Running header: Branding and consumer purchase decision

The influence of branding to consumer purchasing decision: A case study of individual

purchasing behaviors and branding associations in UK

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Branding and consumer purchase decision 2

Title

The influence of branding to consumer purchasing decision: A case study of individual

purchasing behaviors and branding associations in UK

Introduction

Branding, as a concept in marketing is a very crucial determinant in the mobility of

products within any commercial set up (Martinez, 2012). The need to increase sales and to tether

a specific market segment towards a specific product has seen the concept of branding being

widely employed by most commercial entities (Knox, n.d). In the UK, just like other economic

constructs, branding has become a very crucial tool in influencing the decision by consumers to

purchase a product (Mathieson, 2011).

Most studies of individual purchase activities reveal that most of the clients were

projected to advertisement messages that influenced their decision to purchase the product under

study (Xie & Boggs, n.d). This reveals that indeed branding continues to play a very significant

role in influencing product mobility (Kavaratzis, 2011). An intelligible branding approach is

essential in defining the purchase prospect of a specific product (Bass, n.d). Analysts have

postulated that the concept of branding entails a very in depth market research and the evaluation

of the trends of purchase within the specific market locus (Moorthi, 2009). As postulated by

many market research publications, branding of products must be based on tangible evaluations

of the morphology of the market where the product seeks to establish itself (Chernatony & Riley,

n.d).

Rationale

What is the research issue?

Understanding the relationship between branding and product mobility is critical in

designing an advertisement rubric for any specific product (Punyatoya, n.d). This research study

Branding and consumer purchase decision 3

will dig deeper into the concept of branding and relate it to the mobility of the products of any

commercial outlet. In addition, the research study will seek to explore how branding can be made

efficient in advancing sales within the market segment.

Essentially, this work will offer an insight into the dynamics of branding and establish

how exactly branding influences the choice of product to purchase by the consumers. The work

will also offer a consummate analysis of the variants of branding and how these variants

specifically play to the psychological and behavioral construct of the consumers to influence the

choice of products to purchase. Of most significant to this research work, will the proposition of

relevant branding models to advance the mobility of products within any establishment.

Why is it an issue?

An integrated marketing approach is essential in ensuring that the products of a company

are in constant move (Foxall, 2007). While these marketing approaches are critical in enhancing

the “product visibility”, most market experts posit that the efficiency of these modalities of

marketing are intertwined with proper understanding of the market structure (Hamiln, & Wilson,

n.d). The main issue that this research work will outline will be based on the need to vary the

branding techniques within the market locus and to be able to achieve the optimal product sales.

Why is it an issue now?

The emerging trends in technology have influenced the concept of branding (Hestad,

2013). This therefore necessitates a deeper study of the subject to come up with a proper

template of incorporating these emerging technological precepts in branding (Zenker, & Martin,

n.d). In addition, the ever increasing costs of business advertisement obligate most businesses to

seek for more strategies of using branding to advance the growth of business (Jobber, 2010).

What could this research shed light on?

Branding and consumer purchase decision 4

This discourse will outline the need to understand the dynamics of the market segment

and vary it with the relevant branding strategies to advance growth. The discourse will also

explore the correlation between branding and purchase and use the results to postulate the

methodologies applicable in branding to advance sales

Branding and consumer purchase decision 5

References

Xie, H., & Boggs, D. (n.d.). Corporate Branding Versus Product Branding In Emerging

Markets: A Conceptual Framework. Marketing Intelligence & Planning, 347-364.

Bass, F. (n.d.). The Future of Research in Marketing: Marketing Science. Journal of

Marketing Research, 1-1.

Chernatony, L., & Riley, F. (n.d.). Experts' Views About Defining Services Brands and

the Principles of Services Branding. Journal of Business Research, 181-192.

Dalgic, T. (1998). Niche Marketing Principles. Journal of Segmentation in Marketing, 5-18.

Foxall, G. (2007). The behavioral economics of brand choice. Basingstoke: Palgrave Macmillan.

Hamiln, R., & Wilson, T. (n.d.). The Impact of Cause Branding on Consumer Reactions

to Products: Does Product/Cause 'Fit' Really Matter? Journal of Marketing Management,

663-681.

Hestad, M. (2013). Branding and Product Design an Integrated Perspective. Farnham:

Ashgate Publishing.

Jobber, D. (2010). Principles and practice of marketing (6th ed.). London: McGraw-Hill.

Kavaratzis, M. (2005). Place Branding: A Review of Trends and Conceptual Models.

The Marketing Review, 329-342.

Kitson, H. (1924). Principles of Advertising. Science, 362-363.

Knox, S. (n.d.). Positioning and branding your organisation. Journal of Product &

Brand Management, 105-115.

Martinez, P. (2012). The consumer mind brand perception and the implication for

marketers. London: Kogan Page.

Mathieson, R. (2005). Branding unbound the future of advertising, sales, and the

brand experience in the wireless age. New York: AMACOM.

Branding and consumer purchase decision 6

Moorthi, Y. (2004). Branding Principles–Application to Business-to-Business Branding.

Journal of Business-to-Business Marketing, 79-102.

Promotional cultures: The rise and spread of advertising, public relations, marketing

and branding. (2013). Choice Reviews Online, 51-2486.

Punyatoya, P. (n.d.). Effect of perceived brand foreignness on branding strategy evaluation

for high and low involvement products. International Journal of Business and

Emerging Markets, 28-28.

Zenker, S., & Martin, N. (n.d.). Measuring success in place marketing and branding.

Place Branding and Public Diplomacy, 32-41.