Introduction In an era of rapidly growing globalization, marketing managers are faced wide range of challenges and opportunities in developing a suitable marketing plan and strategy for customers of different geography and characteristics. Marketing strategies may contain site for production unit, mode of entry and communication strategies to acquire the customer intention. On the other hand consumers have more knowledge of products and are well aware of variety of domestic as well as foreign products and brands (Huang; Phuan and Lin, 2010). Successful marketing strategies depends upon the harmonization between the product attributes and customer identities like attitude, characteristics, value, life style and social role (Papadopoulos and Cleveland, 2010). Another important challenge for marketing management is to understand the bases on which consumer take decision between different available alternatives (Huang; Phuan and Lin, 2010). So it is important to understand how consumer identities affect consumers purchase intention regarding different choices available. Purposes of study The purposes of this study will be to investigate the different dimensions of social and personal identities, find out the effect on purchase intention and how marketing practices influence the relationship of consumer identities and purchase intention Research Objectives o To identify consumer social and personal identities. o To identify the effect of consumer identities on buying intention. o To identify how marketing practices moderates the effect of consumer identities on purchase intention. Research Question “What are the influencing ‘consumer identities’ that significantly effect consumer purchase intentions moderated by marketing p... ... middle of paper ... ...nd Information Sharing (Word Of Mouth Communication) Research. Academy of Marketing Studies Journal, 10(2), pp.111-113. Reed II, A., 2002. Social identity as a useful perspective for self-concept-based consumer research. Journal of Consumer Research, 19(3), pp.235-236. Reed II, A., 2004. Activating the self-importance of consumer selves: Exploring identity salience effects on judgments. Journal of Consumer Research 31(2), pp. 285-287. Sowden, L.J. and Grimmer. M., 2009. Symbolic Consumption and Consumer Identity: An Application of Social Identity Theory to Car Purchase Behavior. In: ANZMAC (Australian and New Zealand Marketing Acdemay), Sustainable management and Marketing. Melbouren, 2-4 December, Melbourne: Australia. Tronvoll, B., 2009. Negative Emotions and Their Effect on Customer Complaint Behaviour. Emerald Group Publishing Limited, 6(1), pp.2-5.
The question ‘who am I?’ raises speculations about who we are as human beings and why we behave the way we do. This is of great interest to social psychologists. One particular theory about this social identity is that it is not fixed or innate but that it is something that changes over time and is constructed through our social interactions with other people. This essay will explicate the idea of socially constructed identities and consider the evidence for and against this view with examples of research studies from both social constructionism (Phoenix, 2007) and Social Identity Theory (SIT) (Turner and Brown, 1978).
Brand identity is about story telling. Using the latest content that has been published, compromising the five best images that reflect the profile of the brand, a consumer-photo-storyboard can be developed to: Describe the profile of the brand; Identify the main communication and publicity themes; and Critically assess the integrated modes of communication with consumers, including limitations and negative content.
Webster, C. (1991). Attitudes towards marketing practices: the effects of ethnic identification. The Journal of Applied Business Research, 7(2), 107-116.
The social identity theory is a person’s sense of who they are based on their social
Increasing awareness of a personal and unique identity distinguishes us from the pack. A brand mantra differs from a tagline, explains Guy Kawasaki, as a mantra describes internal business, a standard for a company to abide by. A tagline is for customers and what they can expect to be delivered (Martinuzzi, 2014). John Jantsch, founder of Duct Tape Marketing defines branding "the art of becoming knowable, likable and trustable” (Martinuzzi, 2014). Many specialists on the subject agree that trust building is essential in success. Being honest is one of the top five steps Forbe’s advises when it comes to brand building (Biro, 2013). Some suggestions to follow from, How to Build an Unforgettable Personal Brand (2014) include, making sure customers are provided what is promised, leading with unwavering quality and being consistent in making good on one’s word. The article also warns that the public will assign a default brand if a
The Social Identity theory (SIT) was proposed by Henry Tajfel. It was then later developed by Tajfel and Turner in 1971 to help them understand inter group relations. The Social Identity theory assumes that individuals strive to improve their self-image by trying to enhance their self-esteem, through social (in and out groups) and personal identities. There are 4 main concepts within the social identity theory all of which will be discussed in the essay.
Kruger (1999) agrees that “the moment when you think that you have discovered the ‘truth’ about yourself, is also a moment when power is exercised over you." As a result, when “I” go to shop, “I” probably regard as a subject, and get to know what “I” likely to be about the self. It is important to understand the consumers’ identification in term of looking insight of themselves. In this work, there will be given a belief introduce of how identity influence the consumers’ point of view of themselves with the process of purchasing. Then, there are individualism and collectivism identity, lifestyle identity, self-identity and social identity as well as gender roles identity are going to present with a few real advertising respectively before drawing
Souiden, N., & M'saad, B. (2011). Adolescent girls from a modern conservative culture: The impact of their social identity on their perception of brand symbolism. Psychology & Marketing, 28(12), 1133-115.
SHANKAR, A., ELLIOTT, R. and FITCHETT, J.A., 2009. Identity, consumption and narratives of socialization. Marketing Theory, 9(1), pp. 75-94.
When customer identify with specific brand and has emotional attachment they form a psychological attachment and relationship with the brand and try tell those thing of the brand which he/she like and work instinctively to the benefit of the brand (Kuenzel & halliday, 2010). Thomson et al, (2005) argued that brand identification such as brand attachment, brand connection and bond with brand, has strongly predicts the frequency of past and future purchase of the brand. The intense relation and attachment also drives consumer toward the benefit of the brand by purchasing the specific brand. Kuenzel et al. (2010) identify that the brand identification concept is built on social identity theory in which consumer are engaged with the brand and extensively of the brand concept in other self-restraints. Identification based on social identity theory is in core a perception of oneness with a group of persons and make an identity in marketing we can also say that customer make their brand as an identity of their self-mean people identify someone with their brand (Albert et al., 2013). The customers who they uses the brand and they emotionally attached to the brand make the brand their identity, those customer called evangelist.. Stronger brand identification with consumer disposed to emotional attachment in pro-brand activities. Their self as an evangelist with the brand and also with the manufacturer (Bhattacharya &Sen,
This paper argues why both brand identity and packaging are vital to a successful marketing strategy, and that they are more powerful intertwined, than as two separate elements.
It 's no secret that traditional marketing practices have declined and consumers are now more skeptical than ever. Brands have had to find ways of connecting with potential customers in a more authentic way.
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach
Early on in the twentieth century, when mass marketing and production became commonplace, company branding allowed consumers to identify with a company. The consumer made a one sided personal relationship
Even with commodities, there are quite a few parameters which brands can use to position themselves to capture a place in the consumer’s memory and consequently in their shopping basket. A few of the more widely accepted of them are: Consistency of Product Quality, Customization of the product to the extent possible, Providing a wider range of products, Identifying the most profit generating segments of the market and modifying or adding an offering to cater to their specific needs, Unique packaging, Emotional Branding and even basing branding on building a unique image to the extent of professing to have a brand personality. In fact focusing on getting consumers to build an emotional identification with the brand and its personality has a far longer lasting effect and builds far greater loyalty than focusing on just functional and utility attributes which a competitor would also able to easily match if not surpass.