third parties recommendations impact on brand purchase intention

• Номер работы:
  574509
• Раздел:
  Все работы   →   Курсовые проекты - сложные   →   Английский язык
• Год добавления:
  22.08.2019 г.
• Объем работы:
  27 стр.
• Содержание:
  INTRODUCTION
  OBJECTIVE 1
  1.1.Definition of the term “brand”.
  1.2.Brand from the customer’s prospect.
  1.3.Brand perception and attitude.
  OBJECTIVE 2.HIRD PARTIES’ RECOMMENDATION
  AND THE CUSTOMERS’ BEHAVIOR
  2.1.The notion of third parties.
  2.2.Third parties as the channel of communication.
  2.3. The permanent customers’ opinion and its influence on the customers’ behavior.
  OBJECTIVE 3. INTENTION OF BUYING
  AND THE FACTORS THAT INFLUENCE IT
  3.1.The theory of planned behavior
  3.2.The theory of reasonable action
  3.3.The integrated behavior model
  OBJECTIVE 4. CONNECTION BETWEEN THIRD PARTIES RECOMMENDATION AND THE THEORY OF PLANNED BEHAVIOR
  4.1.Celebrity endorsement
  4.2. The experts’and clients’ opinion connected with the theory of planned behavior.
  CONCLUSION
  REFERENCES
  
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  Marketing is one of the most important varieties of economic and social activity. The purpose of marketing is to improve the quality of goods and services, improve their conditions and acquisitions, which in turn will lead to higher living standards in the country, higher quality of life.
  Marketing activity, its condition in a particular enterprise is relevant today, because the process of marketing activity implies a system of various measures that, after analysis, allow you to choose the best option for the financial and economic development of the enterprise as a whole. One of the key notions in modern marketing is brand. “We talk a lot about the pressures on brands to perform and about the difficulties of staying competitive in huge and rapidly changing markets [5]. The customers’ attitude to the brand depends on may factors, including the influence of third parties.
  The Purpose of this course work is to assess the third parties’ recommendation impact on customers’ intention to purchase a brand’s product.
  The purpose defines the main tasks to be solved in this work:
  • Disclosure of the basic notion of brand;
  • Study of connections between the third parties’ recommendation and the customers’ behavior;
  • Study of the notion “intention of buying”;
  • Definition of basic factors influencing the intention of buying;
  • Comparative analysis of two theories: the theory of reasoned action and the theory of planned behavior.
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  A brand (from the English word “brand” that means a label) is a complex of associations, emotions, ideas and value characteristics about a product or service that has developed in the minds of consumers. It can also be called the mental shell of a product or service, since the brand is an abstract concept. The physical component, that is, the brand’s carrier, is all the elements of the corporate identity: the brand name (word or phrase), a logo with the principles of its construction, a palette of corporate colors, original corporate identity graphics, a set of phrases, sounds, a trademark, etc.
  One can find many definitions of the term “brand” on thematic Internet resources and in specialized literature, but in the end they all come down to the identification of goods or services by consumers and their relationship to them. A true brand always includes a combination of some of the characteristics that make up consumer value. This, for example, guaranteed quality, well-known, prestige, general availability, the presence of a sufficient number of loyal customers, easy to remember and recognizable name and logo.
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