scholarly journals INDIAN FEMALE CONSUMERS' BRAND AWARENESS TOWARD COLOUR COSMETICS BRANDS: AN EXPLORATORY STUDY.

2017 ◽  
Vol 5 (9) ◽  
pp. 353-358
Author(s):  
SamiraShakeri Fakher ◽  
◽  
SJ Manjunath ◽  
Keyword(s):  
Exploratory Study ◽  
Brand Awareness ◽  
Female Consumers

scholarly journals Young Rural Consumers’ Insights: Effects of Demographics and Media on Brand Awareness and Brand Image

2019 ◽  
Vol 8 (9) ◽  
pp. 694-701
Keyword(s):  
Brand Image ◽  
Capital City ◽  
Brand Awareness ◽  
Educational Institutions ◽  
Image Perception ◽  
Chi Square ◽  
Coverage Area ◽  
Female Consumers ◽  
Rural Consumers ◽  
New Applications

The purpose of this paper is to identify the levels of brand awareness, sources of brand awareness, and brand image of smart phones among young and educated rural consumers. Data was collected from 800 young and educated rural consumers. The relevant responses were analysed using descriptive statistics, correlation, and Chi-square via the Statistical Package for Social Sciences (SPSS). The opening of new stores that ensure the availability of all brands and the opening of service centres, among other things, are recommended to create awareness and build preference as the educated rural youth changes phones quite frequently. Males were found to be more familiar regarding awareness and usage for all brands of mobile phones than females. Marketers must focus on the needs of female consumers for creating better awareness and preference in them. It is recommended that marketers must develop their websites and update all the new applications and attractive offers over there. This is because the internet is considered as the essential source for creating awareness among the young and educated rural consumers.The coverage area of the study is too small and needs to expand to generalise the findings. Respondents were selected from educational institutions of Delhi, the capital city of India. Consequently, there is a limitation to representing the entire population of India.The findings of the paper indicate the awareness level and brand image perception among young and educated rural consumers, which is not covered much in the existing literature. From this paper, marketers and practitioners can get help in formulating strategies to make their brands popular and improve their brand equity to make their business sustainable. Empirically, marketers and practitioners should focus on media to create brand awareness among young consumers and should put more effort in making efficient use of social networking media, such as Facebook, etc.

scholarly journals Blog Consumption: How Females Engage with Fashion in the Digital Age

2021 ◽  
Author(s):  
Kate Bialowas
Keyword(s):  
Content Analysis ◽  
Literature Review ◽  
Exploratory Study ◽  
Digital Age ◽  
Self Esteem ◽  
Fashion Industry ◽  
Young Females ◽  
Female Consumers ◽  
American Fashion ◽  
Media Habits

Independent fashion bloggers are changing the fashion industry in a dynamic way, introducing spaces for women who have not traditionally been represented in mainstream fashion media. This exploratory study investigates how young adult female consumers are engaging with images on fashion blogs, compared with fashion print magazine images that have been found to lower women’s self-esteem. A literature review provides a thematic foundation for the study, examining 1) how fashion has changed in the digital age; 2) what motivates fashion bloggers to blog and how they have become effective marketing tools and trend forecasters; 3) how print magazine images portray women; and 4) how female consumers engage with these images. A content analysis examines 17 of the most popular North American fashion bloggers, as rated by Signature9.com. Ten posts from each blogger reveal whether the images conform to idealized fashion print magazine images. Five bloggers serve as interview stimuli for 12 female participants, who explain their fashion media habits while examining and discussing the visual stimuli. The findings reveal factors that influence young females’ engagement with fashion media and highlight what they desire when it comes to fashion images

Who says what?: exploring the impacts of content type and blog type on brand credibility, brand similarity and eWOM intention

2020 ◽  
Vol 24 (4) ◽  
pp. 611-630 ◽  
Author(s):  
Jiyoung Kim ◽  
Rebecca Melton ◽  
Jihye Ellie Min ◽  
Bu Yong Kim
Keyword(s):  
Exploratory Study ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Content Type ◽  
Female Consumers ◽  
Emotional Appeal ◽  
Fashion Brand ◽  
Brand Credibility ◽  
Experiential Content ◽  
Brand Similarity

PurposeThe purpose of this research is to conduct an exploratory study to discover if presenting consumers with a certain content type (i.e. product-focused content with informational appeal, institution-focused content with emotional appeal, experience-focused content with emotional appeal,) and blog type (i.e. a corporate, sponsored or a personal blog) persuade consumers to form perceptions of credibility and similarity toward the fashion brand, which leads them to further engage with the brand through Electronic Word of Mouth (eWOM).Design/methodology/approachThis study employs a 3(content type: product-focused, institution-focused, experience-focused) x 3(blog type: corporate, sponsored and personal) between-subjects design. Mock fashion blogs and content were developed in order to provide a realistic blogging experience for the participants. With 511 usable data collected, ANOVA was employed to test the relationships.FindingsFindings reveal that content type, specifically product-focused content and experiential content, is an important consideration for illustrating similarities between the brand and consumers compared to institutional content. Product-focused content is found to be effective in encouraging consumer eWOM for the brand as well. Further, the interaction effect of blog type and content type was significant in establishing brand credibility. However, blog type did not influence any of the dependent variable.Originality/valueThis study brings meaningful suggestions to fashion brands on effective blog campaign, which eventually provide insights on how brands can influence female consumers to shape positive evaluation toward the brand.

Sponsorship of Case Study Competitions and Impact on Brand Equity-An Exploratory Study in the UAE Higher Education Sector

2017 ◽  
Vol 7 (2) ◽  
pp. 24-44
Author(s):  
Muneeza Shoaib ◽  
Vijaya Kumar ◽  
Neelofer Mashood ◽  
Hameedah Sayani
Keyword(s):  
Higher Education ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Exploratory Study ◽  
Quantitative Data ◽  
Descriptive Statistics ◽  
Brand Awareness ◽  
High Importance ◽  
Equality Of Means

This exploratory article aims to evaluate the effectiveness of case study competitions in promoting the brand equity of sponsors and organizers. The article compares the managerial objectives with the responses of participating students who are the targeted audience of the marketing communications of the sponsors and examines the alignment between managerial objectives and the perceptions of participants. The quantitative data using surveys is collected from sponsors and organizers, and participants in the competition. The data is analysed using frequency tables, descriptive statistics, F-tests for equality of variances and T-tests for equality of means. The findings suggest that managers attach high importance to brand awareness (cognitive aspect), brand images and attitude (affective aspect) and less importance to brand loyalty (behavioural aspect) to enhance brand equity through sponsoring academic competitions. However, participants' responses indicate that the brand awareness aspect is not effectively realized as compared to other brand equity dimensions.

Geophagy in India: a qualitative exploratory study on motivation and perception of female consumers

2018 ◽  
Vol 113 (3) ◽  
pp. 123-130
Author(s):  
Marianna T Traugott ◽  
Mitasha Singh ◽  
Des K Raj ◽  
Ruth Kutalek
Keyword(s):  
Exploratory Study ◽  
Female Consumers

scholarly journals FACTORS INFLUENCING YOUNG FEMALE PURCHASE INTENTION TOWARDS LOCAL COSMETICS PRODUCT IN MALAYSIA

2020 ◽  
Vol 3 (11) ◽  
pp. 01-12
Author(s):  
Nik Noorhazila Nik Mud ◽  
Norfazlirda Hairani ◽  
Aimi Nadia Ibrahim@Zakaria ◽  
Mardhiah Kamaruddin ◽  
Hazriah Hasan
Keyword(s):  
Purchase Intention ◽  
Pearson Correlation ◽  
Young Female ◽  
Brand Awareness ◽  
Consumer Experience ◽  
Cosmetic Product ◽  
Female Consumers ◽  
Consumer Experiences ◽  
Or Organization ◽  
Main Factor

This paper aimed to study the effect between attitude, brand awareness, consumer experiences and price on young female purchase intention towards local cosmetic products in Malaysia. The main factor of consumer behaviour that used in this study was to analyse customer female purchase intention were attitude, brand awareness, consumer experience, and price. We used a survey questionnaire to collect 226 valid responses from a female student of Bachelor of Entrepreneurship (Retailing) with Honours in UMK. These collected data were analysed using Statistical Package for Social Science (SPSS) version 24 and the result gathered through the Pearson Correlation Coefficient and Multiple Regression. The findings revealed that attitude, brand awareness, consumer experiences, and price emerged with a significant influence on female intention toward local cosmetics among young female consumers. The implication from this study is for the female consumer who is wearing a cosmetic product, an industry or organization who involve in produce local cosmetic product and retailer who sale a local cosmetic product. Finally, the result shows that attitude influences young female purchase intention the most compared to brand awareness, consumer experiences, and price.

scholarly journals An Exploratory Study of the Factors That May Affect Female Consumers’ Buying Decision of Nail Polishes

Cosmetics ◽  
2015 ◽  
Vol 2 (2) ◽  
pp. 187-195
Author(s):  
Chen Sun ◽  
Koushik Adhikari ◽  
Kadri Koppel
Keyword(s):  
Exploratory Study ◽  
Female Consumers

scholarly journals Blog Consumption: How Females Engage with Fashion in the Digital Age

2021 ◽  
Author(s):  
Kate Bialowas
Keyword(s):  
Content Analysis ◽  
Literature Review ◽  
Exploratory Study ◽  
Digital Age ◽  
Self Esteem ◽  
Fashion Industry ◽  
Young Females ◽  
Female Consumers ◽  
American Fashion ◽  
Media Habits

Independent fashion bloggers are changing the fashion industry in a dynamic way, introducing spaces for women who have not traditionally been represented in mainstream fashion media. This exploratory study investigates how young adult female consumers are engaging with images on fashion blogs, compared with fashion print magazine images that have been found to lower women’s self-esteem. A literature review provides a thematic foundation for the study, examining 1) how fashion has changed in the digital age; 2) what motivates fashion bloggers to blog and how they have become effective marketing tools and trend forecasters; 3) how print magazine images portray women; and 4) how female consumers engage with these images. A content analysis examines 17 of the most popular North American fashion bloggers, as rated by Signature9.com. Ten posts from each blogger reveal whether the images conform to idealized fashion print magazine images. Five bloggers serve as interview stimuli for 12 female participants, who explain their fashion media habits while examining and discussing the visual stimuli. The findings reveal factors that influence young females’ engagement with fashion media and highlight what they desire when it comes to fashion images

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