Term Paper: Brand Equity and Customer Purchasing

Pages: 30 (11492 words)  ·  Bibliography Sources: 1+  ·  Level: College Senior  ·  Topic: Business - Advertising  ·  Buy This Paper


[. . .] While concentrating on the function of giving knowledge, a primary feature concerns with building the expectations of quality. Quality expectations impact first-time buyers, and by means of their task in establishing satisfaction and recurring buys. Moreover, while increased preliminary expectations might end up in preliminary buys, exaggerated expectations result in displeasure and thus lower buyers in the years to come. As a result, the maintenance of expectations prior to buying as also following buying is a crucial element of marketing technique. (Dube; Chattopadhyay; Letarte, 1996, p. 82)

Customizing advertisements, which means handing out audiences with messages which will suit according to their taste, presents marketing personnel the chance to enhance the precision of their goal, while simultaneously presenting audiences with interactions which enhances their contentment and appeals to them the most and the customers are curious in the commodity that is advertised. A lot of studies have discovered that below 18% of the audience are satisfied with the ads that are aired. Truly, the bulk of the viewers feel irritated and invasive to their main purpose that is to be amused or communicated by means of viewing programs aired on TV. A miniscule effort has been made on customization in the realm of TV, limited only to the suggestion of TV programs that are in consonance with the choices of the viewers in case the application environment is the Internet. (Ries; Ries, 2000, p. 37)

Another study mentioned that the impact of others assist in giving a justification for a lot of marketing treatments. The bulk of the techniques of marketing highlight on exhibiting pretty and satisfied individuals enjoying some commodities, thus we on our part would take for granted that we should be consuming those commodities so that we appear similar to the pretty, satisfied people. An added type of approving procedure viewed on TV is seeing common people showing up to vouch regarding the quality of the commodity through spoken or non-vocal language. These two advertisement procedures create a readiness to comply, however, simply address with various markets. Adolescent and teenagers are generally attracted to the advertisements with handsome people because of their attempts to be smart. On the other hand, a little aged adult who are content in their self-esteem are more probable to be attracted to the typical Joe to which they can find their characteristics similar to. (Ries; Ries, 2000, p. 38) lot of psychological studies have delved on this concept of compliance as a marketing weapon. In a particular study on adolescents, compliance was established as a guiding feature in the buying of apparel. Studies illustrated that compliance also influenced children at the tender age of eight years and that with the growing in age of the children; compliance increasingly impacted the buying choices they made. According to the recommendation of Nagler, a number of companies will employ misleading techniques in their ads while customers are thoroughly reasonable which means complete sensibility involves a price to the customers. This, although is silent why several enterprises intentionally state that the quality of their commodity and services is below par. (Baker, 2000, p. 23)

Another study proves that people are prone to compliance in majority of spheres of their lives. Evidently, if a person is keen to offer compliance in one sphere, they are generally keen on compliance in a lot of spheres. This stretches into the spheres of buying choices, particularly while the persons are greatly anxious regarding how others perceive their tendencies. In general, there are more chances of compliance to happen, provided the person associates with those who are offering their views, or the people participating in the ads. Studies have shown that peer pressure impact persons all through their lives. Pre-adolescents stated that peer pressure were to some extent or moderately significant in their buying processes. Besides, the pre-adolescents displayed a tendency to purchase and behave in a manner that was in conformity with the team they were a part and parcel of. This pattern of socialization progressed still more in adolescents. It has been established that more frequently adolescents depend on the views of their associates to arrive at buying decisions overriding their mains. (Anderson; Cleveland; Schroeder, 1989, p. 58)

Researches have deliberated the significance of compliance by observing that provided this occurrence is corroborated in a huge prospective market, marketing professionals could seek for more methods to widely market these concepts of interpersonal peer group's impact and augment the accomplishment of their commodity remarkably. But they also appraised themselves that it looked a compliance initiative has less influence on the older and higher educated adults like professionals and also that special marketing initiatives might be necessary for using with those prospective markets. The causes for the fruitfulness of compliance on buying choices are not definite. When an individual has complied and yielded to the demands of the crowd, acknowledging that they enjoy fascination towards a commodity, they will generally consent in buying the commodity. (Dube; France; Schmitt, 1994, p. 265)

In the opinion of certain studies, when a person has avowed that they would go ahead in buying the commodity, they would end up in adhering to the decision taken. This is an instance of the unequivocal impact compliance can put on buying choices. To steer clear of cognitive conflict, the most important case for this event is that the consumer will buy the commodity sometime later, which they have consented to in the first place. This implies that an auto-forecasting phenomenon is in place and one more commodity marketing initiative will be to propel people to announce auto-forecasting regarding their readiness to buy something as this would boost the probability that they would go ahead and buy the commodity. Studies have affirmed that customers would rate a particular commodity as being better compared to another in agreement to the collective view of the group. On many occasions, the difference was marginal and the contestants were told to choose one commodity in place of another. A lot of studies have been undertaken regarding compliance and customer tendencies for adolescents. Majority of the earlier research concentrated on finding out the eagerness of the customer to go for specific brands as owning allegiance to their reference groups. (Aaker, 1996, p. 45)

The Internet is the recent participant in the bandwagon of interaction and marketing media choices existent to those who research market. Since the last many years, a complete transformation has been happening totally changing the conventional perception of advertisement and the medium of interaction. This phenomenon that has absolutely revolutionized the world is the Internet. In case of conventional advertisement, the influence is contingent and unavoidable, and the bulk of the studies in advertising influences have taken up compulsory-exposure circumstances or taken the help of TV advertisements of a specific duration. In these situations, people exert few or absolutely no restrain over the advertisement they are subjected to. However, in case of the Internet medium, the consumer is free to decide the extent of advertisement he is willing to view and also has complete control of his decision regarding the content, time and the volume of the message. (Ries; Ries, 2000, p.42)

At a later stage, when the consumer does not find the website to be fulfilling and not in accordance to his expectations, a person has the liberty to instantly log out of the site through just a click of the mouse. Even though, in the initial stages its use was mainly restricted to the scientific community and research scholars, the internet and its original and the presently networked formation spanning throughout the world, the net has become a medium whose services are enjoyed by a wide cross-section of users, ranging from experts from the corporate world to new learners of computer operations. Enterprises have coinciding purposes for designing portals. The enterprises are able to interact directly with the consumers, to create brand consciousness, positioning, and utility, as also develop novel channels of sales for transacting commodities and services through their portals. (Crimmins, 1992, p. 16)

Businesses spanning across diverse sectors have been unleashing the power of the Internet to sell their goods and services touching countless prospective consumers. The net is influencing firms and transforming marketing ideas. It is reasoned that enterprises that fail to be a part of this new paradigm, will lag behind and those, which advance, execute, and invent novel ideals of marketing will be triumphant in the long run. A crucial differentiating feature of the internet as a channel is the fact that customers utilize it to enthusiastically search for commodity knowledge or brands, which fascinate them, and also give immediate response to the marketing personnel regarding the commodity. Through the portals, many persons can simultaneously establish a linkage with a portal and through it with the company and the company in turn can deliver knowledge to its receivers wherein it enables both the parties to interact with one another in a live mode. (Vella, 1994,… [END OF PREVIEW]

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