Brand Management; Influence on Consumers’ Behaviour and Satisfaction

1103 WordsJul 15, 20185 Pages
When people go to a store in order to buy food or commodities, they are faced with a problem of a wide choice of goods because nowadays there is a huge range of different producers. Moreover, all of them try to be recognized on the market by creating a significant image. As a result, companies create own brands. According to American Marketing Association (2013), a brand is “a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.” Also, the process of creating connection or association between emotional perception of the consumer and company’s product with target of creating distinction and building loyalty has known as a brand management (Hislop, 2001). For…show more content…
For example, company Apple produces own devices from high-quality components, as a result consumers often can forgive them for a bit higher price products. Another component of brand loyalty is service quality that is a kind of personal selling when salesmen and potential buyers create direct communication. In fact, consumers like to shop so where they are satisfied with the service and receive a small privileges. Good relationship between buyer and seller ultimately leads to the construction of communication, and as a result in the future consumer is bound to a particular brand. Moreover a personal approach to customers impacts on their experience and service’s evaluation and additionally, influence on the loyalty to the brand (To and Leung, 2001, as cited in Yee & Sidek, 2008). In the context of brand loyalty, it is also a very important concept of word of mouth. This is a peer to peer communication that consumers use it to express their attitude towards a particular product or service. Also it is very important that consumers can express their opinion about it in a positive and negative way (Rehman, Zia-ur-Rehman & Dr. Akhtar, n.d). Public forums are a great example of the concept word of mouth. On this platform people can communicate with each other and ask or express opinion about some products or services. During the economic crises, consumers are very price conscious because they are scared and do not know what to
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