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Brand awareness is related to the functions of brand identities in consumers’ memory and can be measured by how well the consumers can identify the brand under various conditions. [2] Brand awareness plays an important role in the consumer's purchasing decision-making process that tends to sustainable business growth and loyalty. Strong brand ...
The decision-making process is still not well enough understood to clarify the distinction between the models used to represent the process and the process of decision-making itself. [3] Many researchers reject the idea of a two-step decision-making process using a consideration set, and instead insist on viewing the consideration set as simply ...
Brand management is the process of identifying the core value of a particular brand and reflecting the core value among the targeted customers. In modern terms, a brand could be corporate, product, service, or person.
Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal is to identify and assess how changing elements of the marketing mix impacts customer behavior.
It systematically depicts the customer journey from initial awareness of a brand or product to the final purchase. It is used by businesses to understand consumer behavior and adapt marketing strategies at each stage of the customer's decision-making process. By segmenting the customer journey into distinct phases (often categorized as ...
In Betancur's model, trust is a key element in the purchase process, and must be achieved through important elements including: Business and personal image (including superior brand support). Empathy with this customer. Professionalism (knowledge of the product and master of the whole process from the point of view of the customer).
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Even if the buyer decision process was highly rational, the required product information and/or knowledge [4] is often substantially limited in quality or extent, [5] [6] as is the availability of potential alternatives. Factors such as cognitive effort and decision-making time also play a role. [6] [7] [8] [9]