Tag Archives: Brand Image

Impact of Branding on Consumers Preference for Distilled Liquor in Abeokuta (Published)

Expansion in the Nigerian liquor market gives consumers the opportunity to choose from among competing brands. In spite of this freedom, consumers buy at least a brand while firm work assiduously to ensure their brand is preferred over competitors’.The research investigated the impact of branding on preference for distilled liquor products in Abeokuta metropolis. The aim is to determine how brand name and image affect consumers’ choice of a brand of distilled liquor. The research is a descriptive survey. It obtained a sample of 200 consumers of distilled liquor across twenty (20) alcoholic consuming spots in Abeokuta. A multistage sampling was adopted in the selection of respondents and Ordinary Least Square Regression as the analytical technique. It is found that demographic factors such as age, educational qualifications and occupation are statistically significant to determine consumption of alcoholic liquor (p-value < 0.05).  It is also found that brand name and image significantly enhance consumer preference for distilled liquors in Abeokuta (p-value < 0.05). Brand name is however considered to be a paramount reason for consumption of these liquors. The study then recommends that since consumer cannot measure the differences among variety of liquors in term of value, distilling firms should build its strength around the name of the product to suit consumer orientation.

Keywords: Brand Image, Brand name, Consumer preference, distilled products

How Can Social Responsibilities Contribute to Brand Equity: Evidences from Isfahan City (Published)

Currently, tourism destinations differentiate themselves from other competitors through different factors such as social responsibilities. The reason is that doing social responsibilities results in many considerable outcomes such as tourist satisfaction, loyalty, and etc. This is why the present study aims to investigate the effect of tourism destinations social responsibilities on their brand equity. This study is practical and descriptive research from research goal and methodology perspectives respectively. The statistical population of this study includes foreign tourists who have traveled to Isfahan in the third season of 2016 and also have visited Naghshe Jahan Square in this city. A sample of 200 tourists was selected from this population randomly. For more certainty, 210 tourists were surveyed. A researcher-developed questionnaire was used for collecting the research data, which consists of 40 items. The validity and reliability of questionnaire were measured by Content and Construct Validities and Cronbach’s Alpha Coefficient respectively. The results of Content and Construct Validities and Cronbach’s Alpha Coefficient revealed that the questionnaire is a valid and reliable data-collection instrument for our purpose. The research data were summarized and analyzed by using both descriptive and inferential statistics in the SPSS and LISREL respectively. The findings showed that tourism destination social responsibilities affect tourism destination awareness, perceived value, perceived quality, image, and loyalty significantly; perceived value affects tourism destination loyalty significantly; tourism destination image affects tourist loyalty significantly; perceived quality affects tourism destination image and loyalty significantly. 

Keywords: Brand Equity, Brand Image, Social Responsibilities, Tourism Destination, brand loyalty

An Investigation of Factors Affecting Customers’ Satisfaction in the Supermarket Sector In Ho Chi Minh City (Hcmc) – Vietnam (Published)

This empirical study was conducted to find out the relationship among four factors such as brand image, service quality, product quality, and price toward customer’s satisfaction in supermarket in HCMC. The qualitative approach was applied to point out the measurement of the scales of factors and the quantitative approach was to test whether these observed variables contributing to these factors or not. After that, the author conducted a survey to customers who go shopping in Co.op Mart and Vinmart. After checking and selecting the suitable samples, the author collected 221 samples to analyze for this study. There was the test for the reliable theoretical framework that was conducted to test whether the hypothesis was supported or not. As a result, based on multiple regression analysis, the theoretical framework was significant and all the hypotheses were accepted. The factor affecting most to customer’s satisfaction was Price, the second one was Service Quality, the third one was Product Quality, and finally one was Brand Image. In general, this research model was conducted properly and valued to study. Supermarkets in HCMC can apply this empirical study to set up their business strategies and improve their customers’ satisfaction in order to enhance competitive competence as well as attract more new customers in the new era.

Keywords: Brand Image, Customer Satisfaction, Service Quality, Vietnam, product .quality

Contemporary Digital Marketing Practices in Food Chains in Pakistan (Published)

The very research explores the contemporary digital marketing practices in food chains in Pakistan. The research explores how the digital marketing practices opted by leading food chains in Pakistan are impacting the sales of these food chains. The research has also explored that what digital marketing techniques have been deployed by the food chain and how the different online digital medium to be used for effective advertising. The research is quantitative in nature and a detailed survey questionnaire was developed for the collection of the data. Four external variables i.e Brand Image, Brand Feeling, Brand Resonance and Brand Judgement have been taken to see their impact on Customer Experience. Study results show that external variables have an impact on Customer Experience in the digital marketing sphere.

Keywords: Brand Feeling, Brand Image, Brand Judgement and Customer Experience, Brand Resonance, Digital Marketing, Food Chains

City Branding: Exploring the Brand “Beirut” As a Tourism Destination in the British Market (Published)

In this study, the Beirut brand is evaluated in the context of British consumers. Tourism and Destination Branding Tool was used in determining the questionnaire. Accordingly, questionnaire was designed and distributed to randomly chosen 383 British people. Sample size was achieved through using sample size calculator over the internet.  However, only 100 questionnaires were totally filled by the participants and therefore, only those were included in the analysis. Descriptive statistics were used just as it is used in STCRC study. In this perspective tourists’ general expectations from the short and long term holidays were determined and compared with the results of experience gained in Beirut. Findings showed that British people mostly look for fun and entertaining places which also have a good accommodation. In long holidays they also look for good restaurants and sport facilities. Nevertheless, Beirut is found by them as far below compare to their expectations. In fact, they were not satisfied with their stays in Beirut and not willing to come back to the city in the future. This result also showed itself in the drop of the tourist coming to the city. In this context number of preventive measures should be taken by the government urgently to correct this situation.

Keywords: Beirut, Brand Image, City Branding, Tourism

Marketing Strategy and Innovation at Michelin (Published)

The great management guru, Peter F. Drucker, once made a very profound observation that, “Because the purpose of business is to create customers, a business enterprise has two and only two basic functions – marketing and innovation. Marketing and innovation produce results; all the rest are costs” (Drucker, 1995). In this paper, we focus on the marketing strategies and innovation strengths at the France based company, Michelin. The company simply produces tires made of rubber, but still has a multi-billion dollar empire and is a leader in the tire industry, and continues to generate new plans for advancing its business. Indeed, Michelin has one of the most recognizable logo in the world (see above). We delve into the history of Michelin, its association with French culture, and seek to deduce what are the factors resulting in its marketing and innovation models that contribute to its huge success over the last 125+ years. The central scope of the paper is to understand the marketing strategy of Michelin in the global marketplace, and, at the same time, to analyze how Michelin has been successful in being able to innovate and maintain a stronghold in this sector in terms of market share. With respect to innovation, we note key disruptions that Michelin has been producing in its research labs and with respect to its marketing. We dig deeply into the strategic-branding approach at Michelin and analyze topics such as brand positioning, brand image and equity, advertising, market segmentation, and targeting, all in the aforementioned global setting.

Keywords: Advertising, Brand Image, Innovation, Marketing, Michelin, Strategy


This research aims to evaluate the effect of the variables; namely, price, service quality, brand image and trends on customer loyalty of service providers of mobile phones in Saudi Arabia. A questionnaire was developed and distributed to a convenient sample throughout the major cities of Saudi Arabia. A total of 775 were returned representing a response rate of 89.6%. The study showed that the majority of respondents had prescribed to more than one service provider at the same time. Additionally, it was revealed that all the variables tested; price, service quality, brand image and trends, had a direct effect on customer loyalty of service provider. Results obtained from this research will offer necessary feedback for improving a company’s strategy, marketing mix, services, and product offerings, thereby, achieve customer satisfaction and improve their customer loyalty while attracting new ones.

Keywords: Brand Image, Customer loyalty, Price, Saudi Arabia, Service Quality, Trends, mobile phones


The objective of the study was to evaluate the influence of brand image and promotional mix on consumer buying decision. Descriptive survey research design was adopted as the study guide. Judgemental and purposive sampling techniques were used in which four hundred (400) copies of the research instrument were administered to beverage consumers in Lagos State, Nigeria, out of which three hundred and eighty four (384) copies of the questionnaire were filled and returned. Pearson Product Moment correlation was used to analyse the data generated from the respondents. The findings revealed that brand image, advertising, sales promotion and personal selling have significant influence on consumer buying decision at .01 level (2-tailed). The study concluded that the way a product is promoted coupled with the brand integrity of such product encourages consumers to purchase it and make repeat purchase of it, and as well enhances the referral of such product to other prospects. The study therefore recommended to the organizations, especially those that engage in the marketing of the fast-moving consumer goods, to focus on distinct promotional mix, as the study empirically proved that perception of brand image is capable of influencing consumer buying decision on sustainable basis. It is also recommended that each marketing company should adopt a combination of promotional mix that can bring about distinct outcomes in terms of turnover, improved market share, customer retention, profitability, and productivity among others.

Keywords: Advertising, Brand Image, Consumer Buying Decision, Personal Selling, Sales Promotion.