This article is a literature review for the course Inside the customer's mind, which briefly covers the theory and concepts of how Branding impacts consumer decision making based on their self concepts
Influence of packaging attributes on purchase intentWaleed Ahmed
The focus of this study is to examine the influence of packaging attributes on purchase intent using crisp packaging. Utilizing an involvement framework from a previous study, different packaging attributes and its effect on purchase has been examined. Because the relevance of packaging as a tool to communicate with consumers is increasing. Therefore this research aims to understand consumer experience with the package and its influence of packaging attributes i.e (graphics or information) on purchase intent based on London consumers focusing crisps.
Brand Relationship Quality as a Formative Third-order Construct – Findings of...CBR Conference
Presentation given at the 1st International Consumer Brand Relationships Conference, http://consumer-brand-relationships.org/
copyright by
Manfred Bruhn
Falko Eichen
Karsten Hadwich
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The Journal will bring together leading researchers, engineers and scientists in the domain of interest from around the world. Topics of interest for submission include, but are not limited to
Influence of packaging attributes on purchase intentWaleed Ahmed
The focus of this study is to examine the influence of packaging attributes on purchase intent using crisp packaging. Utilizing an involvement framework from a previous study, different packaging attributes and its effect on purchase has been examined. Because the relevance of packaging as a tool to communicate with consumers is increasing. Therefore this research aims to understand consumer experience with the package and its influence of packaging attributes i.e (graphics or information) on purchase intent based on London consumers focusing crisps.
Brand Relationship Quality as a Formative Third-order Construct – Findings of...CBR Conference
Presentation given at the 1st International Consumer Brand Relationships Conference, http://consumer-brand-relationships.org/
copyright by
Manfred Bruhn
Falko Eichen
Karsten Hadwich
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The Journal will bring together leading researchers, engineers and scientists in the domain of interest from around the world. Topics of interest for submission include, but are not limited to
Impact of Packaging on Consumer Buying Behavior.Saurabh Giratkar
The aim of this thesis is to get the A study to point toward Impact of packaging on consumer buying behavior. The basic purpose of behind it is Animesh Packaging Industry wants to tie up with one Cracker Manufacturing firm and they want all packaging material which will require to pack their product from us and hence to decide the outer packaging this survey is taken out also to know how factors affects the behavior of customers. According to this research I try to find the positive relationship between independent variable and dependent variables. For collecting the data, I will use the questionnaire, while for analysis I will use SPSS 16. A sample of 100 consumers will be selected to test the reliability of the model. For that we create questionnaire on Monkeysearch.com and request the costumers to fill the survey online. The significance of the study, its delimitation and limitations are discussed. The research is based in India. The consumer buying behavior is dependent variable.
The packaging is the most important factor. Packaging elements like Packaging color. Background Image, Packaging Material, Font Style, Design of wrapper, Printed Information and Innovation is taken as predictors. Due to increasing self-service and changing consumers’ lifestyle the interest in package as a tool of sales promotion and stimulator of impulsive buying behavior is growing increasingly. So package performs an important role in marketing communications, especially in the point of sale and could be treated as one of the most important factors influencing consumer’s purchase decision. Literature analysis on question under investigation has shown that there is no agreement on classification of package elements as well as on research methods of package impact on consumer’s purchase decision.
The Impact of Brand Image on the Customer Retention: A Mediating Role of Cust...inventionjournals
In modern time, researchers and practitioners in the field of marketing has paid enormous attention to brand. Currently, the brand is no longer a competent tool in the managers’ hands. Brand is a strategic requisite which helps companies to make more value to customers and also to build up sustainable competitive advantages. Successful brands increase trust in products and intangible services, and customer will be able to better visualize and identify their services. Brand image is the awareness of the product or services for the customer through which the image of the organization is built. Customer satisfaction is also linked with it and positively related with each other which are considered the important tool for marketing strategy. This paper examines the influence of brand image on customer retention under the mediation effect of customer satisfaction.
Understanding the role of packaging on consumer buying behaviour is imperative. It would help organizations stay ahead of the curve and deliver effective and long-lasting solutions. To establish a clear consumer sentiment, Bizongo conducted market research to understand how consumers interact with and consume product packaging. We surveyed 33,000+ consumers to arrive at 9 actionable insights for professionals in the packaging industry, Here's your opportunity to influence consumer behaviour and establish yourself as a market leader through packaging.
To study the effect of brand image on consumer purchase behaviour towards spo...Service_supportAssignment
The level of familiarity amongst the consumers regarding the availability and life of a product provided by a particular brand is referred to as awareness of brand. The concept of brand awareness can be referred to as the consumer being so familiar about a particular brand he or she prefers that if a particular category of a product or choosing certain brand is mentioned, then the preferable brand strikes in the mind of the consumer (Morris et al, 2009). Preferences of consumers can be defined as personal tastes of individuals that can be understood by the utility of particular goods.
Handoo, v tamu 2015, influence of product packaging on consumer preferenceVanshaj Handoo
This is a literature review paper for summarizing the influence of product packaging on consumer preferences in selecting a product. Key attributes of packaging such as color, shape and imagery is discussed and a conclusion based on the literature review is provided along with the scope for future research
Branding affects consumers’ evaluation (also: the sensory perception)
→ Brands make decision making process easier for consumers
→ High Influence of brands on Consumer Behaviour, if a company was able to…
- Apply good brand strategy
- Build up a strong brand equity
→ Not only positive influence, brand can also have negative influence
Impact of Packaging on Consumer Buying Behavior.Saurabh Giratkar
The aim of this thesis is to get the A study to point toward Impact of packaging on consumer buying behavior. The basic purpose of behind it is Animesh Packaging Industry wants to tie up with one Cracker Manufacturing firm and they want all packaging material which will require to pack their product from us and hence to decide the outer packaging this survey is taken out also to know how factors affects the behavior of customers. According to this research I try to find the positive relationship between independent variable and dependent variables. For collecting the data, I will use the questionnaire, while for analysis I will use SPSS 16. A sample of 100 consumers will be selected to test the reliability of the model. For that we create questionnaire on Monkeysearch.com and request the costumers to fill the survey online. The significance of the study, its delimitation and limitations are discussed. The research is based in India. The consumer buying behavior is dependent variable.
The packaging is the most important factor. Packaging elements like Packaging color. Background Image, Packaging Material, Font Style, Design of wrapper, Printed Information and Innovation is taken as predictors. Due to increasing self-service and changing consumers’ lifestyle the interest in package as a tool of sales promotion and stimulator of impulsive buying behavior is growing increasingly. So package performs an important role in marketing communications, especially in the point of sale and could be treated as one of the most important factors influencing consumer’s purchase decision. Literature analysis on question under investigation has shown that there is no agreement on classification of package elements as well as on research methods of package impact on consumer’s purchase decision.
The Impact of Brand Image on the Customer Retention: A Mediating Role of Cust...inventionjournals
In modern time, researchers and practitioners in the field of marketing has paid enormous attention to brand. Currently, the brand is no longer a competent tool in the managers’ hands. Brand is a strategic requisite which helps companies to make more value to customers and also to build up sustainable competitive advantages. Successful brands increase trust in products and intangible services, and customer will be able to better visualize and identify their services. Brand image is the awareness of the product or services for the customer through which the image of the organization is built. Customer satisfaction is also linked with it and positively related with each other which are considered the important tool for marketing strategy. This paper examines the influence of brand image on customer retention under the mediation effect of customer satisfaction.
Understanding the role of packaging on consumer buying behaviour is imperative. It would help organizations stay ahead of the curve and deliver effective and long-lasting solutions. To establish a clear consumer sentiment, Bizongo conducted market research to understand how consumers interact with and consume product packaging. We surveyed 33,000+ consumers to arrive at 9 actionable insights for professionals in the packaging industry, Here's your opportunity to influence consumer behaviour and establish yourself as a market leader through packaging.
To study the effect of brand image on consumer purchase behaviour towards spo...Service_supportAssignment
The level of familiarity amongst the consumers regarding the availability and life of a product provided by a particular brand is referred to as awareness of brand. The concept of brand awareness can be referred to as the consumer being so familiar about a particular brand he or she prefers that if a particular category of a product or choosing certain brand is mentioned, then the preferable brand strikes in the mind of the consumer (Morris et al, 2009). Preferences of consumers can be defined as personal tastes of individuals that can be understood by the utility of particular goods.
Handoo, v tamu 2015, influence of product packaging on consumer preferenceVanshaj Handoo
This is a literature review paper for summarizing the influence of product packaging on consumer preferences in selecting a product. Key attributes of packaging such as color, shape and imagery is discussed and a conclusion based on the literature review is provided along with the scope for future research
Branding affects consumers’ evaluation (also: the sensory perception)
→ Brands make decision making process easier for consumers
→ High Influence of brands on Consumer Behaviour, if a company was able to…
- Apply good brand strategy
- Build up a strong brand equity
→ Not only positive influence, brand can also have negative influence
The internet is being developed rapidly since last two decades, and with relevant digital economy that is driven by information technology also being developed worldwide. After a long term development of internet, which rapidly increased web users and highly speed internet connection, and some new technology also have been developed and used for web developing, those lead to firms can promote and enhance images of product and services through web site. Therefore, detailed product information and improved service attracts more and more people changed their consumer behaviour from the traditional mode to more rely on the internet shopping. On the other hand, more companies have realized that the consumer behaviour transformation is unavoidable trend, and thus change their marketing strategy. As the recent researches have indicated that, the internet shopping particularly in business to consumer (B2C) has risen and online shopping become more popular to many people. According to the report, The Emerging Digital Economy II, published by the US Department of Commerce, in some companies, the weight of e-commerce in total sales is quite high. For instance, the Dell computer company have reached 18 million dollars sales through the internet during the first quarter of 1999. As a result, about 30% of its 5.5 billion dollars total sales were achieved through the internet (Moon, 2004). Therefore, to understand internet shopping and its impact on consumer behaviour could help companies making use of it as a form of doing e-business.
There are many reasons for such a rapid developing of internet shopping, which mainly due to the benefits that internet provides. First of all, the internet offers different kind of convenience to consumers. Obviously, consumers do not need go out looking for product information as the internet can help them to search from online sites, and it also helps evaluate between each sites to get the cheapest price for purchase. Furthermore, the internet can enhance consumer use product more efficiently and effectively than other channels to satisfy their needs. Through the different search engines, consumers save time to access to the consumption related information, and which information with mixture of images, sound, and very detailed text description to help consumer learning and choosing the most suitable product (Moon, 2004). However, internet shopping has potential risks for the customers, such as payment safety, and after service. Due to the internet technology developed, internet payment recently becomes prevalent way for purchasing goods from the internet. Internet payment increase consumptive efficiency, at the same time, as its virtual property reduced internet security. After service is another way to stop customer shopping online. It is not like traditional retail, customer has risk that some after service should face to face serve, and especially in some complicated goods.
introduction to Consumer Behavior for PGDAM and MBA students. The presentation highlights various aspects of Consumer Behavior, its impact, importance to understand the behavior of target market. Process of Marketing Segmentation for targeting different type of audiences.
The presentation also highlights darker side of consumer behaviour aspects and how companies use black hat techniques to attract more consumers.
The Effect of Brand Equity on Consumer Buyer Decisions : A Case Study in Groc...AJHSSR Journal
ABSTRACT : The increasing competition leads product offering from other competitors are varied, hence
consumer loyalty is questionable. It is prominence to create distinguishable product so that leads loyalty to the
consumer, particularly in grocery product. This paper aims to test brand equity of a new brand which consist of
brand awareness, brand loyalty, brand association, and perceived quality on consumer purchase decisions. The
finding revealed strong relationship on perceived quality and brand association regarding strong cognizable
from the previous brand product in spite of low brand loyalty. The findings are more useful to practitioners in a
way to understand the way of consumer perception point of view.
KEYWORDS : Brand association, awareness, loyalty, perceived quality, purchase decisions
Perceived Quality and Competitive Advantage in Beer Products In Kabale Distri...IJMCERJournal
ABSTRACT : Perceived quality is customer perception to the overall quality or superiority of a product or
service with the intent to expect respect. Perceived Quality ensures the organisation defines and delivers the
requisite levels of satisfaction desired by their various target customer segments. Competitive advantage has
been approached by looking at the external environment of the firm that is how the economic power of firms can
be used to create competitive position in an industry. This study focuses on Resource Based View a model that
provides a framework for identifying unique set of resources and this perspective shifts the approach of
assessing competitive advantage from the external to the internal environment that is the resource power. This
study, therefore, set out to determine the effect of perceived quality on competitive advantage in beer products in
Kabale district. The specific objective of the study was to (i) To determine the effect of perceived quality on
competitive advantage in alcoholic beer products in Kabale district. The study used a descriptive survey
research design. The target population was 1783 including wholesalers, retailers, customers and brand and
marketing managers of Nile Special Lager, Eagle Lager, Senator Extra Lager, club and Bell beer products in
the District of Kabale, South Western Ugand
This study examines the effect of the trademark on consumer behavior of consumers of air conditioners in Sudan, in order to know the dimensions of the trademark that affect consumer behavior in Sudan, and provide information to companies on the dimensions of the trademark that affect the purchasing decision of the customer and contribute to customer satisfaction. The study adopted descriptive analytical method using a sample of 230 individuals who consume air conditioners in Sudan. The results showed that there is a positive significant relationship between the trademark of air conditioning and consumer behavior as well as a positive significant relationship between the trademark name of air conditioning and consumer behavior and finally there is a positive significant relationship between the trademark logo and consumer behavior.
MINING THE RELATIONSHIP BETWEEN DEMOGRAPHIC VARIABLES AND BRAND ASSOCIATIONSijmvsc
This research aims to mine the relationship between demographic variables and brand associations, and study the relative importance of these variables. The study is conducted on fast-food restaurant brands chains in Jordan. The result ranks and evaluates the demographic variables in relation with the brand associations for the selected sample. Discovering brand associations according to demographic variables reveals many facts and linkages in the context of Jordanian culture. Suggestions are given accordingly for marketers to benefits from to build their strategies and direct their decisions. Also, data mining technique used in this study reflects a new trend for studying and analyzing marketing samples.
Similar to Impact of branding on consumer perception (20)
This marketing report has been fabricated to propose and implement a new creative marketing campaign for the recently introduced ID application for student beans. With a budget of £100,000 we aim to achieve 150,000 app downloads, with 50,000 verified users. Alongside this, we plan to greatly increase the awareness of the app to both our new and existing target market audience.
In order to accomplish the aims and objectives of the report, we firstly have to identify an appropriate target market based on a marketing segmentation, targeting and positioning analysis. Thus, we have specifically targeted students aged 18-24, within the top 20 highest populated universities in London (appendix 4). From this, our market research allows us to get a better understanding of the current social trends within the student lifestyle, permitting us to tailor our campaigns to their desires. Once a target market had been established, we undertook a marketing audit, consisting of; SWOT & TOWS analysis, PESTEL analysis, Porter’s five force and competitor analysis. This market analysis drew our attention to the continuous increase in mobile technology and the velocity of social media marketing. In conjunction to identifying the opportunities within the current market, we were able to decipher methods in which we can utilise said opportunities through our campaigns.
Understanding the buying behavior habits of Turkish consumers - A study on He...Waleed Ahmed
In this market research, we explored the buying behavior habits of Turkish consumers, we identified their customer profiles, motivations (why they buy, and what are the reasons) and factors affect when purchasing such as pricing or unavailability.
This is a brand audit for the brand Burberry, focusing their product trench coat, using secondary research problems were identified and recommendations were made accordingly.
Based on a fresh problem stated by Mark Zuckerberg in a conference about being unsure of implementing a dislike button on Facebook. Hence, in this proposal you will find the selected appraoches of the methodologies and sampling procedures for the research
Factors affect consumer response towards digital advertising - Literature reviewWaleed Ahmed
In this article you can explore how multimedia factors such as music, images, animations, and videos affect consumer response towards advertising in digital space.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
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5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
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With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
1. Coursework Header Sheet
221067-57
Course MARK1215: Insidethe Customer's Mind Course School/Level B/PG
Coursework Literature Review Assessment Weight 30.00%
Tutor KH Phairor Submission Deadline 20/11/2014
Courseworkisreceiptedon the understandingthatitisthe student'sownworkandthat it hasnot, in
whole orpart, beenpresentedelsewhereforassessment.Where material hasbeenusedfromother
sourcesithas beenproperlyacknowledgedinaccordance withthe University'sRegulationsregarding
CheatingandPlagiarism.
000846464
Tutor's comments
2. 1 | P a g e
Grade Awarded___________ For Office Use Only__________ Final Grade_________
Moderationrequired: yes/no Tutor______________________ Date _______________
3. 2 | P a g e
IMPACT OF BRANDING ON
CONSUMER PERCEPTION
ID#000846464
NOVEMBER 19, 2014
4. 3 | P a g e
Contents
1. Introduction.............................................................................................................................04
2. Consumer Perception...............................................................................................................04
3 The Self Concept........................................................................................................................07
4. Packaging and slogans (Brand elements)...................................................................................08
5. Consumer decision making.......................................................................................................09
6. Conclusion................................................................................................................................10
7. References……………………………………………………………………………………………………………………………… 11
5. 4 | P a g e
Introduction
(Lombard2007) statesin hispaperthat brandingisnot a new ideaandhas beenused whichlaterbythe
passage of time evolvedtosymbolize the markitself fromthe actof markingsomethingwithfire. In
contrast to moderntimes, Karadeniz(2010) statesthat, a brand doesnotreflectthe firm’sname,logo,
color,packagingor etc. butrather itreflectsthe qualityof the firm’sproduct. Farhana(2012) mentions
that our dailylife issurroundedbythe wordbrandand isa veryessential partfromthe startingof our
day bya brandedtoothpaste andfinishit usingbrandeddurable andnon-durable goodsandservices.If
give a thought,we are totallysurroundedwithbrandsinall momentsinourlife,fromourbasicto higher
level needs.
Accordingto Lombard(2007) consumersare requiredtoorganize theirknowledgeaboutproductswhich
helpthemclarifytheirdecisionmakingandgive valuetothe organization. Webster&Keller(2004)
mentionedthatabrand can be takenas a psychological phenomenon,whilepreviouslyabrandwas just
recognizedbyaname symbol orlogo, whichdifferentiatesone’sservicesfromothercompetitors
throughpersonal experiences,commercial communicationsandothermeans.Additionallythe powerof
brandsresidesinsidethe consumer’smind,perception,thought,feeling,belief,attitude andbehavior. In
contrast, Koller(2003) citedby Lombard(2007) statesthat it isnecessarytoteach the consumersabout
the product usingthe brandelementssothattheycan identifyanddistinguishthemeasilyinthe
market,as he furtheraddedthatbrandinginvolvesthe processof creatingmental structuresthathelp
consumerstoorganize theirknowledge aboutthe brandina waythat helpthemtake bestdecisions.
SimilarlyKeller(2003) citedby Leone etal. (2006) definedcustomerbasedbrandequityasa derivative
effectthatconsumerknowledge aboutabrand has theirresponse tomarketingpromotionsand
activitiesforthatbrand,whichconvinces Leone etal. (2006) to believethatitisall associatedwith past
experience, images, thoughtsandasmentionedpreviously,andhe furtherconcludedthatinformation
like these canbe linkedtothe brandand associatedwiththe consumermemory.Asalsofavoredby
(Farhana,2012) that creatingbrand awarenessisacrucial steptoachieve the rightbrandidentitywhich
linkswiththe brand,itslogo,itssymbol andetc. whichis the powerof brandingthat children’s who
cannot readand recognize the goldenarchesof MC Donald’s andcorrespondtothe brand (Savardand
Gallagher,2011 citedby Farhana2012).
However,all of the above informationisunnecessaryunlessthere isnobrandpositioningstrategy,to
whichBettman(2014) explainedthatbrandpositioningisanimportantaspectinthe productcategory
to differentiatethe similarityanddissimilarityof the brandthatis to be perceivedinthe equivalence of
otherbrands. Therefore Young(2011) mentionedthatapplyingperceptualmapsisthe bestwayof
positioningstrategiesanddeterminingwhere doyoustandinthe marketand gaininsightsaboutthe
consumers.Hence the aimof thisresearchisto cover the perceptionsof consumersandhow the major
elementsof brandsaffectorimpactontheirpurchase decisions,and the SELFfactors consumerstake
intoconsiderationwhile searchingfor aproduct,and importantlythe consumer’sdecisionmaking
factors pre and postpurchase evaluations andalsoconsumer’sshoppingbuyingandevaluationfactors.
Consumer Perception
Batra and Ray (1986) citedby Edell (2014) statesthat consumersjudgmentof goodsandservicesare
mostof the time basedonthe assessmentof the attributesandalternativeoffers. Although, Setsetal.
(2014) statesthat consumertake onlya small portionof the available alternativeswhenmaking
decisions. IncontrastFriedmann&Zimmer(2014) mentionedthatsearchingforinformation islargelya
6. 5 | P a g e
perceptual process whichinvolves widelydistributedcognitive activities.He furtherelaboratedthat
promotional informationreachconsumerthroughacomplex sensoryreceptorsassome formof sensory
stimulationwhichcarriesinformationinsome formof messages. HoweverChisnall (1994) the second
part ina more clearperspective thatsensorydataisat the core of perceptionwhichthenturnasa
primaryrole inthe cognitive andthinkingprocess, furthermorebecause of unpredictedevents,unusual
and expectedobjectsthese sensesare stimulatedinourdailyroutine life,Inshortperceptionhasbeen
explainedtodetectthroughthe sensesasitisexplainedinthe mostsimplestmodelsgivenby(Young,
1961 citedby Chisnall 1994)
To perceive = to see, to hear, to touch, to taste, to smell, to sense internally. (Young, 1961)
Rompayet al. (2009) findsthatlongstandingresearchfromdesign,artand advertisingsuggestthat
communicative elementssuchaslogo,shape,color,andtypeface are perceivednotonlyintermsof
theirconventionalandtechnical propertiesbutalsofortheirsymbolicandaffectivemeaningthey
personify. Likewise Tometal. (2006) statesthat thisprocessof perceptual categorization happens
instantlyandunconsciously,whichisthe reasonconsumersare assailedwithmarketingstimuliall the
time,therefore consumersuse perceptioncuestorecognize andgive meaning toproductsand brands.
Furthermore,the authorhasalsoillustratedanexampletobetterunderstandthe consumers
identificationof the perceptioncues,andmentionsthat brandnamingandmarketerchoice of packaging
createspowerful cuestoconsumersasthe texture andthe material of the packagingcan determine the
value of the product;in thiscase,wine bottleswithshinylabelsare cue to consumersthatthe wine is
lessexpensive,whereaswithdull labelsare acue thatit is more expensive.Incontrast, (Solomonetal.
2013) presentedthe same viewbutaddedone more pointthatthe decisionswe make basedonthese
perceptioncuesare broadlyaffectedbyourcultural background.
Solomonetal. (2013) brokendownthe perceptual processinfourstagesthatare:
1) Primitive categorization: inwhichthe underlyingcharacteristicsof a stimulusare segregated;
fromour above wine example,consumerswhopreferquantityformoneywill mostlikelytobuy
the lessexpensivewine (shinylabelled)
2) Cue Check:In whichthe attributesare examinedforthe preparation andselection of aschema,
additionallywe use certainschemassuchascolorof the bottle anddesigntodecide inwhich
schemaour wine fits.
3) Confirmationcheck:the processinwhichthe schemaisselectedandthe consumermaydecide
the choice of hisbrandfallsinhisschema.
4) Confirmationcompletion:the decisionismade accordingtothe stimulus,andthe consumer
decidesthathe has made a rightchoice,and thenreinforce his decision byconsideringthe
overall brandidentity.
In contrast, Shethetal. (2001) statesthe same above perceptual processbutinthree differentstages
whichare selective exposure,selectiveattentionandselective interpretation.Brieflythismeansthat
consumersfilterthe stimulusbasedontheirinterestandneeds,andthenthe customerpayattentionto
the stimulusbasedonthe characteristicsof the stimulussuchascolor,and lastlycustomersinterpret
the remainingstimuliandmake positiveornegative decisionsforit.
7. 6 | P a g e
(Sheth et al. 2001)
However, Solomonetal. (2013) pp.51 mentionedthatthese principlesare foundedonworkingestalt
psychology,anideathatpeople conclude meaningfromthe totalityof asetof stimuli,exceptfromthe
individualstimulus. additionally Moore &Fitz(1993) statesthat gestaltpsychologyisnotabout
persuasionbutisaboutperceivingorganizedstructuresandpatterns.Furthermore, Crillyetal.(2004)
explainedthatthisnatural tendencyinfororderinvisual stimuli outcomeinanumberof enhancive
principles,andthese principlesare commonlyrecognizedbygestaltrules.Three of these principlesare,
closure, similarity,figure ground.
Closure:Fisherandsmith-gratto(1998-99) citedby Changet al. (2002) findsthatindividual perceive the
patternsof openshapesas incomplete,andbecause of the incomplete information,the individual finds
the learningprocessdistracting. Howeverourmindsare efficientenoughtofill the gapsandopen
shapesitself andcompletethe unfinishedform.
Similarity. Graham(2008) mentionedthatsimilarvisual elementslikesize,shape,color,proximity,
directionare perceivedasa part of the group,evenif the itemsare non-spatial.Thenthe othersideof
thislawof similarityissince consumersseektogroup,dissimilarobjects will starttobecome prominent.
Figure ground:Changet al. (2002) thisfundamental law of gestalthelpidentifythe objectsandfigures
clearlyfromthe background,whichisdependentuponcertaincharacteristicssuchascontrast,images
and text.
(Solomon et al. 2013, p.51)
Likewise Pinna(2005) useda watercolorassimilationprocessthatsegregate figure groundonlarge
enclosedareas,because of the formationof orange edgesonfigure (a) geometrical shapessuchas
8. 7 | P a g e
polygons,diamond,andflowercanbe perceivedinsymmetricalmannerineachdifferentrow andwere
evenlycoloredusingthe colorspreadingof orange edges.Howeverinfigure (b) the geometrical shapes
are similaras(a) but the columnsandrows can be detecteddifferently.The difference inthese
perceptual resultsinbothof the figuresare obtainedbyjustinvertingthe purple andthe orange line.
(Pinna 2005) – See the source for more examples.
The Self Concept
The self-conceptasdefinedby Solomonetal. (2013),p.151) that relatestothe beliefsof the person
holdstheirconception,andhowthese qualitiesare evaluatedbasedonpositive andnegative
interpretationsaboutthe subject.Likewise (Grubb&Grathwohl 2014) statesthatSelf isaboutbeing
aware of self-attitude,feeling,perception,and evaluationof oneself asaphysical entity. However
George M. Zinkhan (1991) statedthat the conceptof self canbe visualizedascognitivestructure andit
doesnotreferto knowledge of factsbutonlyassociatesstrongfeelingsandmotivations. Fournier,
(1998) citedby Kimet al. (2005) that the conceptof consumerattachmenttowardsa brandis a strong
emotional concept,where consumersbecome loyaltowardsabrandin the processof definingtheir
sense of self. Onthe contrary, The self-conceptasdefinedby Maläret al. (2011) that itis a cognitive and
affective perceptionof whoandwhatwe are and can be dividedintwoformswhichare actual self and
the ideal self. Thus,itcanbe understoodthatthe self-conceptisnotonlyaboutthe evaluation of our
ownattitudesbutalsoit worksas a cognitive structure insideourmind,anditisone of the important
considerationgivenbymarketers,furthermorethe productsandservicesare associatedwithself of
individual
9. 8 | P a g e
Self-esteem:
Rosenberg(1965) citedby FredricKropp (1995) statedthat self-esteemisone’spersonal judgmentof
ownworth. Solomonetal. (2013) addedthat people withlow self-esteemhave alow expectationthat
theywill performwell intheirfuture,whereaspeople withhighself-esteemwill be more willinglyto
take risksand to be the centerof attentionandexpecttobe more successful intheirfuture. George M.
Zinkhan(1991). Judge,Bono,andLocke (2000) citedby Kimet al. (2005) mentionedthat self-esteem
evaluate throughthe processof the emotionsof pride andjoy.Furthermore the authorsaddedthatitis
an overall examinationof individual’simportance of values, revolvesaroundthe multidimensional
perspective FeeneyandNoller(1990) citedby Kimetal. (2005). The authorfurthersuggestconsumer
may expresstheirownvalueswhichleadtowardsself-appraisal orgoesfroma social adjustment
processwhichmay resultinreflectedappraisal.(Hog,Cox andkeelingcitedbyKimet al 2005)
Real, Ideal and extendedself
(Solomonetal.2013, p.209) definesitasa processwhere consumersimilitudetheiractual positionon
some judgment’stosome ideal approaches,andwhiledoingthisprocessthe consumermightask
him/herself If Iamattractive as I wouldlike tobe?,oram I makingenoughmoneyasIshouldbe?And
etc.As conciselymentionedby Maläret al. (2011) that the perceivedrealityof ownisbasedonactual
self (i.e whatismystatusright now,andcurrentlywhere Iam standingcomparingtoothers?).Whereas
for ideal self (Solomonetal.2013, p.209) definesthatitisassociatedwiththe elementsof consumer
culture,like celebritiesand those whoare portrayedinads,and because of theirachievementsthe
productsand likelytogetsold,however Maläretal. (2011) explainedthatthe ideal selfis molded bythe
mental imageryof idealsandtowhatan individual considerlike tobe inhis/herfuture andtailor.
Belk(1988) citedby Fairchildetal. (2003) put forwardedthe conceptforextendedselfthatthe
reflectiontoouridentitiesare majorlycontributedthroughourwill power.Belkmeansthatthismethod
of extendedselfwhichincludedthings,people,placesandbodyparts,for whichthe termphysical
extensionof oneself canalsobe used.Incontrast (Solomonetal.2013, p.214) mentionedfourdifferent
levelsof extendedselfthatrange frompersonal objects/placestothings andfacilitate people thatthey
are involvedinalarge social environment.The differentlevel asdefinedbythe authorare Individual
level inwhichconsumersinclude theirpersonal ownershipsuchascars, clothingandsoon. Secondis
family level and consumerresidence anditsfurnishingare consideredapart of thisself whichmeans
that a house can be perceive asan emblematicbodyora part of identity.The thirdlevel is community
level inwhichthe consumersdescribe themselvesfromthe regional parttheycome fromorthe areaof
livingtheyare associatedwith,andlastly group levelwhichexplainsthatourinvolvementwithparticular
social groups can be takenas a part of ourself,asan example the consumermayperceiveasportteam
as a part of extendedself.
4. Packaging and slogans (Brand elements)
Accordingto (Croft1985, Keller2003, citedby Farhana 2012) Packagingisa crucial part of brand
elementwhichrevolvesaroundthe processesof designingandthe creationof containersandwrappers
for a product.Duncan (2004) citedby Lombard (2007) addedthatthe brandshouldbe identifiable
throughthe packaging,furthermore itshouldconveydescriptive meaningandconvincinginformation
that not onlyaidproducttransportationbutalsothe protectionof the product whichalsoassistat home
storage.However, Pas&Laar (2002) mentionedthatthe purpose of specificdesignof packagingis
broadlyto educate the consumermakingthe rightchoice.Incontrast Gordon etal. (1994) citedby
Lichtlé (2007) brand choice isinfluencedbythe colorof productspackaging.Serafin (1985), Keller(2003)
10. 9 | P a g e
citedby Farhana (2012) statesthat to achieve the desiresof targetedconsumersaswell asmarketing
objectives,bothartisticandfunctional elementsof packaginghastobe consideredproperly,inwhich
the artisticcomponentsrelatestothe size of the package,shape,itsmaterial,color,textandgraphics
for whichthe printingprocessplaysahuge contributioninthe entire processthathelpexecute colorful
messagesonthe package for the momentof truth at the pointof purchase.
Keller(2003) citedby Farhana (2012) explainedthatslogansare primarilyusedtocommunicate
descriptive andconvincinginformationaboutthe brand.Whereas,Duncan(2004) citedby Lombard
(2007) definesthatslogansare cleverphraseswhichservesasrecall forthe brandor about the
campaign.Onthe contrary Rompay etal. (2009) channelssuchasads, packaging,andwebsitescontain
bothvisual elementsaswell asverbal like brandslogansandthe productinformation,throughwhich
the desiredproductqualitiesshouldbe conveyedrelatedtothe brandimage inthe bestmeans.
Additionally Chengetal. (2006) statedfrom a previousresearchthatbrandsloganscan be usedto as a
meanto arouse and recallingthe wishful emotionstowardsbrandandproductperception.
Consumer decision making
Bettmanetal. (1991) statesthat consumersregularlycome acrosswithlarge numberof alternatives
that are continuouslyevolvingbecause of the new technological innovationsandcompetitivepressures.
The author furtheraddedthatthese decisionsmade byconsumersconcerningthe choice, purchase and
the use of service are veryimportantnotjustfor consumersthemselvesbutalsoformarketers (Shethet
al.2001). A conceptual frameworkpresentedby Narayan&Markin (2014) and suggestthatconsumers
identifythe alternativesforthe brandsbasedonthree categoriesthatare evokedset, inertset,and
ineptset.Furthermore more the authorexplainedthese thatevokedsetisa collectionof brandsinthe
mindfromwhichconsumerswill considerthe purchase,andall of the evaluationsforthese brandsare
takenpositively.While, inertsetcomprisesthose brandsonwhichthe consumersdonothave any
positive ornegative intentions.Whereasthose brandsthatdoesnotimpressthe consumerand rejected
fromtheirattentionfall underthe ineptset.Similarly, (Solomonetal.2013, p.356) mentionedastudyin
whichbigamountof consumerswere investigatedaboutevokedsetsandanalyzedthe numberof
productsfoundintheirsetswas limited,howeversome of the consumersevaluatedthe variationsby
productcategory anddifferentcountries,forexample,The ordinaryevokedsize foranaverage
Americanbeerconsumerwaslessthan3, whereasCanadianconsumerscontemplated7brands.
In contrast(Hogarth 1981 citedby Hoyer 2014) statedthat before makingany act forpurchase
consumergo thoroughfrom immediate cognitive processing.The authorfurtheraddedthatdecisions
are made frequentlyover-timewhichinvolvescontinuesratherthandiscrete processing. (Hoyer2014)
elaboratedthe previousstatementthat consumersmaydependnotonlyonthe previousinformation
aboutthe product,butalso the judgmentsof brandsatisfactionanddissatisfactionthatusuallyoccurin
the post purchase evaluationstage of decisionmakingprocess.However, (Bettmanetal.1991) stated
that the influence of consumersisnotonlylimitedtothe elementsof the task,butalsoto the
informationprovidedinthe environmentthatare throughadvertisements,packages,in-storedisplays
and brochures.
Likewise, Bayton(2014) putsan exemplaryapproachof havingfourbrandsinawarenesswhere
individualshouldmake achoice,andwhatpsychological factorstheygothroughby,he mentioned that
at thisprocessingstage,the individual canface aproblemonwhichitemsto be differentiatedwiththe
variousattributesthatallowthe individualtodifferentiate betweenthem.He furtheraddedthe
11. 10 | P a g e
attributesof a brand suchas name,packaging,anddesignasa differentialfactorsfromthe consumer’s
perceptionpointof view whichcanbe recognizedassignsor cue and concludedthatsuch signsorcues
are notimportantinconsumersdecisionmaking. Howeverincontrast Cooperetal. (2005) statesthat
because brandcommunicationsurroundsall of the waysthroughwhichcustomerscome incontactwith
a brand, itsname,logo,packagingdesignincludingall othertypesof mediapromotions,whichiswhy
brand communicationsisaverystrategicmatterthat businessesshouldaccepttogetcompetitive
advantage inthe market.
However,in relationtothe above context Mostert(2002) citedby Lombard (2007) mentionedthat in
betweeninformationprocessing,whichisthananalyzedintermsof categoriesthatstoredinthe
memoryandits meaningisattributedtoaparticularmessage basedonhow the consumercategorize
the stimulusbyusing existingknowledge andbeliefs (Copley2004 citedby Lombard2007). Similarly
Lynch and Srull, (1982) citedby Bettmanet al. (1991) categorizeddecisionseitherasa stimulusbased,
memorybasedor combinationof both.Authorfurtherexplainedthat those decisionsthatare made
usinga catalog or packagesor fromany relatedinformationthatisavailable externallyiscalleda
stimulusbaseddecision.Whereasif the decisionismade usinginformationavailable inthe memory,
thenit iscalledmemory baseddecision.Lastly,mixeddecisionsare made wheninformationinmemory
and fromexternallyavailable are used. Inrelationtothese categories Setsetal. (2014) mentionedthat
thisselectionprocessisdividedintothe stagesof brandconsiderationandbrandevaluation.He further
addedthat itis the brand considerationstage inwhichthe retrieval andformationof information
considerationsetstakesplace,andforthe evaluationstage consumersare thoughtful are thoughtful
aboutthe brandswhichincludesinthe considerationsettoarrive ata final choice.
Conclusion
As we have analyzedinthisoverall literaturethatnotjustconsumerperceptionbutotherelementsof
consumerbehaviorplayscritical role inthe consumer’sdecisionmakingprocesswhilechoosingabrand.
In whichconsumershave togo throughfromvariouscognitive processto understandthe brandand
structure and categorize eitherinmemory,stimulusbasedorcombinationof both,andbasedon
previousexperiencesconsumermaylikelytorecall the brandinstantly. Additionallyaswe have also
spokenthe principlesof Gestaltpsychology(suchasshape,size andetc.) are takenintoconsiderationby
a consumeras an unconsciousact,on which Kreuzbauer(2007) emphasizedthatwiththe designersboth
the product andbrand managersshouldincorporate the elementslikeformandshape inthe brand
strategiesmore purposefully,which portraythe importance of positioningthe brandstrategicallyinthe
mindsof consumer’s.Lastlyas Farhana (2012) mentionedthatthe differentiationof consumergoodsin
fastmovingconsumergoods(FMCG) industry isgettingchallengingtocreate dayby dayto penetrate it
inthe consumer’smemory.Howevershe furtheraddedthatidentifiableapproachtoeachbrand
elementacttovisualize the image of the image of the brandinthe consumer’smemorywhichcanbe
laterperformas a cue torecall the brand indifferentcircumstances. Thusitcan be now understoodthat
if properstrategiesandplanningare done fora particularcampaign,thenitwill more likelytobe a
profitable aswell assmartoptionratherthan playingcardsvaguely.
12. 11 | P a g e
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