According to Mcconnel (1968) point of view for the whole understanding about brand loyalty, then enough work required. This research aims to define the important factors which not related to time and also show the different advantage which customer gain from re buy of that brand. Advertising also affect and enhance the brand loyalty because through advertisement company motivate the customer that brand offer by company give value and quality according to its price. Brand equity always understands with the quality and uniqueness which is related to customer memory (Dillon et al 2001). Attraction of customer is base on company’s offered product which attracts the customers according to their needs and wants.
Attitudes are the overall evaluations of the brand by the consumer (Keller, 1993, p. 4). The attitude the consumer has about a brand determines whether he/she will like the product, buy the product, become loyal to the product, etc. When a negative attitude is formed, it is almost unchangeable and usually leads to the avoidance of the brand by the consumer. Therefore, attitude towards the extension is an important variable in determining whether the extension is accepted by the consumer or not. If the attitude towards the extension is high, this will have positive effect on the product brand image, if it is low, there will be a negative or negligent effect on product brand image.
Lin and Chen (2006) in their studies found that brand image plays a pivotal role in deciding customers’ preference of purchase and recommendation. When brand image is positive or favorable then consumers will perceive a congruent corporate reputation and then increase the likelihood of maintaining their positive attitudes and behaviors. Schultz (2005) also found that loyal consumers more prefer to recommend a specific brand to other people and less likely influenced by competitors. Without a favorable and strong brand image, businesses cannot obtain a greater percentage of the market share, thus corporations always keep observing their branding strategies and practices (Schultz, 2005). According to Wu (2011), brand image has been acknowledged as a significant
It can be conclude to the customer’s knowledge is base on the brand awareness and brand image and the customer response are base on the perception performance and behavior. Both of Aaker and Keller’s theoretical orientation is base on the psychology, they pointed out that brand image would effectively reduce the risk perception of the service itself, by giving the customer the trust and the perception of the quality, affect the customers' buying intentions. Lassar et al. (1995) Five perceptual dimension of brand equity includes performance, social image, value, trustworthiness and attachment. Within the brand equity model the trustworthiness as an important attribute in assets the strengths of a brand.
Keller (2009) points that brand awareness are related to the strength of the brand node or trace in memory as reflected by consumers’ ability to recall or recognize the brand under different conditions. Brand image is defined as consumer perceptions of and preferences for a brand, as reflected by the various types of brand associations held in consumers’ memory. Reinforcing these two components serve as sources of brand equity that can affect positively loyalty; price premiums and more favorable price elasticity responses; greater communication and channel effectiveness; and growth opportunities via extensions or licensing (Keller
Against this backdrop, marketers must endeavor to mint out the maximum returns from the available resources and technology. Summary: Making ads interactive on the internet domain just needs a bit extra effort and creativity around the corner. In return, it could offer the massive boost to the industry that could enable it to gain much more than the amount it is gaining now. About Author: The Author is associated with Media Conversion, an Ad Network company that offers massive advertising platforms for video
If companies can em-ploy multisensory branding correctly, they will be able to deliver superior experiences for consumers and create competitive advantage over any single sensory broadcast. (Calvert & Dr. Abhishek Pathak, 2015) Nowadays, instead of buying services or products alone, customers search for emotional experiences provided by brands. Previous research pa-pers suggested that brands should convert from providing services products to experience products to preserve customer loyalty. (Hultén, Sensory marketing: The multi-sensory brand-experience concept, 2010, pp. 257-258) Managers have to focus on the concept of customer experience as competition in retail has aggravated.
Quester and Lim (2003) also explained the two major types of brand loyalty. Behavioural loyalty explains the repeat buying behaviours of the consumers, whereas attitudinal loyalty is the favourable behaviour of the consumers towards a specific product (Dikempe et al., 1997). According to previous researches consumer promotion of any product leaves an impact on the acquiring behaviours of the consumers for a particular product or brand that the consumer will not buy otherwise (Alvarez and Casielles, 2005). However another study conducted by Dawes (2004) have revealed the fact that purchasing a particular product or service which is on promotion can reduce the chances of succeeding buying of that particular
Brand image is developed over time through various means such as advertising campaigns with a consistent theme. It is authenticated through the consumers' direct experience and satisfaction level. According to Hsieh, Pan and Section (2004), “a successful brand image enables consumers to identify the needs that the brand satisfies and to differentiate the brand from its competitors and consequently increases the likelihood that consumers will purchase the brand”. Keller (1993) considered brand image as “a set of perceptions about a brand as reflected by brand associations in consumer’s
2.5 Information Disclosure Under globalisation and the growing of Internet, information are more easily being accessed by the customer. However, as suggested in the research by Ferguson & Ellen (2013), when the brand takes an active role making the information of price change available, there would be a positive impact on perceptions of fairness. Simintiras et al. (2015) proposed that having clear and available price change information allows consumer to judge the price fairness as consumer can evaluate the best alternative in the market for the consideration. Besides, accurate and easily comprehensible price information is having an impact on consumers’ perceived price fairness (Diller, 2008).