However a company can learn a lot by listing to its customer views. It is essential for companies to correspond by their product by relating to their customers emotionally; otherwise product can be a product and become a brand image in the customer’s minds. Emotional Branding also consider brand name which influence consumers decision making process Brand Name The brand name is very significant choice because some time it captures the central theme or key association of a product in a very condensed and reasonable fashion. This is the second category of the brand equity. Brand name awareness plays vital role in consumer decision making process; if customer had already heard the brand name, the customer would feel more comfortable at the time of making decision.
As proposed in the previous sections, brand credibility has three components, trustworthiness, expertise and attractiveness. Relationship marketing theory suggests that trust leads to affective commitment (Morgan and Hunt, 1994). If consumers believe that the company can deliver on its promise of service or product quality (i.e., high trustworthiness), they tend to have higher affective commitment, since trust in a company justiﬁes consumers ' positive feelings towards and reliance on the company (Erkmen and Hancer, 2015; Hunt et al., 2006). H3. Brand credibility positively affects consumers ' affective commitment.
When a consumer is engaged with the brand he has an impressive understanding of intricate brand values and will affiliate the product with that personality, also he would connect with the lifestyle and aspiration aims of the consumer resulting in strengthening the relationship and genuine connection between the consumer and the brand. Secondly, it helps in creating brand advocacy as experiential marketing focuses on increasing customer loyalty and strengthen brand relationships through personal recommendations that are the result of consumers’ sentiments and emotions that the brand experience supplemented value and associated with them through pertinent
Some empirical evidence confirmed that there is a positive relationship between brand loyalty and brand image, as a result of considering the committed relationship between consumer and company (Hanzaee, 2011). Previous authors Biel (1992) proposed that a positive brand image builds when consumers relate themselves to a specific brand by unique relationship and they may recommend that given brand to other people, at the meanwhile, maintain a positive attitude towards that brand. A research study by Saeed, et al. (2009) affirmed that if the customers prefer the image of a brand they would undoubtedly build loyalty for it as well. Lin and Chen (2006) in their studies found that brand image plays a pivotal role in deciding customers’ preference of purchase and recommendation.
To succeed, they need to understand what makes potential customers behave the way they do. Today's market is extremely competitive. Once you capture customers, how do you keep them coming back to your brand? Here are a few ways to leverage your advertising strategy to boost customer retention rates. 1.
Introduction 1.0 Introduction Sales Promotion Sales promotion is one of the promotion is marketing strategy. Sales promotion is a process of persuading customers to buy the products or services to boost up their sales of the company in the short-term of the period. Beside that, sales promotion is offering consumers’ addition values in the products or services to motivate customer to buy the products or services now, buy more, and buy again and again. 2. Objective of sales promotion - Create product awareness Various sales promotion techniques are highly effective for the first time to expose the products to customers.
As (McCraken, 1989) stated that celebrities tend to create greater effect on the consumers‘buying behaviour. (McCraken, 1989) further states that celebrity endorsement advertising is a ubiquitous feature of modern marketing. According to (Silvera & Austad, 2004) Celebrities are people who enjoy public recognition among a large group of people
Marketing is promotion of business product or services to target audience or it is an action taken to bring attention to a product offering by organization example, advertisement in magazines, billboards, television commercial, and website. There are different approaches for successful of organization by the marketing and this marketing are called marketing concept. It is driven by an objective that takes into account social responsibility, cost efficiency and effectiveness with in a particular market. It beliefs in the pull strategy and brand should so strong that customer themselves prefer your brand over your competitors and this can be achieved through marketing. Among all the PA and CLA of this course most of the time I have chosen the
Audit the market, target it and make their segments with the help of your resources to better penetrate your product. Do SWOT Analysis of your business in which there are different internal and external factors considered. This is the best approach for viewing and analyzing your current situation. Make an inner look of your strengths and weaknesses and the other aspects affecting them. Make an inside view of your company that whether you understand your consumer’s need, know whom you are targeting, make the market research to know about your competitors and to know about the fact that what consumer needs are fulfilled and what are the depreciation in them and how these needs changes with the passage of