“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
It is a useful construct for measuring the likelihood of customer loyalty (Gundlach et al., 1995). Commitment is one of the important, common as well as dependent variable employed in buyer seller relationship studies (Wilson, 1995). Indeed, commitment exceeds the framework of the favorable attitude towards the brand: commitment has a stronger strength, robustness and stability than the general attitude towards the brand. Affective commitment produces stronger link to loyalty (Fullerton, 2003). Customer commitment is described as a logical antecedent to loyalty (Evanschitzky et.
This study offer some important insight in the context of highly involvement of consumer different behavior in the context of brand relationship. The finding of the study indicate that relationship of customer with brand plays an important role. The study suggest that highly involvement and emotionally attachment lead to brand evangelism where customer do positive word of mouth. The growing market for products evidence that consumers counterfeit convenience and meaningful relationships of consumers with the specific brands and services he/she is using (Escalas and Bettman, 2013; Fournier, 2008). Such consumer brand relationships are expected to influence behavior of the consumers toward the interrelated brand or services (Batraet al., 2014;
Marin and Ruiz (2007) have argued that the higher customer identification with brand or services the greater would be customer attachment toward the brand. Eventually the paper is about understanding the relationship with a brand that go beyond just they use the brand (Hollebeck & Zinkhan, 2006). effective brand relationship will develop a strong sense of commitment and emotional attachment, as well a strong brand community, which will not only buy the brand but they support the brand at every forum, and disseminates a positive word of mouth (Keller 2013). Marketer has traditionally focused on the providing a physical aspect of a product or service to the consumer and use the
Keller (1993) noted that brand associations reflect “the meaning of the brand for consumers” and added that to have a positive effect on BE, the brand association should be unique, strong and favorable (Keller, 2003). Buil et al. (2008) suggested that the brand association could be expanded into three types; perceived value (Aaker, 1996; Lassar, Mittal and Sharma, 1995; Netemeyer et al., 2004), brand personality (Aaker, 1996) and organizational associations (Aaker, 1996; Pappu et al., 2005; 2006). Some researchers provided empirical support that considers brand awareness and association as one variable in measuring BE due to the strong linkage between them (Yoo and Donthu, 2001; Yoo, Donthu and Lee, 2000). However, others stated that these two dimensions are conceptually different and have to be measured distinctively (Aaker, 1991; Pappu et al.,
According to Herbig & Milewicz (1993); Janiszewski & Van Osselaer (2000); Turley & Moore (1995) brand name offers a symbol that can assist consumers to identify service providers and to predict service results; as a consequence, brand awareness will affect purchase decision through brand association, and when a product owns a positive brand image, it will help in marketing activities (Keller 1993). According to Stryfom et al. (1995) the marketers can create brand awareness among their target audience by repetitive advertising and publicity. Macdonald & Sharp (2000) also reveals that brand awareness plays an important role on purchase intention because consumers tend to buy a familiar and well known product. According to Chaudhuri, & Holbrook (2001), brand awareness and brand image to be ascendant to brand
2.4.1 Attitudes The study of attitudes has become an important aspect in both the arena of advertising and consumer behavior. A possible reason behind this is that it helps predicting consumer behaviors such as purchase decision, brand choice and evaluation (De Mooij, 2010; Leon, Schiffman, Kanuk, & Hansen, 2012; Mitchell & Olson 1981; Schiffman & Kanuk, 2004; Solis, 2011). It is stated that anything that an individual has an attitude or internal evaluation is regarded as an attitude objective (Solomon et al., 2010). Attitudes also to a great extent influence an individual’s decision-making (Fill, 2009) and purchase behavior (Leon, Schiffman, Kanuk, & Hansen, 2012). Schiffman and Kanuk (2004) also suggested that consumers’ preference depends on their attitudes towards the product.
Theme 3 “Consumer Satisfaction”: Consumer satisfaction is the perhaps the most important element of understanding the response of a customer and it forms a major pillar and a key to relationship marketing. If the satisfaction level is identified of a customer in the most generic form it becomes some what easy for any company to strengthen the bond with the customer in the long run and create an impact of loyalty in the minds of a consumer, depending on the satisfaction level. As defined by Mittal and Frennea, A customer's post-consumption evaluation of a product or service” determined by the perceived discrepancy between prior expectations and the actual performance is what it is that helps the company to evaluate the level of Customer satisfaction
In this chapter, we are going to explain brand awareness and brand image. Customer-based brand equity occurs when the consumer has a high level of brand awareness and familiarity with the brand and holds some strong, favorable, and unique brand associations in memory; and to establish a positive brand image in consumer memory, we need to create brand awareness and brand image to build customer-based brand equity. 2.1 What is brand awareness, and how do we achieve it? Brand awareness consists of brand recognition and brand recall performance. Brand recognition is consumers’ ability to confirm prior exposure to the brand when given the brand as a cue.
Trust relates to the belief that a customer has in an honest investment and engagement with the service provider. Trust is defined as customer confidence in the quality and reliability of the services offered by the organization Garbarino and Johnson (2014). It becomes the moral values that are established to enhance their business relationship between organization and customers. For an individual consumer purchase decisions may be made based on emotions instead of rationale as a result of relationship built with a brand over a period of time. Brand loyalty is therefore a factor to consider in the relationship a customer establishes with an organisation.