scholarly journals The impact of the psychological marketing factors (tricks) on consumer's buying decisions

2021 ◽  
Vol 11 (2) ◽  
pp. 82-91
Author(s):  
Davor Širola ◽  
Martina Sudac
Keyword(s):  
Brand Loyalty ◽  
Essential Role ◽  
Consumer Behaviour ◽  
Family Income ◽  
Sales Promotion ◽  
Critical Factors ◽  
Online Retail ◽  
Marketing Activities ◽  
The Impact ◽  
Buying Decisions

Psychology has an essential role in consumer behaviour comprehension and shaping of the appropriate marketing activities, especially in advertising, sales promotion and brand loyalty building. Applying distinct psychological marketing factors (tricks) has had a long history in traditional and even online retail commerce. Their impact on consumer buying decisions has been researched for decades (since the 1970s). However, consumers in Croatia have been able to experience these factors since the 1990s. The survey in this study collected data about the influence of prices, advertising, sales promotion, retail atmosphere, and packaging from 256 respondents. The analysis pointed out that only 9 (out of 26) researched psychology marketing tricks positively influence consumer buying decisions. Low prices and discounts were evaluated as the most critical factors (tricks), followed by a pleasant store ambience, music, and memorable promotional jingles respectively. Celebrity endorsement and appealing to scarcity were considered the least important factors. The research determined that younger consumers (aged below 30), women, , students and respondents with higher family income are more prone to being triggered by the psychology marketing tricks

Impact of Sales Promotion’s Benefits on Brand Equity: An Empirical Investigation

2018 ◽  
Vol 19 (6) ◽  
pp. 1663-1680 ◽  
Author(s):  
Somesh Kumar Sinha ◽  
Priyanka Verma
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Empirical Investigation ◽  
Positive Influence ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Brand Association ◽  
Equation Modelling ◽  
Research Findings ◽  
The Impact

Sales promotion is known for providing additional benefits to the consumers and these benefits may have an impact on the development of consumer-based brand equity. Although previous studies have reported a positive influence of sales promotion on brand equity, but the impact of sales promotion’s benefits (i.e., hedonic and utilitarian benefits) on brand equity is less understood. This study examined the possible influence of sales promotion’s hedonic and utilitarian benefits on four components of brand equity (i.e., brand awareness, brand association, perceived quality and brand loyalty). A model is proposed to show the relations between sales promotion’s benefits and component of brand equity. This study includes a sample of 265 consumers of fast-moving consumer goods from Madhya Pradesh state in India. A covariance based structure equation modelling technique was used for data analysis and interpretation. Research findings revealed that the utilitarian benefit of sales promotion has maximum impact on brand loyalty, while the hedonic benefit of sales promotion has maximum impact on brand association. It provides a way of utilizing the benefits of sales promotion to create and support brand equity. Hedonic benefits of sales promotion can be utilized to make consumers associated with the brand, while utilitarian benefits of sales promotion can be utilized to enhance a repeat purchase of the brand.

E-tail brand experience’s influence on e-brand trust and e-brand loyalty

2016 ◽  
Vol 44 (6) ◽  
pp. 588-606 ◽  
Author(s):  
Imran Khan ◽  
Zillur Rahman
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Online Survey ◽  
Survey Methods ◽  
Brand Experience ◽  
Brand Trust ◽  
Online Retail ◽  
Content Type ◽  
Modelling Techniques ◽  
The Impact

Purpose – The purpose of this paper is to examine the influence of e-tail brand experience on e-brand trust and e-brand loyalty. The study also tests whether gender moderates this influence. Design/methodology/approach – In all, 429 responses were collected using both offline and online survey methods. Confirmatory factor analysis and structural equation modelling techniques were performed to test the measurement and structural models using SPSS 20.0 and AMOS 20.0 statistical software. Findings – Empirical results confirm the impact of e-tail brand experience on e-brand trust and e-brand loyalty. Gender was found to moderate the relationships. It was further found that e-tail brand experience developed almost same levels of e-brand trust in both males and females. However, males became more loyal to e-tail brands when they received positive e-tail brand experiences. Practical implications – E-tail brand managers should focus on the design and delivery of unique e-tail brand experiences to develop e-brand trust and e-brand loyalty in customers. The direct influence of e-tail brand experience on e-brand loyalty was found to be weaker in females, which suggests that managers could take steps to specifically deliver experiences that please female customers which might result in increased e-brand loyalty of this segment. Originality/value – Examining the phenomenon of brand experience in context of online retail while considering gender as moderator highlights the originality and contribution of the present study to existing retail and brand experience literature.

scholarly journals The Impact of Green Marketing on Green Consumer Behaviour in Jordan

2019 ◽  
Vol 15 (1) ◽  
pp. 36
Author(s):  
Arwa Hisham Rahahleh ◽  
Monira Abdallah Moflih ◽  
Zaid Ahmad Alabaddi ◽  
Jihad Farajat ◽  
Sanaa Nawaf AL-Nsour
Keyword(s):  
Natural Resources ◽  
Quantitative Method ◽  
Consumer Behaviour ◽  
Marketing Mix ◽  
General Purpose ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Limited Resources ◽  
Marketing Activities ◽  
The Impact

These days, businesses are conscious that they cannot carry on without being aware of environmental problems. Firms generally face more limited natural resources, and must develop new or alternative ways of marketing. This is how green marketing comes into view, as it looks at how marketing activities utilize those limited resources while satisfying consumers' wants― both of individuals and industry― as well as achieving the organization's objectives. The general purpose of this study is to discuss the impact of green marketing strategies on green consumer behaviour in Jordan. This study used the quantitative method to gather accessible data from the study sample. The variables present in this study are marketing mix (product, place, price, promotion), and green consumer behaviour. The Partial Least Squares (PLS) approach as a statistical method was used to analyse the data. The population of the study is 2000 daytime visitors of a traditional day in two Amman malls, from which a sample of 500 randomly distributed questionnaires was analysed, according to 32 items. Results indicated that three out of four variables had a statistically significant relationship to green consumer behaviour. The exception was for the green price factor, which did not show a discernible statistical impact.

scholarly journals The Impact of Social Media Marketing on Consumer - Moderating Role of Gender and Income

2020 ◽  
Vol 7 (7) ◽  
pp. 147
Author(s):  
Shahin Akbarov
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Brand Loyalty ◽  
Cultural Context ◽  
Social Media Marketing ◽  
Lower Income ◽  
Moderation Effect ◽  
Value Consciousness ◽  
Marketing Activities ◽  
The Impact

<p><strong>Purpose</strong>: The purpose of this study is to investigate the impact of social media marketing activities on consumer behavior (i.e. value consciousness, brand consciousness, and brand loyalty) in the light of the moderation effect of gender and income.</p><p><strong>Methodology</strong>: The questionnaire method was used for data collection. 261 questionnaire was gained through convenience and snowball sampling. Data were analyzed with SPSS-24 and AMOS-23. Explanatory factor analysis was first done with SPSS. To test the moderation effects multigroup moderation analysis was performed in AMOS.</p><p><strong>Findings</strong>: SMM (perceived social media marketing activities) impacts brand loyalty (for male, female, and lower-income sample), value consciousness (for male, higher income, and lower-income sample), and brand consciousness (for male, higher income, and lower-income sample). The effect of gender as a moderator is not statistically significant. The effect of income as a moderator is significant in only two paths.</p><p><strong>Originality/Importance</strong>: At a time when social media usage increases and brand loyalty declines, it is important to investigate the impact of social media marketing activities on consumer behavior. The present study underlines the value of replication studies in a cross-cultural context. Besides, the moderation effect of gender and income were tested.</p>

scholarly journals Functional role and importance of PR-technologies in marketing activities of tourist companies

2018 ◽  
Vol 20 (91) ◽  
pp. 33-37
Author(s):  
O. M. Vovchanska ◽  
L. O. Ivanova
Keyword(s):  
Public Relations ◽  
Functional Role ◽  
Tourism Industry ◽  
Target Audience ◽  
Sales Promotion ◽  
Professional Activities ◽  
Advantages And Disadvantages ◽  
Special Events ◽  
Marketing Activities ◽  
The Impact

The article is devoted to the definition of the functional role and importance of PR technologies in the marketing activities of tourist companies. It is revealed that in the tourism industry PR acts as an important component of the marketing system of a tourist company, namely as a tool for marketing communications, along with advertising, personal sales, sales promotion. It is revealed that PR technologies in the tourism business are used to inform potential consumers, popularize tourist services, to position and improve the image of tourist companies and destinations. Distinctive features of public relations in the tourism industry are the wide reach of the target audience, the variety of applied forms, long-term focus. Selected marketing tools used to solve PR problems in the tourism business are: work with the media (newsletter mailing, press conferences, interviews, briefings, information tours for journalists, media monitoring), special events for the presentation of tourist company, its products and services (exhibitions, fairs, seminars); company image advertising; sponsoring various events; charity; trainings, training courses for tourist companies. It is noted that participation in specialized exhibitions and fairs deserves the greatest attention among PR activities in order to present the tourist company and its services, establishing and maintaining business contacts and are one of the important PR-methods of promotion of tourist product in the market of tourist services. Authors provide the description of the leading international tourist exhibitions as well as tourist exhibitions held in Ukraine. The advantages and disadvantages of participation of Ukrainian tourist companies in specialized exhibitions and fairs are reviewed. It is noted that the impact of exhibition activity in the tourism industry has increased due to its mass character, significant number of contacts, various professional activities. It is proposed that all communication means used at the exhibitions by individual tourist companies should be selected in such a way so as to fully reflect its competitive advantages. When assessing the effectiveness of PR technologies in the tourism industry it is necessary to consider them in the context of a particular tourist company, taking into account its target audience and applied PR tools.

Analyzing the Effect of Perceived Risk and Information Diagnosticity on Word-of-Mouth and Viral Marketing

2020 ◽  
Vol 16 (4) ◽  
pp. 65-81
Author(s):  
Jose Pius Nedumkallel ◽  
Deepak Babu ◽  
Michelle Francis
Keyword(s):  
Brand Loyalty ◽  
Perceived Risk ◽  
Word Of Mouth ◽  
Online Reviews ◽  
Moderating Effect ◽  
Viral Marketing ◽  
Marketing Activities ◽  
Negative Perceptions ◽  
The Impact ◽  
The Relationship

This study investigates the moderating effect of perceived risk and information diagnosticity on the relationship between brand loyalty and word-of-mouth (WOM) as well as viral marketing activities (VMA) in e-retailer websites. Although extant research in marketing suggests that brand loyalty leads to positive WOM, this study examines the moderating effect of the consumer's perceived risk on this relationship in the context of e-retailer websites where customers repeatedly encounter new and uncertain situations every time they visit the e-retailer. This study also examines the moderating effect of information diagnosticity on the interaction relationship stated earlier. Findings reveal that risk perception negatively moderates the impact of brand loyalty on WOM and VMA and information diagnosticity of online reviews can help reduce the negative perceptions caused by risk factors.

scholarly journals Social media marketing activities and brand loyalty in the telecommunication industry: The mediating role of brand affect.

2020 ◽  
Vol 1 (1) ◽  
pp. 1-10
Author(s):  
Tamer Sharawneh
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Mediating Effect ◽  
Social Media Marketing ◽  
Telecommunication Industry ◽  
Mediating Role ◽  
Marketing Activities ◽  
Brand Affect ◽  
The Impact ◽  
The Relationship

The effect of social media marketing activities on brand loyalty has gotten little attention in the telecommunication industry. The purpose of this study is to investigate the impact of social media marketing activities on brand loyalty as well as to examining the mediating effect of brand affect in the relationship between social media marketing activities and brand loyalty. By using an online self-administrated questionnaire to obtain 409 customers of a telecommunication company in Palestine, the finding of this study revealed that social media marketing activities positively effect brand loyalty. Further, brand affect has been found as a partial mediator in the relationship between social media marketing activities and brand loyalty. Accordingly, theoretical and practical implications as well as recommendations for future studies have been provided.  

The influence of perceived social media marketing activities on brand loyalty

2017 ◽  
Vol 29 (1) ◽  
pp. 129-144 ◽  
Author(s):  
Ahmed Rageh Ismail
Keyword(s):  
Social Media ◽  
Undergraduate Students ◽  
Brand Loyalty ◽  
Social Media Marketing ◽  
Convenience Sample ◽  
Content Type ◽  
Value Consciousness ◽  
Marketing Activities ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is to investigate the impact of social media marketing activities on brand loyalty, value consciousness and brand consciousness. Design/methodology/approach A self-administered questionnaire was developed and administered to a convenience sample of 346 undergraduate students Findings The findings of this research indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship between social media marketing and brand loyalty. Originality/value This study confirms the growing importance of social media marketing. It also provides insights for marketers on envisioning brand loyalty.

scholarly journals Clothing Sales Promotion Activities: Social Media Marketing Aspects

2020 ◽  
Vol 1 (2) ◽  
pp. 15-19
Author(s):  
Panya Tedsungnon
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Sales Promotion ◽  
Social Media Marketing ◽  
Short Term ◽  
Sales Promotions ◽  
Marketing Activities

This article aims to increase clothes sales promotion activities on aspects of social media marketing. Marketing activities are aimed at making the product acceptable and then the product is liked by the market. With this sales promotion costs are generally lighter and the results achieved can be done in the short term. Clothing sales promotion using social media Facebook will be available with advertising facilities such as sponsored stories, CPC, Facebook page post ads, pages like Ads. Use status and tweet which is the simplest way of promotion. Instagram is this media used by teenagers who have smartphones. Use status and tweet which is the simplest way of promotion. Tendency of clothing sales promotions expect after buying, consumers will have the brand loyalty they bought

scholarly journals Linking Social Media Marketing Activities with Brand Love: Perspective on Brand Fashion

2019 ◽  
Vol 8 (2S9) ◽  
pp. 314-321
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Positive Impact ◽  
Equation Model ◽  
Social Media Marketing ◽  
Brand Love ◽  
Marketing Activities ◽  
The Impact ◽  
Positive Effect

The purpose of this study is to investigate the impact of social media marketing activities on brand love which resulted in brand loyalty. The sample used was Instagram users who were customers of four fashion brands (Nike, H&M, Zara, Adidas) as many as 280 respondents. The method used is a non-probability sampling using a structural equation model that is run by the AMOS program. The results of this study indicate that social media marketing activities have a positive effect on self-expressive brands (inner and social), social media marketing activities have a positive impact on brand love, self-expressive brands (inner and social) have a positive effect on brand love, brand love has an effect positive for brand loyalty. The managerial implications suggested in this study include fashion social media brands that contain exciting content, managers provide product size customization, easy-to-remember product design, launching the limited edition series, and membership promotion strategies.

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