...Consumer Culture Theory, Consumer Agency and the Importance of Brands Summary of the Importance and Relevance of Topic Consumer Culture Theory (CCT) refers to the classification of a certain approach to studying consumers and the way that they consume. It was first coined in 2005 by Arnould and Thompson, and it specifically addresses the sociocultural, symbolic, experiential and ideological facets of consumption. Their work is the culmination of over a quarter century of research that treats consumer behaviour as a phenomenon worth studying. As we have come to develop the field of CCT, so too are we developing our understanding of the consumer, and the broader economy. The work of Arnould and Thompson has provided students of consumer behaviour with the necessary environment to debate, innovate and advance the field of study.1 CCT is important within the scope of consumer behaviour because it places a focus on meaning and identity creation; it delves deeper in the mentality that surrounds consumers in the marketplace, and an understanding of this mentality is useful to all that engage the market (buyers, sellers, producers, etc...). “CCT explores how consumers actively rework and transform symbolic meanings encodes in ads, brands, retail settings, or material goods to manifest their particular personal and social circumstances and lifestyle goals.”2 In understanding CCT, we understand the market in a broad sense, for example, acknowledging that marketing symbols are significant...
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...The Brand …………………………………………………………………………………………………..3 2 Analysis and evaluation of theories adapted..….………………………………………………..3 2:1 Perception theory……………………………………………………………………………………….3 2:2 Attitude theory……………………………………………………………………………………………5 2:3 Personality theory (brand personality)……..………………………………………………6 3 Conclusions………………………………………………………………………………………………………….6 References……………………………………………………….……………………………………………………..7 Appendix I……………………………………………………….…………………………………………………....8 THE EVALUATION OF CONSUMER BEHAVIOUR THEORIES ADAPTED BY POLO RALPH LAUREN Introduction The purpose of this paper is to analyse and evaluate some of the most important theories in consumer behaviour. These theories include the perception theory, motivation theory, learning theory, among others and how these theories are applied through message appeals and segmentation. The Polo Ralph Lauren product – Polo Black has been chosen to complete this paper (see appendix I) and the theories – perception, attitude and personality have been identified in the chosen advert. 1:1 Consumer behaviour The term consumer behaviour is defined as “the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires” (Solomon and Rabolt, 2004). Consumer behaviour can be analysed through various theories such as perception, memory, motivation, attitude, among others. Marketers employ these theories to their...
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...Companies Incorporation (Estee Lauder) and many others. Estee Lauder is a globally recognized manufacturer and marketer of prestige skin care, makeup, and fragrance and hair care products. Estee Lauder founded the Estee Lauder Company in 1946 and it’s headquarter is located in Midtown, New York. Estee Lauder comprises of popular brands such as Estee Lauder, Clinique, MAC Cosmetics and many others. According to Estee Lauder (2011), the purpose of Advance Night Repair (ANR), is it frees skin from the visible accumulation of excessive damage and helps dramatically boost skin's natural ability to repair the visible effects of this accumulation and restoring skin of past damage. 1.1 Consumer Behavior Models ‘Consumer behavior reflects the totality of consumers’ decisions with respect to the acquisition, consumption, and disposition of goods, services, activities, experiences, people and idea by (human) decision-making units (overtime),’ (Hoyer and Macinnis, 2008, p.3). Consumer behavior toward a brand influence their purchase which can be shown through the Hierarchy of Effects Models (see Figure 1.1) propose that consumers become aware of, learn about a brand, develop an attitude towards it, a desire to purchase it which then leads to trial and adoption or rejection. Title: Hierarchy of Effects Models Purchase Think Do Figure 1.1 showing hierarchy of models Conviction Liking Preference Feel Knowledge Awareness Source: http://www.marketingsavant...
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... perspective of consumer brand awareness 1.0 Introduction Sports sponsorship has long been crucial sources of funds for sports, literature and art as well as the social events. And after 30 year of development, sponsorship marketing has gradually become a global industry. It is widely acknowledged that sports sponsorship enhances the consumer's perception of a brand via big events. However, the study on to what extent the sports sponsorship would influence consumer purchase intention is rare. This essay is established in the purchase intention of consumers, from which to explore consumer brand awareness, and then analyze the relationship within sports sponsorship and consumer brand awareness and purchase intention. This article will be analyzed from two parts; the author would analyze the consumer's brand attitude in the first part: from the cognition to the emotion, from the action and reaction, aiming at get a better understanding of the relationship between the brand and the consumer. Later in this essay, the author would discuss the influence sports sponsorship marketing might have upon consumption. Brand effect is able to zoom in during the process of sponsorship marketing, however, sports sponsorship motivation has become a key point that consumers value a brand, in the process, the enterprise needs to show the "altruistic" instead of "self-interest" motivation to win consumers’ favor. 2.0 Brand attitude Attitude of consumers...
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...interrelationship between the consumer behaviour discipline and the marketing concept? b) How can the study of consumer behaviour assist marketers in segmenting markets and positioning products? 2. Contrast the major characteristics of the following personality theories: a) Freudian theory, b) Jungian theory, c) Neo-Freudian theory, and d) Trait theory. In your answer, illustrate how each theory is applied to the understanding of consumer’s behaviour. 3. a) Discuss the differences between the absolute threshold and the differential threshold. b) What is consumer reality? 4. How is perceptual mapping used in consumer research? Why marketers are sometimes forced to reposition their product or services? Illustrate your answer with examples. 5. Distinguish between beliefs, values, and customs. Illustrate how the clothing a person wears at different times or for different occasions is influenced by customs. Assignment – B Three Analytical Questions Marks – 10 1 A marketer of health foods is attempting to segment its market on the basis of consumer self image. Describe the four types of consumer self-image and discuss which one(s) would be most effective for the stated purpose. 2 Which theory of learning (i.e., classical conditioning instrumental conditioning or cognitive learning) best explains the following consumption behaviour : a) buying a pack of chewing gum, b) preferring to fly on particular airline, c) buying a personal computer for the first...
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...China Media Research, 9(3), 2013, Zheng, Case Study of Audi’s Brand Repositioning in China A Case Study of Audi’s Brand Repositioning in China Lu Zheng University of Florida Abstract: Based on a comprehensive review of Audi’s press releases published from 1999 to 2007 and in-depth interviews with Audi’s public relations professionals, this case study identified media relations, event sponsorship, and corporate social responsibility as Audi’s main public relations strategies for its brand repositioning in the Chinese market. Each strategy and related tactics were first illustrated by specific examples and then surveyed in light of contemporary public relations and mass communication theories. [China Media Research. 2013; 9(3): 64-73] Key words: Audi, brand, reposition Introduction Audi, a subsidiary of German car manufacturer Volkswagen, entered the Chinese automobile market in 1988. In the late 1990s, or one decade after its China debut, Audi, with the help of Ruder Finn, a New-York based independent PR firm, began to implement a brand repositioning strategy in China. By the mid-2000s, thanks to its unremitting PR efforts, Audi has successfully repositioned itself from a government car brand to a premium car brand targeting successful business professionals (Ruder Finn, 2007). Since the launching of its China production in 1988, Audi was designated as the “premium government car brand” dedicated to serve high-rank government officials. In contrast, middle and low ranking government...
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...THEORY AND HYPOTHESES DEVELOPMENT Since previous studies (Park et al. 1991; Roedder-John and Loken 1991) have shown that categorization and schema theories appear to provide a valid theoretical base for brand extension research, we base our predictions for reciprocity effects on the same theoretical ground. Specifically, we base our predictions upon theories of stereotypic belief change [see Crocker, Fiske, and Taylor (1984) for a review] which are also grounded in categorization and schema theory. While several models of the mechanisms underlying attitude and belief change have been proposed (e.g., schema + tag, bookkeeping, conversion and subtyping), they all agree that: (1) attitudes and beliefs change in response to new instances that vary in terms of the degree of congruence with the person's existing category or schema, and (2) that these changes occur via the processes of assimilation and accommodation (Crocker et al. 1984). Assimilation occurs when the new instance is not very different from the existing schema. The relatively high degree of fit allows the instance to be integrated into the existing schema leaving it essentially unchanged by the incorporation of the new instance. Conversely, accommodation occurs when the new instance is very different from the existing schema, thereby requiring the schema to be altered to accommodate the new instance. The implications of assimilation and accommodation for brand extensions are quite straightforward. As the congruence...
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...1. Today’s marketplace is fundamentally different as a result of major societal forces that have resulted in many new consumer and company capabilities. These forces have created new opportunities and challenges, and marketing management has changed significantly in recent years as companies seek new ways to achieve market excellence. Discuss the societal forces as well as the new opportunities and challenges they present. How has this changed marketing management? There are many societal forces that can affect the marketplace, and influence how marketing managers create and implement their marketing campaigns. One prominent force is the aging of the American population. As Baby Boomers get older and begin to reach retirement age, many companies have opted to shift their marketing from younger adults to older adults, creating products that are meant to cater to this active, but older generation. Another important social force is public interest, such as the “green movement” that has led to many people making their own lifestyles more environmentally-friendly, with methods from recycling to carefully choosing the products that they buy. Marketers have responded to this public interest in various ways, including cutting back on packaging for products, changing the manufacturing of certain products and packaging to incorporate recycled or “postconsumer” material, and even designing products, such as energy-efficient lightbulbs or hybrid cars, that will allow individuals to shop...
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...Manly Brand Report Table of Contents 1. Executive Summary 2. Introduction 3. Theories a. Holt’s Theory of Cultural Branding b. Hall’s Tourism and Market System 4. Case Study Introduction 5. Brand Strategies 6. Critical Analysis of Brand Strategies 7. Recommendations 8. Conclusion Executive Summary This report was commissioned to examine the Manly Council case study and the strategies they use for their business and how they can relate to actual marketing theories and models. This research draws attention to the two strategies that Manly Council uses one of which is the beach and how they utilize this in enhancing the experience of tourists. Manly Council does this by placing eateries, shopping centers, services such as bike tours and aquariums and hosting annual events such as the International Jazz Festival. The Holt’s Theory of Cultural Branding where it states that brands are and can influence the societies culture fits into this strategy as Manly Council has created the ‘Surf City’ brand to align the values of its residents to create a beach culture for them to showcase to visitors. However in the strive for personal sovereignty is almost impossible through brands because cultural branding will force too many cultural icons for one to handle and time is short for one to reach sovereignty. Further research indicates that social media is also a tool used by Manly Council to increase brand awareness. The Hall’s Tourism...
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...international brand, their products sold in 120 countries around the world. The company objective is providing high-quality foods and simple meals, including soups and sauces, baked snacks and healthy beverages for customer. The company’s marketing campaign is “Ideas for Innovation” and they mainly concern about “nourishing people`s live everywhere, every day”. The advertisement promotes the “select series” of Campbell’s soup. It is one of the most popular series in Hong Kong. Let us talk about the advertisement theories. Analysis and Theories in use Market Segmentation: Market segmentation helps the company to classify the most potential customers into their target group. First, the advertisement mentions the soup eating methods. For the first method, you just need to microwave it for three minutes without adding water. For another method, you can add spaghetti inside the soup to make a good dish. Its targets people who are too busy to cook and are convenient-oriented. It based on personality trait and lifestyle of consumer rooted to segment their customers. Since the soup cooking methods are very easy, people who like convenient will be attracted by this advertisement. Second, the advertisement indicates the special promotion, people can use the special price $12.9 to purchase the soup “Russian Borsch” during the promotional period. It can attract loyal customers and people who are sensitive of price to buy immediately and to try the products. It based on brand loyalty...
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...This sentence is the slogan of MISTERCHI, a company that sells scooters and motors fabricated in China. Their statement is an example of what academics call country-of-origin (COO). Just like MISTERCHI, multiple companies mention COO in their communication (Magnusson, 2011). In doing so, attempting to create positive product associations and increase purchase intentions amongst customers (Bilkey & Nes, 1982). Though COO is widely used, scientists debate its effectiveness (Balabanis & Diamantopoulos, 2008). Before commencing this discussion, it is important to formulate an accurate understanding of this phenomenon. Jaffe & Nebenzahl defined COO as follows: ‘The country which a consumer associates with a certain product or brand as being its source, regardless of where the product is actually produced.’ (2006: 29). According to Herz and Diamantopoulos (2013) the association can relate to both the country of manufacturing or the geographical origin of the product. Dichter (1962) was the first to claim that the mention of COO by companies has ‘a tremendous influence on the acceptance and success of products’ (p.116). This was later proved by Schooler (1965), turning COO into a topic of interest for academics (Johanson, 1985; Godey et al., 2012). As mentioned before, the effectiveness of COO is debated. Recently some scientist opted that its effects have been inflated (Liefeld, 2004; Balabanis & Diamantopoulos, 2008). They therefore argue that COO has no...
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...Brand loyalty Click below Link for Answer http://workbank247.com/q/brand-loyalty/3937 http://workbank247.com/q/brand-loyalty/3937 This assessment asks you to write an essay on the topic of brand loyalty. The essay question is: Is the use of rewards and loyalty cards an effective way to build brand loyalty?In your essay you need to examine the affect of brand loyalty on the consumers’ purchase and product involvement and their decision-making process.Preparing for your essayYou need to do research using relevant academic and industry sources and prepare an argument.Below are some steps to help you gather the relevant information and prepare your essay.Step 1: Develop an understanding the marketplace and the current rewards systemIn an attempt to win the “supermarket war”, Coles has recently introduced a revised loyalty rewards systems.Please go online and review the details of the reward system on the Coles website and review the case study story called “Has Coles got revamped flybuys right?”See website link to B &T Magazine on Interact site In addition to these sources, you need to understand the situation in the market place- so it is a good idea to search for other media stories related to loyalty programs in other supermarkets.Step 2: Theory about brand loyalty and the decision-making stagesYou need to include theory in your essay, so in addition to the text book, you need to find some academic journal articles. Please use the followingtwoarticles:Bridson, K., Evans...
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...What makes the Samsung brand successful? Marketing has been defined by The Chartered Institute of Marketing (2001) as …“the management process responsible for identifying, anticipating, and satisfying customer requirements profitably”… This essay will focus on the technology sector and attempt to uncover what makes the Samsung brand successful. Using key marketing theories of branding concept, brand equity and brand positioning in a logical order it will critically evaluate these concepts in the context of the chosen brand. Supporting academic theories, relevant brand examples and critical evaluation will be offered throughout each of the theories explored. In conclusion, a summary of these theories will be discussed in relation to the success of the brand. Founded in Suwon , Korea in 1969, Samsung electronics has arguably grown to become one of the most successful companies of modern times. In 1993 chairman Lee Kun Hee laid out his vision for the future and what the company had to do to achieve success. It was to become a global leader in consumer electronics by focusing on creating high quality premium products. By 2012 Samsung had established itself as the world’s largest information technology company for revenues standing at $200 billion with 236,000 employees in 79 countries. It currently holds No.1 global market share for 13 of its products. Its marketing spend for 2012 was $4 billion - 4 times that of its nearest competitor, Apple. Branding is used by companies...
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...Introduction According to (Schiffman, Kanuk & Hansen, 2012), the term “attitude” is defined as a learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object. As a consumer, we have a wide range of products and services to choose from and we tend to form attitudes towards each products while making decisions, for example when we are being questioned whether we like or dislike the specific product in a survey. At that moment, we are being asked to express our point of view on the certain product or service. As the way consumers feel about the brand reflects their attitudes towards that brand. Consumer’s attitudes towards a certain product is crucial for any marketers as it determines how well their products or services perform in the specific market. From that, marketers will know how to tailor their products to meet each individual’s unique requirement. There are two types of attitudes, positive attitude and negative attitude. When a consumer have a positive attitude towards a product, he or she will spread positive word of mouth to others, this can boost up the company’s image, however, negative attitudes towards the product may have a big impact on both reputation and sales of the company. This essay will outline how consumer attitudes are formed and affect the behavior of consumers. Next, the difference in behavior and attitudes on product choice and purchase when consumers are rational or irrational decision makers will...
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...Luxury Brand Strategy of Louis Vuitton Shin'ya NAGASAWA* * Graduate School of Commerce, Waseda University Tokyo, Japan, nagasawa@waseda.jp Abstract: By systematically breaking down th e strategy of the single Louis Vuitton luxury brand into the four Ps (Product, Price, Place, and Promotion), our aim in this paper is to extract the rules or principles of its brand marketing that differ from that of general consumer goods. In other words, the object is to distill the rules and principles of success strategies for luxury brands as well as to derive a busi ness m odel for success. Showing that the current rise of Louis V uitton is not a coincidence but rath er so mething ach ieved th rough strat egy will su rely b e of in terest to firm s struggling with lack of brand power or those looking to boost brand power. Key words: luxury brand, brand management, Louis Vuitton. 1. Introduction Consumers like brand items, while researchers like brand theory. Although scholars also use the word “brand” to refer to the likes of Coca-Cola and McDonald’s, there is a vast gulf between these brands and the luxury brands we e xplored i n t he p revious b ook. I n researchers’ brand m anagement theories, one r arely fi nds m ention o f representative luxury brands like Louis Vuitton or Dior, or of LVMH. Based on this awareness, we carefully scrutinized the ecology of the unique LVMH firm, considering the nature of the brand as distinct from commodity markets, although small in scale...
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