Brand Engagement and Materialism: Attitude Towards Shopping

--Sarabjot Singh

The present paper aims to find out the relation of brand engagement and materialism with consumer shopping behavior. Brand engagement considers the importance consumers give to brands (Sprott et al., 2009). The relation of materialism (intrinsic and extrinsic values) with brand engagement is represented by considering the importance a person gives to his possessions or acquisitions to achieve the desired end result. Finally, the impact of these two constructs is checked with shopping activity of both male and female. This research is based on field survey responses received from student consumers in two universities in Jammu. The findings demonstrate that brand engagement in self-concept and materialism are positively linked to liking for shopping. The different dimensions of materialism appear in consumers differently, and they influence the relationship between brand engagement and shopping activity. The study also reveals that there is a difference in shopping motivation between male and female consumers.

© 2016 IUP. All Rights Reserved.

The Role of Consumer Personality Trait and Brand Personality Trait in Creating Customer Experience

--Bikram Jit Singh Mann and Jyoti Rawat

This paper explores consumer personality and brand personality as major determinants in experiencing a product like cell phone. The findings suggest that extraversion personality trait influences passionate emotional attachment with the brand, neuroticism influences affectionate emotional attachment, while conscientiousness and openness to experience influence connectional emotional attachment with the brand. The brand personality dimension excitement positively influences consumer affection, connection and passion emotional attachment with the brand. Also, consumer emotional attachment with the brand positively impacts satisfaction and loyalty. Further, it turns out that brand personality positively influences consumer’s loyalty towards the brand. The brands positioned as being sincere, exciting and competent create affectionate, passionate and connectional emotional attachment with the brand.

© 2016 IUP. All Rights Reserved.

The Effect of Brand Equity on Customer Satisfaction: An Empirical Study Based on David Aaker’s Brand Equity Model

--Zoyia Tanveer and Rab Nawaz Lodhi

Building brand equity in this competitive environment is a very challenging and difficult task. Companies are now focused on meeting customers’ imminent desires by providing appropriate experiences. This study explores the association between brand equity dimensions, overall brand equity and customer satisfaction based on David Aaker’s brand equity model, in the context of branded shoes market in Pakistan. The data obtained from 75 respondents through a survey was analyzed using multiple regression analysis. The results establish significant association between three dimensions of brand equity, customer satisfaction and overall brand equity.

© 2016 IUP. All Rights Reserved.

Consumer Orientation Towards Counterfeit Fashion Products: A Qualitative Analysis

--Satish Agarwal and Savita Panwar

The purpose of this study is to deepen the understanding of consumer psyche and to explore consumer attitudes and intentions with respect to purchase of counterfeit fashion products. The craze to own renowned brands has resulted in increased fake or counterfeit products in the market. In order to be in tune with the latest fashion trends, consumers, who otherwise cannot afford the original brands, are opting for knockoffs. Apart from economic reasons, there are other reasons too that motivate consumers to buy counterfeit products. The study is a qualitative research focusing on understanding the way consumers interpret and make sense of their experience with counterfeit fashion products. A conceptual review was carried out to explore the possible antecedents and results of consumption of non-deceptive counterfeit fashion products.

© 2016 IUP. All Rights Reserved.

The Spectacle of Excess: A Marketing- Cum-Financial Analysis of WWE Inc.

--Varun Bajaj and Shivaji Banerjee

World Wrestling Entertainment (WWE) is the biggest name today in the field of Pro-Wrestling (Professional Wrestling). However, what we see today is not what it was decades ago. It has evolved considerably over the years. This evolution has been gradual and consistent so as to keep WWE Inc. abreast of the changing times, instead of maintaining the status quo. In terms of nomenclature, the brand has adopted and in turn shed several names over the years—World Wide Wrestling Federation (WWWF) to World Wrestling Federation (WWF) to WWE. Also, in terms of the underlying theme (era), the prowrestling promoter moved from the Golden Era to the Next Generation Era, the Attitude Era, the Ruthless Aggression Era, the Entertainment Era to the present-day Reality Era. Taking cognizance of the above, the objective of this paper is to conduct a marketing-cum-financial analysis of WWE, so as to appraise its performance both as a marketing spectacle and as a financial entity.

© 2016 IUP. All Rights Reserved.