Media mix elements affecting brand equity: A study of the Indian passenger car market

Abstract

The study develops and empirically tests a model for finding the effect of advertising frequency across different media vehicles towards building brand equity for the passenger car market for first time and repeat buyers. The effect that selected media mix elements had on the dimensions of brand equity was examined. First time buyers are expected to have lower category knowledge than repeat buyers, and are hence expected to behave differently from repeat buyers. Since the knowledge structures of these two groups are expected to be different, it is reasonable to predict that they would process product/brand related information differently and this is corroborated by the results.

The impact of marketing mix elements on brand loyalty: A case study of mobile phone industry

“…A loyal customer refers not only to its favorite organization frequently to buy products or use services, but also plays an important role in increasing profit and improving the organization image in the minds of potential customers through advertising products and services of the organization for kinsfolk, friends, and other people (Gharecheh & Dabooeian, 2011). In general, researchers have defined brand loyalty as a deep commitment to re-buy a preferred service or product consistently in the future, despite situational influences and marketing efforts to change behavior (Baldauf, Cravens, Diamantopoulos, & Zeugner-Roth, 2009;Camarero, Garrido, & Vicente, 2010;Chattopadhyay, Dutta, & Sivani, 2010). In fact, brand loyalty refers to the priority and first choice of customers for choosing the company which provides products and services, thus, it makes the customers reuse those products and services and be committed to recommend them to others (Biedenbach, Bengtsson, & Wincent, 2011).…”

“…Brand loyalty leads to some marketing benefits like reducing cost, profitability, and positive word-of-mouth advertising (Chen, Su, & Lin, 2011), building barriers to competitors, strengthening the company in case of competitive threats, increasing sale and outcome, and reducing customers' sensitivity towards the competitors' marketing attempts . Loyal customers show more desirable reaction to a particular brand than disloyal customers (Chattopadhyay et al, 2010). Loyalty is described through attitudinal indexes of trust, enthusiasm and tendency to re-buy a brand as the first choice (Tasci & Guillet, 2011).…”

Effect of Product-harm Crisis on Customer's Based Brand Equity: The Moderating Role of Attitude towards Brand

“…Zarbi [97] examined the components of marketing mix in relation to the brand equity and its dimensions. Thus brand equity dimensions have positive effect on brand equity and marketing mix.…”

Media Effectiveness on Commodity Purchase Behavior of University Students in Taiwan

“…The main weaknesses of magazine advertisments are the comparatively narrower exposure, and the unpredictable advertisement responses schedule, given that magazines are not always being read immediately after its publication. Moreover, it often costs much more to produce a magazine advertisement than other print media (Chattopadhyay, Dutta, & Sivani, 2010;Chang, Wu, Tseng, Su, & Ko, 2012).…”