The Pros And Cons Of Consumer Buying Intention

Decent Essays

Definition of brand, according to (Keller, 1998) American Marketing Association(AMA) has defined as
“name, term, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”.
Components of a brand equity is emanated through brand strength and brand awareness. Any product that exist is always connected with the brand.
A product according to (Keller, 1998) is defined as
“A product is anything we can offer to a market for attention, acquisition, use, or consumption that might satisfy a need or want”.
The brand name derives brand equity; it denotes when consumers are willing to pay a good amount of money because of the association of brand logo in the product. Brand equity arises from the awareness of product among the consumers, loyalty, quality that gives a competitive edge in the market (Yasin, Noor, & Mohamad, 2012).
A country that qualifies as a positives image relish the good reputation worldwide and their products are assumed to be of good quality; consequently, signaling a positive …show more content…

Of them, consumer buying intentions happens to be one of the decision-making processes.
(Vicki G & Schmittlein, November 1992) wrote that purchase intentions are often related to purchase behavior. The latter then can be used as a prediction to forecasts for the future.
Consumer buying intention is one of the main feature studied in marketing theory. Marketing managers are interested in capturing the intention so that the prediction to future sales could be projected for existing or new products and services. Further, knowing the intentions help the managers in devising strategies to attract the demand of product, target customer and advertising strategies (Tsiotsou, March

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