The sales promotion activities are designed to attract more customers to make purchase. All these activities are undertaken by the companies to draw the most attention of the customers. Therefore, customers are motivated to make a purchase from a different brand. Various sales promotion activities are there, but in case of brand switching the most effective sales promotion method include free gifts. Various researches have been conducted to explore the impact of sales promotion on brand choices, brand switching and brand loyalty and it has been found out that sales promotion has the most impact on brand switching rather than brand
Brand credibility positively affects consumers ' affective commitment. Relationship marketing theory suggests that affectively committed consumers believe they are connected to the company (Bolton et al., 2004; Morgan and Hunt, 1994). Such consumers want to continue their relationship because they like the company and enjoy the partnership (Verhoef et al., 2002), and are unlikely to buy from other companies (Evanschitzky et al., 2006; Verhoef,2003). Therefore, this paper proposes that affectively committed consumers are likely to purchase from the SMEs. H4.
Effect of Brand Name on Quality Perception and preference. Introduction Recently, the consumer consciousness had raised and most of the consumers choose to purchase their familiar and favorable brand. Therefore, if businesses want to defeat their competitors, they have to make consumers love to buy their products and brands. Even though consumers are familiarize to the product they heard before and are willing to purchase the product, brand awareness is the most important factor to influence purchase decision. When consumers want to buy a product, and a brand name can come to their minds at once, it reflects that product has higher brand awareness.
Attractiveness of celebrity endorsement will grab intention of consumers. Celebrity endorsement is used by companies to enjoy media exposure. Brand equity will be improved due to celebrity endorsement (Farrell, Karels, Monfort and McClatchey, 2000; Erdogan et al., 2001). Celebrity endorsement will give companies a competitive advantage over similar brands. However, celebrity endorsement will not be effective if they endorse more than one brand (Solomon,
The customer’s satisfaction or dissatisfaction with the product will influence subsequent behavior, if the consumer is satisfied, then he/she will exhibit a higher probability of purchasing the product on the next occasions. If the consumer is dissatisfied, then they switch to another brand. Brand Promotion Brand Promotion is to raising customer awareness of a product or brand, generating sales and creating brand loyalty. Brand Trust Brand Trust is expressed as the belief of consumers that the brand will fulfill certain functions. Brand tryst is an important mediator factor on the customer behavior before and after purchase of the product.
If consumers perceive that the product has comparative advantages with other products and that element is very meaningful to the consumer, so the consumer will choose the product even though the product is relatively similar to others. Last things to be analyzed in this study is consumer attitude toward global products. The relationship between affinity towards global brands and brand preferences have acknowledged by recent studies (Sengupta, 2014). Therefore, this study analyzes how the brand is recognized, how the brand is appraised and to what extent consumers are entrust to the
Therefore, the added value the brand has gained due to being popular. There are different ways one can calculate brand equities. Marketing scholars have come up with various brand equity calculating methodologies such as Asker Model, which evaluate the different attributes of the brand. Moran brand equity index measure the brand equity by three factors – effective market share of the brand in the market, the relative price as compared to competitors and the durability, which is the customer loyalty to the brand. Young and Rubicam’s Brand Asset valuator they also measure brand equity using different dimensions which are differentiation, relevance – meeting the customer needs, esteem where customers can relate to their personality and the knowledge – consumers awareness of the brand.
This exploratory and quantitative research is aimed to assess the impact of celebrity endorsement in consumers’ purchasing decisions. The principle goal of this study is to look at the relationship or effect of big name on a brand and to further analyse consumers’ perception towards effectiveness of such endorsements on their brand loyalty. The students of different universities as respondents has been taken to know their perception regarding the celebrity and its attributes and the impact of celebrity endorsement on their buying behavior. It is concluded that celebrities endorsed advertisements are more attractive than the non-endorsed advertisements. Moreover, the tested attributes of celebrity show positive relationship with the buying behavior and brand perception as well.
Celebrity endorsement aims to create knowledge and create interest in the minds of customers. To do so several marketing techniques are implemented. Celebrity Endorsement is one of the influencing tool by which advertisers try to leverage the image and identification of the celebrity to promote a brand or company. Celebrity endorsement makes the advertisement dynamic, fascinating, interesting, but attention is also taken by customers.So far the celebrity is taken as a role model and in return these celebrities impact their lives. Celebrity endorsement is being done since long time, in fact not too late when advertisement techniques were taken on new shapes because advertisers recognized soon that by using public figured personalities in advertisements
Besides, it helps to build brand loyalty. Customers who are frequent and enthusiastic purchasers of a particular brand are likely to become brand loyal. Cultivating brand loyalty among customers is the ultimate reward for successful marketers since these customers are far less likely to be enticed to switch to other brands compared to non-loyal customers. It also enables an organization to command a price premium. A strong brand will help an organization to differentiate the price from the rest and encourage their customers to pay for the intangible benefits they get from associating themselves with a brand that makes them appear cool fashionable, or clever.