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Impact-of-branding-on-consumer-perception.pdf
Preview of Impact-of-branding-o n-consumer-perceptio n
🔗 Source: waleed-ahmed.com
📊 Size: 1.19 MB
👤 Author: Waleed
⬇️ Downloads: 69

Summary

Course MARK1215, Literature Review, 30% assessment weight, submission deadline 20/11/2014.
The impact of branding on consumer perception is explored, discussing how branding affects consumer decision-making,
with topics including consumer perception, self-concept, packaging and slogans, and consumer decision-making.
The research aims to cover consumer perceptions, brand elements, self-factors, and decision-making factors.
Key points: branding is a psychological phenomenon, resides in the consumer's mind, and involves creating mental structures
to organize knowledge about the brand, with brand positioning strategy being crucial to differentiate a brand.
Consumer perception is based on attribute assessment and alternative offers, with consumers taking a small portion of
available alternatives into consideration when making decisions.

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Description

Course MARK1215, Literature Review, 30% assessment weight, submission deadline 20/11/2014.

Technical Information

  • File Format: PDF
  • File Size: 1.19 MB
  • Pages: 14
  • Language: EN
  • Author: Waleed
  • Total Downloads: 69
  • Last Updated: 2 weeks ago

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