Consumer Brand Preferences Research Articles

Relationship between Advertisement and Consumer Brand Preference at LG Couture France

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

Firm innovation activities and consumer brand loyalty: A path to business sustainability in Asia.

BackgroundIn recent years, technological advancements have increased the importance of innovation activities. Therefore, firms invest millions of dollars in innovation activities to ensure long-term business sustainability. Similarly, consumer concerns have increased dramatically over the past years. Thus, brand loyalty has become a top priority for firms and consumers. In this background, this research examines how firms’ innovation activities translate into consumer brand loyalty to assure business sustainability in Asian markets, particularly China, Pakistan, and Indonesia.ObjectivesThis study’s specific objectives are to comprehend the concept of firms’ innovation activities and their effect on the brand prototype. Examine the effect of the brand prototype on global brand preference, recommendation, and loyalty among Asian consumers. Find out the impact of brand preference on brand recommendations and the influence of brand recommendations on brand loyalty among Asian consumers.Materials and methodsA total of 814 consumers from Asian countries (China, Pakistan, and Indonesia) participated in this study, and structural equation modeling was used to analyze the data.ResultsThe findings indicate that firms’ innovation activities, such as processes, products, and store environment, positively influenced the brand prototype, thereby increasing consumer brand knowledge. Likewise, brand prototype contributes to developing brand preference, brand recommendation, and brand loyalty among Asian consumers. Lastly, consumer brand preference significantly influenced brand recommendation, which positively improves consumer brand loyalty in Asia.ConclusionThis study concluded that Asian (Chinese, Pakistani, and Indonesian) consumers have favorable perceptions of firms’ innovation activities (i.e., process, product, and store environment innovation), which influences their ability to develop brand prototypes to increase consumer brand knowledge. Similarly, brand prototype fosters brand preference, recommendation, and loyalty. Likewise, favorable brand preference encourages consumers to recommend the brand to others, strengthening brand loyalty. Thus, firms should invest in innovation activities to strengthen consumer brand loyalty in Asian markets. Consequently, this study may assist multinational corporations in increasing their business volumes and market shares in Asia.Managerial recommendationsThis study provides important managerial recommendations. The findings revealed that global managers can develop and implement several branding strategies for sustaining their businesses in the Asian environment.

Effect of Marketing Mix Antecedents on Consumer Brand Preference of Milk Powder

Milk powder has become an essential component of the diet of Sri Lankan consumers. However, recent information related to the contamination of imported milk powder with hazardous elements has made a considerable impact on the preference of milk powder brands among consumers in Sri Lanka. Thereby, the current study aims to explore the effect of selected marketing mix antecedents on consumer brand preference for milk powder. Primary data was collected through an online survey using a Google form-based structured questionnaire. The convenience sampling technique was used in selecting the sample of 100 milk powder consumers. The collected data were analyzed by SMART PLS using partial least squares. The findings revealed that brand personality and country of origin have a significant effect on milk powder brand preference. Furthermore, the study suggests a significant positive influence of brand preference on brand loyalty to milk powder. Moreover, results revealed that consumers prefer domestically produced milk powder brands over imported brands. The findings of this study are of great significance for local milk powder companies and marketing practitioners to implement strategies in order to enhance the availability and marketing of domestically manufactured milk powder. Further, marketers should pay more attention to the brand personality in order to attract more consumers to their respective milk powder brands.

Consumer Brand Preferences in FMCG sector with special reference to Biscuits: A study in Delhi NCR, India

Branding is very important pillar in the marketing as it motivates the consumer perceptiontowards the product. Marketers focus more on the consumer behavior to understand the image which is created in the consumers’ mind. FMCG, Fast Moving Consuming Goods which refers to those which we buy on regular or daily basis from local shops or department stores. These goods have lower value and higher turnover. Some major players in FMCG biscuits segment have been attracting the customers towards biscuits. Attracting the customers is not a big challenge for the companies but retaining them is a challenge.There are some brands which can retain customers successfully and results into strong repurchases by them. The present study focuses on the factors related to the consumer brand preferences to be converted into repurchases. Thestudy is an endeavor to describe the consumers brand preferences for biscuits. The aim of doing this study is to identify the consumer expectation towards a biscuit brand and to analyze the factors influencing the brand preferences. The research is exploratory and descriptive in nature and uses primary sources of data collection using well-structured questionnaire with a sample size of 100 respondents. The analysis of data has been done using statistical software and study uses regression model to arrive at the results. The research will help marketers to not only attract the customers towards the brand but also to retain them towards the brand for longer period of time.The study will also help the brands to create customer loyalty towards FMCG biscuits segment in the present competitive market.

A Research on Brand Preferences and Brand Personality Development of Consumers' Demographic Characteristics: A Case Study of the Real Estate Industry

Pazarlama literatüründe marka kişiliği kavramı araştırmalara konu olmaya başladığı dönemden bu yana pek çok kategoride yer alan markaya yüklenen kişilik özellikleri çeşitli karşılaştırmalara konu olmuştur. Bir tüketicinin almak istediği ürünü veya hizmeti seçerken, kendi kimliği ile özleştirmiş olanı tercih edeceği yapılan araştırmalarda ortaya çıkan bir gerçektir. Bu gerçek, pazarlama sürecinde "marka kişiliği" kavramının önemini bir kat daha artırmaktadır. Bu çalışmada, hizmet sektöründe yer alan beş kurumsal gayrimenkul danışmanlık şirketinin sahip oldukları marka kişilik özelliklerinden hangilerinin tüketiciler tarafından ön planda tutulduğu araştırılmıştır. Bu araştırmanın uygulama kısmında bir anket çalışması düzenlenmiş ve anket sonucunda elde edilen bulgulara göre, katılımcıların tercih ettikleri kurumsal firmalarla cinsiyete ve yaşa bağlı olarak anlamlı bir ilişkiye rastlanmazken; meslek, eğitim durumu ve gelir düzeyleri ile anlamlı bir ilişkiye sahip olduğu anlaşılmıştır. Ayrıca araştırma kapsamında ilgili firmaların marka kişiliği boyutlarından hangileriyle eşleştiği de ortaya konmuştur.

Brand Preference of Professionals towards Choosing Smartphone in Nepal

It is tough to forecast or assess an individual preference, but it is vital for marketers since it represents an essential step in understanding consumer choice. It is critical to determine brand preference based on the awareness of the customer. The primary objectives of this study are to assess how professional consumers prefer brands in the choice of mobile phones. Business people, private jobholders, government personnel, and farmers are considered professionals for this study. Other goals are to explore the relationship between brand popularity, price, product attributes, social influence, marketing communication, and brand preference and examine the impact of independent variables on brand preference. Data were obtained from the 150 samples of professionals in Kathmandu valley through convenience sampling techniques. A total of 200 questionnaires were circulated, with 179 being collected. From the collected questionnaires, 29 were invalid, while 150 were valid and entered into SPSS 20. The data were analyzed through reliability, validity, descriptive statistics, correlation, and regression analysis. This study proved product attributes and price influenced the Smartphone purchase decision. So, the Samsung Smartphone is the first choice among professionals. It also confirmed the insignificant relationship between social influence and brand preference. Thus, the social context does not aid in purchasing a smart phone. The findings will support smart phone manufacturers in developing strategies based on consumer brand preferences.

Effectiveness Of Celebrity Endorsement on Advertisement in Achieving Consumer Brand Preference

The instrument of celebrity endorsement has become a pervasive element in advertising. This paper qualitatively examining the effectiveness of celebrity endorsement on advertisement in achieving consumer brand preference. The study revealed some impacts of acquiring celebrity for endorsement such as building awareness, quick connect, means of brand differentiation and better brand image among others. The study identified some challenges associated with celebrity endorsement which are not limited to celebrity overshadows the brand, conflicting image and influence of celebrity moral violation on brands. The paper concludes by recommending careful choosing of celebrity that his/her value will have close link with the brand been endorsed and improvement on the quality of the product by the producer as possible measures to avert the challenges of using celebrity in advertising. Using celebrities that have moral and are well placed in the society for advertisement is also key.

Global vs local: analysis of the consumer-brand relationships in India

PurposeThe purpose of this study is to analyze two global brands (i.e. Benetton and Tommy Hilfiger) and one Indian brand (i.e. Wills Lifestyle) in terms of general brand impression, brand specific associations and brand commitment. In addition, the study investigates how the regional differences in India and Indian consumers' affinity towards global brands influence the consumer-brand relationships.Design/methodology/approachThe research framework has been developed based on consumer-brand relationship theory. The consumer–brand relationship is an important indicator of the success of brands, especially when brands attempt to expand to other markets (Roper and Parker, 2006; Bastos and Levy, 2012). Three brand types were chosen for this study. The choice of the US global brand is Tommy Hilfiger, the European global brand is United Colors of Benetton, and the Indian domestic brand is Wills Lifestyle. The study utilized a repeated measure (split-plot) design involving more than two independent groups. A split-plot analysis of variance analyses a design in which a repeated measure (i.e. within subjects) factor is crossed with a between-subjects (i.e. treatment variable) factor.FindingsThe results confirm the importance of global brands over local brands in the Indian apparel consumer market. This study also examined how Indian consumers' affinity for global brands influences their evaluation of the global brands and the local Indian brands.Originality/valueThe study expands the literature on Indian consumer brand preferences through the investigation of three brands. The theoretical background of the study is the consumer-brand relationship theory that explains the importance of consumer–brand relationship when brands attempt to expand to other markets.

Impact Of Social Media On Consumers Brand Preference For Laptops

The increasing demand of Internet/Online based social media has made it with easy for people to communicated with hundreds not even hundreds but also thousands of people to communicate about the product and companies that provide them. In the market place impact of customer to customer communication has greatly been magnified. The current study focuses on social media impact on consumer brand preference (product or services) and consumer behaviour. The study is conducted to understand the impact of social media on consumer brand for purchasing laptops. There were 100 respondents from chandigarh, India. The analysis is done with help of t- Test and regression analysis. The study results as a significant impact of social media on consumer brand preference for Laptop purchasing.

Stability or instability: the impact of brand concepts on logo design preferences

It is generally accepted that logo characteristics have significant effects on consumer brand preferences. However, little is known about how logo stability and instability drive consumer attitudes. To address this gap in the logo literature, the authors draw on a new perspective of brand concepts based on human values and explore why and how this logo characteristic exerts influence. Across three studies, the authors show that consumers prefer a stable logo brand when it embodies conservation concepts, while they prefer an unstable logo brand when it embodies openness concepts. The underlying mechanism for this matching effect is processing fluency. Furthermore, the matching effect is attenuated for people who are low (vs. high) in visual information processing. Overall, these findings shed light on when and how marketers should adopt stability/instability in logo design.

Advertising Strategies as a Determinant for Consumer Brand Preference in Osun State, Nigeria (an INSIGHT of U.A.C FOODS PLC)

Several companies spend enormous amounts on advertising and still claim indifference in sales volume. This seems to be based on a completely understandable reaction to the initiative. The problem might emanate from media channel or advertising strategy itself. The study therefore, investigated effect of advertising strategies on consumer brand preference with particular reference to UAC food plc Osogbo, Osun state. It examined the choice of advertising media on consumers’ brand preference and also determined the relationship between publicity through celebrity endorsement and consumer brand preference of UAC foods plc. 140 questionnaires were administered to the target respondents using simple random sampling and correlation and multiple regression techniques were used to analyse the collected data via SPSS version 25. Result from the study shows that advertising has a significant effect on consumers’ brand preference. Publicity through celebrity endorsement also has strong relationship with consumers’ brand preference. The choice of advertising media has a significant influence on consumers’ brand preference. The study therefore recommended that advertising should be seen as an investment in the future of products and not to be evaluated by its immediate returns.

The Effects of Macro and Micro Country Image on Consumer Brand Preferences

This study aims to examine how the macro and micro image of Spain affect the preferences of European citizens about Spanish clothing and wine brands. A quantitative research method was developed using an electronic survey aimed at non-Spanish European citizens over 16 years old (298 valid responses were obtained). The results indicate that the micro country image at the specific product level is affected by the macro country image dimensions of technology, politics, society, and culture, as well as by the emotional dimension. Furthermore, micro country image is a key driver of consumer preferences for the two product categories.

Factors Influencing Milk Powder Brand Preference: A Case from Kegalle District of Sri Lanka

Recent information released through the mass media related to contamination of imported milk powder with hazardous components has made a considerable effect on the preference of milk powder brands among the consumers in Sri Lanka. This study was focused to investigate: (1) the factors influencing consumer brand preference for local and imported milk powder brands, (2) whether these identified factors have significant influences on consumer preference in milk powder brands. A questionnaire survey was conducted by means of face to face interview to gather primary data from a sample of 250 respondents covering five Divisional Secretariats in Kegalle District. Data were analyzed by using confirmatory factor analysis in AMOS in SPSS. The study shows that trust on the brand, product factors and brand loyalty are the main factors that significant and highly influence consumer brand preference for a particular milk powder brand. Findings of this study are important to milk brand producers, investors, policymakers, marketers, relevant enterprises and government to implement necessary product improvements and quality enhancement in the milk powder industry.

Consumer environmental consciousness and brand preference in rivers state

This study investigated consumer environmental consciousness and brand preference in Rivers State. The study sought to establish the extent to which brand sound influence repeat purchase of power generating plants, the extent to which brand heat generation influence customer referral of power generating plants and the extent which green protection determine customer loyalty of power generating plants in Rivers State.The study adopted descriptive research design. A population of 52 loyal customers of 5 different brands of power generating plants was randomly selected while 47 questionnaires were successfully retrieved for the study. Data was collected by use of questionnaire from the respondents. Three research questions were posed and three hypotheses were tested. Data were analysed using descriptive statistics (mean and standard deviation) while inferential statistics Pearson Product Moment Correlation (PPMC) was used to test the above stated hypotheses at 0.05 level of significance. The researcher utilized the Cronbach's Alpha for Reliability Statistics to arrive at 0.75 coefficient reliability, Findings revealed that there is a great correlation between brand sound and customer repeat purchase of power generating plants in Rivers state, that there is a low correlation between brand heat generation and customer referral of power generating plant in Rivers State and that there is a great correlation between green protection and customer loyalty of power generating plant in Rivers State. Consumers in Rivers State should be loyal to power generating plants that emit less carbon monoxide for green house protection

The impact of mergers and acquisitions on brand equity: A structural analysis

An overlooked strategic benefit of mergers and acquisitions (M&As) is their impact on brand equity. M&As may affect consumer brand preferences, which in turn will affect a firm’s profit. We develop a structural model with a difference-in-differences specification to measure how M&As affect a firm’s profit through three mechanisms: brand equity, cost synergies, and product portfolios. We analyze Lenovo’s acquisition of IBM’s PC division in China’s PC market and find that the increase in brand equity contributed the most to increasing Lenovo’s profit, followed by cost synergies. To explore the generalizability of our modeling approach, we apply it to Geely’s acquisition of Volvo and also find that the gains in brand equity contributed the most to Geely’s profit increase.

Consumer environmental consciousness and brand preference in rivers state

This study investigated consumer environmental consciousness and brand preference in Rivers State. The study sought to establish the extent to which brand sound influence repeat purchase of power generating plants, the extent to which brand heat generation influence customer referral of power generating plants and the extent which green protection determine customer loyalty of power generating plants in Rivers State.The study adopted descriptive research design. A population of 52 loyal customers of 5 different brands of power generating plants was randomly selected while 47 questionnaires were successfully retrieved for the study. Data was collected by use of questionnaire from the respondents. Three research questions were posed and three hypotheses were tested. Data were analysed using descriptive statistics (mean and standard deviation) while inferential statistics Pearson Product Moment Correlation (PPMC) was used to test the above stated hypotheses at 0.05 level of significance. The researcher utilized Cronbach's Alpha for Reliability Statistics to arrive at 0.75 coefficient reliability, Findings revealed that there is a great correlation between brand sound and customer repeat purchase of power generating plants in Rivers state, that there is a low correlation between brand heat generation and customer referral of power generating plant in Rivers State and that there is a great correlation between green protection and customer loyalty of power generating plant in Rivers State. Consumers in Rivers State should be loyal to power generating plants that emit less carbon monoxide for green house protection.

Consumer Brand Preference: An Empirical Study of Car Buying in Nepal

The main objective of the study is to identify the effect of product attributes, price perception, appearance perception, brand personality and self-congruity on brand preference in the buying of car in Nepalese market. Primary data was used for the study and data were collected through structured questionnaire in the five point Likert scale from car users in Nepalese market. Convenient sampling was used for the study and Kathmandu was the sampling location. 500 questionnaires were distributed to car users among them 394 questionnaires were collected. SPSS software has been used to processing and analyzes the data. Mean, Standard Deviation, Correlation and Regression techniques have been used to analyze the data. The research paper found that there is significant positive relationship between independent variables and dependent variable consumer behavior. Moreover, it is found that, there is significant and positive influence of price perception, appearance perception, brand personality and self-congruity on brand preference and product attributes has no significant influence on brand preference in buying of car in Nepalese market.

The Role of Unity Solidarity and Motivation Themed Ads on Consumers during the Covid-19 Period

Bu araştırmanın amacı tüketicilerin Covid-19 salgınının başlangıç döneminde markalar tarafından yayınlanan birlik, beraberlik ve motivasyon temalı reklamlar hakkındaki düşüncelerini ortaya koymaktır. Bu amaç doğrultusunda nitel araştırma yöntemlerine başvurulmuş, 13 tüketici ile yarı yapılandırılmış, derinlemesine görüşmeler gerçekleştirilmiştir. Elde edilen veriler tematik analiz yöntemi ile çözümlenmiştir. Analiz sonucunda her biri 2’şer alt koda sahip 3 temel boyutla karşılaşılmıştır: umut (umut ışığı olma, yalnız olmama hissi), yapaylık (fayda sunmama, duygu sömürüsü), ve icraat (somut katkı sunma, marka tercihi). Çalışmanın sonuçları birlik, beraberlik ve motivasyon temalı reklamların tüketicilerin bir kısmı için umut ışığı olup, onlara yalnız olmadıklarını hissettirdiği; ancak bazı tüketiciler tarafından da yapay bulunduğu ve duygu sömürüsü olarak algılandığını göstermektedir. Bu tür reklamların tüketicilerin marka tercihlerini değiştirmediği, ancak salgınla mücadeleye katkı sağlayan somut reklamların tüketicilerin tercihlerinde önemli bir rol oynadığı anlaşılmaktadır.

The Effect of Positive and Negative Word of Mouth Marketing on Brand Choice: A Research for the Clothing Industry

Bu çalışmanın amacı, hazır giyim sektöründe faaliyet gösteren LC Waikiki ve DeFacto markalarını kullanan tüketicilerin marka tercihlerinde pozitif ve negatif ağızdan ağıza pazarlama faaliyetlerinin etkisini araştırmaktır. Bu amaçla Muğla ilinde bu markaları kullanan tüketicilere yönelik anket uygulaması gerçekleştirilmiştir. Anket uygulaması sonucu elde edilen veriler basit regresyon analizi ile test edilmiştir. Analiz sonucunda, LC Waikiki ürünü kullananların marka tercihinde pozitif ağızdan ağıza pazarlama faaliyetlerinin etkisi 0.522 oranında iken, DeFacto ürünü kullananlarda bu oran 0.729’dur. LC Waikiki markasının tercihinde negatif ağızdan ağıza pazarlama faaliyetlerinin etkisi negatif yönde 0.359 iken, DeFacto markasının tercihinde bu oran negatif yönde 0.749’dur. Sonuç olarak, DeFacto markasını tercih eden tüketicilerin ağızdan ağıza pazarlama faaliyetlerinden etkilenme oranları LC Waikiki tüketicilerine göre daha yüksektir.

LÜKS GİYİM MARKALARINDA SOSYAL MEDYA İLGİLENİMİ, MARKA DEĞERİ VE MARKA TERCİHİ İLİŞKİSİ ÜZERİNE BİR ARAŞTIRMA

Rekabetin yoğunlaştığı ve markaların sürekli arttığı günümüz pazar koşullarında işletmeler, değişen tüketici istekleri karşısında markalarına daha fazla önem vermektedirler. İşletmeler marka değerini arttırarak, tüketicilerin marka tercihini etkileyebilirler. Bir markanın değeri yalnızca markaya biçilen parasal değeri değil, markaya karşı tüketici tutumu, bakış açısı gibi maddi olmayan değerleri de kapsamaktadır. Bilişim teknolojilerinin gelişmesiyle ivme kazanan sosyal medya da tüketicilerin marka tercihini etkileyen bir başka önemli faktördür. Bu noktadan hareketle araştırmanın amacı, lüks giyim markalarında, sosyal medya ilgilenimi, marka değeri ve marka tercihi arasındaki ilişkilerinin, hedonik ve faydacı değer temelli satın alma yaklaşımına göre farklılık gösterip göstermediğini incelemektir. Araştırma, Kocaeli’de 18 yaş ve üzeri lüks giyim markalarını kullanan tüketiciler üzerinde uygulanmıştır. Araştırma bulgularına göre, lüks markalarda, sosyal medya ilgileniminin marka farkındalığına, algılanan kaliteye, marka imajına ve marka sadakatine etkisi, hedonik ve faydacı değere göre farklılık göstermemektedir. Marka farkındalığı, marka imajı, algılanan kalite ve marka sadakatinin marka tercihine etkisi de, hedonik ve faydacı değere göre farklılık göstermemektedir.