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The
Moderating Role of Product Familiarity in Brand Attitudes
Formed by Children
-- Rutu Mody-Kamdar
The
process through which children acquire the necessary skills
to function as consumers is termed as `consumer socialization'.
Research on consumer socialization has spanned over three
decades, with several studies conducted to cover diverse
topics such as children's understanding of advertising,
products, brands, shopping knowledge, decision-making skills,
negotiation strategies, and parent-child relationships with
respect to the consumer environment. This paper studies
the moderating role of a child's familiarity with the product
category in the formation of brand attitudes as a result
of information that the child processes from television
advertising. Children's inherent liking and familiarity
with a product category determines the extent of processing
of information to form a brand attitude. The study reveals
that brand awareness, which is the primary level cognition
of a brand in long-term memory, differs for familiar versus
unfamiliar product categories, and hence the subsequent
stages of brand attitude formation are also likely to be
different for familiar versus unfamiliar product categories.
©
2007 IUP All Rights Reserved.
A
Study on Brand Personality Orientation to Brand Loyalty
-- K Abdul Waheed and Neeti
Yadav
Research
in brand personality area has indirectly rather superficially
suggested about the outcome of specific brand personality
dimensions with respect to brand loyalty. There seems to
be lack of studies to clearly establish the relationship
between the brand personality dimensions and brand loyalty,
and its relative importance. The examination of brand personality
will advance the research in marketing, especially the growing
area of brand-consumer relationship. In this empirical study,
an attempt is made to understand the relationship between
brand personality dimensions and brand loyalty. The conceptual
model proposed in this study examines the determinants of
brand loyalty with respect to brand personality dimensions
such as sincerity, excitement, competence and ruggedness
and an important brand-consumer relationship variable relationship
length, for a popular clothing brand in India.
©
2007 IUP . All Rights Reserved.
Localization
Strategies of Global Brands: An
Analysis
-- Kaushik
Mukerjee
This
paper begins by explaining the relevance of global brands
and thereafter focuses on the localization strategies for
global brands. It refers to the brand building blocks in
the customer-based brand equity pyramid authored by Kevin
L Keller (2003) for the analysis of the localization strategies.
The analysis is followed by a framework that incorporates
the localization strategies and approaches for global brands.
There are suggestions for further research, followed by
the conclusion. The paper has used illustrative examples
from various countries and diverse brands to support the
analytical arguments.
©
2007 IUP All Rights Reserved.
A Study on Malaysian Consumers' Perception Towards
Quality of Chinese Electrical Home Appliances
-- Siew-Yong
Lam and Chee-Keong Choong
Although
there are many Chinese electrical home appliances in the
Malaysian market, the perception towards Chinese products
is always very negative. The study, therefore, aims to examine
the perceptions of the Malaysian consumers towards Chinese
electrical home appliances. The research findings suggest
that the country-of-origin and product durability are important
evaluation criteria for the Malaysian consumers. The country-of-origin
effect influences the country image to a great extent. The
Chinese products have a negative image. So, Chinese firms
should raise the quality of the products in order to set
a higher price in the Malaysian market. Moreover, it is
suggested that China's electrical home appliance producers
need to be more concerned about the quality issues in order
to satisfy the Malaysian consumers' need and gain a positive
image among the Malaysian consumers. Besides, local producers
also are advised to ensure and enhance their product quality
since the quality of the product is a critical component
of long-term success.
©
2007 IUP All Rights Reserved.
Motorcycle
Brand Preferences in Theni District, Tamil Nadu: A Case
Study
-- N Namasivayam and
M Syed Meera Lebbai
This
paper attempts to highlight the association between different
socioeconomic factors and the preference for popular motorcycle
brands manufactured in India. Further, the reasons for preferring
a particular brand are also probed. The analysis in the
study has been made on the basis of primary data collected
from 150 male sample respondents in Theni District in Tamil
Nadu. Percentages, Chi-square test, and Garrett's ranking
techniques are the statistical tools used in this study
for analyzing the data.
©
2007 IUP . All Rights Reserved.
Case
Study
Intel
in 2006: A Brand New Identity
--
Mridu Verma
©
2007 IBS Case Development Center,
Hyderabad, India.
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