The Effect of Positive and Negative Word-of-Mouth on Consumers’ Brand Evaluations

In addition to these field observation, I made use of published material, specifically articles from scholarly journals. These included “Product-class effects on brand commitment and brand outcomes” by

Each generation has its own characteristics, attitudes and lifestyle. Understanding their needs, wants and buying behaviors is essential to be able to connect with them. Efficient communication to convey the message will help gain their trust. Once gained, with their attention captivated, it will be easy to position the brand in their minds.

everyone already likes their brand, so they do not need to try as hard. They also target peoples affective social identities. This is when a brand targets your true, inner identity. They aim to use peoples personal ideals, and personalities to get them to buy products. Then again they can

Going into a store to buy either a new shirt or some cough medicine, the decision on what is bought is affected by the brands or even the advertisements customers have been subjected to. Branding and the marketing of those brands affect people as they make decisions on what they want to spend their money on. In “A Brand by Any Other Name,” by Douglas Rushkoff and in “With These Words I Can Sell You Anything” by William Lutz, the authors write about how consumers are influenced by different marketing practices. Rushkoff and Lutz explain the ways that shoppers can be manipulated just by what they read or hear and buy things just because they think they are getting the best or the coolest.

When I learned that I had to write this research paper, instead of procrastinating, I convinced myself to JUST DO IT. This phrase also happens to be one of the signature phrases of the leading athletic apparel company, Nike. The JUST DO IT campaign has been very successful for Nike, but it is not he sole reason for their success. Nike's campaign has definitely persuaded me to go out and buy a few Nike products. So what exactly does Nike's persuasive campaign consist of? This paper will discuss all aspects of Nike's persuasive campaign. Some of the campaign's strategies, goals, and techniques will be revealed. Some persuasive theories that can be applied to the Nike advertising campaign will be identified and

The first two hypotheses of this study are related to the effect of brand attitude and brand attachment on the behavioral intention. Figure 5.11 presents the structural model of the direct effect

Primarily the loyalty is based on perception, not tangible evidence. Here we can see how important brand equity and positioning can be to a product that is otherwise probably on par with many of its competitors, but the message conveyed by the brand is quite different.

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We live in a day and age where marketing and advertising is stronger then ever. It is essentially in our face every where we turn, from the clothes we wear to the music we listen to and even the device we use to listen to our music. Marketing and advertising touches our lives everyday without our really ever even noticing it. Marketing professionals have a difficult challenge before them in figuring out a way to create a public interest, and a want for their products if they are to become adopted. Various marketing communications tools provide the means to which they will best reach the public. In the early 1990's marketing professionals for PepsiCo choose to heavily promote and advertise a new

According to Hsieh et al. (2004), it is suggested that “consumers tend to use halo images of a country to judge quality and to generate inferential brand beliefs.” Thus it can be suggested that consumers’ positive attitudes and impressions towards a country will induce positive attitude towards the brand, and ultimately increasing their willingness to buy the products.

Advertising persuade buyers to buy the brand (Moriatry et al, 2015). The proponents of weak theory of advertising, Ehrenberg and Goodhart, 1977 suggested advertisements reinforce consumers’ habit of brand usage and selective perceptions allow buyers to watch the relevant advertisements before taking purchase decision. Advertisements emphasize and sometimes nudge consumers for repeat purchase (Ehrenberg and Barnard, 1997). Contrarily, Strong theory of advertising indicates that advertising influences consumer’s perception and persuades customers to buy the product once then repeatedly (Moriatry et al, 2015). One of the most popular strong theories of advertisings are Elaboration Likelihood Model (ELM). According to (Petty and Cacioppo, 1986) ELM explains how a persuasive message can diversify the attitude of the receiver through two routes: central route and peripheral route. They propagated in central route the receiver considers of message arguments whereas in peripheral route

Referring to this study, similar research from Sharpio et al (2013) suggests that using social media platforms to receive information about the sport teams or organisations has a positive influence on intentions to purchase products of sponsors. For example, sponsor firms can benefit through exposing their logo or brand name to the target audience (Cornwell et al 2005)

National brands benefit from brand equity and image through their extensive advertising and brand image. Marketing activities can influence the brand image however through pricing and promotions, jingles, slogans and 14 much more. The lower prices of store brands can either be viewed as a competitive advantage or ultimately be associated with lower quality. Brand Loyalty and Store loyalty have an influence on brand purchase choice. Many consumers have loyalty towards certain brands or products and this can be down to their habits and therefore tend to make habitual purchases i.e. purchasing what they always have. Previous research also states that store image also has a major influence on the purchasing behavior of consumers stating that if a store has a nice image and atmosphere then consumers will purchase more of their store brands. Research has also indicated that packaging can be a major influence in purchasing decisions especially at point of purchase and that many store brands try to mimic the packaging of national

Further, Guido et al., suggested consumers could be influence to purchase the product being advertised as a result of the endorsers’ perceive credibility.

In terms of memory, when consumers make decision among kinds of brands, they prefer to select the brand that they remember. Hollensen (2003) observes consumers store information that is frequently seen or heard. Therefore, marketers try their best to publicize their brand name as much as possible with a view to making consumers remember their brand name when consumers select a product.