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The Effect of Marketing Mix and Brand Image on Purchase Decisions of Fashion Online Products

The Effect of Marketing Mix and Brand Image on Purchase Decisions of Fashion Online Products

How Ukhti and Munira Brands can rise again and compete amid the rise of many emerging Muslim fashion brands, with marketing mix strategies, improving product quality, product design, adjusting prices and promoting their products online, this will be discussed in this study. As well as how Ukhti and Munira strengthen their brand image in the face of new brands offering the same products, the same promotion methods, but at prices lower than those offered by Ukhti and Munira, and making consumers choose and decide to buy the Ukhti Munira Brand. Based on these phenomena, the problem formulated in this study is "How the influence of product, price and promotion on purchasing decisions and the role of brand image as an intevening variable". While the purpose of this study is to determine and analyze the effect of product, price and promotion variables on purchasing decisions through brand image as an intervening variable. This research was conducted on online consumers who have shopped Ukhti and Munira products on the GForce team only, who are in the management of La Vieta ButiQ.
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Relationship between dimensions of Brand Equity and 4Ps of Marketing Mix   Place, Product, Promotion, & Price: Coca Cola   Consumer Based Qualitative Survey

Relationship between dimensions of Brand Equity and 4Ps of Marketing Mix Place, Product, Promotion, & Price: Coca Cola Consumer Based Qualitative Survey

Kotler (2007) suggested that consumer would be encouraged to consume goods or services that contain unique features able to cater their needs and satisfy their thirst. Further, the author argued that such products or services would entertain consumers because they would be enjoying it while consuming it. On the other hand, Yoo et al, (2000) stated that the marketers and organisations to enhance the features of their respective products by making it more enjoyable, comfortable, reliable, and appealing use marketing mix strategies. Further, the author argued that organisation develops the positive image of a product or a service by using product strategies so that it is more appealing and preferred by consumers. In the work of Rehmani et al, (2012) regarding brand image, it is argued that only due to pricing strategies organisations can cater the need and increase positive image in the market. Further, the author argued that image of product can be strengthen through investment in pricing strategy. Conversely, Ahmed & Butt (2012) counter argue this statement by presenting findings that positive image is not always result of pricing strategies but various interlinked features such as availability and feasibility of the product or service, the distinguish features and outstanding quality, and eye-catching design. In addition to that, Punyatoya et al, (2014) argued that more than promotional strategies (traditional marketing mix strategy), brand equity is formed in modern business through innovative sales promotion techniques such as online marketing and electronic retailing.
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Impact of Covert Marketing on Consumer Buying Behavior

Impact of Covert Marketing on Consumer Buying Behavior

It is well recognized in previous studies that covert marketing creates brand equity and shapes attitude of the consumers. The main purpose of this study was to explore the impact of brand awareness, brand recognition and brand recall through covert marketing in entertainment media and its impact on consumer buying behavior. According to the findings, the proposed research model was found to be correct. It was found that there is positive relationship between Covert Marketing Brand awareness, Brand recognition, Brand recall and Consumer Buying Behavior. Regression analysis show that Covert Marketing Brand awareness is responsible for positive and moderate change in consumer buying behavior where as Covert Marketing brand recall is responsible for positive and significant change in consumer buying behavior. Statistical findings show that brand recognition is not responsible for any significant change in consumer purchase decision but it does not mean that there is no relation between them. The findings of the study verify the previous results of different researches that covert marketing has positive impact on consumer buying behavior. Most of the previous researchers have used qualitative approach to develop a theory that covert marketing has positive impact on consumer purchase decision which was testified through this study in Pakistani context. Covert marketing is an innovative technique to promote brands in the market. It communicates indirectly and captures consumers’ attention without teasing and interrupting them during entertainment. Therefore it’s becoming more and more favorite technique for advertisers and marketers in all over the world. It can provide a cool and sophisticated source of information about products and services, practical implementation of the products, results, cultural and social values. According to the results of this study it has found that covert marketing is responsible for 54.2% change in consumer buying behavior which is a significant change. Therefore marketers, advertisers and producers can use this technique in order to get their desire results.
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THE MEANING AND SYMBOL OF COMMERCIAL BRAND REGARDING CONSUMERS POINT OF VIEW AND INTRODUCING THE WAYS FOR CREATING THE BRAND SYMBOL

THE MEANING AND SYMBOL OF COMMERCIAL BRAND REGARDING CONSUMERS POINT OF VIEW AND INTRODUCING THE WAYS FOR CREATING THE BRAND SYMBOL

The investigation about the especial value of brand basis on customer is introduced as a conceptual structure and these concepts are established by pioneers of management. However Aker attention to five aspects of especial value of brand ( brand awareness , brand association . brand loyalty , brand quality and other brand asset ) . Kler for measuring the especial value of brand basis of customer considers two bases that attentions to brand awareness and brand picture concept . Silverman and et al , investigate the relationship between customer – oriented variables and brand marketing this research shows that brand customer concepts are basis on correct reaction toward brand action in market . most of the success fullness of universal companies about their sales especially in developing countries. Is because of their universal name and brand symbol . perhaps the quality and services of Iranian products is the foreign products but customers tend to be the forcing brands like Sony, Devo , LG,….
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MEASURING CUSTOMER-BASED BRAND EQUITY IN GHANAIAN TERTIARY EDUCATION: A STUDY OF SELECTED PRIVATE UNIVERSITIES

MEASURING CUSTOMER-BASED BRAND EQUITY IN GHANAIAN TERTIARY EDUCATION: A STUDY OF SELECTED PRIVATE UNIVERSITIES

In recent times marketing research and marketing practice have paid increasing attention to the processes associated with building a strong relationship between brand and consumer. The has come about because strong brand equity empowers companies to negotiate lower costs of distribution, increased effectiveness in marketing communication, and expanded growth opportunities from brand extensions and licences (Yoo and Donthu, 2001). It is often argued that the brand is the most valuable asset for any company (Kapferer, 2004). The role branding plays in the service sector is even more critical to the success of a service firm due to the unique characteristics of the service and the fact that perceived risk is generally higher in the purchase of service. With services, consumers find it more difficult to evaluate the quality of the offering in advance of purchase (Parasuraman et al, 1985). In this situation, the brand can play an important role as it reduces the perceived risk associated with the purchasing of products hence giving consumers greater confidence in their decision making. In essence, the brand provides a signal or a promise to consumers about the service that will be delivered, thus mitigating some of the problems associated with experience and credence qualities (De Chernatony and McDonald, 1998). In addition strong brands can serve as a tool for differentiation and ease the consumer choice process by creating distinctiveness (Gabbott and Hogg, 1998).
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Impact of Brand Extension on Parent Brand Image  An Empirical Retailers Opinion

Impact of Brand Extension on Parent Brand Image An Empirical Retailers Opinion

This project is to know awareness about Products ofMaharaja Soaps and Detergents Industry (P) Ltd.., Extended their brand in the name of Shashi brand by introducing new different Products will they get success or not Retailers and Consumers will buy their Product. Used Descriptive method with 100 retailers of MSD have been considered as a Sample Unit. Primary objective is to understand whether retailer like to Purchase Extended Products with the name of Shashi Brand also they will ready to Give Preference for New Products of that Brand. There is a huge amount of background information in this thesis provided to get readersfamiliar with the event of brand extension, as well as some marketing theory and modelsto justify the action and make sure it is clear that brand extension is a concise businessdecision. A comprehensive literature review identifies six elements which are crucial to the success of brand extension. These elements are Parent Brand Image, Parent Brand Fit, Parent Brand Strength, Marketing Support, Quality of Parent Brand and Parent Brand Consumer Experience The Result Shows that Launching of a New Product with Brand Extension Strategyof Shashi Brand Will have a positive impact that will helpful to them in the form of their own developmentProcess with getting a more Profit, fame and also the consumers also get more optional to buy a Products from parent brands
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Impact of Brand Extension on Parent Brand Image – An Empirical Retailers Opinion

Impact of Brand Extension on Parent Brand Image – An Empirical Retailers Opinion

This project is to know awareness about Products ofMaharaja Soaps and Detergents Industry (P) Ltd.., Extended their brand in the name of Shashi brand by introducing new different Products will they get success or not Retailers and Consumers will buy their Product. Used Descriptive method with 100 retailers of MSD have been considered as a Sample Unit. Primary objective is to understand whether retailer like to Purchase Extended Products with the name of Shashi Brand also they will ready to Give Preference for New Products of that Brand. There is a huge amount of background information in this thesis provided to get readersfamiliar with the event of brand extension, as well as some marketing theory and modelsto justify the action and make sure it is clear that brand extension is a concise businessdecision. A comprehensive literature review identifies six elements which are crucial to the success of brand extension. These elements are Parent Brand Image, Parent Brand Fit, Parent Brand Strength, Marketing Support, Quality of Parent Brand and Parent Brand Consumer Experience The Result Shows that Launching of a New Product with Brand Extension Strategyof Shashi Brand Will have a positive impact that will helpful to them in the form of their own developmentProcess with getting a more Profit, fame and also the consumers also get more optional to buy a Products from parent brands
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CONSUMER PERCEPTION AND BRAND LOYALTY TOWARDS OVER THE COUNTER BRAND MEDICINES OF MAJOR PHARMACEUTICALS COMPANIES WITH SPECIAL REFERENCE TO RAJASTHAN

CONSUMER PERCEPTION AND BRAND LOYALTY TOWARDS OVER THE COUNTER BRAND MEDICINES OF MAJOR PHARMACEUTICALS COMPANIES WITH SPECIAL REFERENCE TO RAJASTHAN

The research results revealed that consumers are aware of brand OTC medicine and mostly they prefer to treat common ailments like headache, fever, and cold & cough, hence the OTC market is expanding gradually as a first line of treatment in Rajasthan. Consumer opined that OTC brand familiarity is the key factor in referring OTC brand medicine, this should be considered by pharmaceutical companies so that these OTC products marketed effectively at all distribution channels and more number of consumers will get aware about safe and effective use of OTC brand medicine. The Coefficients of ANOVA for consumer perception and brand loyalty revealed that consumer self-medication practice has negative impact on consumer perception and brand loyalty because more the consumer performed self-medication practices gradually the patients get more awareness about different OTC brand medicine available in market which is inversely proportional to consumer perception and OTC brand loyalty. Whereas price, place and promotion has positive impact on consumer perception and brand loyalty. The study also revealed that place, price and promotion are major key influencing factors for consumer OTC buying behavior which should be ponder while formulating OTC medicine marketing strategy.
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Investigating the Role of Brand in Forming the Consumer Involvement

Investigating the Role of Brand in Forming the Consumer Involvement

Brand means the promotional symbol or logo; the brand should have such power that attracts the consumer and present him as an exclusive costumer. In other words, brand strength and brand value are two primary matters in the field of marketing and attracting customers in today world; owning to the fact that when individuals notice a brand, if that brand has favorable factors, would engrossed in it, and will continue purchasing it for many years. Coca cola and Mercedes Benz are good samples for the companies have strong brands. Nowadays, the concept of brand encompasses the whole things products or services provide, for instance how a product forms the emotions and thoughts of the consumers. The brand is a commitment for delivering value to the consumers. Brand understood to be a name, term, sign, symbol, or design, or a combination of them, that is intended to identify the goods and services of one seller or a group of sellers and to differentiate them from those of competitors. The brand has functional and emotional components which create a relationship between the customers and the products and services. (Kotler, 1997).
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A Review of Nostalgic Marketing

A Review of Nostalgic Marketing

The famous American advertiser Robin Chomsky said: “I firmly believe that in order to form a first-class adver- tising we must inject passion in advertising, so consumers would not forget later.” Previous studies of nostalgia show that ads triggered consumers’ goodwill to advertisement and brand, and also help to improve consumers’ willingness to buy. Nostalgic type of advertising appeals to emotion, focusing on the emotional connection with the companies, products, services, and add nostalgia factor in the design of advertising may attract consumers’ specific attention, arouse their nostalgia, stimulate their desire to buy [13]. In practice, companies can tap a typ- ical characteristic of the era to evoke the traditional habits of consumers’ dusty collective memory, resulting in beautiful and warm feelings, resulting nostalgia buying behavior. Southern black sesame paste ad is classic nos- talgic advertising as the little boy buried eat sesame paste scenes, with profound implication of the advertising slogan “A Surge of Flavor, A Ray of Warmth” and Flirting narrow alley make sesame paste the Kami attractive vividly demonstrated in front of consumers. This is not only a successful ad that makes Southern black sesame paste known by everyone, but also for enterprises to bring excellent sales performance.
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Rethinking Digital and Sensory Marketing in Globalizing Contexts of Political Economy: Revisiting ICT Consumer Cultures in the Symbolism and Dynamism of Postmodern Spaces

Rethinking Digital and Sensory Marketing in Globalizing Contexts of Political Economy: Revisiting ICT Consumer Cultures in the Symbolism and Dynamism of Postmodern Spaces

Digital/sensory marketing cannot be completely understood without its critical component, namely, the historicity of consumerism. This process was triggered off when local production of goods shifted grounds to the factory and their local identities got lost particularly when there was no packaging logo or name specifying their origins. The challenge that emerged for industrialists was how to construct confidence in a product or service that was not created locally because consumers were not notified of their existence. Consequently, industrialists attempted to persuade the market that they could have confidence in the product created at the national level in just the same way as they had confidence in local products. From here, the idea came up that a brand can be introduced for a product in order to augment the familiarity of the consumer with it. In the USA, a number of companies like Coca-Cola, Quaker Oats, and Campbell Soup. James Walter Thompson created an advertisement by 1900 explaining brand advertising and this then triggered the earliest start of what is referred to today as brand culture of marketing [11], [12], [13],[14],[15],[16],[17],[18]. In the following several years, this culture developed into the use of mascots, slogans and jingles on radio and eventually on television. From the 1940s/1950s, manufacturers started to think about the psychological, anthropological and social relationships that consumers developed with t heir brands. This was the starting point from which manufacturers began to learn about examples of concepts like youthful, fun and luxurious, in the construction of brand identity and personality. The construction of the brand is founded on the presumption that the consumer purchases a brand and not a product or service.
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A study on imitation of brand name of convenience goods with special reference to manjeri, malappuram district, kerala

A study on imitation of brand name of convenience goods with special reference to manjeri, malappuram district, kerala

Marketing managers are faced with a host of decisions having ethical ramifications regarding the products and services they offer for sale. These ethical questions may arise in the imitation of a competitor’s product. Competitors may attempt to capitalize on the “look” or “feel” of well known brands in order to increase sales of similar products. The firm that owns the original brands has invested time, effort, and money in establishing a brand identity. Imitators then use the original brand’s identity for their own benefit. An imitation strategy therefore reduces the costs involved in launching a brand and creating demand for it.
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Product Name Identification and Classification in Thai Economic News

Product Name Identification and Classification in Thai Economic News

This section emphasizes the study of words collocated with the product names. A preliminary observation shows that some words located in front of product names tend to have a meaning related to products such as ‘seller’, ‘buyer’, ‘importer’, ‘sell’, ‘produce’, ‘import’ etc. To determine the efficacy of these words as an indicator of the product names, we analyzed the occurrence of every word found in front of a product name within the span of four words. Words occurring in the corpus less than 6 times were excluded. Then, a percentage of how often the words collocated with product names was calculated and sorted. In this study, words with more than 50% co-occurrence with a product name are considered useful. Only three words are found with this criterion. They are ผู้ผลิต - ‘a producer’, แนะนํา - ‘introduce’ and ผู้แทนจําหน่าย - ‘a dealer’. When the span is set to be three words before the product name, only two words are found useful, namely แนะนํา - ‘introduce’ and ผู้แทน จําหน่าย - ‘a dealer’.
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Index Terms - Brand equity, Marketing Mix Elements, FMCG, UAE, Structural Equation Modeling, Brand Awareness, Brand

Index Terms - Brand equity, Marketing Mix Elements, FMCG, UAE, Structural Equation Modeling, Brand Awareness, Brand

Yoo (1997, 2001) in a first of is kind study on brand equity explores the relationships between selected marketing mix elements and the creation of brand equity. They proposed a conceptual framework in which marketing elements are related to the dimensions of brand equity, that is, perceived quality, brand loyalty, and brand associations combined with brand awareness. These dimensions are then related to brand equity. The empirical tests using a structural equation model support the research hypotheses. The results show that frequent price promotions, such as price deals, are related to low brand equity, whereas high advertising spending, high price, good store image, and high distribution intensity are related to high brand equity. A 34 item measurement scale was developed, of which 4 items were to measure overall brand equity, 19 to measure the brand equity dimensions and 15 to measure the marketing mix constructs.
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FDI in Retail Sector: Opportunities and Challenges

FDI in Retail Sector: Opportunities and Challenges

Marks & Spencer, Sainsbury and Tesco that “the burden of cost increases in the supply chain has fallen disproportionately heavily on small suppliers such as farmers.” Supermarkets requirement for large volumes of each product actually pushes farmers to grow single crops rather than the multiple produce they would usually grow to minimise risk. Supermarkets chains sell some products at lower than

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Impact of social media marketing on brand equity

Impact of social media marketing on brand equity

ideological and technological foundations of web 2.0, and allow the creation and exchange of user generated content.” Social media employ mobile and web-based technologies to create highly interactive platforms via which individuals and create, discuss, and modify user- (Kietzmann, Hermkens, McCarthy, & (Garnyte & Perez, 2009) argue that social web tool which enables users to become active creators of the content, to communicate with each other actively, create and exchange various information. Social media comprise both the conduits and the content disseminated through interactions between individuals and organizations (Kietzmann, Hermkens, McCarthy, & Silvestre, 2011). Social media encompasses a wide range of online, word-of- mouth forums including blogs, company sponsored discussion boards and chat rooms, consumer-to-consumer e-mail, consumer product or service ratings websites and forums, Internet discussion boards and forums, moblogs (sites containing digital audio, images, movies, or photographs), and sites, to name a few (Mangold & There are literally hundreds of different social media platforms (e.g., social networking, text messaging, shared photos, podcasts, streaming videos, wikis, blogs and oups). Social media include, social networks, INTERNATIONAL JOURNAL OF CURRENT RESEARCH
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EFFECTIVE FACTORS ON CUSTOMERS BRAND LOYALTY IN IRANIAN BANKS

EFFECTIVE FACTORS ON CUSTOMERS BRAND LOYALTY IN IRANIAN BANKS

Customer displacement is an important issue in the part of communication services, (such as banking) in which, trading models for profitability depend on long-term relationships with customers. Present study is trying to investigate the role that brand can play to retain customers, as well as to promote some of their behaviors, and it per swill leads to company’s long term benefits. Brand credibility is considered as an important effective factor on customer of based brand and his/her market share. Brand credibility is a multi-characteristics term that provides brand accuracy to customers. Customer brand loyalty is a type of brand commitment that despite the potential marketing efforts of rivals to overcome the coalition between brand and customer will causes customer’s re-buying behavior.Some of the effective factors on brand loyalty in banks are: correct and good delivery, having brand credibility, having physical inventories, accurate bills, data and information that are provided to customer or customers, responding requests and questions, effective cognitive backup, satisfying, value, variation resistance, emotions, trust, brand equity.
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Microcalorimetric Study of Extruded Dog Food Containing Probiotic Micro Organisms

Microcalorimetric Study of Extruded Dog Food Containing Probiotic Micro Organisms

Extruded dry dog food products claimed to have a probiotic ingredient of Enterococcus faecium (NCIMB10415) in the commercial available formulations under the brand name of ProBiotic LIVE (Bacterfield S.A., Luxembourg) were studied in the present work using a multichannel thermal activity monitor TAM III. Maximum specific growth rate, heat produced during different growth phases, and lag-phase duration were determined. The length of the lag-phase that can be used to determine the time necessary for the probiotic ingredient to restore its activity after consumption of probiotic containing extruded products was also measured. The calorimetric data confirmed the ability of the Enterococcus fae- cium to grow at the acidic pH conditions, modeling conditions of gastro-intestinal tract of dogs, and preserve its meta- bolic activity (viability) at the same level as at the neutral pH. The results obtained indicated that microcalorimetry was a precise and convenient tool for monitoring probiotic activity in complicated solid-state matrices.
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The Impact Of Brand Elements Toward E-Commerce Visits

The Impact Of Brand Elements Toward E-Commerce Visits

This research will be focused on the impact of brand elements toward the E- commerce visits. Branding the e-commerce business is important before starting up the business. There are several brand elements that need to be considered in improving the e-commerce business visiting such as brand name, brand logo and symbol, brand URLs, and brand slogan.URLs (Uniform Resource Locators) specify locations of the pages on the web and are also commonly referred as domain names.

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Brand and its impact on buying behavior for cement industry- A literature review Mr.Diptendu Ghosh, Research Scholar School of Management, KIIT University Bhubaneswar, Odisha Dr.Biswajit Das, Professor School of Management, KIIT University, Bhubaneswar, O

Brand and its impact on buying behavior for cement industry- A literature review Mr.Diptendu Ghosh, Research Scholar School of Management, KIIT University Bhubaneswar, Odisha Dr.Biswajit Das, Professor School of Management, KIIT University, Bhubaneswar, Odisha

Petek&Ruzzier (2013)- The paper discusses the issue of brand identity development and its impact on marketing communications. Brand identity is basically a driving force which represents on the company and product characteristics. But brand can’t be developed on its own as application of four Ps of marketing is equally important in this regard. Not only that to establish a brand a proper and effective marketing communication strategy need to be developed side by side so that consumers can get the benefits of branding. It is observed that different consumers may not be aware of the brand not because they are not purchasing it, but because they are simply unaware of the same. Thus, the paper concluded that to develop a strategic branding model, communication strategy is very crucial. 13
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