Brand-Related Information : Influence And Purchase Decisions

Famous Brands is a quick service and casual dining restaurant franchisor which is listed on the JSE. Famous Brands was started by a mannamed George Halamandres who moved from Greece to Johannesburg in the 60’s. George only had 50 Dollars and used that money to open an American styled steak house named steers. Steers was very successful and more restaurants were opened thereby introducing the concept of franchising in South Africa. They originally listed on the JSE as steers holdings, which included debonairs and fishaways. The Halamandres’ were very disappointed that after 37 years they were worth only 40 million rand. George then employed Kevin Hedderwick as the CEO of the company to try and improve on this profit. The company continued

Her findings demonstrate that NWOM has more effect on consumers with low familiarity to a particular brand, in comparison with highly familiarized consumers. In earlier work, (Ahluwalia & Burnkran & Unnava 2000) conducted a study that involved exposing consumers who had prior brand commitment to Nike to negative information in the form of newspaper articles. In this study brand commitment was defined as “a form of attitude strength” and measured using support arguments, counter-arguments and attitude. Her results found that negative information had far more effect on consumers with low commitment to the brand. Another variable that is likely to moderate the processing of WOM messages in ‘brand name’, which is considered a significant factor in influencing consumers’ perceptions. Other factors may include room for change, demographics, personal preference and the relationship between the sender and the receiver.

The branded product at the heart of the SLP is the Ford Mustang. The Mustang was first introduced in 1964 and has become one of Ford's most iconic brands (Damian, 2006). Automobiles in general are a good subject for the study of branding because the car itself changes every year, but the brand does not. Over time, specific brands become associated with particular attributes, in terms of product category, positioning, price, and in the case of cars their styling, design and the lifestyle attributes that are associated with that vehicle. The Mustang has gone through roughly five iterations, and is currently in its fifth generation (Markus, 2010).

The consumer arrives at attitudes toward different brands through some evaluation procedure. How consumers go about evaluating purchase alternatives depends on the individual consume and the specific buying situation. In some cases, consumers use careful calculations and logical thinking. At other times, the same consumers do little or no evaluating; instead they buy on impulse and rely on intuition. Sometimes consumer makes buying decisions on their own; sometimes they turn to friends, consumer guides, or salespeople for buying advice.

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

Technology is vital in the retail market. “Companies must manage their brands carefully. First the brands position must be continuously communicated to consumers. Major brand marketers often spend huge amounts on advertising to create brand awareness and to build preference and loyalty”. Armstrong,

In today’s world, society has an abundance of options to choose from; whether it is the type of soda they drink, brand of clothing, or type of car. Even within a certain product, there are so many choices; for example, purchasing a car. Customers have the option to choose what type of car, the size, color, year, and brand. When it comes to major purchases, such as car buying, most consumers try to do as much research as possible before making a decision. And just like there are many characteristics of a certain product, there is a substantial amount of available resources to help make those kinds of decisions.

1. A brief history of the brand: origins, key stages in its growth , etc.

Elmo’s, and Scooters pizza brands. This company has not been a significant threat over the years, however, Taste Holdings recently acquired the sole rights to developing the Starbucks coffee brand in South Africa. This poses a threat to several of the successful coffee brands already established in South Africa, including Vida e Caffe, Seattle Coffee, and Famous Brands’ Mugg & Bean franchise. Starbucks already has a strong reputation in South Africa and is likely to take a large portion of market share from the existing takeaway coffee houses.

Strong brands influence purchase behavior (Dyson, 2016). Marketers must, therefore, focus on triggering motivating impressions amongst the consumers. Particularly, they must ensure that as consumers contact the brands, news, gossip and publicity will be inevitable (Gassmann, 2010). To achieve this, the functionality of the product should be unrivaled. Simply, product functionality is the key to brand success.

This article investigates the effectiveness of brand placement in movies. Brand placement is an advertising technique used by companies to promote their products through a non-traditional advertising technique, usually through appearances in film, television, or other media (Product Placement, n.d.). Previous studies have shown that not all brand placements are equally effective. Early studies have shown mixed results regarding the consumer’s ability to remember the brand appearing in the film or television. Additionally, placement has shown weak or non-existent results towards brand attitude. The authors of this study investigated the interaction of prominence (how prominently the brand is represented in the movie) and plot connection (how well the placement is related to the movie’s story line) on actual moviegoer’s’ recognition of brands and their attitude towards them (Dens, DePelsmacker, Wouters, & Purnawirawan, 2012).

Consumer’s perception of a brand image such as Microsoft is incredibly relevant in terms of a positive perception on a brand leads on to a positive perception of a product and therefore, Microsoft can successful market to students. Currently consumers’ main perception on Windows 8 directly correlates to their perception on Microsoft, and at the moment it is not as strong as their competitors’ brand perception and culture.

Advertising gives a variety of information about a certain product, and can be the basis on how consumers choose their preference of the brand that they will purchase. This

A Preliminary Examination of Berry, Seiders and Grewal’s (2002) Five Dimensional Measure of Convenience in a Service Setting

More than 500,000 brands are registered globally with pertinent regulatory bodies in different countries. Brands serve their owners by allowing them to cultivate customer recognition of, and loyalty toward, their offerings. Brands also serve the consumer by supplying information about the quality, origin, and value of goods and services. Without brands to guide buying decisions, the free market would become a confusing, faceless crowd of consumables. An established and respected brand can be the most valuable asset a company possesses. As manufacturers gained access to national markets, numerous brand names were born that would achieve legendary global status such as Coca-Cola which is an example of initial a brand that would become common household name by the mid-1900s.Brand extension for Coca Cola products enjoyed a great deal of popularity during the late 1990s. As product development and advertising costs increased, many companies sought to leverage the equity in their existing brands rather than attempting to launch new brands. But businesses must be careful not to go too far with line extensions, at the risk of damaging their brand name or diluting its