IDEAS home Printed from https://ideas.repec.org/a/ids/ijbire/v16y2018i3p302-323.html
   My bibliography  Save this article

Brand literacy and knowledge transfer process: analysis of purchase intentions among consumers in Mexico

Author

Listed:
  • Rajagopal
  • Ananya Rajagopal

Abstract

Consumer knowledge on brands affects the consumer perceptions and purchase intentions. Companies are actively engaged today in transferring the brand knowledge to consumers through ethnic, social, family, and digital channels to create sustainable brand literacy and empowering consumers with substantial information to support their decision-making process. This study analyses empirical data from consumers in Mexico with the principal objective of exploring the role of brand literacy in educating consumers and reinforcing consumer purchase intentions towards specific brands of the companies. The study reveals that the brand literacy generates cognitive strengths and perceptional stimuli among consumers towards buying behaviour in reference to competitively differentiated products and services, and price advantages, and breaks the attitudinal stigmas towards brand attributes like-brand etymology, ethnicity, family practice, and disruptive psychodynamics.

Suggested Citation

  • Rajagopal & Ananya Rajagopal, 2018. "Brand literacy and knowledge transfer process: analysis of purchase intentions among consumers in Mexico," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 16(3), pages 302-323.
    • Handle: RePEc:ids:ijbire:v:16:y:2018:i:3:p:302-323
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=92618
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbire:v:16:y:2018:i:3:p:302-323. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=203 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.