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.
Basically in the long run the sales promotion is positive for top line performance but it is negative for bottom line performance and firm’s value. This proves the fact that impact of sales promotion on the value of the firm is not in the long run, but in the short run it has positive impact on the profitability of the firm. Consumer Promotion Consumer promotion is a category of sales promotion including free samples, wining contests, different price packs, and sweep stakes. Sales promotion is projected to increase the sales of final ultimate consumers of the product (Kotler and Armstrong, 2002).The kinds of sales promotion are based on some sort of benefit whereas some are very communicative in type (Kotler et al. 1999: Tellis 1998).
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
This was a conclusion from their study to know the role of individual characteristics on customer loyalty. The results show that some individual factors have positive and significant relationships with the customer loyalty; these factors are masculinity level, agreeableness, self-esteem, emotional stability, internal locus of control and openness to experience. Durukan & Bozaci, (2011) inferred from the research results that giving importance to customer loyalty creating and maintaining activities in societies and cultures, which has high level of masculinity, agreeableness, self-esteem, emotional stability, internal locus of control and openness to experience, would be a more profitable and effective approach for businesses. Loyalty is not determined exclusively by the intrinsic characteristics of service offered; it can also depend on external traditional activities, such as advertising and public relations, well known to those in charge of marketing (Nguyen et al 2013). Nguyen et al (2013) added that “to build customer loyalty and sustain it, relationship marketing can play a key role to influence positively customers’ perceptions of the organization and to enhance customer trust.” Customer loyalty is of prime importance for business
3.4 Research Hypothesis H1: Emotional response has a positive impact on the consumer buying behavior. H2: Environmental response has a positive impact on the consumer buying behavior. H3: Celebrity Endorsement can influence the consumer buying behavior positively. H4: Advertising has a positive impact on smartphones consumer buying behavior. H5: Emotional Response has positive correlation with Consumer Buying Behavior.
: Marketing campaigns use certified documents, qualified practitioners, celebrity endorsement or brand ambassadors to generate and fortify the sense of trust when referring a product/service to consumers. 3. Customer Satisfaction Some researchers suggested that higher satisfaction implies high levels of loyalty (Heilman, Bowman & Wright, 2000). However, satisfaction can truly converts into loyalty when a low level of uncertainty (or high level of brand trust) also exists (Chandrashekaran et al., 2007). Basically, buyers have to trust the brand at a certain level and they feel happy with the customer service There are many ways to create and enhance a satisfaction effect, Loyalty program is one of them.
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.
(Lichtenstein, Drumwright, Braig 2004). Both theory and recent research evidence suggest that an ethical behavior of marketing can positively affect consumers’ attitudes toward the corporation. The effect occurs both directly and indirectly through the behavior’s effect on customer–corporation identification. This paper proposes a model that describes how consumer’s ethical concerns about business practices may influence their purchase behavior. The model link marketing mix 4P’s, ethical reputations and consumer intentions towards the brand, organization and consumer buying
Findings of prior research on perceived fit are consistent with the network theory, which states that high levels of perceived relatedness create positive consumer attitudes toward firms or brands because consumers regard the firm’s actions as credible and appropriate (Speed and Thompson 2000. Perceived fit is important because it influences how much thought people give to a relationship, such as regarding increased elaboration about the firm, social initiative, and the relationship itself when perceived inconsistencies with prior expectations and information exist (Forehand and Grier 2003; Meyers-Levy and Tybout 1989. This perception will foster the belief that a brand shares, or conforms to, consumers’ own values and will boost their selfesteem to the extent that it supports the brand. If McDonald’s conducts a campaign for the prevention of AIDS, CSR-brand fit would be relatively low, because the cause (AIDS) seems to be unrelated to the McDonald’s service or its brand
Another component of effective advertisement that creates emotional response is the consumer ability to recall the brand ad (Goldsmith and Lofferty, 2002). Thus, the relative importance of brand recall will depend on the extent to which consumer makes product related decisions, which leads to the brand awareness (Keller, 2006).This brand awareness help in ensuring the recall ad, which has the competitive advantage over those brands that are not recalled easily. Thus positive attitude towards ads have more ability to recall the ads then those having negative attitude (Goldsmith and Lofferty, 2002). Through advertisement brand knowledge helps in influencing brand salience in such a way, that the quantity and freshness of the memories about the