Impact of Brand on Consumer Behavior

Paulíková, Alena; Korshunov, A. I.; Babčanová, Dagmar

doi:10.1016/s2212-5671(15)01676-7

Cited by 58 publications

(54 citation statements)

References 3 publications

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“…It has been argued (Lewis, Grebitus et al 2016) that relation between the brand name and product quality perception is vital as well complex issue and should be probed closely in various markets. The brand name is a factor that casts an impact on the preferences and quality evaluations of the food (Chovanová, Korshunov et al 2015). It is also considered as an important packaging cue and serves as a quality determinant (Babcanová, Prajová et al 2012).…”

Section: Brand Namementioning

confidence: 99%

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Cues Speak Louder Than Words: Empirical Evidence from Consumer Market of Pakistan

Javeed¹,

Khan²,

Khurshid³

et al. 2019

Preprint

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The aim of this study is to probe into the impact of extrinsic packaging cues (brand name, price, country of origin and precautionary label) on the quality perceptions of the consumers when the intrinsic qualities are not experienced yet. Consumer knowledge is used a moderator in the study. The study also aims to investigate the influence of the consumer knowledge as a moderator on the relationship between food packaging cues and perceived product quality. Survey was conducted using mall intercept method (n= 478) with a self- administered five point Likert scale questionnaire in Rawalpindi and Islamabad. SPSS and PLS were used for analyzing the data. In order to ensure the internal consistency of the variables Cronbach’s alpha was used. Among all the variables which were studied in theoretical framework, precautionary label came out to a strong extrinsic in contributing to the formation of product quality perceptions. Additionally, brand name and Price are also considered as important quality determining extrinsic cues. On the other hand, Country of origin as an extrinsic cue turned out to cast no impact on the quality perceptions in Pakistani consumer market. Among the interaction paths, consumer knowledge held a significant role for brand name and country of origin with perceived product quality. This study comprises of number of research limitations. The mall intercept method was utilized in which sample control is difficult. The data was collected from Rawalpindi and Islamabad which might pose a problem for generalizability. Along with the limitations, this study presents horizon for the future researchers by presenting a model of research which could be extended to other marketing contexts. The research revealed that, the schema of extrinsic packaging cues cast a deep impact on the product quality perceptions. The results imply that practitioners need to embed the extrinsic cues much intelligently as they tend to produce prior to the usage quality perceptions regarding the product. This study puts forth a significant understanding regarding the utility of extrinsic packaging cues in the determination of product quality perceptions. The paper provides insights from Pakistani market.

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Section: Brand Namementioning

confidence: 99%

“…Quality food labels on packaging (Chovanová, Korshunov et al 2015). There are numerous studies which have found a significant relationship between brand name and product quality perception (Loken, Ahluwalia et al 2010).…”

Section: Perceived Productmentioning

confidence: 99%

Cues Speak Louder Than Words: Empirical Evidence from Consumer Market of Pakistan

Javeed¹,

Khan²,

Khurshid³

et al. 2019

Preprint

View full text Add to dashboard Cite

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“…In order to attract consumers there are several manufacturers offering financial assistance to consumers in the form of credit facility. According to Chovanová, H. H., Korshunov, A. I., & Babčanová, D [13] Brand image is the key driver of brand equity, which refers to consumer's general perception and feeling about a brand and has an influence on consumer behaviour and brand image has an impact on customer decision making process. The study by Mohammed Alamgir says that wellknown branded cars are very famous among the people because consumers trust the brand name.…”

Section: IImentioning

confidence: 99%

A Study on Factors Influencing Purchase Intention of Consumers Towards Two Wheelers

2017

IJAERD

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-Purchase intention is a plan to purchase a particular good or service in the future. Manufacturers must be aware of the purchase intention of consumers in order to produce and position their product in a highly competitive market. Two wheeler automobile market of India is one of most competitive market in the world and also has emerged into one of the largest automobile market in the world. Purchase intention of consumers depends on several factors. This study aims to explore the factors influencing the purchase intention of consumers towards two-wheelers.

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“…Brand awareness is considered a prerequisite for consumer purchasing decisions, as it represents a major factor for including a brand in the set of considerations. Brand awareness can also affect the ICOEN assessment of the perceived risk of consumers and their trust in purchasing decisions [10].…”

Section: Introductionmentioning

confidence: 99%

The Influence of Instagram on Purchasing Decisions through Brand Awareness (a Study at Hive & Honey Solo)

Nugroho

Herdinata

2021

KSS

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As the food and beverage industry is growing rapidly, entrepreneurs are using this opportunity to engage in this area of business. Data show that social media is a very useful tool to advertise products or services to attract more customers, and with more and more people using social media, businesses have made social media one of their main marketing strategies. This research aimed to explore the effect of Instagram social media marketing on decisions to purchase Hive & Honey Solo products through brand awareness as a mediating variable. The study had a total of 92 respondents who had purchased Hive & Honey Solo products more than once. Data were collected using a questionnaire with 13 indicators that used the Likert scale, and data were processed using PLS-SEM. Social media marketing significantly positively influenced decisions to purchase Hive & Honey Solo products through brand awareness. Keywords: social media marketing, brand awareness, purchasing decision

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Impact of Brand on Consumer Behavior

Cited by 58 publications

References 3 publications

Cues Speak Louder Than Words: Empirical Evidence from Consumer Market of Pakistan

Cues Speak Louder Than Words: Empirical Evidence from Consumer Market of Pakistan

A Study on Factors Influencing Purchase Intention of Consumers Towards Two Wheelers

The Influence of Instagram on Purchasing Decisions through Brand Awareness (a Study at Hive & Honey Solo)

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