Customer attitude towards change in brands' ownership in the Literature review

Customer attitude towards change in brands' ownership in the automotive industry and how it affects car purchase intentions - Literature review Example The paper tells that with the continued elevation of completion within the current global marketplace because of globalization, introduction of new products has turned out to be a highly risky venture. One factor facilitating such high levels of risk is the implausible high cost of creating brands for product (new products), which can exceed 100 million dollars in some cases. Thus, firms are resulting into line extensions, brand extensions, as well as other new strategies of products, which allow their leveraging of the existing trademark equity with their relatively new products as a measure of minimizing the brand associated risks. Due to the increasing alarming studies about the possible harmful impacts of these, family brands’ extensions, the marketers’ attention has been captured by some recent new approaches. One such approach is the alliances of brands, which this paper seeks to examine in the automobile industry. In the present competitive world, brand alliances are often chosen as strategic options, which assume a diversity of forms ranging from simple advertising to ingredient branding. Some prominent illustrations of such collaborations of brands are evident across the daily life of consumers and spans diverse industries such as high technology, airlines, automobile industry, services, fast moving consumer products, as well as the fashion industry. In marketing, an attitude is a general assessment of products or services created over time. Attitude satisfies personal motives as well as affects buying and shopping habits of the consumers. Consumer attitudes compose of the consumers’ beliefs, behavioral intentions, and feelings about a product or service. This is within the marketing context, usually a retail or brand store. Beliefs, behavioral intentions, and feelings about a product are considered together as they are interdependent. They also represent the forces influencing the way in which consumers react towards an object. Th e consumer attitudes are an advantage as well as an obstacle to a marketer. Selecting to ignore or discount attitudes of the consumers concerning car brands in the development of marketing strategies guarantees less successful of the whole campaign. The perceptive marketers control their attitudes’ understanding in order to predict the consumers’ behavior. Such well-informed marketers understand the exact ways of distinguishing the variations between attitudes, beliefs, and behaviors while controlling all the three in development of effective marketing strategies. Most of the brand alliances or M&A occur between firms from the same nation and across international borders as well as between transnational brands as shall be seen in the automotive industry, which has witnessed a number of mergers and acquisitions. Such transnational alliances of brands allows business entities the permit of marketing as well as learning beyond their domestic scale markets, while maintaini ng high levels of domestic responsiveness. Both parties involved in brand alliance accrue benefits via increasing the rate of success for the product offering in the local markets while strengthening their local brands. This is realized via foreign investment and technology transfer between the alliance partners. However, the successfulness of such brand alliances must consider the attitudes of the customers in the target markets as these determine their effectiveness. The purpose of this paper is to examine the alliances in the automotive industry. The emphasis is on examining the attitudes of the customers towards the increasing M&A in this industry as well as its impacts on their intentions of purchasing cars. The objective is determination of the relationship existing between the behavior and attitudes of the

Social Networks Essay Example | Topics and Well Written Essays - 1000 words

Social Networks - Essay Example The users read the profile pages of other members, share views and ideas, give comments and contact them via their profiles. In short, an SNS is a great means of bringing people of same wave length together and socializing with the outside world. People create their profiles which are in fact their identities which may be real or fake. SNSs have redefined identity development in a way that people can now make friends which are even not their type but of the type of the new identity that has been created on the SNS profile. This paper argues that it is important to keep only one identity in the online world in order to realize our inner selves and to keep our offline and online world integrated together. Everything related to our identity affects our agency in our online and offline worlds, be that something as simple as a name. As stated earlier, SNSs enable people to make their profiles with different names and identities in the online world. The connections made with this fake name and identity will be quite different from those made in the offline world. Thus, anybody making a profile in the online world with a fake name will be having two identities; one real that is in the offline world, and the other fake which is in the online world. ... If he takes this identity to the online world and makes use of the SNSs as a support to the offline connections, then he is able to keep the two worlds working in harmony with each other. However, if he creates a separate identity in the online worlds, then the connections with that identity will not correlate with those in the offline world thus keeping the two worlds segregated from each other. We should not perceive our online and offline worlds separately. We should make true profiles with our original identities on the SNSs so that we are able to perceive the two worlds as a single entity and not as two segregated entities. It is not possible in this busy world to run two separate worlds together or maintain different identities in the two worlds; however, we cannot deny the presence of scams and fraudulent activities taking place on the internet which are apt to steal away our identities from the profiles we make online. So, we should only trust authenticated SNSs and make true profiles there with the primary objective to support our offline connections and secondary objective to make new connections. Life will be much easier and sophisticated if we try to perceive the two worlds as a solo unit. Also, an identity becomes disfavored when it is not true. When it gets hacked, it loses its reliability and thus becomes disfavored. Identity thieves are common in the online worlds which steal, misuse, disclose or sell the true identities and thus cheat innocent persons. When an identity is stolen, it loses its credibility and thus is regarded as disapproved because it is not to be relied on for future connections, comments, sharing of information like pictures and files, and other activities of the sort. Disfavored identities must be deactivated from