Brand image and consumer attitude on the example of mobile phone market

Dawid Gajda

Abstract:

Consumers’ attitudes are determined by many factors, one of which is a product brand. The objective of the paper is to present young consumers’ attitudes towards mobile phone brands. The ABC model of attitudes is the theoretical framework for the study. The research method was a paper-and-pencil survey (PAPI) on the sample of 250 respondents aged 18–25. The research showed that it is just the name of the brand that can aff ect consumers’ attitudes. It is a derivative of associations with the brands. The value of the attitude components is diff erentiated by brands. The affective component appeared to be the most important and the cognitive component – the least important. The findings show that gender and brand of respondents’ mobile phones also differentiate the importance of components of young consumers’ attitudes on the mobile phone market. Limitations and recommendations for further research are presented as well.

Is Your Purchase Intention Influenced By Irrational Factors? An Investigation Of Fashion Industry

Muhammad Tahir Jan, Ahmed Mohamed Hamed Aly Abouzaid, Nadeem, Tashpia Hossain

Abstract:

This research paper mainly aims to identify and analyse irrational factors that impact consumers’ purchase intention, especially in the fashion industry. The data for this study were collected from 205 consumers of various nationalities via an online self-administered questionnaire. The acquired data were put through a thorough process to establish their relevance and to ensure that the data were ready for further analysis by applying the SPSS & AMOS software. Three irrational factors were extracted from the extant literature, namely, media, social impact, and emotions. These factors are reported to have a positive influence on the consumer’s purchase intention. First, a descriptive analysis was undertaken followed by an inferential analysis. Structural equation modelling (SEM) was used to test the fitness of the proposed model and also to test the hypotheses. Two out of the total three hypotheses are supported. In this case, media influence and social influence emerged with a significant positive impact on the consumer’s purchase intention. Even though emotions influence resulted in a positive impact, it was not statistically significant and does not relate to the consumer’s purchase intention in the fashion industry. The findings of this study have significant contribution to the body of knowledge and practice. Marketing research, in general, and consumer research, in particular, will benefit from the contribution of this research. Similarly, policy makers in the fashion industry may adopt the findings of the present study to devise more effective marketing strategies. Indeed, this research highlights that the consumer’s purchase intention is not entirely in response to a particular phenomenon but a multitude of so-called “irrational” factors like media, society, and emotions.

Perception, acceptability and decision-making determinants of Soft Seltzer, a novel winegrape non-alcoholic carbonated beverage category to health-conscious College students in California

Angelos K. Sikalidis, Aleksandra S. Kristo, Anita H. Kelleher & Adeline Maykish

Abstract:

The beverage industry is a signifi cant market that is seeing a growth albeit certain types of beverages such as wine and soda-type drinks are seemingly declining. There is certainly seen a growing interest for novel beverages, especially when creating healthy options aiming to support health via enhanced functional food/beverage properties. Furthermore, understanding how the public perceives and makes purchasing decisions towards novel and unconventional options is of
key importance. The Soft Seltzer category is an emerging category defi ned as a sparkling waterbased low calorie, no added sugar, no artifi cial sweetener, non-alcoholic, carbonated beverage. In our pilot study herein, we aimed to assess interest and willingness to pay for such a product produced in Sonoma, California, specifi cally H2O/H2♡, a dealcoholized wine-type beverage enriched with vitamins, potassium, and calcium, using a perception and acceptability study to
health-conscious college students in California. Respectivelly, healthy college students were provided an on-line acceptability questionnaire with 38 questions to evaluate the concept of the H2O beverage. Our participants indicated that they would be signifi cantly interested in purchasing such a beverage, while as for willingness to pay, a price for $9.99/4x16oz cans was deemed less than or about what is expected from a majority of participants. Our results taken together demonstrate that there is substantial interest and traction for such a beverage, especially given its natural origin and potential health benefi ts. Further research including tasting and health-related functional properties for the beverage in discussion is suggested. Additionally, lifestyle aspects and nuances beyond alcohol that are important to wine drinkers and other consumers could be delivered by novel beverages, hence aid in their success in the beverage market.

Implementation of Green Marketing Concept Through Social Media Activities: A Systematic Literature Review

Elnur Nabivi

Abstract:

The last century’s industrial and technological development has led to the growth of environmental problems such as global warming, climate changes, water, air, and ground pollution. The awareness of modern consumers about these issues is growing, and companies respond by using “green marketing” strategies. Green marketing refers to the development and marketing of products that are considered environmentally safe. Furthermore, the extensive use of the Internet and increasing social media’s importance in recent years forced brands to communicate with consumers in this way. In this study, these two mega-trends influencing contemporary consumer behavior were combined: social media and green marketing. Although several studies explored sustainable strategies of brands in the field of social media, this body of research has not been subjected to a review. The primary goal of the research is to determine the main topics covered in the literature. A systematic literature review was conducted to take up this goal, indicating 31 relevant publications from 21 journals published between 2010 and July 2020, for exploring the ways of implementing green marketing strategies through social networks. After analyzing collected data, four main topics covered in the literature body were extracted: general marketing strategies of brands, brand promotion strategies, determinants of consumer’s green purchasing behavior, and raising environmental awareness. Based on the performed synthesis, the research
gaps and fruitful directions for further research were formulated.