Affective and Cognitive Responses of Consumer Behaviour - Couverture souple

Jayasooriya, Sujith; Kumar, Shamala

 
9783659943294: Affective and Cognitive Responses of Consumer Behaviour
Couverture souple
ISBN 10 : 3659943290 ISBN 13 : 9783659943294
Editeur : LAP LAMBERT Academic Publishing, 2016

Synopsis

Understanding consumers’ behaviour is a critical element in developing marketing strategies. Affect and Cognition have profound impact on behavioral pattern of consumers and are two types of responses that consumers may have to environmental stimuli and events. The study was undertaken to achieve major purpose of developing a model, which describes consumers’ affective and cognitive responses related to the development of brand loyalty. A quota sampling method was used to create quotas in shopping venue (boutiques versus supermarkets). A total of 150 consumers were sampled. Regression analysis revealed that affect predicts brand image shows that feelings and beliefs are significant component predictors. Regression of cognition on brand image shows those decision-making components are significant. Brand loyalty and usage rate seem to be distinguishable characters among boutique and supermarket consumers. The components of affect and cognition are significant predictors of brand image and beliefs and brand image are significant predictors of brand loyalty. The affective and cognitive psychological responses of the consumers can be implemented to build up consumers’ tacit knowledge.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

Understanding consumers’ behaviour is a critical element in developing marketing strategies. Affect and Cognition have profound impact on behavioral pattern of consumers and are two types of responses that consumers may have to environmental stimuli and events. The study was undertaken to achieve major purpose of developing a model, which describes consumers’ affective and cognitive responses related to the development of brand loyalty. A quota sampling method was used to create quotas in shopping venue (boutiques versus supermarkets). A total of 150 consumers were sampled. Regression analysis revealed that affect predicts brand image shows that feelings and beliefs are significant component predictors. Regression of cognition on brand image shows those decision-making components are significant. Brand loyalty and usage rate seem to be distinguishable characters among boutique and supermarket consumers. The components of affect and cognition are significant predictors of brand image and beliefs and brand image are significant predictors of brand loyalty. The affective and cognitive psychological responses of the consumers can be implemented to build up consumers’ tacit knowledge.

Biographie de l'auteur

Sujith Jayasooriya, Chartered Economist (EconomicPolicy) and Master Financial Professional (FinancialPlanner) awarded by American Academy of FinancialManagement, earns B.Sc. degree in Agriculturemajored Agricultural Economics and BusinessManagement from University of Peradeniya, and theDirector of the Innovation4Development Consultants.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2016
Langue
anglais
ISBN 10 
3659943290
ISBN 13 
9783659943294
Reliure
Broché
Nombre de pages
68
Coordonnées du fabricant
non disponible
Personne responsable
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