Global brand positioning and perceptions

Akaka, Melissa Archpru; Alden, Dana L.

doi:10.2501/s0265048709201026

Cited by 145 publications

(42 citation statements)

References 42 publications

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“…This complex influence takes into consideration that advertising has a positive effect on perceived product or service quality, regardless of price and market share, (Moorthy & Zhao, 2000). In addition, recent findings of Akaka and Alden (2015) advertising is referred to as an important influence factor for perceived brand on a global scale (PBG). Hence, there can be strong assumptions that advertising influences not only consumer behavior but the global brand image as well.…”

Section: Theoretical Approach and Hypothesis Developmentmentioning

confidence: 99%

Influence of advertising on consumer-based brand loyalty

Bakator¹,

Boric²,

Paunović³

2017

JEMC

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This paper examines the relationship between advertising and brand loyalty. Further, mediating dimensions are included in the research: brand trust and perceived quality. The data was collected via online survey. The data processing included a t-test analysis, regression analysis, and correlation analysis. Next, the findings have shown moderate influence of advertising on brand loyalty. Overall, satisfactory results are achieved. Certain limitations with online surveys didn't affect the results of the research. Furthermore, the findings in this paper contribute to future research, offering a solid basis for a more complex investigation of the marketing environment.

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Section: Theoretical Approach and Hypothesis Developmentmentioning

confidence: 99%

Influence of advertising on consumer-based brand loyalty

Bakator¹,

Boric²,

Paunović³

2017

JEMC

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“…It means that advertising may play its role to change the perceptions of the customers about the company/brand. We can say that advertisement is the driving force (Akaka & Alden, 2010), which have the power to shape customer perceptions. The selection of media for the purpose of advertising is a sensitive process as it leaves its impact on customer perception which drives towards the purchase intention.…”

Section: Customer Perceptionmentioning

confidence: 99%

A Qualitative Study on the Outcomes of Social Media Advertising

Islam¹,

Mahmood²

2018

AJC

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In this modern digitalized world, almost everyone is attached with internet. So there is an opportunity for the advertisers to use the social apps/internet for the purpose of advertising. This study was conducted to check the impact of social media advertising on customers' purchase intention while considering the customers' motivation and customers' perception as mediating variables. This is a qualitative study based on the interpretivism philosophy which is conducted on university students in China. The population for this research was the entire students of the university and the data were collected through interviews from 10 respondents. The respondents were the students of different departments of the university owning the smart phones and using Facebook and Instagram. Framework analysis approach was used to see the common responses of students regarding outcomes of social media advertising. The results have indicated that advertising on social media increases customers' motivation and improves perception of the company for viewers which ultimately enhances customers' purchase intention.

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“…The world is dynamic and creativity is one of the main methods to obtain competitive advantage between different regions i.e., between developed and underdeveloped nations of the world [1]. Even within organizational levels, the role of creativity is vital for competitive advantage and the success of an economy in changing from an industrial production economy into innovative one [2].…”

Section: Introductionmentioning

confidence: 99%

“…This can be completed by finding out the need that is sufficiently persistent in segments' buying decisions, which are major factors like attitude, beliefs, motivation, and perception [5]. Furthermore, creativity can be realized through the experiences acquired during the process of dealing with the customers [1]. Subsequently, organizations must to define the offerings that will match their segments and the relevance of each offering to their customers.…”

Section: Introductionmentioning

confidence: 99%

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The Role of Innovation in the Segmentation Process

Haron¹

2016

J Account Mark

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Marketing is a vital element for business success in today's world. Competition is cutthroat, making it challenging for competitors to survive in the market for lengthy periods. The core belief of marketing has become "adapt or die", which initiates the need for creativity and innovation in the traditional methods to marketing. Right and effective marketing strategies often involve a combination of several marketing strategies, which work together in a synergistic way to establish the brand, generate interest, and desire the product with the goal to achieve a competitive advantage over competing organizations. To successfully attain this, it is vital to device new creative methods of reaching a larger pool of consumers through applying creativity to the market segmentation practice. The subsequent discussion studies traditional market segmentation and recommends creative strategies while segmenting the market.

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Global brand positioning and perceptions

Cited by 145 publications

References 42 publications

Influence of advertising on consumer-based brand loyalty

Influence of advertising on consumer-based brand loyalty

A Qualitative Study on the Outcomes of Social Media Advertising

The Role of Innovation in the Segmentation Process

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