Journal Article Tabulated Ba
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Transcript of Journal Article Tabulated Ba
AUTHOR Josephine PickettBaker, Ritsuko Ozaki
YEAR2008
TITLEPro-environmental products: marketing influence on consumer purchase decision
VOL No25
ISSUE No5
No 0f Pgs12
CONTENTThe objective of this paper is to investigate if marketing and branding techniques can help establish green brands and introduce greener patterns of consumption into contemporary lifestyles in the current context where environmentally friendly products are increasingly available .This paper identifies that consumers are not exposed enough to green product marketing communication and suggests the greater use of marketing and brands to promote and sell products that are environmentally friendly and function effectively. Advertisers use different types of appeals and demonstrations to attract and retain customers, but the literature review shows very less work on evaluating the differential impact of various types of appeals on consumer purchase decisions. This study empirically tests the differential influence various advertising appeals create on consumer purchase decisions.
Dr Sanjeev Verma
2010
Do All Advertising Appeals Influence Consumer Purchase Decision An Exploratory Study
10
2
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HAWKINS STERN
1962
Significance of buying today
26
3
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Aware of the significance of impulse buying and wishing to anticipate possible changes in the market for its products, the Wm. Wrigley Jr. Company
commissioned Stanford Research Institute to study the market for impulse items as it has developed in the past decade and as it is likely to develop during the 1960s. This article is drawn from the study findings, on the nature and significance of consumer impulse buying. Peter weinburg 1988 10 1 12 Finds significant brandequity behaviors, based on hypothetical buying situations, in the form of organizational buyers willingness to pay a significant price premium for their favorite brand, make referrals, and extend their brand preference to other products with the same brand name. The better known their favorite brand was, the more likely buyers were to exhibit the three brand-equity behaviors.
Impulsive consumer buying