Relationship between Advertisement and Consumer Brand Preference at LG Couture France

Abstract

Consumers influence the performance of an organization. When a customer chooses one brand over another consistently, it increases an organization's competitive advantage. Customers are more likely to choose a product from a brand they know and will often become loyal to a particular brand if they trust its products and feel its qualities match their needs. Thus, the study sought to examine the effect of advertisement on consumer brand preference at LG Couture France. The study relied upon the literature to make the inferences. The study findings showed that advertisement positively affects consumer brand preference. Advertisements guide, educate, inform and shield the interest of the consumers. Advertising is among the most effective and vital ways to offer consumers an idea or alter their opinion concerning a specific product or service, which businesses globally usually use. The study noted that consumer brand preference is essential to understanding consumer choice behaviors and has received great attention from marketers. The advertising is linked with brand loyalty which increases the repurchase again and again over a long period. The companies that have increased their advertisements of the products they offer can establish an expansive consumer base. The study concluded that advertisement positively and significantly affects consumer brand preference at LG Couture France due to prior studies' results. Advertisements increase familiarity and trust between a company and its customers. If potential customers see numerous advertisements about the product, they may consider it a trusted brand. The study recommended that LG Couture France ensure product advertisements are done regularly. The company should perform advertising initiatives to enhance product purchases. The company should not only apply one form of advertisement because of the nature of the consumer preferences. Keywords:  Advertisement, Consumer Brand Preference, LG Couture France