Abstract: As the world is progressing, the needs and demands of the consumer market are also changing. Nowadays the trends of consumer purchase decisions are dependent upon multiple factors. This study aims to identify the influential impact of country of origin over the perception and devotion towards daily personal care products specifically in reference to the knowledge and awareness regarding that particular brand in Pakistan. To corroborate this study, a 30-item brand origin questionnaire has been used with 300 purchase decision makers belonging to different age groups. To illustrate this study, a model has been developed based on brand origin, brand awareness and brand loyalty. Correlation and regression analysis have been used to find out the results which conclude the findings on the perspective of Pakistan’s consumer market as that brand origin has a direct relationship with brand loyalty provided that the consumer has a positive brand awareness. Support for the fact that brand origin impacts brand loyalty through brand awareness has been presented in this study.
Abstract: One of the topical issues for the companies operating in the present-day conditions is making decisions about creation and development of brands. The goal of the research was to study peculiarities of implementation of branding principles using the well-known Georgian mineral water Borjomi as an example, to establish the attitude of consumers to Borjomi at Georgian market, to determine the discovered weaknesses based on the result of the research and to make certain proposals and give recommendations, which would help Georgian companies interested in branding issues to pay proper attention to fundamental principles of branding in their marketing activities. As a result of the marketing research, it was found out that Borjomi adhere to a number of branding principles in its activity, although it has certain shortcomings in that respect. The research method was of exploratory and descriptive nature. In the conclusive part of the work is given sum up research results, draw conclusions and give recommendations. If companies existing in Georgia will take them into consideration, it will help them to better make sense of branding and main aspects of using its principles.
Abstract: The objective of this research was to study Brand
Position Communication Channel in Brand Building in Rajabhat
University Affecting Decision Making of Higher Education from of
qualitative research and in-depth interview with executive members
Rajabhat University and also quantitative by questionnaires which are
personal data of students, study of the acceptance and the finding of
the information of Rajabhat University, study of pattern or Brand
Position Communication Channel affecting the decision making of
studying in Rajabhat University and the result of the communication
in Brand Position Communication Channel. It is found that online
channel and word of mount are highly important and necessary for
education business since media channel is a tool and the management
of marketing communication to create brand awareness, brand
credibility and to achieve the high acclaim in terms of bringing out
qualified graduates. Also, off-line channel can enable the institution
to survive from the high competition especially in education business
regarding management of the Rajabhat University. Therefore,
Rajabhat University has to communicate by the various
communication channel strategies for brand building for attractive
student to make decision making of higher education.
Abstract: The purposes of this research were 1) to study
consumer-based equity of luxury brands, 2) to study consumers-
purchase intention for luxury brands, 3) to study direct factors
affecting purchase intention towards luxury brands, and 4) to study
indirect factors affecting purchase intention towards luxury brands
through brand consciousness and brand equity to analyze information
by descriptive statistic and hierarchical stepwise regression analysis.
The findings revealed that the eight variables of the framework which
were: need for uniqueness, normative susceptibility, status
consumption, brand consciousness, brand awareness, perceived
quality, brand association, and brand loyalty affected the purchase
intention of the luxury brands (at the significance of 0.05). Brand
Loyalty had the strongest direct effect while status consumption had
the strongest indirect effect affecting the purchase intention towards
luxury brands. Brand consciousness and brand equity had the
mediators through the purchase intention of the luxury brands (at the
significance of 0.05).