scholarly journals Factors Influencing Consumer Brand Choice Service Tailoring Shop in Thailand, Focusing on Ermenegildo Zegna, Brioni and Local Brand

2022 ◽  
Vol 05 (01) ◽  
Author(s):  
Sumas Wongsunopparat ◽  
Keyword(s):  
Brand Equity ◽  
Quantitative Research ◽  
Positive Impact ◽  
Multinomial Logistic Regression ◽  
Brand Choice ◽  
Purchase Behavior ◽  
Purchase Decisions ◽  
Product Price ◽  
Market Expansion ◽  
Custom Made

The study compares foreign and local brands, focusing on Ermenegildo Zegna, Brioni, and local brands, in order to uncover the elements that impact customers' brand choice decisions in Thailand. The study looked at the elements that influence a customer's decision to buy a custom-made suit, in order to figure out what the most important component is. Understanding how Marketing Mixed affects customer happiness and purchase decisions is especially important. The second goal is to investigate how brand equity affects sales, with a particular focus on customer brand preferences and market expansion. The author chose the survey approach for this study, which is a quantitative research. Data was collected at random online through 346 legitimate questionnaires, and data was analyzed using cross tabulation and multinomial logistic regression. The study's findings show that all of the investigated factors, including product, price, location, promotion, brand equity, and customer purchase behavior determinants, have a positive impact on tailoring's customer brand choice decision in Thailand, with some specifications of each factor being found to be significant. Finally, when comparing these three brands, certain results are noteworthy.

scholarly journals The Effect of Halal Label, Halal Awarness, Product Price, and Brand Image to the Purchasing Decision on Cosmetic Products (Case Study on Consumers of Sari Ayu Martha Tilaar in Binjai City)

2017 ◽  
Vol 1 (1) ◽  
pp. 55
Author(s):  
Henry Aspan ◽  
Iskandar Muda Sipayung ◽  
Ade Putri Muharrami ◽  
Husni Muharram Ritonga
Keyword(s):  
Quantitative Research ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Positive Influence ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Product Price ◽  
Cosmetic Product ◽  
Product Pricing

The purpose research to determine the effection of halal label, realization, product price and respect on the trademark with decision of purchase cosmetic product for consument Sariayu Martha Tilaar in Binjai. The total of samples in this research are 100 respondents. This research uses a quantitative research. The method of data analysis was conducted using multiple linear regression analysis. The results showed that the variables simultaneously on the halal label , halal realization, product pricing, and respect for the trademark with the decision to purchase in Binjai get the effects to buy cosmestic Sariayu Martha Tilaar. The variabel of effection of halal label, realization halal, product price and respect on the trademark with decision of purchase cosmetic product for consument Sariayu Martha Tilaar in Binjai are individually not significant effect on purchasing decisions. While the price of individual products has positive influence on purchase decisions cosmetics Sariayu Martha Tilaar. The result of coefficient determination test indicates that the variable of halal label, realization, product price and respect on the trademark with decision of purchase cosmetic product by 15.8% (low), while the balance of 84.2% is influenced by other variables not examined in this research.

scholarly journals Analysis of Promotion and Product Differentiation of Jukajo on Consumer Purchase Decision

2018 ◽  
Vol 9 (1) ◽  
pp. 9
Author(s):  
Abel Gandhy ◽  
Julio Arthur Hairuddin
Keyword(s):  
Linear Regression ◽  
Product Differentiation ◽  
Quantitative Research ◽  
Positive Impact ◽  
Sampling Technique ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Collection Method ◽  
The Impact ◽  
The Relationship

The purpose of this research was to measure the relationship and the impact of promotion and product differentiation on Jukajo consumer purchase decision. This research was a quantitative research with a questionnaire as the data collection method. The sampling technique in this research is purposive sampling technique. Then, the questionnaire was measured by Likert-scale and multiple linear regression. The result shows that promotion and product differentiation variable have positive impact on purchase decision partially and simultaneously. Bothvariables have 50,5% of impact towards consumer purchase decisions of Jukajo. Moreover, product differentiation becomes the most dominant variable which partially affects consumer purchase decision.

scholarly journals Impact of Perceived CSR on Brand Equity through Brand Admiration and Customer Advocacy Behaviour: Moderating Role of Brand Attitude and Customer Loyalty

2021 ◽  
Vol 3 (3) ◽  
Author(s):  
Mashari Mahmood ◽  
Amna Niazi ◽  
Waheed Asghar ◽  
Mujahid Hussain
Keyword(s):  
Brand Equity ◽  
Customer Loyalty ◽  
Food Production ◽  
Structural Equation ◽  
Quantitative Research ◽  
Positive Impact ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Moderating Role

This study intends to explore the positive impact of perceived Corporate Social Responsibility (CSR) on brand equity with respect to behaviors and emotions. The motive behind this study was to examine the sequential mediating role of emotion of brand admiration and customer advocacy behavior between perceived CSR and brand equity. Moderators of brand attitude and customer loyalty were also explored in this study. Quantitative research method has been adapted for this study. A questionnaire with 5-point likert scale was adopted from existing scholarly work to collect data from 364 customers of 5 food production companies placed in Pakistan. Collected data were analyzed with the help of SPSS and Smart PLS3 through Structural Equation Modeling (SEM) technique. Results show that brand admiration and customer advocacy behavior significantly mediate the relationship of perceived CSR and brand equity. Moreover, moderating role of brand attitude and customer loyalty was found positive and significant. This was the novelty of this research. This research will be helpful for food production companies in Pakistan to formulate strong customer-brand relationships in order tostrengthen their brand equity by effectively positioning their CSR practices into the minds of consumers.

scholarly journals PENERAPAN MARKETING MIX TERHADAP BRAND EQUITY PERGURUAN TINGGI SEBAGAI SEBUAH TINJAUAN LITERATUR

2017 ◽  
pp. 66-84
Author(s):  
Roslinda Sagala
Keyword(s):  
Brand Equity ◽  
Positive Impact ◽  
Empirical Studies ◽  
Educational Institution ◽  
Marketing Mix ◽  
Consumer Products ◽  
Model Management ◽  
Product Price ◽  
State College ◽  
Key Factor

The process of marketing mix (marketing mix) are successful have a positive impact on brand equity (brand equity). Every marketer trying to take advantage of the marketing mix strategy as a competitive advantage in increasing the brand equity to brand equity owned by the products or services to attract consumers. Level of awareness of a brand into an important cue for consumers to use and specifies a choice of products. In this case, the products you want to achieve is a knowledge-based products (knowledge base). The product was delivered to the college as the core consumer products that are delivered in the marketing of educational services. Many empirical studies have been conducted to investigate to what extent the influence of marketing mix on brand equity colleges, both state college Cleaner (PTN) or private (PTS). However, little empirical research which brings together existing research into a comprehensive literature review that elaborates on the influence of marketing mix on brand equity colleges. Thus, the management of higher education as an educational institution can be categorized on the model management services business model, which factors the marketing mix consists of product, price, place, promotion, people, physical evidence, process can be a key factor in enhancing brand equity college.

scholarly journals Analysis of the Effect of Marketing Mix 7P on Purchase Decisions at Sentra Snack Stores

2021 ◽  
Vol 1 (2) ◽  
pp. 125-133
Author(s):  
Ivana Tanjung
Keyword(s):  
Structural Equation ◽  
Quantitative Research ◽  
Reasoned Action ◽  
Marketing Mix ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Purchase Decisions ◽  
Product Price ◽  
Physical Evidence

This study examines the analysis of marketing mix (7P) effect to buying decision at Sentra Snack Store. Marketing mix (7P) are product, price, place, and promotion, people, process, and physical evidence. The main theory used is Theory of Reasoned Action by Fishbein and Ajzen (1975). The method used by this research is a quantitative research method, where the data is measured numerically and used Structural Equation Modeling with Partial Least Square. Theprogram used SmartPLS 3.3.3. The research was held at Sentra Snack Store, located in Surabaya with seventy samples of Sentra Snack Store customers. The results are Product and Price have a significant effect to Buying Decisions at Sentra Snack Store, while Promotion, Place, People, Process, and Physical Evidence do not. These results can be used as a basis for developing related strategies because they will further affect the company's sales and profit turnover.

scholarly journals Exploring the Influence of Social Media Usage for Academic Purposes Using a Partial Least Squares Approach

Computation ◽  
2021 ◽  
Vol 9 (6) ◽  
pp. 64
Author(s):  
Jabar H. Yousif ◽  
Firdouse R. Khan ◽  
Safiya N. Al Al Jaradi ◽  
Aysha S. Alshibli
Keyword(s):  
Social Media ◽  
Online Education ◽  
Least Squares ◽  
Partial Least Squares ◽  
Quantitative Research ◽  
Creative Thinking ◽  
Teaching And Learning ◽  
Positive Impact ◽  
Sampling Technique ◽  
Linear Regression Method

Social media applications have been increasingly gaining significant attention from online education and training platforms. Social networking tools provide multiple advantages for communicating, exchanging opinions, and discussing specific issues. Social media also helps to improve the processes of teaching and learning through sharing educational programs. In this study, we used a quantitative research technique based on the partial least-squares (PLS) linear regression method to determine the influence of using social media as an online discussion and communication platform for academic purposes by assessing the relationships among the skills obtained through social media, the usage of social media, and the purpose of social media. A total of 200 students participated in this study (88% female and 12% males), and a purposive sampling technique was used to select a suitable population for the study. The results show that 61.5% of the participants use the web daily for more than five hours, mainly for social communication (meaningful dialog and discussion skills) and entertainment. The students agreed that social media develops their creative thinking, but it has no positive impact on their academic performance.

scholarly journals Neural mechanisms of credit card spending

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
Sachin Banker ◽  
Derek Dunfield ◽  
Alex Huang ◽  
Drazen Prelec
Keyword(s):  
Credit Card ◽  
Credit Cards ◽  
Purchase Behavior ◽  
Facilitation Effect ◽  
Product Price ◽  
Personal Credit ◽  
Psychological Mechanisms ◽  
Network Activation ◽  
Payment Instruments ◽  
Reward Network

AbstractCredit cards have often been blamed for consumer overspending and for the growth in household debt. Indeed, laboratory studies of purchase behavior have shown that credit cards can facilitate spending in ways that are difficult to justify on purely financial grounds. However, the psychological mechanisms behind this spending facilitation effect remain conjectural. A leading hypothesis is that credit cards reduce the pain of payment and so ‘release the brakes’ that hold expenditures in check. Alternatively, credit cards could provide a ‘step on the gas,’ increasing motivation to spend. Here we present the first evidence of differences in brain activation in the presence of real credit and cash purchase opportunities. In an fMRI shopping task, participants purchased items tailored to their interests, either by using a personal credit card or their own cash. Credit card purchases were associated with strong activation in the striatum, which coincided with onset of the credit card cue and was not related to product price. In contrast, reward network activation weakly predicted cash purchases, and only among relatively cheaper items. The presence of reward network activation differences highlights the potential neural impact of novel payment instruments in stimulating spending—these fundamental reward mechanisms could be exploited by new payment methods as we transition to a purely cashless society.

scholarly journals The Impact of Brand Equity on Conversion Behavior in the Use of Personal Banking Services: Case Study of Commercial Banks in Vietnam

2021 ◽  
Vol 14 (8) ◽  
pp. 346
Author(s):  
Thi Thu Cuc Nguyen
Keyword(s):  
Brand Equity ◽  
Commercial Banks ◽  
Structural Equation ◽  
Quantitative Research ◽  
Negative Impact ◽  
Banking Services ◽  
Quantitative Research Methods ◽  
Two Factors ◽  
Customer Services ◽  
The Impact

The brand equity of banks plays a crucial role in determining customer behavior of using their services. The study aims to examine the impact of brand equity on conversion behavior in the use of personal banking services at commercial banks in Vietnam. The paper uses quantitative research methods, through linear SEM (Structural Equation Modelling) analysis, with survey data including 554 samples of individual customers of commercial banks. The study’s findings show that the bank’s brand equity has a negative impact on the behavior of individual customers. In the relationship between these two factors, competitive advertising effectiveness and loyalty of customers act as intermediary factors. On that basis, the study makes a number of recommendations to preclude customers leaving and minimize business losses caused by the conversion of customers’ banks. The findings of this study have shown the importance and impact of brand equity on conversion behavior in the use of personal customer services. These are meaningful contributions both theoretically and practically to help banks get a deeper insight into brand equity and the need to pay attention to building and developing sustainable brand equity for the bank, as well as an important basis for further research.

The Influence of Marketing Mix Variables on Purchasing Decisions and Its Impact on Post-Purchase Customer Satisfaction of Royal Garden Residence Bali Housing (Study at PT Properti Bali Benoa)

2021 ◽  
Vol 4 (1) ◽  
pp. 157-172
Author(s):  
Edi Sugiono ◽  
Andini Nurwulandari ◽  
Christiani Junita
Keyword(s):  
Customer Satisfaction ◽  
Marketing Mix ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Online Questionnaire ◽  
Product Price ◽  
Average Value ◽  
Decision Variables ◽  
Post Purchase ◽  
The City

A B S T R A C TThe research objective is to determine the effect of: marketing mix variables(product, price, location and promotion) on purchasing decision variables,marketing mix variables on customer satisfaction variables, purchasing decisionvariables on customer satisfaction variables at Royal Garden Residence Balihousing with purchase decisions as a mediating variable. . This research wasconducted in the city of Bali, with the object of research being the residentialconsumers of Royal Garden Residence Bali as the population in this study, with asample size of 150 respondents and using random sampling techniques. The datacollection method is in the form of an online questionnaire via google form andwhatsaap due to the situation in Indonesia which is currently being hit by theCovid-19 pandemic. The results of this study indicate that respondents have a goodperception of the variable marketing mix, purchase decisions and post-purchasesatisfaction Royal Garden Residence Bali. This is because the average value for allresearch variables is greater than 4 on the Likert scale. The results showed that themarketing mix variable both simultaneously and partially had a positive andsignificant effect on housing purchase decisions and the marketing mix variablehad a positive and significant effect both simultaneously and partially on consumersatisfaction after purchasing Royal Garden Residence Bali housing, and purchasingdecisions had a positive and significant effect. significant on consumer satisfactionafter purchasing the Royal Garden Residence Bali housing. Then the research alsoproves that there is an indirect influence of the marketing mix variable on consumersatisfaction after purchasing the Royal Garden Residence Bali housing through thepurchase decision. Promotion is the most dominant variable in increasingconsumer purchasing decisions for Royal Garden Residence Bali housing.

EXPRESS: Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Consumer Evaluations and Choices

2021 ◽  
pp. 002224292110530
Author(s):  
Lingrui Zhou ◽  
Katherine M. Du ◽  
Keisha M. Cutright
Keyword(s):  
Social Media ◽  
Boundary Conditions ◽  
Brand Choice ◽  
Underlying Mechanism ◽  
Purchase Behavior ◽  
Brand Attitudes ◽  
Consumer Evaluations ◽  
Brand Evaluations ◽  
Brand Perception ◽  
Do So

Consumers have grown increasingly skeptical of brands, leaving managers in a dire search for novel ways to connect. The authors suggest that focusing on one’s relationships with competitors is a valuable, albeit unexpected, way for brands to do so. More specifically, the present research demonstrates that praising one’s competitor—via “brand-to-brand praise”— often heightens preference for the praiser more so than other common forms of communication, such as self-promotion or benevolent information. This is because brand-to-brand praise increases perceptions of brand warmth, which leads to enhanced brand evaluations and choice. The authors support this theory with seven studies conducted in the lab, online, and in the field that feature multiple managerially-relevant outcomes, including brand attitudes, social media and advertising engagement, brand choice, and purchase behavior, in a variety of product and service contexts. The authors also identify key boundary conditions and rule alternative explanations, further elucidating the underlying mechanism and important implementation insights. This work contributes to our understanding of brand perception and warmth, providing a novel way for brands to connect to consumers by connecting with each other.

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