Abstract
Article history: Received May 12, 2013 Received in revised format 25 June 2013 Accepted 27 June 2013 Available online July 1 2013 Supplying car accessory is one of the most important growing industries in the world. Every year, millions of cars are produced and people need to have the access to necessary car accessory. In this paper, we present an exploration study to detect important factors influencing car accessory market. The proposed study designs a questionnaire in Likert scale consists of 16 questions, distributes it among 200 experts and analyses it using factor analysis. Cronbach alpha and Kaiser-Meyer-Olkin Measure of Sampling Adequacy are calculated as 0.823 and 0.863, which validate the overall questionnaire. The results indicate that there are three influencing factors including brand capability, brand characteristics and consumers’ believe. © 2013 Growing Science Ltd. All rights reserved.
Highlights
Building a brand has been a concern in product development and it plays essential role on marketing planning
We present an exploration study to detect important factors influencing car accessory market
Banerjee (2004) presented a brand share prediction model based on several disparate sources of data in an empirical model of detergent choice in Mumbai, India
Summary
Building a brand has been a concern in product development and it plays essential role on marketing planning. Hsieh and Li (2008) investigated the moderating impact of brand image on public relations perception and customer loyalty. They examined a conceptual model with survey data collected over three time periods and found out that offline-based extension brands had an advantage over cyber brands when it came to translating a brand identity into a successful brand image, especially in the early Internet stages. They reported that consumers' perception of an organisation's PR practice was an antecedent of loyalty. They studied the effects of fit, familiarity, perceived quality and attitude towards the brand on product brand image after an extension They examined whether the product image of a brand could be diluted as a result of brand extension. There has been a growing interest to use soft computing techniques for marketing planning. Lin and Hsu (2011), for instance, proposed a model based on fuzzy analytical hierarchy process in brand image decision-making
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