………………..4 2.1 Contribution of the research……………………………………………………………………………
factors which influence the purchase decision for private labels H0: The factors which affect the purchase of national brands and private are same i.e. equal H1: The factors which affect the purchase of national brands are more than private labels Consumer attitude and perception of a brand is one of the most important criteria to determine the positioning, placement and pricing of a brand. Consumer behavior is majorly dependent on gender, age, profession, education, marital status etc. The major factors
An Empirical study on brand preference of sports gear Abstract The research was conducted in the mega-metropolis city of Mumbai by students of Rustomjee Business School, Dahisar. The research has been carried on to understand the consumer’s perception or attitude towards these sports gear. The findings of this survey would enable The study of consumer behavior in sports gear helps understand customer. This study investigates the interrelationships among brand preference in the sports gear. The
of a company, its products and services, by building loyalties using emotional as well as rational values. Such values matter because they are exchanged for cash in the marketplace and affect the perception of a company’s products and services as well as its ability and its freedom to manage its future. The companies which are rated by marketers as the rising stars for the future are those with very clearly positioned confident corporate brands. These companies deliver through their core competencies
Brand Loyalty of Consumer Packaged Food Products (A Study with Reference to Salem District) CHAPTER –I Introduction and Design of the Study 1.1 Introduction In the new emerging business scenario brands are unavoidable and vital marketing force of any organization. Brand is the sum of the perceptions that are held about a person, a company or a product. This includes perception held by both external and internal audience and stakeholders. Brands have a social and emotional value for the users (Freire
Brand Asset management is an era connected with increasing value to marketing experts today, particularly as organizations shift toward attempts to converse ever complicated and intangible messages as part of brand management strategies (Davis, 2000; Good child & Callow, 2001). One of the numerous exciting questions dealing with present day brand managers worry on how to develop a better understanding of the proper relationship between constructs such as customer loyalty and brand equity, particularly
objective to analyze the influence of brand equity on the brand logo of the international fast food chains
structure, a brand consists of two elements, namely tangible branding and intangible branding, according to Czinkota and Ronkainen (2004). The tangible refers to the name of the brand when the people call particular product or service. The intangible is considered as symbol or meaning for the brand that the company want to transmit to its customers. On the other hand, Knox and Bickerton (2000) assert that a brand has three different characters, namely brand equity, brand loyalty and brand image. These
Introduction Apple’s attitude toward advertising is that they know they are the best and it shows through their product. Each commercial or ad sent a message which said if you don’t have this then you don’t have the best. The 1984 commercial was the start of it all and after that, their advertisements only got better. Their advertisements gave meaning to their product; if you didn’t have Apple then you were missing out on the bigger picture. Apple’s advertisements made their products what they are
Customer Overall Satisfaction and Brand Equity. Customer Satisfaction: Customer overall satisfaction is defined as the overall evaluation that the customer makes about the purchase and consumption experience that the customer encounter while consuming the product ( Anderson, Fornell, & Lehmann, 1994). According to (Boulding et al.,) customer satisfaction can be distinguish into two different concepts, cumulative and transaction specific. “From a transaction-specific point of view, customer satisfaction