Sports  Sponsorship  and  Consumer  Purchase  Intention: from  the  Perspective  of  Consumer  Brand  Awareness

3394 Words Jun 20th, 2013 14 Pages
CRAM Exclusive
Essay Sample: Page 2
If



  2

 



an unknown brand invited a famous movie star as spokesperson, then the consumer would think that at least the brand have certain strength. Again, consumers can also think that is an excellent brand and excellent product. In addition, the brand's emotional identity requires long-term efforts of corporate and brand. Vogue has been walking in the forefront of fashion for years and be recognized as the vane of fashion, which is the result of years of tireless pursuit of fashion and trend guides. Rome was not built in a day; Vogue 's success is not overnight.



2.2 Brand recognition and brand emotion of action and reaction A brand firstly needs to establish a clear and prominent brand personality so that consumers could remember the brand in the short term. And then through continuous brand contact consumers understand the connotation of the brand, and stimulate brand emotional identification. Emotional identity precisely is a long-term mechanism, which can maintain a good relationship between the brand and consumers. In this process, there is a need to emphasize that continuous brand contact is necessary to encourage consumers to arise emotional identification; this would be mentioned in the following sports sponsorship again. On the other hand, emotional identity of the brand can in turn affect brand awareness. In addition to identity motivations of consumption, consumers also hold characteristic
CRAM Exclusive
Cop82161King

Related Documents

  • Impact of Brand Identity of Horlicks in Consumers' Purchase Intention

    Course Title: Thesis Paper A Research Paper on “How brand elements influence the consumers’ purchase intention of a brand: A study on Horlicks and GlaxoSmithKline” Prof. Dr. Md. Masudur Rahman Professor Department of Marketing University of Dhaka Prof. Dr. Md. Masudur Rahman Professor Department of Marketing University of Dhaka Prepared For: Anisur Rahman ChowdhuryRoll-117, Section A18th batchDepartment of MarketingUniversity of Dhaka |

    Words: 12924 - Pages: 52
  • Consumer Attitudes and Purchase Intentions in Relation to Organic Foods

    Research Proposal Consumer Attitudes and Purchase Intentions in Relation to Organic Foods in Peninsula Malaysia Abstract The aim of this study is to find out the three (3) significant variables forming the positive attitude towards the buying the organic food in Peninsula Malaysia, which eventually lead to the ultimate intention in buying the organically-produced food. The different variables are focused on demographic characteristics on household income, product attributes and lastly the

    Words: 4927 - Pages: 20
  • Consumer Brand Relationship Essay example

    Analyze consumer-brand relationships in a product category of your choice Brand Relationship Management Table of Contents 1. Instroduction 6 2 Literature Review 8 2.1 Brand 8 2.2 C-C Identification and Relationship 9 2.3 Relationship marketing 9 2.4 Brand Personality 11 2.4.1 Personality as Self-Image 11 2.4.2 Big Five Dimensions of human Personality 12 2.4.3 Recent Concept on the Brand Personality Concept 13 Record Revision History Rev | Effective date | Date Entered |

    Words: 3625 - Pages: 15
  • Factors Affecting Consumer Purchase Intention Towards Consumer Durables : a Comperative Study of Lg & Videcon

    PROJECT REPORT ON FACTORS AFFECTING CONSUMER PURCHASE INTENTION TOWARDS CONSUMER DURABLES (A COMPERATIVE STUDY OF LG & VIDECON) UNDER GUIDANCE Prof. S.k.Chadha In the partial fulfillment of the requirements of the Final Project for the degree of Masters in Business Administration

    Words: 7851 - Pages: 32
  • The Study of Relational Analysis of Brand Image、Brand Personality、Brand Attitude、Brand Preference and Sports Product Purchase Intention

    第三期 運動傳播學刊 第三期 品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買一圖關係之研究 品牌形象、品牌個性、品牌態度、 第 130-148 頁 I S S N:2 0 7 1 - 3 6 0 6 N: 品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買意圖 關係之研究 The study of relational analysis of Brand Image、Brand Personality、Brand Attitude、Brand Preference and Sports Product Purchase Intention 黃少章 / 國立臺灣師範大學 Haung Shau Chang / National Taiwan Normal University 真理大學運動知識學院 運動傳播學刊 第三期 抽印本 中華民國 九十九 年 八 月 一 日 第三期 運動傳播學刊 第三期 品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買一圖關係之研究 品牌形象、品牌個性、品牌態度、 第 130-148 頁 I S S

    Words: 1376 - Pages: 6
  • Building Brands - of the Consumers, by the Consumers, for the Consumers

    Building Brands - Of the Consumers, By the Consumers, For the Consumers In July 2006, HUL (then HLL) launched India’s first community portal exclusively belonging to a brand – The Sunsilk “Gang of Girls”. The initiative was an instant success with the number of members crossing the half million mark within six months of launching. It was HUL’s attempt to revive the Sunsilk brand. Today with a member base of 7.5 lakh users (a mere 2.5 lakh users in four and a half years), the success of Sunsilk’s

    Words: 2215 - Pages: 9
  • Consumer Behavior Purchase Decision Essay

    Consumer Buying Behavior Process Institute of Business and Information Technology University of Punjab Submitted by:- Maria Mohni Ali Farooq Submitted to:- Sir Basit Afzal Date:- 31/01/2014 Contents Executive summary 3 Methodology:- 3 Consumer profile 4 Yankolovich mind base segmentation:- 5 Trait sum up them:- 5 Stages of the Consumer Buying Process:- 5 Need Recognition:- 6 Pre-purchase Search or Information Search:- 7 Internal influence:-………………………………………………………………………………………………………………………8

    Words: 3511 - Pages: 15
  • Red Bull Versus Coca Cola Sport Sponsorship from a Sponsor’s Perspective

    RED BULL VERSUS COCA COLA SPORT SPONSORSHIP FROM A SPONSOR’S PERSPECTIVE Author: Inken Hillnhagen email: hillnhai@uni.coventry.ac.uk University: Coventry University Faculty: Business School/Sport and Event Management buying the rights. Involved in this money is planning the sponsorship deal, carrying it out and last but not least evaluating the whole process and engagement (Hermanns 2003). So according to this the strategic planning process is crucial in order to communicate effectively and achieve

    Words: 895 - Pages: 4
  • Essay about The Impact of Advertising on Consumer Purchase

    that surround the topic ‘what impact does advertising have on consumer purchase?’ Britain made history on the 22nd of December 1955 when they released the first television advertisement; it was for “Gibbs SR Toothpaste”. Since then advertisements have grown into a world-wide phenomenon used every ten to fifteen minutes on free to air television for all kinds of products, services, promotion of shows and other objects for consumer purchase. Through this research project I endeavour to investigate the

    Words: 929 - Pages: 4
  • Brand Mergers Examining Consumers Responses Essays

    Brand mergers: examining consumers’ responses to name and logo design ´ Joana Cesar Machado Catholic University of Portugal, Porto, Portugal Leonor Vacas-de-Carvalho ´ ´ Evora University, Evora, Portugal ´ Patrıcio Costa School of Health Sciences, Minho University, Braga, Portugal, and Paulo Lencastre Catholic University of Portugal, Porto, Portugal Abstract Purpose – In the context of a merger, the management of corporate identity – in particular of corporate names and logos – assumes

    Words: 9443 - Pages: 38