It can launch schemes relating some part of earnings from laptops to be spent on education of children. This will increase reputation of company o Image building among corporate -It will help in image building among corporates and relationship building with them. It can increase business of company because big corporates would also like to associate with a company who is involved in social responsibility. This will indirectly increase business network and increase sales among enterprise sector. RECOMMENDATION Growth of channel partners is recommended to increase market share and building
Behaviorally loyal customers may use only one provider but they are not the ones how will give recommendation to other people about the company they use. Disloyal customers not only don’t use the product or service but as well they spread negative information to others. Leavers are customers how will never use same service or product after one try. Kuusik, 2007: 5–8) Customer loyalty programs usually focus to offer customers financial or relationship benefits to hold them as customers for a long-term, which already makes them brand loyal. The author states two aims of customer loyalty program the one is increased sales of revenues through increasing purchases and the second is to build bonds between the brand and the existing customers.
CHAPTER – III CONCEPTUAL FRAMEWORK OF THE STUDY 3.1 Introduction Brand loyalty implies that consumer have a good attitude towards a particular brand over other competing brands. Brand loyal consumers may be willing to pay more for a brand because they perceive some unique value in the brand that no alternative can provide (Oliver1993) . Brand loyalty, long a central construct in marketing, is a measure of the attachment that a customer has to a brand. It reflects how likely a customer will be to switch to another brand, especially when that brand makes a changes, either in price or in product features. As brand loyalty increase, the vulnerability of the customer base to competitive action is reduced.
Attitude towards endorses is associated with how people see the product, stating that positive view on celebrity endorsement will bring more success in the advertisement itself. Previous research showed that celebrities who endorse several products are viewed as less reliable endorses than celebrities with only one endorsement. This is due to the reason that the potential customers will refer the celebrity as liking the endorsed product more than the average person likes the product, even after the endorser receives the substantial endorsement fee. This approach results in the conclusion that the customers’ attitude towards the product was influenced by the endorsers’ attitude towards the
(M. Billur Akdeniz, 2010) When dealing with Businesses in a B2B market there is often an extreme focus on the quality of the product provided, unlike consumers in a B2C market, B2B businesses demand high quality standards and are far more vocal about their standards, if their standards are not met by the supplier it could potentially push them away to other suppliers. Although there are fewer customers in B2B markets they are far more profitable than the average B2C consumer, strategies such as product promotion can communicate to their potential B2B consumers as it is more content-orientated and personalised. It is important for a business operating in a B2B market to focus on providing competitive prices, reliable delivery of products, and forms of after purchase support services to those businesses they work with, with additional support and input even after the product has been provided the supplier gains a unique offering with a combinations of their services potentially causing businesses who work with the supplier to show loyalty. (Hutt,
Influencers also need to have what it takes to not only bring awareness of your brand to a large audience, but drive people to purchase your products or services. As Jay Baer puts it, “True influence drives action, not just awareness.” Why does My Brand Need an Influencer? If you’re still wondering what a social media influencer can do for a brand that you can’t, it’s all about the psychology. When a potential customer hears from a third party that your product is great, they are more likely to take their word for it than if it were to come straight from your mouth. This is because you inherently have a bias that your product or service is the best, while a social media influencer appears more genuine.
A research conducted by Anmol Randhawa and Javeed Ahmed Khan showed that a celebrity endorsement has both positive and negative impact on the consumer’s decision making. It enhances the brand’s value and creates awareness of the brand’s products among consumers. Advertisements featuring celebrity endorsed products influence a consumer to purchase that product rather than the non-celebrity endorsed products. (Randhawa and Khan, 2014) The negative impact is frequent changes of celebrity endorsers reduces the buying decisions of customers. Also, the research output conveyed that consumers think that the quality of celebrity endorsed products are not good which is the main reason for declining the brand’s products.
They collected data using interviews. The data was analysed using thematic content analysis in which major themes were identified from the responses provided by the respondents. The interviewees noted that consumers have a tendency to ignore commercials and advertisements in magazines, newspapers, television, and radio if there is nothing that can attract. There was a general agreement that the attraction of the celebrities through their good performance is their disciplines of excellence creates a favourable impression on the consumers. The study noted that consumers associate different attributes such as trustworthiness, reliability, credibility, likeability, attractiveness of the celebrities with the products and services that are offered by the companies endorsing the celebrities.
This association between two variables is stronger as the level of participation and involvement is lower. In other words, the more the brand is familiar and recognized and supposed by the consumer as stronger, the more the consumer will improve loyalty to brand and there is a better chance of the repeat purchase of the product by consumer end. On the other hand previous study told us that there is also a strong relation of brand extension with brand equity. A good brand extension strategy is one where the brand supports the growth, while a brand extension strengthens the brand. On the other hand this type of strategy also has some negative impact and root cause of dilution of parent brand image.
Eye-catching celebrities are more influential particularly while endorsing the brand that enhances the attractiveness, since customers assume that as the brand improved the exquisiteness of the endorser, so does it will in actual (Kamins, 1990). An additional study discovered that simply those celebrities are supposed to endorse who are similar and apparent by the consumers to have knowledge as well (Ohanian, 1991). 2.4 The Meaning Transfer