It includes panel data, which means that real transaction data are collected from shops, and survey data, which means that customers’ opinions are collected. When being asked, customers will magnify the importance of familiarity and underestimate the influence of their price consciousness. All the articles talk about the certain advantages that store brands have over national brands and the surge in sales of store brands due to changing customer attitudes. “Factors influencing consumer behaviour towards store brands” published in the International Journal of Market Research in 2012 and Consumer attitudes towards store brands by L Guerrera and Y Colomer talks in detail about store brands and their
The American Marketing Association (AMA) defines a brand as “a name, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition”. Another research scholar Kafferer (2004) describes a brand as a set of mental associations held by the customer which add to the perceived value of a product or service. These associations should be unique (exclusive), strong (salient), and positive (desirable). Aaker, (1991) notes that brand is used to differentiate ones product from that of competitors. To the customer, the brand helps them to answer “what’s different” among the competing products in the same category.
Argote, L. and Epple, D. (1995). The acquisition, transfer, and depreciation of knowledge in service organizations: productivity in franchises. Management Science, 41(11), 1750-1762. Tsai, W. (2001). Network transfer in intraorganizational networks: effects of network position and absorptive capacity on business unit innovation and performance.
“People like the familiar and are prepared to ascribe all sorts of good attitudes to items those are familiar to them” (Aaker & Joachimsthaler 2000). Aaker & Alvarez Del Blanco (1999) have also indicated that brand awareness indirectly affects purchase behavior, as it has a positive influence on perceptions and attitudes towards the brand recall and retrievability to impact to the purchase of the brand i.e. repeated purchase behaviour which creates consumer/brand loyalty. PI is also very useful in forecasting future demand of existing products (Juster, 1966, Morrison, 1979). Purchase intentions are also used to pretest advertising and evaluate proposed promotions for both new and existing products (Bird and Ehrenberg, 1966) A seven-point Likert
unwavering quality, certification, access, correspondence, responsiveness, affability, compassion, and tangibles (Brown, 1997; Caruana and Pitt, 1997; Cooke, 1998; Homburg and Garbe, 1999; Clemes et al., 2001; Sower et al., 2001; Yang et al., 2003). In a few written works, consumer loyalty has been characterized as a repetitive model which clarifies the relationship between consumer loyalty and client dedication. Agreeing McAlexander (2003) consumer loyalty is an precursors of dedication where as Compton (2004) opined that the client
(2006). Promoting business with corporate gifts – major issues and empirical evidence. Corporate Communications: An International Journal, 11(1), 43-55. doi:10.1108/13563280610643543 Raghubir, P. (2004). Free Gift with Purchase: Promoting or Discounting the Brand? Journal of Consumer Psychology, 14(1-2), 181-186. doi:10.1207/s15327663jcp1401&2_20 Meyvis, T., & Janiszewski, C. (2002).
Article 15: Keller, K. L., & Richey, K. (2006). The importance of corporate brand personality traits to a successful 21st century business. Journal of Brand Management, 14(1-2), 74-81. o Review of Literature for article 15 • Purpose of the study Purpose is to find the formal analysis over the brand new techniques to improve their brand plannings. • Methodology adopted The three core dimensions of corporate brand personality and two traits for each dimension that are crucial for marketplace success • Findings The most fundamental challenge of management is how to reconcile or address the many potential tradeoffs that can exist in making marketing and other decisions. • Managerial implications Brand personality has been defined as the human characteristics or traits that can be attributed to a brand.
LITERATURE REVIEW: ANTECEDENTS OF CUSTOMER LOYALTY From our studies we have identified main antecedents to customer loyalty along with some moderators vis-à-vis customer satisfaction, Commitment, Trust, Image, Conflict handling, Switching Cost. A brief review of these studies and explanation of these factors is presented below: Customer Satisfaction and Loyalty “No matter what you sell, you’ve got to sell satisfaction. This approach helped us build a clientele that is second to none in customer loyalty.” Stanley Marcus There are several conceptual bases for the customer loyalty but customer satisfaction has widely been addressed in literature. Oliver (1980) defined satisfaction as a post choice evaluative judgment concerning
(2011). The Benefits of Aggregate Performance Metrics in the Presence of Career Concerns. Management Science, 57(8), 1424-1437. doi:10.1287/mnsc.1110.1363 Belle, S. s. (2017). Knowledge Stewardship as an Ethos-Driven Approach to Business Ethics. Journal Of Business Ethics, 142(1), 83-91.