BRANDING OF Samsung

Branding of Samsung



Abstract

Brands, whether product or corporate, have always been associated with the symbols that carry their meaning. A symbol is any object, word, or action that stands for something else; thus, a brand is represented by not just one symbol (say a logo or a name), but a constellation of symbols. Brand meaning is produced by those who intellectually, emotionally, and aesthetically engage with brand-related objects, words, or deeds in ways that permit these symbols to represent ideas, feelings, or experiences and invite the people who respond to them to join in symbolic community. Whereas the general study of factors associated with the acquisition, use, and disposal of goods and services is called consumer behavior. Decisions regarding consumption and the social and environmental issues associated with consumption are common aspects of humans' daily lives. The purpose of the present research was to evaluate the consumer behaviour in the UK electronics market. The electronics and electronics phenomenon is a dynamic social force in which individuals adopt products they deem socially symbolic. These products meet needs which relate to associating the individual with a desired group, role or self-image. In the electronics market product and brand image are promotional bases and therefore perception of brand name may ultimately be of greater concern to the consumer than functional product characteristics.

Table of content

CHAPTER-1: INTRODUCTION4

Background of the Study4

Purpose of the Study5

Rational of the Study5

Significance of the Study6

Limitations/Delimitations6

Chapter-2: Nature of Branding & Brand Management in UK Luxury Market8

Luxury/Designer Fashion Retailing Related Theories and the Concepts8

Luxury/ Designer Fashion Retailers Data Or Theory: A Detailed Reflection11

Online Electronics Retailing17

Online Branding19

Chapter-3: Luxury Market in UK: Structure, Size and Market Share24

Introduction24

The Rise of the Fashion Market in the UK and Its Share27

The Data and the Model: Some Facts and Figures29

Chapter-4: Consumer Behaviour in UK Luxury Electronics market in Recent Years32

The Consumer Conundrum32

The Rise of Ethical Fashion and the Business of Eco-fashion34

Incentives and Initiatives for Environment friendly electronic products Development36

Lifestyle and Society38

Authenticity and Transparency41

Eco-marketing: Slogans, Advertising and Public Relations42

Chapter-5: Research Methodology44

Rationale of the Methods44

Instrument46

Brand Loyalty Model48

Data Analysis50

Ethical Issue51

Confidentiality52

Chapter-6: Results54

Chapter-7: Summary, Conclusions and Recommendations68

Congruence Perception: Role of Perceived Expertise68

Role of Congruence69

Role of Product use Cue70

Implication71

Limitations72

Future Research75

Reference77

Appendices83

Branding of Samsung

CHAPTER-1: INTRODUCTION

Background of the Study

In examining intermediate levels of ?oint consumption this research lies between studies of consumer behaviour which concentrate on micro issues (i.e. decision making at the product or brand level) and those studies which concentrate on macro issues (such as the factors which influence societal patterns of consumption). The important argument for this study is that shopping channels, as well as products, are used by consumers to create and interpret cultural meaning; and that patronage choices are inherently part of the process by which consumers construct and constitute their world. The aggregation of choices across products and services amongst consumers has been explored in a series of U.S. studies. Scholars/writers (e.g. Alexander, 2006) developed role related consumption constellations: "a cluster of complementary products, specific brands, and/or consumption activities associated with a social role" (Solomon and Assael 2008) in examining ...