Literature review on marketing and brand perception

An amalgam of the above perspectives supports the view that product image is a function of the interaction between perceiver and product stimulus. Coincidentally, wide variations have occurred in the components of brand image that have been measured, the specific types of data sought, the manner in which data have been collected, classified, coded and analyzed, and the way in which results have been presented.

From the perspective of brand owners, branded products or services can command higher prices.

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The reviewer has already noted one example of an instance when different levels of overall risk seem to evoke different "relievers " or risk-reducers than when risk is low; namely, the apparent important role of word-of-mouth or personal sources in general.

Park and Kim state that brand loyalty can be measured through dimensions of brand value, brand trust, and brand effects.

Influence of Marketing on Brand Perception: Case Study of Vodafone - Dissertation Example

Brand recall[ edit ] Unlike brand recognition, brand recall also known as unaided brand recall or spontaneous brand recall is the ability of the customer retrieving the brand correctly from memory. It also presented the shortcomings of current research and pointed out the trends for future study.

Origins[ edit ] During the s, the discipline of marketing was in transition. The diffusion of an innovation among physicians. Journal of Business,42, Methods of setting prices are in the domain of pricing science.

At this stage we were able to better understand each of the identified themes. Brands that do not own legitimacy in luxury can apply the principles of the framework to become lifestyle brands, premium brands that offer an enhanced experience.

What You Need to Know Before You Develop a Brand Strategy: Part 2

At some point, strong luxury brands will sever their association with the product category in which they are rooted and push the brand to the ultimate level of intangibility. According to Akbar et al. However, the construct has not been specifically related to perceived risk. Canonical analysis of relations between socioeconomic risk and personal influence in purchase decisions.

Cunningham, a, b, and c measured the uncertainty and danger consequences housewives perceived in the fabric softener, dry spaghetti, and headache remedies product categories uncertainty -- would an untried brand work as well; consequences -- how much danger would she see in trying a brand she had never used before.

Place or distribution This refers to how the product gets to the customer; the distribution channels and intermediaries such as wholesalers and retailers who enable customers to access products or services in a convenient manner.

Perceived risk and brand loyalty. Lamborghini has trademarked the upward motion of its car doors Figure 2. Credibility and consumer behavior of Islamic bank in Indonesia: While luxury brands can apply the principles to create, recreate, or reinforce a luxury world, any brand can achieve excellence in luxury experience to then become, or at least resemble, a luxury brand.

The same conclusion was reached by Lutz and Reilly in their study of the effects of social and performance risk on consumer information acquisition; word-of-mouth was the most important of the four sources of information available externally to subjects word-of-mouth, mass media advertising, rating magazine, and sales clerks.

Literature Review On Marketing And Brand Perception. LITERATURE REVIEW In recent days India is witnessing a change in consumerism. The market is now predominantly Consumer driver. The focus is shifting for product based marketing to need based gabrielgoulddesign.comer is given many options to decide.

Literature Review 17 Ph.D. Thesis CHAPTER 2 LITERATURE REVIEW The Brand easier to extend its brand, and lower its marketing costs. Several studies have proved that a higher customer retention rate will enhance a firm’s financial performance and lead to a higher shareholder value (Srivastava, et al.

The Impact of Brand Image on Consumer Behavior: A Literature Review

; Anderson et al. ). Advances in Consumer Research Volume 2, Pages PERCEIVED RISK AND CONSUMER BEHAVIOR: A CRITICAL REVIEW.

Ivan Ross, University of Minnesota. The empirical research relating perceived risk to consumer behavior is summarized. Factors Affecting Brands and Branding: a brief literature review Posted on January 25, by John Dudovskiy A wide range of factors have impact upon a brand than a business strategy and generally these factors can be divided into two categories: internal and external.

Marketing is the study and management of exchange relationships. Marketing is used to create, keep and satisfy the the customer as the focus of its activities, it can be concluded that Marketing is one of the premier components of Business Management - the other being innovation.

By Vadim Grigorian and Francine Espinoza Petersen In luxury brand management, experiences are essential. However, most of what we know about designin.

Literature review on marketing and brand perception
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