CONSUMER ATTITUDE TOWARDS STORE BRANDS LITERATURE REVIEW SUMMARY Consumer attitude towards store brands is purely based on emotions. The relation between attitudes and purchase behaviour gets stronger as consumer gets more direct information about brand such as brand trials. The emotions can be described as: • Cognitive (Awareness) • Affective (Evaluation, Liking, Conviction) • Co native (Action, Trial or Purchase) The consumption of store brands is increasing in the global markets. In Europe it represents 12.4% of the total food shopping. Most consumers believe that store brands are reliable, trustworthy, different from the brands of the manufacturer and are great value for money.
3. Literature Review • Brand Image Brand image is the variable which enforce a consumer for finding difference between brand and its competitors. Brand image consist of expectations, impressions and beliefs that a person holds about brand. The overall perception of consumer about quality and service can be created by brand image. Brand image is nothing but organization character.
Brand consumption evolved to a process of self-reference and self-identity. Consumers form perceptions and compare them to their own value system. This requires involvement and immersion. Indeed, the ‘aesthetic’ approach is concerned with feeling, intuition and immersion whereby consumers
It has been measured based on assign (i.e.koo, 2003; Kandampully & Suhartanto, 2000); brand benefits/ values (i.e. Hsieh et al., 2004; Roth, 1995; Bhat & Reddy, 1998) or using (Malhotra;s, 1981) brand image scale (i.e Faircloth et al., 2001). In Keller’s (1993) conceptualization of brand image, it is considered discernment about a brand as reflected by the brand associations held in consumers’ memory. From Keller (1993), attributes are “descriptive features that characterized a product or
The goal of working strategically with brand image is to ensure that consumers hold strong and favorable associations of the brand in their minds the brand image typically consists of multiple concepts, perception, because the brand is perceived cognition, because that brand is cognitively evaluated; and finally attitude, because consumers after perceiving and evaluating what they perceive form attitudes about the brand. 3.2.8 Brand Loyalty Achieving a high degree of loyalty is an important goal in the branding process. Loyal consumers are valuable consumers because it is much more expensive to recruit new customers than nursing and keeping existing ones. Brands are important vehicles when building consumer loyalty as they provide recognizable fix points in the shopping
The companies show advertisements of their products to influence consumers towards a brand. Consumer perception of a brand can be in positive or in negative that depends upon the type of advertising appeal used. Most companies choose an emotional appeal in their ad to aim the emotional aspects of consumers like some occasions, family lifestyle, relationships, social gathering etc. Advertisements agencies are more mature and responsible towards society. They now create quality and practical ads and that shows the brand maturity and status.
Any dimension of association will link the brand to consumer’s memory (Aaker, 1996 a). The perceived value occur while customer experience something good they used before will lead them to recognize your brand name. For example, people perceived Nike provide quality products due to the good feedback by the users. Therefore, people will purchase the new item Nike launch because of the previous experience told them Nike is quality. Brand image can be analyzed from two characteristics: general brand image (GBI) relating to the brand name and its symbolic aspects, and product brand image (PBI), directly relating to physical attributes and the product’s functional, emotional and self-expression benefits (Martinez; Chernatony, 2004).
The usage of measuring of brand personality is absolute in nature. If a brand is perceived to be quite strong and equally favorable, the resultant is positive brand evaluations and associations (Forbes and Freling, 2005). Erstwhile researches have studied the symbolism of brands (Levy 1959) which helped in ultimately propounding the theory of brand personality (Plmmer 1984; Aaker 1997; Aaker et al., 2001). It is a metaphorical comparison of characteristics of a brand to human beings (Stern 2006). The personality of a brand influences the usages and preferences of consumers to a certain extent (Biel 1993), helps in building relationships of trust and loyalty (Fournier 1998) and mutates experiences of users (Stayman and Aaker 1992).
Brand image and identification are based on experiences and impressions that the mind creates and hence is stored in the long term sub-component of memory which has an immense and long lasting capacity for storage (Dacin and Mitchell, 1986). The relation between brand image and the effectiveness of brand messages also form a vital topic of discussion. Consumers face a clutter of brands aiming to establish themselves in the market and position themselves effectively. In order to avoid circumvention altogether, it is seminal for brands to explicate the intended brand message. As consumers increasingly revolve their informational needs around the internet, advertising has to change from its traditional informative style.
Companies can make sound marketing decisions based on their knowledge about consumer requirements and perception. A sound understanding of consumer perception is critical to influence consumers and that is the difference between favorable or unfavorable product image. A study on consumer perception helps to understand the behavior of the customer by indicating consumer expectations. Consumer perception is also important to understand the factors that influence product loyalty. Through perception study a company finds possible ways to promote its products through effective fulfilment of customer