The role of brand name in customization decisions: a search vs experience perspective

Jiang, Pingjun

doi:10.1108/10610420410529708

Cited by 49 publications

(35 citation statements)

References 24 publications

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“…Social influence includes the influence of consumer's parents and other family members, social group, community feelings, media, opinion leaders, peers, and friends etc. that also restricts consumer's purchase behavior (Jiang, 2004;Nelson & McLeod, 2005;Auter, 2007). Before buying a cellular phone, young consumers' often thinks of whether their friends, family members or peers like it.…”

Section: Social Influencementioning

confidence: 99%

Factors Influencing Purchase Intention of Cellular Phones Among the University Students in Bangladesh

Rakib¹

2019

EJBM

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Uses of cellular phone among the university students are increasing in Bangladesh. To capture this growing market segment and meeting their diverse demand, it is important for the manufacturers and marketers of cellular phone to know about the factors that these young truly judge. This study is undertaken to find out the factors that affect young Bangladeshi university students' intention to purchase cellular phone. Through using a structured questionnaire, completed responses of 350 respondents were collected by applying convenience sampling technique. To test the reliability of the collected data, Cronbach's alpha was measured. Besides this, Regression and ANOVA is used to explain the relationship between the factors affecting university students' cell phone purchase intention and test the proposed hypotheses. Statistical package for the social sciences (SPSS) version 21.0 was used to perform the statistical tests. This study found significant influence of cell phone price, cell phone feature, brand name and social influence on university students' cellular phone purchase intention. Findings of the study will help the cellular phone manufacturers and marketers to design their youth centric marketing strategies. Moreover, managerial implications along with the directions for future research have also been discussed.

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Section: Social Influencementioning

confidence: 99%

Factors Influencing Purchase Intention of Cellular Phones Among the University Students in Bangladesh

Rakib¹

2019

EJBM

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“…There is a positive relationship between brand and firm performance which are hotels and foodservice establishments, and brands do differentiate the offerings. Nevertheless, brand name was found to be an important decision variable for customers and had more impact in choice-making therefore determining the extent of the perceived preference match (Jiang 2004).. Brand name still plays an important role in customer communications.…”

Section: Brandingmentioning

confidence: 99%

The Dimensions of Customer Preference in the Foodservice Industry

Abdurahman

Hamali

2013

Business: Theory and Practice

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Abstract. Today's foodservice industry management must place a high priority on understanding the growing markets resulting from rapid urbanization and rising numbers of tourists. This industry has a huge impact on the global economy but it is affected by customers' ever-changing preferences. Managers need to gain and sustain strategic advantage in this highly competitive industry, thus a local customer preference assessment is crucial. This paper presents the dimensions of customer preference in the food service industry, tested empirically for unidimensionality, reliability and validity using both exploratory and confirmatory factor analysis. A 30-item questionnaire was designed and distributed to 1000 foodservice customers, yielding a response rate of 64.2%. Factorial analysis confirmed five dimensions of customer preference, and using multiple regression, their order of importance are Halal (permissible in Islam), Price, Quality of Service, Branding and Tangibles. Knowing these dimensions relative influence may result in better allocation of resources for effective service delivery.

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“…Benefits for the marketer are a higher price from the product/service, better response rates, customer loyalty, customer satisfaction and differentiation from competitors (Ansari and Mela, 2003;Whitelock, 2003, 2004;Hanson, 2000;Hanau, 1971;Howard and Kerin, 2004;Kramer, 2001;Peppers et al, 1999;Postma and Brokke, 2002;Reed, 1949;Srinivasan et al, 2002;Wind and Rangaswamy, 2001). The costs for the marketer are investments in technology and education, the risk of irritating customers, and brand conflict (Jiang, 2004;Murthi and Sarkar, 2003;Peltier et al, 2003;Roman and Hernstein, 2004).…”

Section: Framework Of Personalizationmentioning

confidence: 99%

What is personalization? A conceptual framework

Vesanen¹

2007

European Journal of Marketing

209

106

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The object of this paper is to help to understand what it is all about in question when talking about personalization. Design/methodology/approach -A conceptual framework of personalization is presented, based on the literature. Findings -Marketers are looking increasingly at personalization to help them improve the performance of their efforts. However, personalization seems to be hard to apply. Some of these problems are caused by the fact that personalization means something different to each business and to the different actors in the value chain. This lack of agreement regarding the meaning of personalization limits successful communication between the different actors who produce or buy services and products that are connection with personalized marketing. This hinders co-operation between service providers and marketers who are willing to apply personalization. Originality/value -It is hoped that the framework is useful when discussing and developing the idea of personalization further.

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The role of brand name in customization decisions: a search vs experience perspective

Cited by 49 publications

References 24 publications

Factors Influencing Purchase Intention of Cellular Phones Among the University Students in Bangladesh

Factors Influencing Purchase Intention of Cellular Phones Among the University Students in Bangladesh

The Dimensions of Customer Preference in the Foodservice Industry

What is personalization? A conceptual framework

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