IDEAS home Printed from https://ideas.repec.org/a/ijr/journl/v3y2015i5p211-223.html
   My bibliography  Save this article

Study on Brand Relevance: Cross Category and Cross Gender Comparison, the Case of Pakistan

Author

Listed:
  • Fahmeed Idrees

    (National University of Computer and Emerging Sciences, Lahore)

  • Hamid Hassan

    (National University of Computer and Emerging Sciences, Lahore)

  • Talha Khan Ghauri

    (COMSATS Institute of Information Technology, Lahore)

Abstract

Purpose: This study is done in an effort to dissect new dimensions of brand relevance with core focus on determining as to how important are brands in shaping consumer purchase behavior and influencing their decision process. Though brand relevance studies plays very considerable role in determining potential success of new product in unfavorable conditions but still there are many areas to be unfolded yet. This study accounts for BRiC with gender perspective as its base. Methodology: Moreover it will also compares cross-category with six product categories under study in case of Pakistan. Findings: Results provide sufficient evidence in support of BRiC measures chosen for this study to do cross-category and cross gender comparisons. It is also deduced from results that gender differences, do impact on brand relevance in some categories while it might have similar impact in other. However cross categories comparison also provide evidence that in some case two independent categories might have similar impact on brand relevance however in other it can vary. Recommendations: Findings from this study will not only help managers in minimizing risk associated with brand investments but it will also help them in understanding true dynamics of market.

Suggested Citation

  • Fahmeed Idrees & Hamid Hassan & Talha Khan Ghauri, 2015. "Study on Brand Relevance: Cross Category and Cross Gender Comparison, the Case of Pakistan," International Journal of Economics and Empirical Research (IJEER), The Economics and Social Development Organization (TESDO), vol. 3(5), pages 211-223, May.
    • Handle: RePEc:ijr:journl:v:3:y:2015:i:5:p:211-223
    as

    Download full text from publisher

    File URL: http://tesdo.org/shared/upload/pdf/papers/IJEER,%203_5_,%20211-223%20.pdf
    Download Restriction: no
    File URL: http://tesdo.org/journal_detail.php?paper_id=155&expand_year=2015
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    2. Fischer, Eileen & Arnold, Stephen J, 1990. "More than a Labor of Love: Gender Roles and Christmas Gift Shopping," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(3), pages 333-345, December.
    3. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
    4. Nelson, Phillip, 1970. "Information and Consumer Behavior," Journal of Political Economy, University of Chicago Press, vol. 78(2), pages 311-329, March-Apr.
    5. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bockholdt, Katrin & Kemper, Jan & Brettel, Malte, 2020. "Private label shoppers between fast fashion trends and status symbolism – A customer characteristics investigation," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    2. Abdelmajid Amine & Audrey Bonnemaizon & Margaret Josion-Portail, 2017. "Tailoring Elderly Patients’ Identities through Healthcare Service Relationships: Toward a Guardian Conception of Vulnerable Publics’ Identities," Post-Print hal-01684147, HAL.
    3. Maystre, Nicolas & Olivier, Jacques & Thoenig, Mathias & Verdier, Thierry, 2014. "Product-based cultural change: Is the village global?," Journal of International Economics, Elsevier, vol. 92(2), pages 212-230.
    4. Stadler Blank, Ashley & Koenigstorfer, Joerg & Baumgartner, Hans, 2018. "Sport team personality: It’s not all about winning!," Sport Management Review, Elsevier, vol. 21(2), pages 114-132.
    5. Mansi R. Rathod & Naresh K. Patel & Akash S. Koul, 2015. "Brand Personality and Self Congruence in Laptop Computers," Jindal Journal of Business Research, , vol. 4(1-2), pages 67-80, June.
    6. Shijin Yoo & Seh-Woong Chung & Jin Han, 2006. "A Durable Replacement Model for Symbolic versus Utilitarian Consumption: An Integrated Cultural and Socio-economic Perspective," Global Economic Review, Taylor & Francis Journals, vol. 35(2), pages 193-206.
    7. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    8. Gainer, Brenda, 1995. "Ritual and relationships: Interpersonal influences on shared consumption," Journal of Business Research, Elsevier, vol. 32(3), pages 253-260, March.
    9. Jerónimo, Rita & Ramos, Tânia & Ferreira, Mário B., 2018. "Trait transference from brands to individuals: The impact of brand-behavior congruency," Journal of Business Research, Elsevier, vol. 88(C), pages 54-65.
    10. Jie Lou & Nianlong Han & Dong Wang & Xi Pei, 2022. "Effects of Mobile Identity on Smartphone Symbolic Use: An Attachment Theory Perspective," IJERPH, MDPI, vol. 19(21), pages 1-20, October.
    11. Jacob, Isaac & Khanna, Monica & Rai, Krupa A., 2020. "Attribution analysis of luxury brands: An investigation into consumer-brand congruence through conspicuous consumption," Journal of Business Research, Elsevier, vol. 116(C), pages 597-607.
    12. Lucy Gill-Simmen & Deborah J. MacInnis & Andreas B. Eisingerich & C. Whan Park, 2018. "Brand-self connections and brand prominence as drivers of employee brand attachment," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 128-146, December.
    13. Roggeveen, Anne L. & Grewal, Dhruv & Karsberg, John & Noble, Stephanie M. & Nordfält, Jens & Patrick, Vanessa M. & Schweiger, Elisa & Soysal, Gonca & Dillard, Annemarie & Cooper, Nora & Olson, Richard, 2021. "Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies," Journal of Retailing, Elsevier, vol. 97(1), pages 81-98.
    14. Leonhard K. Lades, 2012. "Impulsive Consumption and Reflexive Thought: Nudging Ethical Consumer Behavior," Papers on Economics and Evolution 2012-03, Philipps University Marburg, Department of Geography.
    15. Jijo George & Victor Anandkumar, 2018. "Dimensions of Product Brand Personality," Vision, , vol. 22(4), pages 377-386, December.
    16. Anwar Sadat Shimul & Ian Phau & Michael Lwin, 2019. "Conceptualising luxury brand attachment: scale development and validation," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 675-690, November.
    17. Bartikowski, Boris & Richard, Marie-Odile & Gierl, Heribert, 2023. "Fit or misfit of culture in marketing communication? Development of the culture-ladenness fit index," Journal of Business Research, Elsevier, vol. 167(C).
    18. Joana César Machado & Beatriz Fonseca & Carla Martins, 2021. "Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affect," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 152-170, March.
    19. Bassam Dalal & Ahmad Aljarah, 2021. "How Brand Symbolism, Perceived Service Quality, and CSR Skepticism Influence Consumers to Engage in Citizenship Behavior," Sustainability, MDPI, vol. 13(11), pages 1-18, May.
    20. Tae-Im Han & Dooyoung Choi, 2019. "Fashion Brand Love: Application of a Cognition–Affect–Conation Model," Social Sciences, MDPI, vol. 8(9), pages 1-14, September.

    More about this item

    Keywords

    Brand relevance; Consumer behavior; Gender roles; Purchase behavior;
    All these keywords.

    JEL classification:

    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory

    Statistics

    Access and download statistics

    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:ijr:journl:v:3:y:2015:i:5:p:211-223. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Dr. Muhammad Shahbaz (PhD Applied Economics) (email available below). General contact details of provider: https://edirc.repec.org/data/tesdopk.html .

    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.