Professional Documents
Culture Documents
LITERATURE REVIEW
long-range, portable electronic device used for mobile communication. In addition to the
standard voice function of a telephone, current mobile phones can support many
additional services such as SMS for text messaging, email, packet switching for access to
the Internet, and MMS for sending and receiving photos and video. Most current mobile
phones connect to a cellular network of base stations (cell sites), which is in turn
cell. Generally, cellular telephone service is available in urban areas and along major
highways. As the cellular telephone user moves from one cell or area of coverage to
another, the telephone is effectively passed on to the local cell transmitter. A cellular
telephone is not to be confused with a cordless telephone (which is simply a phone with a
very short wireless connection to a local phone outlet). A newer service similar to cellular
Students leant about cellular phone from many sources, mainly from friends and families,
through advertisement and from their own experience. Whether a promotion and
advertising hurt or help a brand is under-researched (Mela, Gupta & Lehman, 1997). In
the long-run, advertisement help brands by making consumer less price sensitive and
attitude and behaviour (Evans,Moutinho & Van Raaj, 1996). And for the ad to be seen, it
must grab the attention of its target audience. ‘Ads originality’ as defined from Pietes,
Warlop and Wedel, (2002) were easier for customer to remember than ordinary ads by
increasing attention to it. This thus increased attention to the brand being
advertised.However, regardless of the content, ads for brand leaders are more successful
due to the influence of the brand (Simon, 1970). Ads for less popular brands may be less
Liking towards the brand itself can influence liking for the brand (Hawkins, Best &
Coney, 1992). However according to study by Biehal, Stephens and Curlo (1992)
whether consumers like or dislike an ad does not necessarily lead to brand acceptance or
rejection. So, even though consumers may like the ad that they see, it does not necessarily
mean that they will go out and buy the brand advertised.Usually the consumer uses their
attitude towards the ad (Aad) in brand choice equaled that of attitude towards the brands
(AB).
Advertisers must remember that advertising messages are interpretend differently
between different genders (Maldonando, Tansuhaj & Muehling, 2003; Hogg & Garrow,
2003; Putrevu, 2001).Prevoius study have proven that females were more likely to
engagae in elaboration than men (Maldonado & Muehling, 2003). Hogg and Garrow
(2003) found that women paid more intention about the details of the characters of an ad
when asked to analyze advertising messages. They said that this may be explained by the
fact that females have a greater tendency than men to consider external information and
information related to others. Women are ‘comprehensive processors’ who try to gather
In building brand preferences, Alreck and Settle (1999) proposed six strategies:
slogans,songs.
motives.
brand preference. It did not discuss tangible aspects (i.e product characteristics) of
product in terms of attributes content and proportion and also influence consumer’s taste
Attributes are the characteristic or features that an object may or may not have
and includes both intrinsic and extrinsic (Mowen & Minor, 1998) .Benefits is the positive
outcomes that come from the attributes.People seek products that have attributes that will
solve their problems and fulfills their needs (Mowen & Minor, 1998). Understanding why
a consumer choose a product based upon its attributes helps marketers to understand why
some consumers have preferences for certain brands (Gwin & Gwin, 2003). In the study
by Gwin and Gwin (2003), the Lancaster model of consumer demand (1966, 1979), also
model assumes that consumer choice is based on the characteristics (or attributes) of a
utility/satisfaction from the attritubes subject to budget constraints. However there were
two limitataions of the model: (1) the model is static and deterministic and (2) the model
does not explain how the preferences for attributes were formed.This article also also didi
not mention if experience with the product played a part in influencing attributes
preferences.
Both tangible nad intangible attributes of a product are equally important in
choosing a product or brand (Myers, 2003). There is no evidence that certain attributes
are more related to customer loyalty than others (Romariuk & Sharp, 2003). It was, found
though, that the more attributes (non-negative) associated with a brand, the more loyal
the customer (Romariuk & Sharp,2003).Romariuk and Sharp (2003) suggested that
marketers should focus more on how many attributes the brand should be associated with
and not what attributes. However, this study did not specify what sort of attributes
marketers should associate the brand with; i.e. whether they should be relevant or
consumer accurately lean about product attribute performances since it would influence
bias.Unfounded product attribute relationship beliefs can mislead them into expecting
something that is not there.(Mason & Bequette, 1998). Hence if products fall short of
choice.Persistent preferences for product attribute soccurs when there is low ambiguity in
the initial potential choice for salient attributes coupled with experience,although those
attributes maybe irrelevant (i.e. an attributes usually not associated with favourable brand
outcomes (Muthukrishnan & Kardes, 2001). Consequently, Mason and Bequette (1998)
also said that perceptions on product performance based on salient attributes are more
important in influencing the consumer purchase behaviour than actual product attribute
performances. Similarly, Myers (2003) concluded that brand equity may be more
For low-involvement products, consumers have more objective view of the nature
of the attrinutes (eg. food, cosmetics) because they are constantly being advertised and
evaluation of a product can be broken down into evaluation related to product (tangible or
physical attributes) and brand name (intangible attributes, or images added to the product
due to its brand names). In his study on the relationship between human values and
consumer purchases, Allen (2001) found there was a significant association between
product preference and tangible attribute importance with how consumers perceive the
product (i.e tangible attributes) and how they evaluate the product (i.e symbolic
importance of the product’s tangible attribute importances that are already important to
consumers.
important than actual performance (Mason & Bequette, 1998).Mowen and Minor (1998)
suggested that marketing managers should know the attributes that consumers expect in a
product and how positively or negatively they rate these attributes to help develop and
perceived as the most important by each individual consumer group in order to build and
maintain market share (Warrington & Shim, 2000). It is the consumer who determines
which attributes matter to them. Different consumer groups place different importance on
different attributes (Warrington & Shim,2000).It was found that consumers categoriez as
on product attributes and product orientataions than LP/WB (weak brand commitment)
Markerters should consider using advertisement, which may play a role in making
attributee important to consumers that might not have been considered before (Gwin &
Gwin, 2003),Romariuk & Sharp (2003) suggested two objectives of short-term and long-
term brand building. In the short term, managers need to identify a specific attributes to
be communicated to the market,based on which message gave the best execution.The key
‘bank’ of consumer perception about the brand to make it the one most often thought of
and make it difficult for competitors to have access to the minds of consumers (Romariuk
The brand name of the product itself is an important attribute. Brands have both
2001), On the product related benefit side, consumer evaluate product performance based
on its capabilities, usage effectiveness, value for money and reliability. The purchase and
communication to improve their self image and deliver certain impressions to other
people in their environment (del Rio,Vasquez & Iglesiaz, 2001), Therefore the brand
benefits. Big brand means a better image and a better product (del Rio,Vasquez &
Iglesiaz, 2001), Howevwer, as mention earlier, Mason and Bequette (1998) suggested
that perceived product performance is more important than actual attribute performance.
Similarly Myers (2003) concluded that brand equity might be influenced by attribute
knowledge more than consumer preference. This may be due to consumer biasness and
prejudice, Consumers’ product evaluations are influenced by memory. The biasness can
Bequette ,1998). Therefore, it’s not surprising that brands that consumers believe offer
superior value are most preferred brands chosen often (Myers, 2003). Brands with higher
(Mowen & Minor, 1998; Siu & Wong, 2002). Consumers perceive that a higher price can
be attributed to the higher cost of quality control (Siu & Wong, 2002). Some consumers
are highly price sensitive (elastic demand),whereby a high prices may shift consumers to
competitive brands (Mowen & Minor, 1998). Therefore price can have a positive or