Examine the Factors Influencing Brand-switching: the Effects of Advertising and Promotion

Luo, Xueling (2006) Examine the Factors Influencing Brand-switching: the Effects of Advertising and Promotion. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Abstract

This study focused on two main factors influencing brand-switching, namely advertising and promotion, as well as their interactions with age, product category, and price consciousness in Chinese market. Survey questionnaire was applied to study the attitudes and behaviors of two age groups of customers: young and middle age female customers in China.

The findings show that promotion and advertising are positively related to brand-switching, and their effects on brand-switching may vary across different age groups and product categories. Young customers tend to be more easily influenced by promotions and advertising for soft drink product, whereas middle age customers are more likely to be influenced by the promotions and advertising for skincare product.

The analysis about �aware-try-purchase-repeat purchase model shows that advertising and promotion have different impacts on each stage. Advertising may have stronger impact on increasing brand awareness, and promotions tend to have stronger effect on repeat purchase.

Moreover, customers price consciousness could impact on the effectiveness of advertising contents and promotional tools. Higher price consciousness customers are more likely to be influenced by the content of good value for money in advertising, and they tend to prefer price-oriented promotional tools better.

Item Type: Dissertation (University of Nottingham only)
Keywords: brand-switching, advertising, promotion, price consciousness, age, product category
Depositing User: EP, Services
Date Deposited: 30 Nov 2006
Last Modified: 28 Sep 2016 06:15
URI: http://eprints.nottingham.ac.uk/id/eprint/20326

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