Regression Analysis For A Dependence Method

In addition to these field observation, I made use of published material, specifically articles from scholarly journals. These included “Product-class effects on brand commitment and brand outcomes” by

Regarding to the two independent variables, we have three measures including purchase intention, brand awareness and brand loyalty. Purchase intention refers to that a customer would potentially buy a product due to the certain need, or their specific perception towards the product. (Madahi et al., 2012) Brand awareness presents the fundamental degree of the involved brand knowledge, that is to say, the extent to which

Finally, Shamma (2011) claims that total brand equity consists of product and corporate brand equity which depends on company’s market, social and financial performance. Furthermore, there is a positive relationship between company’s corporate brand and socially responsible marketing and total brand equity (Shamma, 2011). Similarly, Grace and King (2011) talks about employee brand equity, which is the result of positive and productive employee brand-related behaviour and is strongly linked with brand’s strength (Grace and King, 2011). In contrast, Kay (2004) argues that corporate branding differs from product and service branding as it is aimed at different target audiences. For instance, corporate branding usually targets company’s shareholders and employees whereas product and service branding is focused on consumers who are not really interested in corporate brand identity (Kay, 2004). However, it is also claimed that some companies, especially those that started as niche businesses that appealed to small segments of socially conscious customers succeeded in creating strong and distinctive corporate brands. Referring to CC and Jim Beam corporation consumers are not that concerned about company’s overall image, however introduction of corporate social responsibility and socially

Is there is a relationship between behavior management therapy compared to no behavior management therapy in the management of disruptive behavior in patients diagnosed with dementia living in a Long term care facility?

It has been acknowledge (Romaniuk & Sharp 2004) that Brand salience can be defined as the propensity of the brand to be thought of by buyers when they are in a buying situations. A brand awareness strategy depends on how well known the brand is, Brand Salience is forming image to refresh their memory about the brands that can linked to consumer mind as well as the quantity and quality of the cue to brand links (Olson & Peter 2005), it is very important that consumer can connect to their mind as many cues as possible . The level of consumers’ brand awareness necessary to induce purchase varies depending on how and where they make their purchase decision for that product category or form. The brand attitude is focus on evaluating the brand, according to Schiffman and Kanuk (2007) “attitudes are relevant to purchase behavior are formed as a result of direct experience with the product, word-of-mouth information acquired from others, or exposure to mass-media advertising, the internet, and various forms of direct marketing”

Madison, WI 53706; e-mail: zarsel@bus.wisc.edu. For many helpful suggestions on earlier versions of this research, the authors extend much appreciation to the editor, the Journal of Consumer Research reviewers, Doug

Brand loyalty is a competitive advantage for the brands. Brand loyalty is found to have a positive influence on the performance of the product. it is known to increase the financial benefits associated with the product. brand loyalty has a positive and direct relation with the financial performance of the company. The revenue generated from a product increases. When a customer buys a product and product satisfies the consumer need, the customer become satisfied. The satisfactory post purchase behavior of a consumer propels the consumer for buying a product again and again. This repurchasing behavior of a consumer increases the sales of a product and ultimately increases the revenue of a product. The financial performance of a product enhances as the revenue increases, the profitability of the product also increases. Brand loyalty sticks consumer to a brand and does not switch to other

Brand image ,as an indispensable complementarity, impact consumers ' decisions through brand associations. Brand associations make consumers have different, positive and exclusive links to products. To build a strong brand equity, companys should convey exclusive and positive brand association to consumers. For example, considering Sony, consumers alway link with colourful, creative, digital and so forth. Diverse associations have been linked with this brand. These brand associations ultimately work on consumers ' decisions.

Brands affect cultivation of consumer's concept of self. The consumers form relationship with brands that vary in content and level of organizing identity activities, durability, emotional quality and proportion of relationships. Consumers develop views of brands through non-marketing and marketing influences. Brands have a specific meaning in the life of consumers and the distribution strategies greatly influence the bond formed in between

Hollebeek (2011) characterised consumer brand engagement as “the level of an individual consumer’s motivational, brand-related and context-dependent state of mind characterised by specific levels of cognitive, emotional and behavioural activity in direct brand interactions”

Brand personality is defined as “the set of human characteristics associated with a brand” (Aaker, 1997, p. 347), and it can serve as a set of traits inferences used by consumers to trigger a specific pattern of attitudinal and behavior responses (Fournier, 1998). In her work, Aaker (1997) creates a scale to measure brand personality and extracted five dimensions, including sincerity, excitement, competence, sophistication, and ruggedness, and received empirical support from succeeding studies (i.e. Aaker, Benet-Martinez, & Garolera; 2001; Ekinci & Hosany, 2006; Lee & Back, 2010). In general, theses studies found that customers do perceive brands differently, and such differentiation enables customers to have a reference to make comparisons more easily. It also enables brands to create their own niche and identities to gain competitive advantages, such as emotional attachment to the brand that result in trust and loyalty (i.e. Fournier, 1998; Lee & Back, 2010). It was also suggested that trust and loyalty will

Consumer shopping preference and behavior have a huge effect on the marketing share and benefit. Studying their shopping orientation is helpful in understanding and targeting the costumer; it could be analyzed based on their reaction on certain brands or products. In the demographic information in all class levels of college students 77.8% are female, 22.2% are male. In addition, 63% said their parents paid for them. (Bahng, Kincade, & Yang, 2013). Buying a product of a certain brand is more than just buying a product; that product is a symbol of that brand assigning a different meaning of the product. A brand develops over time. When you buy a product the value of the brand is more than the product. It communicates with people non-verbally. People will receive that message clearly and understand your social status just based on the brand you choose to purchase. In total 320 respondents are participated with the age group of 15-40, which included 162 males and 158 females (Rajput, Kesharwani, &Khanna, 2012). With greater affluence, the children have more opinion about their appearance when it comes to shopping. They are making their own decisions by asking their parents to buy certain brands or specific products based on their self conception. A little over half of the participants are age from 30-34, about 46% were housewives, and more than 43% of the interviewees household income level was

Several researchers (Jiang, 2004) have found brand awareness to be an important element that plays a vital role in consumer’s choice of brands. Lin and Chang (2003) established in their study that brand awareness has the most powerful influence on consumers’ purchase decisions and ultimately leads to consumer brand loyalty. Keller (2009) argues that in order to gain customer-based brand equity, the consumer must be aware of, and be familiar with the offering and hold brand associations that are strong, favorable and unique in comparison with other brands offered in the same category. Similarly, Esch et al.(2006) assert that customer- based brand equity occurs when the consumer is aware and familiar with the brand and holds positive associations about the brand in memory. In discussing the concept of brand awareness, Keller (2009) refers to it as the strength of the brand node in memory, which explains how easy it is for the consumer to remember the brand. Hence, the first task of advertising is to build brand awareness and expose the brand to all

Academically speaking, although consumer buying behavior has been focused and researched in long time, it still need to be researched, because consumer-buying behavior can be changed by different variables, such as different markets, cultures and economic situations (Sharma, Bhola, Malyan & Patni, 2013, p. 817; Ghochani & Zadeh, 2015, p. 308). On another side, Wood (2000) said that in consumer market, a brand can provide the differentiation of one seller’s product from the other competitors, so that managing a brand correctly is very important because it can bring customer satisfaction, and low price sensitivity (Knapp, 2000, p.33; Ghodeswar, 2008, p.4). So this topic is very essential in the fields of marketing, business and management as it researches how consumer-buying behavior influence on managing brand in a new view that provides a new research orientation for this field.

Universal Journal of Marketing and Business Research Vol. 1(1) pp. 017-043, May, 2012 Available online http://www.universalresearchjournals.org/ujmbr Copyright © 2012 Transnational Research Journals