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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 ...
Brand associations refers to a set of information nodes held in memory that form a network of associations and are linked to a key variable. For example, variables such as brand image, brand personality, brand attitude, brand preference are nodes within a network that describes the sources of brand-self congruity.
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 ...
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 ...
Every point of contact is a form of communication and it is, therefore, necessary to consider touch points as a communication platform. Touch points can be either physical or a human interaction between a brand and the consumer which influence customer decision-making process during pre-purchase, purchase and post-purchase. [51]
All touchpoint are tools brands can influence consumers either directly or indirectly throughout the consumer decision making process. The consumer decision making process can be categorised into three key stages: pre-purchase, purchase and post-purchase. At each of these stages a brand has a number of opportunities to use various strategies ...
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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).