Effects of Brand on Consumer Preferences: A study in Turkmenistan

Işık, Abdurrahman; Yaşar, Mehmet Fatih

doi:10.17015/ejbe.2015.016.08

Cited by 20 publications

(14 citation statements)

References 16 publications

(23 reference statements)

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“…Isik and Yasar [11] stated that brand preference is the extension of consumer favor toward the designed services provided by the specific company when compared with services provided by other companies presented in a consideration set. Self-image congruity was a very strong predictor of consumer brand preferences and a good predictor of consumer satisfaction.…”

Section: Hypothesis 1 (H1) the Smmes Of The Local Bangladeshi Fashiomentioning

confidence: 99%

“…Thus, brand preference is used as the second measurement dimension for our study. According to Isik and Yasar [11], brand preference is the extension of consumer favor toward the designed services provided by a specific company in comparison with services provided by other companies presented in a consideration set. Brand associations related to functions represent a considerable degree of abstraction compared to those that refer to attributes; thus, the former is more accessible and stays longer in the memory of consumers than the latter [12].…”

Section: Introductionmentioning

confidence: 99%

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Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market

et al. 2019

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This research examines the overall performance achievement of social media marketing (SMM) in Bangladesh by determining whether social media is successful in creating brand consciousness (i.e., brand preference, brand attachment, brand association, and brand loyalty) toward online consumers, which in turn may lead to buying commitment. In total, 564 Bangladeshi consumers were surveyed to monitor their responsiveness toward social media-aided motivations. We selected the online buying environment in Bangladesh, which is an emerging market established less than one decade ago. We specifically choose the entire local fashion industry as our target market, excluding the websites of international fashion brands operated overseas. We used the holistic concept of the five aspects of SMM, namely, interaction, entertainment, customization, electronic word of mouth (eWOM), and trendiness. Moreover, we statistically calculated the performance of social media through the consequences of five measures, namely, brand loyalty, brand preference, brand attachment, brand association, and buying commitment. We used regular linear multiple regression, correlation, and descriptive statistics to obtain statistical results. The study found strong evidence that SMM efforts (SMMEs) of the local Bangladeshi fashion industry are successful in establishing consumer attachment and preference. However, they fail to secure committed buyers when the measurement scale is below 50%. In line with the results of previous studies on consumer loyalty, our results demonstrate that SMMEs fail to create committed buyers. Lack of loyalty and association drive consumers to become uncommitted buyers.

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Section: Hypothesis 1 (H1) the Smmes Of The Local Bangladeshi Fashiomentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market

et al. 2019

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“…As pointed out by Szablowski and Resenberg (2015), brand preference is driven by new and engaging media that catch people on the run. To ensure that a brand is preferred to others, identifying the target market, managing the legalities, securing celebrity endorsement among others have been advocated by scholars such as Karen (2011), Ebrahim (2013 and Isik and Yasar (2015). Fournier (1998) once pointed out that a brand in fact is simply a collection of perceptions that are held in the minds of the consumers and have no objective existence at all other than through the activities of the managers that administer it.…”

Section: Concept Of Brand Preferencementioning

confidence: 99%

“…The stronger the brand position is in the consumer"s mind, according to Simon (2011), the more essential source of differentiation it becomes, and this a fundamental competitive advantage. According to Isik and Yasar (2015), brand preference is regarded as a key step in consumer decision making, involving elements of choice. In establishing brand preference, consumers compare and rank different brands by focusing on their uniqueness.…”

Section: Concept Of Brand Preferencementioning

confidence: 99%

Untitled

2017

Int. J. Bus. Financ. Manage. Res.

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The growing demand for road transportation services and the increasingly competitive nature of the industry in Nigeria are indications that customers would favour firms that meet their expectations consistently. This study used the 7Ps model to assess the determinants of passengers' preference for road transport services in Nigeria with special attention on shuttle and long distance operators. Empirical evidence from a total of 217 respondents revealed among others that product, place, people, physical evidence and process variables are significant drivers of passenger preference for road transport operators, while price and promotion variables are weak drivers. This study provides insight into the key service factors that drive road transport customers' patronage and loyalty.

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“…The basic hypothesis is there is need for visual attention in order to properly bind features of an object (Wolfe, 2020). Consumer preference had been described as consisting of a group of assumptions which permit a consumer to classify different types of products following levels of utility or holistic satisfaction or dissatisfaction of consuming particular goods or services (Isik and Yasar, 2015). In doing this, earlier studies have indicated that consumers usually display a certain ambivalent approach when exposed to products that are novel to them or ones they are unaccustomed to.…”

Section: Introductionmentioning

confidence: 99%

Consumers’ Perception of Dried Onion and Okra Using Load Adaptive Drying Technology in Nsukka Urban, Nigeria

Anoliefo¹,

Chah²,

Abbah³

2020

jae

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The study determined consumers’ perception of onions and okra dried with load adaptive drying technology (LADT). Random sampling technique was used to select equal number of adult male, adult female, young men and young women as respondents. Structured interview schedule was used to elicit data from the respondents, while, percentage, mean score and multiple linear regression were used to analyze the data. All the respondents had a favourable perception of Onions and Okra dried with LADT. Willingness to use was dependent on taste, aroma and texture in the case of Onions. For Okra, willingness to use was dependent on colour and texture. There was a general willingness to use the products dried with the load adaptive technology, it was, therefore, necessary for the Centre for Lion Gadgets and Technologies, University of Nigeria, Nsukka (CLGT) to collaborate with agricultural extension agencies to disseminate the product to farmers and processors for use. Keywords: photovoltaic, dryer, load adaptive, consumers, perception, okra, onion

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Effects of Brand on Consumer Preferences: A study in Turkmenistan

Abstract: Using a measurement model of brand name and consumer preferences, this study aims to investigate the effects of brand name on consumer preferences in

Cited by 20 publications

References 16 publications

Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market

Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market

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Consumers’ Perception of Dried Onion and Okra Using Load Adaptive Drying Technology in Nsukka Urban, Nigeria

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