IMPACTS OF BRANDING ON CONSUMER BEHAVIOUR

Impacts of Branding on Consumer Behaviour



Abstract

The significance of branding is identified as one of the key tools for fighting for companies in fiercely comparable markets. Brand buying into has been discovered to assist to the attainment of positional benefits and therefore presentation (Zechmeister 2005 44). A number of investigations aim on conceiving structures to realise the key constituents of brand insights, encompassing Keller (2006, p65), Aaker (1991, p10) and Plummer (2005, p65). This paper talks about the influences of branding on buyer behaviour.

Table of Contents

Abstractii

CHAPTER ONE1

INTRODUCTION1

1.0 Background of the Study1

1.2 Statement of the Problem6

1.3 Aims of the Study6

1.4 Significance of the Study7

1.5 Research questions/hypothesis8

1.6 Delimitation9

1.7 Limitation of the Study10

1.8 Organisation of the dissertation and conclusion10

CHAPTER TWO12

REVIEW OF THE RELATED LITERATURE12

2.0 Building versus managing brands12

2.1 Brand equity in a competitive marketplace13

2.2 Brand equity and customer relationship14

2.3 Diagnosing brand personality14

2.4 Advertising as a brand driver16

2.5 Inter-relationships of consumer and brand personality17

2.6 Personality attributes in branding18

2.7 Brands and conventional knowledge19

2.8 Brand relationship typology20

2.9 Media influence in brand relationship development22

2.10 Reach of the brand23

2.11 Communication sensitivity and brand personality24

2.12 Cognitive dimensions in branding26

2.13 Brand portfolio and advertising28

2.14 Brand Associations And The Components Of Brand Perceptions29

2.15 Brand Personality32

2.16 Why Chosen 3 Cars:33

2.16.1 C4 Citroën:33

2.16.2 Renault Clio:36

2.16.3 Toyota Yaris:37

2.17 Two Theory Models:38

2.17.1 Costa and McCrae38

CHAPTER THREE43

METHODOLOGY43

3.1 Research Design43

3.2 Data Collection44

3.3 Ethical Consideration44

3.3.1 Reliability45

3..3.2 Validity45

CHAPTER FOUR47

ANALYSIS AND DISCUSSION47

4.1 Findings47

4.2 Research Into Luxury Automobiles51

4.3 Consumer Behaviour Of Luxury Automobiles' Customers52

4.4 How Can Luxury Automobiles' Customers Be Segmented?54

4.5 VALS Typology And Luxury Automobile Customers56

4.6 Brand perceptions57

4.6.1 Aaker58

4.6.2 McCrae and Costa59

4.6.3 Citroen60

4.6.4 Renault61

4.6.5 Toyota62

CHAPTER FIVE66

SUMMARY, CONCLUSION AND RECOMMENDATIONS66

5.1 Summary66

5.2 Conclusion67

5.3 Recommendations68

REFERENCES71

APPENDIX77

Questionnaire77

Glossary80

Impacts of Branding on Consumer Behaviour

CHAPTER ONE

INTRODUCTION

1.0 Background of the Study

Consumers are evolving progressively fickle and savvy. For associations this suggests putting more focus on the one-by-one buyer desires and anticipations as well as very powerfully buying into in advocating (Burgegss 1998 52). The determinants of buyer demand in the automotive commerce encompass vehicle charges, exchange rates, earnings, and vehicle discovery and buyer demography (Ackerman 2005 171 - 204). According to the Ross (1988 303-313) commerce report Motor Vehicle Manufacturing in Australia, the last cited component, namely, slowing down community development and the expanding percentage of the elderly community, will lead to persons to be less inclined to use and restore vehicles. In supplement, as buyers are evolving more perceptive and more educated, they will need a more powerful justification for buying a car. This places additional force on automobile manufacturers to be innovative not only in merchandise development but furthermore in periods of brand communication. One way to contend in volatile markets and expanding merchandise parity is to take up a business branding strategy. Corporate branding comprises an opening for associations to enhance and maintain their distinctiveness through connecting business characteristics to goods and services, thereby, permitting exclusive synergies to be developed. Despite the significance of business branding, expertise businesses not very often have business brand scheme and mostly depend on the assumption that unchanging merchandise enhancement will deal itself (Trochim 2001 ...