Brand is one of the most important resources, the real identity, and public image for an organization (Heding, Knudtzen, &Bjerre, 2009). A brand represents the unique features, characteristics, quality, and reliability of the product of a company. A good brand develops an idiosyncratic, ever-lasting, and distinctive perception of the product in the minds of the customers.
Keeping in view the significance of a brand, an organization must manage it in the same way as the other important organizational resources; like human, financial, physical, etc. Nowadays, demands on powered two-wheel vehicles are growing sharply because they offer a variety of options in speed, comfort and economy to both genders in all the social categories (Barker, 2002).
They are used for work, commuting, and recreation. Additionally, in Asian countries such as Vietnam where heavy traffic becomes a problem, powered two-wheel vehicles, including scooters and mopes, have ability to maneuver and ease of parking at riders’ destination. In the last ten years the research on customer perception and behavior in the luxury transportation means has been driven by Asian researchers (e.g. Anurit, Newman, & Chansarkar, 2002). However, most of them focused on luxury cars and very few researchers have investigated customer perception of luxury motorcycles.
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Hence, the limited volume of previous research enables this study to make a contribution to knowledge and to theory development. The study can demonstrate the perception of luxury scooter brands of Vietnamese consumers and their attitude toward country of origin when they intent to buy a luxury scooter. A great brand does more: It lends coloration and resonance to a product or service.
Companies must work ha...
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...the feelings and effects formed as a result of the perception of quality. Results obtained in this study were different,
The product quality and performance based on the perceived quality (extrinsic attribute) was still found to have significant influence on the brand loyalty. This happened because the customer has developed perceptions that derived from high level of customer awareness, good image from marketing activities such as advertising, sales promotion and etc.
Such perceptions may increase the consumer’s desire to buy the product. Future research should focus on the similar study of product quality and brand loyalty to the other brands being the competitor to Malaysia National Brand Motorcycle/Scooter in the market. By doing this only the gap can be closed with a clearer picture on the extended scope market environment which can be further examined
Harley-Davidson owns a twenty percent market share followed closely by Honda, Yamaha, and Kawasaki. One thing they have had to overcome in the marketplace is the stereotypical image associated with motorcycle owners. It seems the publ...
Brand; - brand is known as uniqueness in term of what products or service the company provides. Brand is also set of insight or image that represents seller. Brand defines symbol, name, term or feature of company’s service or goods. Example of popular brand is apple, Amazon and Samsung.
This case study is about “Specialized Bicycle Components Inc.” known as Ride the Red “S”. Specialized was founded in 1974 by Mike Sinyard. According to Chris Murphy, director of marketing for Red “S”, specialized is for serious riders. He says, “The customer is buying the ride from us, not just the bike.” The company began to produce its own bike parts by 1976, and introduced the first major production mountain bike in the world in 1980. Specialized now has an extensive global distribution network of 5000 retailers in 35 countries in Asia, North America, South America, and Australia. They maintained a reputation as the technological leader in the bike and bike accessories. The formal mission is still the same since they established the company “To give everyone the best ride of their life.”
Customers were looking for a well branded bike with high quality and the lowest price. Depending on the market segments, the customers had different preferences of what they wanted from a company. Customers influenced by advertisement options, price, quality, public relations, and many other factors that strongly altered their buying decision.
One of the differentiation strategies used by BMW is the creation of auto products that consumers can emotionally relate to. In building the BMW brand, the company has succeeded in positioning its products as prestigious or luxurious. Therefore, most consumers want to own a BMW car solely for the prestige it gives them. BMW products are not only purchased due to their usability or functionality but for the status they give the owner. Subsequently, when a person buys a BMW product, they are emotionally attached not just to the car but to the brand as a whole. This has created increased brand loyalty in BMW growing its customer base as more people search for the status associated with the company’s products.
The source of the brand features is in a connection between customers and companies that sell services or products. Consumers who choose a specific company fundamentally acknowledge to prefer that brand more than other brands rooted from the recognition of the brand’s worth.
Bornmark, H., Goransson, A., & Svensson, C. (2005). A Study To Indicate The Importance Of Brand Awareness in Brand Choice. Bachelor Degree Dissertation International Business Program.
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.
Dubois and Czellar (2002) refer to luxury brands as those goods that can offer comfort, beauty and refinement. On the other hand, a prestige brand is referred to as a brand that has achieved a definitive level of accomplishment, either in the quality or performance. O’Cass a...
Every company seeks to create its own brand - a unique and effective image. Purpose of brand is attracting and retaining customers in its market share. Branding in marketing is a complex technology, aimed at making advantageous position a brand from the competition. Facilitating the search for the necessary goods to the buyer, branding in marketing becomes more effective if the consumer product features meet market requirements. It is especially necessary to identify the goods, for a case of unprepared buyer which can not assess the competitive characteristics (for example, high-tech products). The development of technology has had a huge impact on human society. It is reflected in the fact that we are surrounded by complex technical devices that we use every day and sometimes we have no idea of how this thing is located within. Here the brand comes to help the consumer that stands out from all those product characteristics that are important to the consumer and facilitates the understanding of the product.
Product is the core of marketing, which including tangible goods like food or drinks or intangible services, as it is the major way to embody customers requirements; and, branding is directly associated with it. In fact, branding is all about decisio ns of products, like brand names or trademarks. Stork (2007) asserted that a brand is a unique business identity which represents the personality, quality or origin of products. And, such a product which added value by branding would appear in every activity of marketing, namely, branding is actually react on the whole marketing system directly and indirectly.
The purpose of this study is to examine the influence of perceived quality, social influence and consumer traits
product variety impact the perceived brand quality both when evaluating a single brand and when choosing between brands indicated by the evidences , it is observed that product variety effect even when variety makes the act of choice itself more difficult and frustrating. In addition, after consumers experience the product the effect of product variety on perceived quality and on a concrete dimension such as taste persists, repeat purchase rate also increased by that product variety. Quality perceptions are also affected by the influence of product variety on brand choice, which, in turn, is mediated by the effect of variety on perceived brand expertise and commitment to the category. The effects of product variety identified in two boundary conditions by
Overall impact of brand on consumer behavior is moderate Brand name, brand loyalty, after purchase service, verification of the product; symbolic mean...
In order to be a dominant brand in the market, the brand needs to have not only sufficient market share but also needs to have an adequately large amount of budget to defend their position. Brand loyalty is like a tool to build up a strong competitive barrier to entry (Gasca, 2014). By nature, consumers tend to stick with the brand that they used to consumed and feel satisfied with, as most of consumers acted as risk averse (Khoury, 2014). Although framework of brand loyalty is still vague, it is clear that brand loyalty is a key to the competitiveness of a brand. Brand loyalty customers tend to have relatively inelastic demand and are willing to pay more for the products. The brand could also generate a higher market share and higher return (Chaudhuri and Holbrook,