The changing role of brands in the age of empowered consumers

Business & Finance, Marketing & Sales
Cover of the book The changing role of brands in the age of empowered consumers by Gunnar Klaming, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Gunnar Klaming ISBN: 9783638568500
Publisher: GRIN Publishing Publication: November 13, 2006
Imprint: GRIN Publishing Language: English
Author: Gunnar Klaming
ISBN: 9783638568500
Publisher: GRIN Publishing
Publication: November 13, 2006
Imprint: GRIN Publishing
Language: English

Master's Thesis from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of Lugano (Faculties of communication sciences and economics), language: English, abstract: It is easier for consumers to consummate transactions when they are aware of sellers and, moreover, when they have confidence that sellers will deliver as promised. The reputation of sellers - or the brand - is one means by which businesses have traditionally promoted buyer awareness and bonded their promises to deliver (Klein & Leffler, 1981). Brands as 'a collection of perceptions in the mind of the consumer' (Bates, 2006) are relevant for many choice and purchase decisions (Meffert, 2000). Consumers link a range of associations to a brand, from associations that include characteristics which can be perceived by the senses (e.g., an engine's horsepower, a product's design, or a brand's visual presence in visual or promotional campaigns) to characteristics associated with a brand's identity (origin, reputation, and personality); and from perceived rational benefits (the product and its functions, the transaction process, or the relationship between the consumer and the brand/supplier) to emotional benefits which consumers perceive to be related to a brand (self-expression, image transfer, or self-realization) (Perrey et al., 2003; see also Aaker, 1996). By delivering all this information to consumers, brands can facilitate consumers' purchase decisions. At the same time, information provided by sellers and by third parties can be an alternative mechanism for making consumers willing to undertake transactions. Through the Internet 1 , an ever-increasing amount of information from branded sellers, unbranded competitors, and third party information providers ('information intermediaries') is provided to consumers. Consumers are now able to obtain objective, trustworthy information on retailers' existence and reliability as well as products and services in real-time, at any time from virtually any place in the world - markets become increasingly transparent and information asymmetries between sellers and buyers decrease. The so empowered consumers may, as a consequence, become willing to patronize lesser-known, rather than branded, retailers (Deregatu, Rangaswamy & Wu, 2001). [...]

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Master's Thesis from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of Lugano (Faculties of communication sciences and economics), language: English, abstract: It is easier for consumers to consummate transactions when they are aware of sellers and, moreover, when they have confidence that sellers will deliver as promised. The reputation of sellers - or the brand - is one means by which businesses have traditionally promoted buyer awareness and bonded their promises to deliver (Klein & Leffler, 1981). Brands as 'a collection of perceptions in the mind of the consumer' (Bates, 2006) are relevant for many choice and purchase decisions (Meffert, 2000). Consumers link a range of associations to a brand, from associations that include characteristics which can be perceived by the senses (e.g., an engine's horsepower, a product's design, or a brand's visual presence in visual or promotional campaigns) to characteristics associated with a brand's identity (origin, reputation, and personality); and from perceived rational benefits (the product and its functions, the transaction process, or the relationship between the consumer and the brand/supplier) to emotional benefits which consumers perceive to be related to a brand (self-expression, image transfer, or self-realization) (Perrey et al., 2003; see also Aaker, 1996). By delivering all this information to consumers, brands can facilitate consumers' purchase decisions. At the same time, information provided by sellers and by third parties can be an alternative mechanism for making consumers willing to undertake transactions. Through the Internet 1 , an ever-increasing amount of information from branded sellers, unbranded competitors, and third party information providers ('information intermediaries') is provided to consumers. Consumers are now able to obtain objective, trustworthy information on retailers' existence and reliability as well as products and services in real-time, at any time from virtually any place in the world - markets become increasingly transparent and information asymmetries between sellers and buyers decrease. The so empowered consumers may, as a consequence, become willing to patronize lesser-known, rather than branded, retailers (Deregatu, Rangaswamy & Wu, 2001). [...]

More books from GRIN Publishing

Cover of the book 'Büffelsoldaten' by Gunnar Klaming
Cover of the book Shakespeare's 'A Midsummer Night's Dream' by Gunnar Klaming
Cover of the book Stylistic Features in Balisidya's Short Stories by Gunnar Klaming
Cover of the book The topic of loss and separation in poetry by Gunnar Klaming
Cover of the book Harmonization of Intellectual Property Rights on the European Level by Gunnar Klaming
Cover of the book The ethical dilemma of non-forcible Humanitarian Interventions by Gunnar Klaming
Cover of the book Personal Intelligent User Interfaces 2008 - Development of a methodology framework to evaluate technologies in order to define high potential use cases by Gunnar Klaming
Cover of the book Linguistic Aspects in Machine Translation by Gunnar Klaming
Cover of the book Are M&A Advisors Value Drivers in the European Construction Industry? by Gunnar Klaming
Cover of the book Censorship in the american press in World War II and the 'Code of Wartime Practices' by Gunnar Klaming
Cover of the book The Shavian Web: Three Aspects of 'Saint Joan' by Gunnar Klaming
Cover of the book MDMA-induced serotonergic neurotoxicity by Gunnar Klaming
Cover of the book Americana Style a la Mode Retro: Postmodern Pastiche Between Culture and Commodity by Gunnar Klaming
Cover of the book Ernesto Che Guevara ¿Ídolo, héroe o sólo un rebelde? by Gunnar Klaming
Cover of the book Experimental evidence on the free rider problem by Gunnar Klaming
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy