Impact of Company Branding On Consumer Product Preference in Automobile Industry An Empirical Study of Pakistan.

Author(s)

Rizwan Fareed , Muhammad Bilal Tariq , Rabia Mian , Naeem Ud din , Miss Sehrish khan , Zain Ameen Sheikh ,

Download Full PDF Pages: 122-143 | Views: 393 | Downloads: 98 | DOI: 10.5281/zenodo.3466555

Volume 5 - December 2016 (12)

Abstract

This research study is based on the impact of company branding on consumers product preferences in automobile industry an empirical study of Pakistan. In this study five dimensions of company branding as Company name, Company image, Company reputation, Company loyalty and Company social responsibility were used. We made the hypothesis that all these dimensions have significant impact on consumer’s product preference and we support these hypotheses through review of literature. For data collection we divide the Lahore city into nine strata and divide the questionnaires in offices and banks of each division. For analysis of the data we used co- relation and then regression analysis between dimensions of company branding with dependent variable of consumer product preference. After analysis we find that the three dimensions named as Company name, Company image and Company social responsibility has significant impact on dependent variable of Consumer product preference while the rest of dimensions Company reputation and Company loyalty do not have significant impact on Consumers product preference. The overall model demonstrates that company branding has significant impact on consumer product preference in automobile industry of Pakistan.

Keywords

Company Branding, Company Name, Company Image, Company reputation, Company Loyalty, Company Social Responsibility, and Consumer Product Preference.

References

  1. Aaker, D. A. (1996). "Measuring brand equity across products and markets." California management review 38(3): 103.
  2. Ahn, D.-H., et al. (1999). "Pricing discrete barrier options with an adaptive mesh model." Available at SSRN 162450.
  3. Ahonen, M. (2008). Clarifying the stage of corporate branding research (1996-2007): a literature review and a classification. Proceedings of the Australian & New Zealand Marketing Academy Conference ANZMAC.
  4. Almossawi, M. M. (2012). "Customer Satisfaction in the Mobile Telecom Industry in Bahrain: Antecedents and Consequences." International Journal of Marketing Studies 4(6): p139.
  5. Baker, M., et al. (1996). "Marketing strategy." International encyclopaedia of business and management: 3333-3347
  6. Balmer, J. M., et al. (2002). Managing the multiple identities of the corporation. California management review, Citeseer.
  7. Balmer, J. M., et al. (2001). "Corporate branding and corporate brand performance." European Journal of Marketing 35(3/4): 441-456.
  8. Balmer, J. M., et al. (2001). "Corporate marketing and service brands-Moving beyond the fast-moving consumer goods model." European Journal of Marketing 35(3/4): 335-352.
  9. Balmer, J. M., et al. (2006). "The effect of corporate branding dimensions on consumers' product evaluation: A crosscultural analysis." European Journal of Marketing 40(7/8): 825-845.
  10. Balmer, J. M., et al. (2001). "Corporate identity and corporate image revisited-A semiotic perspective." European Journal of Marketing 35(3/4): 292-315.
  11. Balmer, J. M., et al. (1997). "Relations between organizational culture, identity and image." European Journal of Marketing 31(5/6): 356-365.
  12. Balmer, J. M. and A. J. Wilkinson (1991). "Building Societies: Change, Strategy and Corporate Identity."
  13. Bellamy, L., et al. (1968). "Advances in Infra-red Group Frequencies [by] LJ Bellamy."
  14. Bettencourt, L. A. (1997). "Customer voluntary performance: customers as partners in service delivery." Journal of Retailing 73(3): 383-406.
  15. Bhattacharya, C. B. and S. Sen (2003). "Consumer-company identification: A framework for understanding consumers’ relationships with companies." Journal of marketing 67(2): 76-88.
  16. Burmann, C. and S. Zeplin (2005). "Building brand commitment: A behavioural approach to internal brand management." The Journal of Brand Management 12(4): 279-300.
  17. Dawar, N. D. N. and A. Chattopadhyay (2002). "Rethinking marketing programs for emerging markets." Long Range Planning 35(5): 457-474.
  18. Dushaw, B. D., et al. (1995). "Barotropic and baroclinic tides in the central North Pacific Ocean determined from longrange reciprocal acoustic transmissions." Journal of Physical Oceanography 25(4): 631-647.
  19. Gao, Y. (2009). "Corporate social responsibility and consumers' response: the missing linkage." Baltic Journal of Management 4(3): 269-287.
  20. Gotsi, M. and A. M. Wilson (2001). "Corporate reputation: seeking a definition." Corporate Communications: An International Journal 6(1): 24-30.
  21. Halal, W. E. (2000). "Corporate community: a theory of the firm uniting profitability and responsibility." Strategy & Leadership 28(2): 10-16.
  22. Hosany, S., et al. (2006). "Destination image and destination personality: An application of branding theories to tourism places." Journal of Business Research 59(5): 638-642.
  23. Huang, D., et al. (1991). "Optical coherence tomography." Science 254(5035): 1178-1181.
  24. Iglesias, O., et al. (2011). "Antecedents of brand preference for mobile telecommunications services." Journal of product & brand management 20(6): 475-486.
  25. Jiang, P., et al. (2001). "A lost-wax approach to monodisperse colloids and their crystals." Science 291(5503): 453-457.
  26. Jo Hatch, M. and M. Schultz (2003). "Bringing the corporation into corporate branding." European Journal of Marketing 37(7/8): 1041-1064.
  27. Johnson, E. J. and J. E. Russo (1984). "Product familiarity and learning new information." Journal of Consumer Research: 542-550.
  28. Kapferer, J.-N. (2001). (Re) inventing the brand: can top brands survive the new market realities?, Kogan Page Publishers.
  29. Kariuki, A. and W. Karugu (2014). "Factors influencing consumer purchase decisions of non-edible products in supermarkets in Nairobi Central Business District." International Journal of Social Sciences and Entrepreneurship 1(10): 406-420.
  30. Karner, M., et al. (2007). "A multi-purpose Schrödinger-Poisson solver for TCAD applications." Journal of Computational Electronics 6(1-3): 179-182.
  31. Keller, K. L. (2003). "Brand synthesis: The multidimensionality of brand knowledge." Journal of Consumer Research 29(4): 595-600.
  32. Keller, K. L. (2009). "Building strong brands in a modern marketing communications environment." Journal of marketing communications 15(2-3): 139-155.
  33. Kinuthia, L. N., et al. (2012). "Factors Influencing Brand Loyalty In Sports Wear Among Keyyan University Students: The Case Of Swimmers." Asian Journal of Social Sciences &Humanties. Vol 1.
  34. Krishnan, J. (2005). "Audit committee quality and internal control: An empirical analysis." The accounting review 80(2): 649-675.
  35. Landon Jr, E. L. (1974). "Self concept, ideal self concept, and consumer purchase intentions." Journal of Consumer Research: 44-51.
  36. Lee, M. D. P. (2008). "A review of the theories of corporate social responsibility: Its evolutionary path and the road ahead." International Journal of Management Reviews 10(1): 53-73.
  37. Leitch, S. and N. Richardson (2003). "Corporate branding in the new economy." European Journal of Marketing 37(7/8): 1065-1079.
  38. Lindgreen, A. and V. Swaen (2010). "Corporate social responsibility." International Journal of Management Reviews 12(1): 1-7.
  39. Olins, A. L., et al. (2000). "Retinoic acid differentiation of HL-60 cells promotes cytoskeletal polarization." Experimental cell research 254(1): 130-142.
  40. Orth, U. R. and M. T. Green (2009). "Consumer loyalty to family versus non-family business: The roles of store image, trust and satisfaction." Journal of retailing and Consumer Services 16(4): 248-259.
  41. Peloza, J. and J. Shang (2011). "How can corporate social responsibility activities create value for stakeholders? A systematic review." Journal of the Academy of Marketing Science 39(1): 117-135.
  42. Roberts, P. W. and G. R. Dowling (2002). "Corporate reputation and sustained superior financial performance." Strategic management journal 23(12): 1077-1093.
  43. Sen, S., et al. (2006). "The role of corporate social responsibility in strengthening multiple stakeholder relationships: A field experiment." Journal of the Academy of Marketing Science 34(2): 158-166.
  44. Sharma, N. and P. G. Patterson (2000). "Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services." International Journal of Service Industry Management 11(5): 470-490.
  45. Skarmeas, D. and C. N. Leonidou (2013). "When consumers doubt, watch out! The role of CSR skepticism." Journal of Business Research 66(10): 1831-1838.
  46. Virvilaite, R. and U. Daubaraite (2011). "Corporate social responsibility in forming corporate image." Engineering Economics 22(5): 534-543.
  47. Ward, M. R. and M. J. Lee (2000). "Internet shopping, consumer search and product branding." Journal of product & brand management 9(1): 6-20.
  48. Westbrook, R. A. and R. L. Oliver (1991). "The dimensionality of consumption emotion patterns and consumer satisfaction." Journal of Consumer Research: 84-91.
  49. Wetzels, M., et al. (1998). "Marketing service relationships: the role of commitment." Journal of business & industrial marketing 13(4/5): 406-423.
  50. Yoon, K.-Y., et al. (2007). "Susceptibility constants of Escherichia coli and Bacillus subtilis to silver and copper nanoparticles." Science of the Total Environment 373(2): 572-575.

Cite this Article: