The document outlines a research proposal to study the effects of cross-selling and corporate branding on customer loyalty through developing a theoretical model and collecting data using a questionnaire. It reviews literature on concepts like relationship marketing, loyalty, trust, satisfaction, commitment, and corporate image and proposes hypotheses about the relationships between these concepts. The goal is to understand how cross-selling and corporate branding can help diversification and competition across multiple markets.
Impact of Customer Perceived Value and Customer’s Perception of Public Relati...Samar Rahi
The purpose of this study was to investigate the relationship between customer perceived value and customer’s perception of public relation on customer loyalty with moderating role of brand image. Research was conducted on banking sector of Pakistan.
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Impact of Customer Perceived Value and Customer’s Perception of Public Relati...Samar Rahi
The purpose of this study was to investigate the relationship between customer perceived value and customer’s perception of public relation on customer loyalty with moderating role of brand image. Research was conducted on banking sector of Pakistan.
Hello! Find an amazing brand loyalty literature review sample. For more samples go to https://www.writingaliteraturereview.com/a-brand-loyal-literature-review-writing/
Mediation of brand equity on word of mouth a study with special reference to ...Dr. V.K. Hamza
Brand Equity has been considered as the intervening variable among several antecedents to consequences. This study hypothesized the function of Brand Equity as a mediator between Brand Awareness, Brand Association, Brand Image, Perceived Quality and Brand Loyalty towards Word of Mouth. The results of the study stated that the Brand Equity fully mediated certain antecedents and partially mediated with others. The absence and subsistence of mediation for brand equity among the antecedents and consequences have been proved with respect to the Fashion Industry in India.
The aim of thispaperis to measure the strength of a brand with a comprehensive model that
combines the brand knowledge and brand relationshipon a brand perspective and measureswhether brand
knowledge and brand relationships have a positive relationship and significantly influence currentpurchase
variables and future purchase variables.
This document was developed by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the book Brand Psychology written by Jonathan Gabay, British lecturer and expert in Brand, Reputation and Communication and published by Kogan Page in 2015.
It explains how both sides of the brain connect when we take decisions and how this fact shapes our beliefs and trust on certain companies and people.
Brand Psychology studies the new relation models and analyzes the different techniques to be developed by brands to reach their stakeholders.
Thus, the text dives into what happens in the left hemisphere, which controls rational elements, and in the right one, which controls emotional aspects and relates this explanation with brand managament, value creation and shared beliefs.
Gabay also provides a list of values that a brand can give to all its stakeholders and which can be summarized as: functional, social, emotional, epistemic and conditional.
Individual subconscious and general unconscious mind are also important in the right side of the brain, specially, when it comes to assess things.
Jonathan Gabay uses the theories by pshycologist Karl Gustav Jung to explain how we link both sides of the brain when taking decisions and how our subconscious mind is the result of the connection between general inconscious mind and personality.
The book also talks about expectations and explains that dealing with them is essential to be able to manage reputation. Expectations mean opportunities but also risks and demand constant innovation. Despite all the information that companies can have now, it is even more important to know the expectation of their stakeholders and how to gain their trust.
Today, brand reputation and the fact that people believe and trust in a brand depend on the decisions where emotional and rational memories crash.
That's why emotions control our decisions and look for a logical reason in the left hemisphere (a logos or argumentation) that is coherent with the emotional reason that they have found already in the left side (a pathos or emotion), everything supported by an ethos or moral conviction. These three elements are necessary to obtain a good reputation as a brand in the current context.
The Effect of Relationship Quality on Customer Advocacy: The Mediating Role o...IOSR Journals
Advocacy is a strategic choice for companies responding to the new reality that customers power increased. Potential customers see information from peers or even strangers as less biased and reliable than those of an economic entity. Thus, the information conveyed by a satisfied customer is more believable than that delivered by the business entity. Customer advocacy is very important in the company's efforts to get new customers. Based on social exchange theory, advocacy can be generated from the satisfaction, trust, commitment and loyalty. The purpose of this study was to analyze the influence of satisfaction, trust and commitment to loyalty and its impact on customer advocacy. The hypotheses were tested with structural equation modeling using survey data from 178 customers of a commercial bank in Indonesia. Satisfaction and commitment have direct effect on advocacy, but trust hasn’t. Loyalty mediates the relationship between trust and advocacy, while commitment has the greatest effect on advocacy. Findings hold implications for future research as well as for managerial practice
Dear student, Cheap Assignment Help, an online tutoring company, provides students with a wide range of online assignment help services for students studying in classes K-12, and College or university. The Expert team of professional online assignment help tutors at Cheap Assignment Help .COM provides a wide range of help with assignments through services such as college assignment help, university assignment help, homework assignment help, email assignment help and online assignment help. Our expert team consists of passionate and professional assignment help tutors, having masters and PhD degrees from the best universities of the world, from different countries like Australia, United Kingdom, United States, Canada, UAE and many more who give the best quality and plagiarism free answers of the assignment help questions submitted by students, on sharp deadline. Cheap Assignment Help .COM tutors are available 24x7 to provide assignment help in diverse fields - Math, Chemistry, Physics, Writing, Thesis, Essay, Accounting, Finance, Data Analysis, Case Studies, Term Papers, and Projects etc. We also provide assistance to the problems in programming languages such as C/C++, Java, Python, Matlab, .Net, Engineering assignment help and Finance assignment help. The expert team of certified online tutors in diverse fields at Cheap Assignment Help .COM available around the clock (24x7) to provide live help to students with their assignment and questions. We have also excelled in providing E-education with latest web technology. The Students can communicate with our online assignment tutors using voice, video and an interactive white board. We help students in solving their problems, assignments, tests and in study plans. You will feel like you are learning from a highly skilled online tutor in person just like in classroom teaching. You can see what the tutor is writing, and at the same time you can ask the questions which arise in your mind. You only need a PC with Internet connection or a Laptop with Wi-Fi Internet access. We provide live online tutoring which can be accessed at anytime and anywhere according to student’s convenience. We have tutors in every subject such as Math, Chemistry, Biology, Physics and English whatever be the school level. Our college and university level tutors provide engineering online tutoring in areas such as Computer Science, Electrical and Electronics engineering, Mechanical engineering and Chemical engineering. Regards http://www.cheapassignmenthelp.com/ http://www.cheapassignmenthelp.co.uk/
Mediation of brand equity on word of mouth a study with special reference to ...Dr. V.K. Hamza
Brand Equity has been considered as the intervening variable among several antecedents to consequences. This study hypothesized the function of Brand Equity as a mediator between Brand Awareness, Brand Association, Brand Image, Perceived Quality and Brand Loyalty towards Word of Mouth. The results of the study stated that the Brand Equity fully mediated certain antecedents and partially mediated with others. The absence and subsistence of mediation for brand equity among the antecedents and consequences have been proved with respect to the Fashion Industry in India.
The aim of thispaperis to measure the strength of a brand with a comprehensive model that
combines the brand knowledge and brand relationshipon a brand perspective and measureswhether brand
knowledge and brand relationships have a positive relationship and significantly influence currentpurchase
variables and future purchase variables.
This document was developed by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the book Brand Psychology written by Jonathan Gabay, British lecturer and expert in Brand, Reputation and Communication and published by Kogan Page in 2015.
It explains how both sides of the brain connect when we take decisions and how this fact shapes our beliefs and trust on certain companies and people.
Brand Psychology studies the new relation models and analyzes the different techniques to be developed by brands to reach their stakeholders.
Thus, the text dives into what happens in the left hemisphere, which controls rational elements, and in the right one, which controls emotional aspects and relates this explanation with brand managament, value creation and shared beliefs.
Gabay also provides a list of values that a brand can give to all its stakeholders and which can be summarized as: functional, social, emotional, epistemic and conditional.
Individual subconscious and general unconscious mind are also important in the right side of the brain, specially, when it comes to assess things.
Jonathan Gabay uses the theories by pshycologist Karl Gustav Jung to explain how we link both sides of the brain when taking decisions and how our subconscious mind is the result of the connection between general inconscious mind and personality.
The book also talks about expectations and explains that dealing with them is essential to be able to manage reputation. Expectations mean opportunities but also risks and demand constant innovation. Despite all the information that companies can have now, it is even more important to know the expectation of their stakeholders and how to gain their trust.
Today, brand reputation and the fact that people believe and trust in a brand depend on the decisions where emotional and rational memories crash.
That's why emotions control our decisions and look for a logical reason in the left hemisphere (a logos or argumentation) that is coherent with the emotional reason that they have found already in the left side (a pathos or emotion), everything supported by an ethos or moral conviction. These three elements are necessary to obtain a good reputation as a brand in the current context.
The Effect of Relationship Quality on Customer Advocacy: The Mediating Role o...IOSR Journals
Advocacy is a strategic choice for companies responding to the new reality that customers power increased. Potential customers see information from peers or even strangers as less biased and reliable than those of an economic entity. Thus, the information conveyed by a satisfied customer is more believable than that delivered by the business entity. Customer advocacy is very important in the company's efforts to get new customers. Based on social exchange theory, advocacy can be generated from the satisfaction, trust, commitment and loyalty. The purpose of this study was to analyze the influence of satisfaction, trust and commitment to loyalty and its impact on customer advocacy. The hypotheses were tested with structural equation modeling using survey data from 178 customers of a commercial bank in Indonesia. Satisfaction and commitment have direct effect on advocacy, but trust hasn’t. Loyalty mediates the relationship between trust and advocacy, while commitment has the greatest effect on advocacy. Findings hold implications for future research as well as for managerial practice
Dear student, Cheap Assignment Help, an online tutoring company, provides students with a wide range of online assignment help services for students studying in classes K-12, and College or university. The Expert team of professional online assignment help tutors at Cheap Assignment Help .COM provides a wide range of help with assignments through services such as college assignment help, university assignment help, homework assignment help, email assignment help and online assignment help. Our expert team consists of passionate and professional assignment help tutors, having masters and PhD degrees from the best universities of the world, from different countries like Australia, United Kingdom, United States, Canada, UAE and many more who give the best quality and plagiarism free answers of the assignment help questions submitted by students, on sharp deadline. Cheap Assignment Help .COM tutors are available 24x7 to provide assignment help in diverse fields - Math, Chemistry, Physics, Writing, Thesis, Essay, Accounting, Finance, Data Analysis, Case Studies, Term Papers, and Projects etc. We also provide assistance to the problems in programming languages such as C/C++, Java, Python, Matlab, .Net, Engineering assignment help and Finance assignment help. The expert team of certified online tutors in diverse fields at Cheap Assignment Help .COM available around the clock (24x7) to provide live help to students with their assignment and questions. We have also excelled in providing E-education with latest web technology. The Students can communicate with our online assignment tutors using voice, video and an interactive white board. We help students in solving their problems, assignments, tests and in study plans. You will feel like you are learning from a highly skilled online tutor in person just like in classroom teaching. You can see what the tutor is writing, and at the same time you can ask the questions which arise in your mind. You only need a PC with Internet connection or a Laptop with Wi-Fi Internet access. We provide live online tutoring which can be accessed at anytime and anywhere according to student’s convenience. We have tutors in every subject such as Math, Chemistry, Biology, Physics and English whatever be the school level. Our college and university level tutors provide engineering online tutoring in areas such as Computer Science, Electrical and Electronics engineering, Mechanical engineering and Chemical engineering. Regards http://www.cheapassignmenthelp.com/ http://www.cheapassignmenthelp.co.uk/
Brand loyalty refers to the extent by which consumers become faithful to a particular brand. This is expressed by their repeated purchases, regardless of the marketing pressure brought by other competing brands. In this case the customers will stick to that particular brand irrespective of the prices even if there are similar brands in the market. Brand loyalty is a consumer behavior depicted by loyal customers and will therefore be affected by personal preferences. In this regard therefore, brand loyalty will have an effect on purchases made of the product. It may also affect the customer’s ability to decide whether or not to buy that particular product. This essay therefore, is based on the influence brand loyalty has on the customer behavior and the product. The relationship between brand loyalty and customer preference has made companies to use different strategies to cultivate and get the attention of loyal customers. Some of these strategies include: the use of loyalty programs (e.g. rewards) or trials and incentives. The main argument in this paper is therefore, geared towards answering the question: Is the use of rewards and loyalty cards an effective way to build brand loyalty?
To cater to consumers’ lifestyles and generate more demand, brand retailers often use idols to
promote products. This paper empirically studies the trust mechanism of opinion leaders in word-of-mouth
marketing. The result shows that based on previous trust, the internal and external trust can both influence the
emotional and cognitive trust. Our study implies opinion leaders to build trust in emotional and cognitive
Loyalty Deciphered — How Emotions Drive Genuine EngagementCapgemini
Current loyalty approaches are broken. Brands spend billions on loyalty programs but fail to increase customer engagement. Our previous research showed that 90% of consumers have a negative perception of loyalty programs. In addition, over half (54%) of loyalty memberships have fallen inactive and over a quarter of consumers (28%) abandon loyalty programs without redeeming any points.
Many of today’s loyalty programs attempt to buy consumer loyalty through monetary rewards. The consumer might receive discounts or vouchers and, in return, organizations expect them to spend more or give up their data. Many organizations run these sorts of programs and achieve what looks like loyalty, at least on the surface.
But what does it really mean for a consumer to be loyal to a brand?
To uncover the true drivers of loyalty, we undertook a worldwide, cross-sector research program. We broadened our perspective—exploring beyond the mechanical and rational drivers associated with conventional loyalty programs. We explored loyalty from an emotional perspective to identify the drivers that brands can harness to build meaningful loyalty with consumers. We surveyed over 9,000 consumers and 500 executives, and we spoke to leading academics in the field. The Research Methodology at the end of this report provides further details.
We found that emotions play a far greater role in creating true loyalty than current approaches recognize. In this report we:
Explore how emotions are the main driver of loyalty.
Understand who emotionally engaged consumers are and what motivates them.
Assess the size of the prize for organizations with emotionally engaged consumers.
Recommend strategies for how organizations can make better emotional connections with consumers.
Brand loyalty is a certain way of feeling about a brand, and the relational commitment those feelings produce. Read this guide to help you understand and increase your brand loyalty.
The execution and construction of the Research article is to be engaged an in-depth
business description, and to gather evidential data statement analysis on how local
businesses somehow be engaging with their customers in an honest corporate mindset, and
to establish B2C marketing relationships in the local market. As per many business leaders
of different organizations said that, to be globally competitive and to attract loyal consumers,
one should first patronize the local products including the company branding, and second, a
continuous B2C honest engagements within them. Categorically speaking, there are several
perceptions, challenges, and apprehensions for most consumers’ point of views in relation to
their business proprietary engagements and other third party related business
communications. This is when business owners started to imposed several commanding
entity regulations that ensure their local branding will not suffer, and it will still be patronize
by their valuable consumers at present.
The product manager for coffee development at Kraft Foods Canada is faced with a decision of whether to embark on a marketing initiative for Kraft’s coffee pod machines in Canada. The machines dispense a single serving of coffee, and are currently being launched by Kraft in the United States. While existing Kraft brands dominate 1/3 of the Canadian market, 2/3 of market is occupied by competitors. While higher-priced premium is a smaller market, it is growing rapidly. Coffee sales were greatest among middle to upper income Canadians.
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In this slideshow, we explore what loyalty is and how it relates to your relationships with customers.
The mass-marketing approaches of the ’60s and ’70s ignored the role of customer loyalty as an important parameter of marketing activities.
There has long been a shift from this transaction based-approach into a relationship-based strategy. The focus changes from acquisition to retention. The new goal is to enhance customer loyalty by focusing on the lifetime value of existing customers, considered just as important as attracting new customers.
Loyalty is the maintenance of trust in a person, a party, an institution; which fosters strong feelings of support or allegiance. An individual has a sense of belonging to a relationship.
In business, this feeling of loyalty a customer feels with a brand or business yields a deeply held commitment for consistent future consumption.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
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Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
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Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
2. Paradigm shift from transactional to relationship
marketing
The shift of focus from product branding to
corporate branding.
Multimarket Competition (Multipoint
Competition)
Cross-selling has received limited attention in the
academic literature. Most of the literature focuses
on methodology for identifying common
acquisition patterns of products bought by
customers based on their usage or ownership data
3. CONTRIBUTION TO KNOWLEDGE
This research will test:
The role cross-selling has in customer loyalty (attitudinal and
behavioural loyalty)
The role of corporate branding has in cross-selling and its
effect on loyalty (attitudinal and behavioral loyalty).
If the A Priori Model is confirmed the numerical justifications
will be supported because it will mean both corporate branding
and cross-selling play a major role in diversification and
multipoint competition.
4. Two philosophical perspectives that are mainly
focused on are Positivism and Phenomenology.
Realism is about the mechanisms of how the
world functions, while positivism is an
epistemology that prescribes the examination
of it. Scientific realists maintain that
unobservable constructs have existence;
additionally, it is these unobservable
mechanisms that frequently offer
rationalisation for observable phenomena.
5. As a result, for the realist researcher, constructs
such as culture, the organization, and corporate
planning exist and act quite independently of
the observer. The analysis of natural
phenomena is possible. Thus, understanding is
improved through induction wherein findings
increase the knowledge about the pertinent
phenomena. Therefore, recognised paradigms
are reflections of the world. The more the
paradigms match with the facts the more
reliable they are believed to be.
6. Structural Equation Modelling is in line with
the realism perspective. When complex
phenomena have been adequately identified to
permit generalisation to a population instead of
to a theory, then Structural Equation Modelling
can be used as a method. The reason for this is
that it models compositions with intricate co-
dependencies and it unambiguously permits
multi-item scales and constructs. It is for this
reason that Structural Equation Modelling is
the proposed method to be used in this
research.
7. RELATIONSHIP MARKETING
Sustaining long-lasting relationships with customers
Attracting new customers should not be the main concern
for most companies
The focus is on cultivating and retaining current customers
8. LOYALTY
IT IS PROPOSED THAT RETENTION RATE SHOWS THE LIKELIHOOD OF A
CUSTOMER REMAINING LOYAL TO A SUPPLIER.
Despite over three decades of research
The loyalty phenomenon has not been conceptually elucidated
9. LOYALTY
BEHAVIOURAL LOYALTY ATTITUDINAL LOYALTY
Recency Attitudes are quantified
Frequency through surveys where
customers declare their
Monetary Value
purchase goals.
Attitudinal loyalty can be
used as an antecedent of
behavioural loyalty
10. ATTITUDINAL AND BEHAVIOURAL LOYALTY
There is the need to study the relationship
between behaviour and attitude since the
discourse in the literature is mainly conceptual
11. COGNITIVE DISSONANCE THEORY
The evaluation process from pre-purchases to post purchases is
the main concern of much consumer research.
Cognitive Dissonance Theory indicates that customers look for
congruent relationships in attitudes and behaviours.
Inconsistency is supposed to create mental pressure.
Consequently customers discard selecting substitutes or
evidence that can be inconsistent with their present conviction.
H1 Behavioural loyalty has a positive effect on attitudinal loyalty
12. TRUST
TRUST IS NEEDED IN UNCERTAINTY
CUSTOMERS TRY TO DECREASE RISK AND AMBIGUITY WHEN BUYING
GOODS THROUGH MENTAL HEURISTICS
TRUST IS AN EFFICIENT HEURISTIC THAT CAN REDUCE
UNCERTAINTY
A STUDY FOUND A POSITIVE EFFECT ON TRUST ON CROSS-BUYING
INTENTIONS AND CROSS-BUYING
H2 TRUST HAS A POSITIVE EFFECT ON CROSS-BUYING
H3 TRUST HAS A POSITIVE EFFECT ON ATTITUDINAL LOYALTY
H4 TRUST HAS A POSITIVE EFFECT ON BEHAVIOURAL LOYALTY
13. SATISFATION COMMITMENT
Even though the literature acknowledged
Conventionally satisfied satisfaction’s importance the progression from a
customers were seen less satisfied customer to a relational partner is not
price sensitive and as fully comprehended.
those who buy additional
products and services. Concomitantly, a rational antecedent of loyalty is
commitment since it is the degree to which a
Positive effect of customer customer wishes to remain in a continuous
satisfaction on cross- relationship. Commitment can be divided into two
buying has been forms:
supported.
Calculative commitment: is the determination to
remain in the relationship considering switching
H6 Satisfaction has a costs and shortage in options. An example can be
positive effect on cross- customers being loyal to a company though he/she
as low satisfaction levels.
buying
H7 Calculative Commitment has a positive effect on
behavioural loyalty.
14. Affective commitment: is warmer because of mutuality or
connection customer has with a firm that result in stronger
degree if trust and devotion.
Therefore emotive commitment means stronger degree of trust
and devotion. Affective commitment is considered as a bond
that matures over time and through various involvements.
H8 Affective commitment has a positive affect on trust
H9 Affective commitment has a positive effect on attitudinal
loyalty.
Affective commitment instead of previous experiences with the
firm affects satisfaction.
H10 Affective commitment has a positive effect on satisfaction
15. CROSS-SELLING
Firms sell more than one product or service to increase the value of the
relationships. The more a customer bought from a company the more loyal that
customer is.
H11 Cross-selling has a positive effect on attitudinal loyalty
H12 Cross-selling has a positive effect on behavioural loyalty.
16. CORPORATE IMAGE
When it is about the corporate brand perceived
by customers is usually referred to as image. It is
about perceptions, beliefs and attitudes
customers have about a company.
17. THE SHIFT TO CORPORATE BRANDING
Products are swiftly imitated and standardised
These occurrences require the positioning of the entire
organisation , then, the corporate images stand out as the
main differentiation strategy.
H13 Customers will more likely to cross-buy unrelated
products if the corporate brand is strong
18. IMAGE AND PERSONALITY
Studies theorise image as the customer’s psychological
depiction of a company and emphasise it mainly as a
personal character. Given that customers’ perceptions of a
corporation’s image influence their loyalty, companies focus
more on the image than the tangible product.
Image is about positioning the selling proposition in the
minds of customers.
H14 A positive image strengthens attitudinal loyalty.
H15 A positive image strengthens behavioural loyalty
21. MULTIPOINT COMPETITION
The acknowledgement of involving multimarket contact with
diversification is relatively new. The two are theoretically always
together. Multi-market analysis installs a dynamic dimension.
22. MULTIPOINT COMPETITION
Usually companies in multimarket settings have complementary
productions or distributions. Operations characteristically exhibit
“product extensions” or “market extensions”. These fusions
through internal growth or mergers enable the firm to utilise its
marketing links. Diversified firms usually have products in the
same distribution outlets.