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Effect of Branded Components on Consumer Perception of Quality and Brand Preference

Author

Listed:
  • Raza, Ali
  • Karim, Emadul
  • abbas, omair
  • Sultan, Prof. Dr. Shair
  • Hasan, Syed Waqarul

Abstract

The reason for conducting this study was to determine the effect of branded components on consumer perception of quality and brand preference. The continual determination of firms to survive and grow in a competitive market space has led marketers to gradually turn towards brand associations - a marketing approach that brings together a couple of different trademarks to work in partnership to market a product. The primary motivating factor for implementing this form of component branding, is it’s support to the primary brand to progress on facets such as distribution accessibility, assists in its differentiation from the products of other producers, and augments the capital of the primary brand by sending out a positive image to consumers of the combined product offering the individual benefits of each brand in one package. More recently, a vast majority of empirical studies which focus on such alliances and trademarked components have been conducted. In another study which sought answers as to the effects of a trademarked component on appraisals of a primary brand, the introduction of an eminent labelled component resulted in favorable product assessments of the unknown as well as the well-known primary brands, more so in cases where an unknown branded component was present. The reliance on survey method has been adopted in this research to investigate this very phenomenon. The research design has been formulated in such a manner that it allows researchers of the study to isolate causes and effects. Whereas primary data has been collected from the research sample through the use of questionnaires, the secondary data has been carefully extracted from various researches, marketing journals, and research articles carried out on this subject. It is recommended that in order to have branded computers made available in the market, the government should lower down the current tariffs and promote the import of such IT components so that IT industry may grow in Pakistan and at all levels high tech computing machines could be introduced.

Suggested Citation

  • Raza, Ali & Karim, Emadul & abbas, omair & Sultan, Prof. Dr. Shair & Hasan, Syed Waqarul, 2013. "Effect of Branded Components on Consumer Perception of Quality and Brand Preference," MPRA Paper 75463, University Library of Munich, Germany, revised 07 Dec 2016.
    • Handle: RePEc:pra:mprapa:75463
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    References listed on IDEAS

    as
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    2. Deighton, John, 1984. "The Interaction of Advertising and Evidence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(3), pages 763-770, December.
    3. Holt, Douglas B, 1995. "How Consumers Consume: A Typology of Consumption Practices," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(1), pages 1-16, June.
    4. Hoch, Stephen J & Ha, Young-Won, 1986. "Consumer Learning: Advertising and the Ambiguity of Product Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 221-233, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Branded Components; Consumer Perception; and Brand Preference;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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