Relationship between the brand personality and purchase intention Essay

Relationship between the brand personality and purchase intention through the use of Country of Origin (COO) image and by illustrating how this impacts the intention of purchase - Essay Example The hypotheses was acknowledged through an analysis of the auto industry of China and the validation was carried out by taking into account the auto brand of Honda of Japan. The questionnaire was divided into two parts, the first part weighed the COO image, purchase intention, brand personality and subjective knowledge that the consumer possessed about the product; the second part was the registering of information the persons. The result that came out was that it was clearly established that the purchase intention is positively affected by the brand personality and the COO image. It was found that the positive COO image acted as an encouraging sign between the brand personality and purchase intention and so it would tend to increase positive brand personality and its impact on purchase intention. However if there was a negative COO image then this tend to lower the positive impact of brand personality on the purchase intention. Further it was found that if a company had a negative COO and had a weak brand personality it would still have a higher purchase intention than that of a company with a positive COO image and a weak brand personality. The report clearly suggests that there are issues like COO image which adversely affect the relationship between brand personality and purchase intention. ... Limitations and future research direction. However the research has been kept limited to an analysis of two countries. This might be a consideration which would be detrimental. Further it is quite easy to get away with the COO image when there is a lower price. Thus it can be said that the price also comes into play which makes the point of the country of origin a bit weak. Thus it can be said with ease that the research will tend to be ineffective once the generality of causes affecting the intention of the consumers are taken into account. The limitations that can be ascertained are the exclusion of the control variable in the product. The prices of the product have not been included. The research just plainly says that many points have not been considered. This is a great detriment. Corporate brand image, Satisfaction and store loyalty Background of the paper The article has clearly been written to establish the possible impact of a corporate store image on the satisfaction of the customer and the devotion that has been placed on grocery retailers. Conceptual framework and theory The corporate (store) image show the impact of a retailer as a brand, production brands and brands of store is alleged. The brand store and manufacturer store is included because of the fact that the quality of the product brand is dependent on these brands. Research design and implementation The tests were carried out through a survey via mail to consumers of answers which were usable. The test was apparently based on a model that related the hidden variables to the obvious variable and showed how store loyalty was dependent on these. Main conclusions and contribution to marketing literature and practice It was found that retailers