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This study investigated whether writing about a brand could influence reported brand loyalty, perceived quality, and offered price. 74 college students wrote 300-word critiques, praise, or neutral pieces about liked/disliked brands then reported attitudes. Results found higher scores for liked brands versus disliked across conditions. Contrary to expectations, writing a review had no effect on brand attitudes. As expected, brand loyalty positively correlated with quality rating and price offer. The study was limited by a lack of engagement monitoring and a homogeneous student sample. Future research should examine a larger, more diverse sample and provide writing prompts in advance.
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Influence of celebrity credibility on perceived brand trust study on multinat...Omantel Telecommunication
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Presentation given at the 1st International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
copyright by
Marc Fetscherin
The Coop Market Research
Buckmeister's proposal of using on-site customer feedback cards is recommended. Feedback cards can provide real-time customer preferences cost-effectively. Descriptive research techniques will be used, including quantitative observation methods like an NPS survey. Primary data sources are interviews, surveys, and social media monitoring. The expected outcomes are insights into customer preferences, purchasing decisions, and behaviors to identify areas for menu, marketing, and promotional improvements.
Factors affecting consumer perception
This document discusses factors that affect consumer perception. It outlines several key factors, including price, quality, service quality, packaging and branding, reputation, and social networks/groups. Price can positively or negatively impact perception depending on factors like quality and competitors' prices. Quality, both actual product quality and perceptions of quality, strongly shapes consumer views. Service quality can offset negative product experiences. Packaging and branding significantly influence first impressions. Reputation builds over time based on experiences, marketing, and distribution channels. Social networks and opinion leaders also impact perceptions through word-of-mouth recommendations.
PR Measurement Summit 2016 Session 2: Jim Macnamara -Putting Theory Into Prac...
Jim Macnamara, Associate Dean & Professor of Public Communication at University of Technology in Sydney conducted a workshop on "Putting Theory Into Practice: Demonstrating Best Practice Evaluation In Three Case Studies" last October 12th as part of the 2-day PR Measurement Summit. The theme of the event was “Measurement in an Age of Integrated Communications”. This was held last October 12th-13th at the Address Dubai Marina, Dubai, UAE.
INTRODUCTION TO HOSPITALITYUnit VIII Research PaperWe have d.docx
INTRODUCTION TO HOSPITALITY
Unit VIII Research Paper
We have discussed various types of venues within the hospitality industry. Please choose one of the venues that is of the most interest to you and write a research paper of no less than three pages, not including the title page and references, covering the following topics:
· how technology is utilized in the venue,
· career opportunities within the venue,
· marketing strategies within the venue,
· how positive and poor customer service can affect consumer behavior within the venue,
· the importance of competent communication and decision making in the venue, and
· how the concept of control is used in the venue.
Please be certain that all references, including your textbook, are cited properly using APA format.
Course Textbook(s)
Walker, J. R. (2013). Introduction to hospitality management (4th ed.). Upper Saddle River, NJ: Pearson.
Chapter 3
Consumer Behavior
© McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education.
Chapter Outline
Social influences on consumer decision making
Marketing influences on consumer decision making
Situational influences on consumer decision making
Psychological influences on consumer decision making
Consumer decision making
© McGraw-Hill Education
Figure 3.1: An Overview of the Buying Process
Jump to Figure 3.1: An Overview of the Buying Process, Appendix
© McGraw-Hill Education
Culture
Influences an individual’s needs, wants, and behavior
Determinant of certain aspects of consumer behavior
Cultural values are transmitted through:
Family
Religious organizations
Educational institutions
© McGraw-Hill Education
Culture and Subculture
Marketing managers should:
Adapt the marketing mix to cultural values
Constantly monitor value changes and differences in both domestic and global markets
Subcultures
Arise when a population loses a significant amount of its homogeneity
Based on geographic areas, religions, nationalities, ethnic groups, and age
© McGraw-Hill Education
Social Class
Develops on the basis of wealth, skill, and power
Tends to have different attitudinal configurations and values that influence the behavior of individual members
© McGraw-Hill Education
Social Class: Classification
Differentiated mainly by having high incomes
Upper Americans
Concerned with doing the right thing and buying what is popular
Middle class
Family folk who depend heavily on relatives for economic and emotional support
Working class
Have the lowest education levels and resources and lie at the bottom of the social class hierarchy
Lower Americans
Jump to Social Class: Classification, Appendix
© McGraw-Hill Education
Reference Groups
Groups that an individual looks to when forming attitudes and opinions
Primary reference groups: Family and close friends
Family life cycle: Framework ...
Brand Love
This document provides an overview of a research paper that examines the effect of product category on consumer brand relationships. It begins with an introduction stating that brand love is under researched and it is unknown if brand love varies by product category. The document then reviews relevant literature on consumer brand relationships and brand love. It presents the theoretical framework and six hypotheses about the relationships between brand love, brand loyalty, purchase intention, and word of mouth across different product categories. The methodology section describes the sample, measures, and data collection process. Results provide support for most hypotheses but also show intensity of relationships varies by product category. The conclusion discusses limitations and opportunities for future research.
Social media activities on brand equity of Mamaearth.ppt
The document discusses a study on the effect of social media activities on the brand equity of Mamaearth, an Indian beauty and personal care brand. It outlines the research objectives, which include determining the relationship between social media activities and brand equity, and examining the impact of celebrity endorsements on brand equity. The methodology section describes the sample selection of 43 consumers in Ahmednagar district and data collection through questionnaires. The findings suggest that most respondents are aware of Mamaearth through Instagram and TV ads. Price sensitivity is high and positive brand image influences customer loyalty. The conclusion is that social media can impact brand equity through engagement. Suggestions include focusing on celebrity endorsements and influencers to build the brand image.
IIkm BBA Course marketing research.pptx
The document provides an overview of marketing research, including definitions, purposes, types, and processes. It discusses:
1) Definitions of marketing research as the systematic identification, collection, analysis, and reporting of data to improve marketing decision-making.
2) The purposes of marketing research including understanding customer needs, reducing business risks, and forecasting trends.
3) The types of marketing research techniques that can be used such as surveys, experiments, observations, panels, and mystery shopping.
4) The marketing research process involves defining problems, developing approaches, designing research, collecting and analyzing data, and reporting findings.
How to Launch an Enterprise-Wide Content Strategy
Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
-Become effective at content delivery organization-wide by
learning the keys to success
-Further content excellence through change management
-Reach the right audience by understanding and collaborating
to meet their needs
Influence audience behavior with creative content that offers a solution
How to Launch an Enterprise-Wide Content Strategy
Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
- Become effective at content delivery organization-wide by learning the keys to success
- Further content excellence through change management
- Reach the right audience by understanding and collaborating to meet their needs
- Influence audience behavior with creative content that offers a solution
Doctoral Dissertation Prospectus
Transformational Customer Relationships: Building Trust and Brand Loyalty by Aligning Client and Corporate Values
Branding for services
A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed
Unit 2 types of Marketing Research notes.pdf
The document discusses different types of marketing research including consumer research, sales research, product research, and advertising research. It focuses on consumer research, explaining that the goals are to understand customer psychology, purchasing behaviors, and needs in order to create more customer-centric products and services. The consumer research process involves developing objectives, collecting secondary data, conducting primary research such as surveys, analyzing the data, and preparing a report of findings to inform business decisions. Sales research also aims to provide sales intelligence by researching the right prospects and preparing salespeople for meetings.
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INTRODUCTION TO HOSPITALITYUnit VIII Research PaperWe have d.docx
INTRODUCTION TO HOSPITALITYUnit VIII Research PaperWe have d.docx
Social media activities on brand equity of Mamaearth.ppt
Social media activities on brand equity of Mamaearth.ppt
Poster
- 1. Does Written Expression Affect Brand Loyalty? Some Empirical Evidence Gary So BACKGROUND • Many studies have explored the antecedents of brand loyalty, but little study has been made towards how to influence brand loyalty • Krishnamurthi and Raj (1991) report positive correlations between a brand’s reputation and the price that consumers are willing to pay for that brand • Brucks et al. (2000) finds that brand name is used as an indicator of product quality • Friedrich (1990) postulates that writing can elicit enduring attitude change about the written topic • The Elaboration Likelihood Model developed by Petty and Cacioppo (1986) suggests that contextual cues or information can influence people’s attitudes • Significant economic implications: increased loyalty can lead to greater market share, reductions in marketing cost, and greater trade leverage OBJECTIVES • Investigate whether writing about a brand can affect one’s self-reported brand loyalty, perceived quality rating, and price offers • Examine whether there is a pronounced effect of critique or praise when writing about a liked or disliked brand METHODS • N = 74 Claremont College students • 16 male, 54 female, 4 other • Participants used 300 words to critique a brand, praise a brand, or write a neutral piece, then reported attitudes towards the brand • Three dependent variables: brand loyalty, perceived quality rating, and price offer FIGURES • Participants reported higher scores for brands they liked and lower scores for brands they disliked across all conditions • Contrary to expectations, writing a review had no effect on participants’ brand attitudes • Consistent with expectations, a three-way correlation was found between brand loyalty, quality rating, and price offer • Marketing implications: brands should focus on the emotional instead of informational aspects of advertising Limitations • Lack of monitoring in an online survey means that participants may have been distracted and thus disengaged in the study • Most participants were Pitzer College students Future Directions • Examine a larger, more representative sample in terms of age, ethnic and socioeconomic diversity, and/or geographic origin • Provide the prompt in advance to let participants prepare a good answer • Investigate methods for brands to retain customers over the long run DISCUSSION REFERENCES • Brucks, M., Zeithaml, V., & Naylor, G. (2000). Price and brand name as indicators of quality dimensions for consumer durables. Journal of the Academy of Marketing Science, 28, 359-374. doi: 10.1177/0092070300283005 • Friedrich, J. (1990). Learning to view psychology as a science: Self-persuasion through writing. Teaching of Psychology, 17, 23-27. doi: 10.1207/s15328023top1701_5 • Krishnamurthi, L., & Raj, S. P. (1991). An empirical analysis of the relationship between brand loyalty and consumer price elasticity. Marketing Science, 10, 172-183. doi:http://dx.doi.org/10.1287/mksc.10.2.172 • Petty, R., & Cacioppo, J., (1986). The elaboration likelihood model of persuasion. Advances in Consumer Research, 19, 123-205. ACKNOWLEDGEMENTS • I would like to thank my thesis advisors Linus Yamane, David Moore, and Alan Jones for bearing with and guiding me throughout the course of my senior thesis. I would also like to offer special thanks to the Center of Neuroeconomic Studies at the Claremont Graduate University for gifting me with the idea to study brand loyalty. Lastly, thank you to Pitzer College’s Research and Awards for providing the funding that made this project possible. Written review Questionnaire Demographics • SPSS was used to recode variables and compute composite (average) scores for brand loyalty and quality rating for each participant • Selection of a liked brand was associated with higher scores on brand loyalty (p = .02), quality rating (p = .004), and price offer (p = .04) compared to selection of a disliked brand • Writing a critical or praising review did not significantly influence reported levels of brand loyalty, quality rating, or price offer (p > .05 for each effect) • Brand loyalty was positively correlated with each of quality rating (p < .001) and price offer (p < .001), and quality rating was positively correlated with price offer (p < .001) RESULTS Figures. Differences in estimated marginal means of brand loyalty between review type and loyalty type.