Current Issue : January - March Volume : 2018 Issue Number : 1 Articles : 6 Articles
This study aims to examine the effect of brand avoidance motivators on brand equity. It also probes the mediating effect of brand hate among brand avoidance motivators and brand equity. In order to empirically study the above relationship the questionnaire was presently administered to the sample of 400 smartphone users. The 270 questionnaire were returned back. The received data was subjected to a number of statistical analyses. The finding proposed that brand avoidance motivators i.e., unmet expectations, symbolic congruence and ideological incapability have positive impact on brand equity. The brand hate copiously mediates between brand avoidance motivators and brand equity. The findings have number of implications for marketers and mangers in Islamabad regarding brand avoidance. Generally, this thesis contributes knowledge to the emergent field of anti-consumption research by means of a pioneering impression and an integrative understanding of a less explored realm of brand avoidance....
The purpose of this study was to determine the satisfaction level and the expectations\nof the conservative hotel customers during their stay. For this purpose,\na survey was conducted for customers who prefer to stay in conservative\nhotel facilities. Ordinal logistic regression analysis was conducted using a statistical\npackage program on the data obtained with the help of questionnaires.\n430 customers who were staying in conservative hotels were asked to answer\n41 questions in the survey. As a result of the research, demographic characteristics\nof conservative hotel customers were found to be statistically significant\nbetween the dependent variable and their status of education levels, occupation\nstatus, monthly income, nationality, duration of hotel stay, previous hotel\nstay, and the desire to stay again in the same hotel. This is a unique study to\ndetermine as to whether the characteristics of conservative hotel customers in\nhotel facilities differ according to the individual and socio-cultural characteristics\nof customers, since the customer expectancy changes according to the\nperiod and conditions of the time of operation and to compare the current\nsituation with the expectations of the customers....
This study aims to identify and examine the influence of service quality, brand image and product quality on consumer purchasing decisions in Mc. Donald. This research is explanatory. The number of samples was 96 respondents taken by purposive sampling method. Collecting data using questionnaires. Data were analyzed with the validity and reliability, cross tables, simple regression analysis, regression analysis, and hypothesis testing using the formula t arithmetic and F arithmetic. The results showed the quality of service positive and significant influence on purchasing decisions, brand image positive and significant impact on purchasing decisions, product quality positive and significant impact on purchasing decisions, and service quality, brand image and product quality jointly influence positively and significantly the purchasing decision....
There are several references available on the concept of loyalty, its various forms and advantages to enable companies to secure a stable customer base. After a typology of the various major forms of loyalty based on consumer behavior towards products or brands, this paper attempts to identify the various forms of loyalty adopted by the customers of artisanal small businesses. Its main contribution is the correlation established between the various forms of loyalty that can be adopted by the Very Small Enterprises (VSE) customers. The quantitative methodological approach adopted is based on a structured attitudinal questionnaire administered to nearly 419 small businesses. The results show that Very Small Enterprises do not adopt normative fidelity. A correlation emerged between the behavioral fidelity and the attitudinal and affective fidelity developed by the same customers....
The purpose of this paper was to investigate influence of perceived risk (financial risk, product risk, convenience risk and non-delivery risk) on online impulse buying tendency. Web-based survey was conducted for data collection using online questionnaire distributed through stratified random sampling technique from online consumers of Pakistan. A total of 200 valid responses were gathered and the data was analyzed by using SPSS software and demographic statistics, correlation and regression tests. The proposed hypotheses were confirmed through data analysis results. Overall perceived risk, financial risk and product risk were found to have a moderately negative association with online impulse buying tendency whereas convenience risk and non-delivery risk had negative but weaker association with online impulse buying tendency....
The application of celebrity endorsement has been an intensive practise due to head-on brand competitions. It forces companies to depend on celebrities as one of the responsive strategies. However, it is crucial to examine the absolute effectiveness of celebrity endorsement towards the endorsed-brands as to rationalize marketing expenses incurred. This is a critical matter for the industries or sectors where celebrity endorsement takes place quite competitively. Alongside the said preview, this study focused to evaluate the perceived effectiveness of celebrity endorsement on perceived brand personality. Accordingly, it has examined the relationship between celebrity endorsements related dimensions with perceived brand personality to explain how it does make resultsdriven celebrity endorsement. Findings revealed that there is a positive relationship between perceived effectiveness of celebrity endorsement and perceived brand personality. Accordingly, it was noticed that the attractiveness and trustworthiness of celebrity endorsement prominently influence perceived brand personality as reporting significant levels of coefficient values and probability in both cases. Further, expertness of the celebrity is also playing a major role. In line with the findings, this paper contributes for the managerial practices referring how to use effective celebrity endorsement strategies to make effective brand building strategies. This could be used as a decisional guide to companies in managing celebrities to enhance brand performance without tarnishing the respective brand image and brand personality. Finally, it has presented the future research directions as a contribution to knowledge by reviewing the research gaps found in Sri Lankan context....
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