Branding and Consumer Purchasing Behaviour

Paper Summary:

The paper evaluates the effectiveness of discount vouchers as well as the development, launch and continued support of loyalty programs. The paper aims to illustrate how the combined effects of branding, marketing, public relations and promotional activities contribute to the development of a quantification of trust model of branding's impact on consumer behavior. The paper explains the research objectives and hypotheses of this research effort and outlines the methodology for a proposed study on this topic.

Outline:
Introduction
Literature Review
Brands and the Issue of Trust
Relying on Brands to Segment Using Trust
Research Objectives and Hypotheses
Methodology

From the Paper:

"In assessing the impact of brand on consumer purchasing behavior, the factors that influence successful execution of branding strategies are assessed in this literature review. Pricing's role in defining branding and differentiation is first discussed. The impact of pricing on branding has been widely studied, with research (McKinsey and Company) showing that the impact of pricing strategies on branding as the most significant factor in the marketing mix. Preslan (et.al.) discusses the need for pricing execution, pricing enforcement, and pricing optimization throughout industries that rely on price elasticity as a means of making pricing strategies more effective in supporting branding strategies. Pricing has also shown the need for having a more integrative approach to managing identity and differentiation, making pricing an integral component of a pricing management strategy."

Sample of Sources Used:

• Alderson, W. (1965). Dynamic marketing behavior: A functionalist theory of marketing. Homewood, IL: Richard D. Irwin, Inc.
• Bayou and Benett - Profitability Analysis for Table Service Restaurants. Cornell Hotel & Restaurant Administration Quarterly. April 1992.Pgs. 44 - 59
• BB&T Capital Markets - CEC Entertainment Profile. BB&T Capital Markets Report. July 26, 2006. Barry Stouffer CFA, CPA
• Bruderl & Schussler -, "Organizational Mortality: The Liabilities of Newness and Adolescence," Administrative Science Quarterly 35 (1990): 530-447.
• Domino's (2005) - From the 2005 Analyst Day Presentation downloaded from the Internet on July 22, 2008 from: http://media.corporate-ir.net/media_files/irol/13/135383/presentations/DPZ_InvDayAll.pdf

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