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The effect of familiar brand names on consumer behaviour: A Jordanian perspective

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Abstract

Jordan, nowadays, is trying to develop and build itself simultaneously with the current growing marketplace around the globe. Even though the country has limited resources to do this, its strategic position and stable situation compared with its neighbour attracted many companies and investors to establish their entrepreneurs in Jordan. Such a flourish in the country economy and the rapidly growing industries within it, raise the need for researches and studies to be conducted about Jordan and its people. For this reason, marketer managers spare no efforts to understand consumers in Jordan, and to specify their needs. Thus, this research came to cover an important subject within the consumer behaviour, which is the effect of brand names on the consumers' choice between alternatives. Major objective for this research was to determine if there is a significant effect of familiar brand names on the consumer behaviour. Other objectives, which are related to the first one, were to find if there is a relation between the customer demographic profile and the extent to which he/she is affected by the product brand name, and finally to identify the way Jordanian customers perceive strong brand names. In order to attain the study purposes, a self administered questionnaire containing eighteen items has been designed; all efforts have been done to make the questionnaire as much reliable and valid as possible. It has been distributed to a judgmental sample of 125 respondents. However, 104 useable questionnaires have been analysed using the (SPSS) software. Results found that customers in Jordan really consider the product brand name as an important cue while making their buying decision. But in the other side, no relation between the customers' demographic profile and the level of brand name significance has been founded. Finally, Jordanian customers are appreciating the product with strong brand names, they said it worth its price and it's not that expensive. Also they agreed that it is more trustworthy and have better quality than other products without brand names or with unknown brand names. At the end, we also found that the majority of the research participants think that using or buying products carrying well known brand names reflect higher social status.
The effect of familiar brand names on consumer behaviour: A
Jordanian perspective
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  
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... The brand associated with positive brand images to create competitive advantages that provide perceptions in product quality in terms of increasing interest, getting more attention, and evaluating consumers of a product itself (Porter & Claycomb, 1997). Based on previous research, it was found that brand of merchandise influences customer evaluations and influences their purchasing decisions (Khasawneh and Hasouneh 2010). It was also be supported by other research conducted by Richardson, Dick, & Jain (2006), brand found to have a significant effect. ...
... According to Simamora (2003: 81) brands name is the main indicator for a brand itself that is the basis for communication efforts and awareness creation, it is also the essence of the brand concept. Indicator of brands according to Khasawneh and Hasouneh (2010): 1. I pay attention to buying the product with a well-known brand name. ...
... Sources: Zhang and Kim (2013), Huang and Lee (2003), Khasawneh and Hasouneh (2010), Rahim (2016), Dastane (2017), Eryadi, Heru Triatmaja dan Yuliana (2016), dan Lee (2008), Park, Sun and Hwang (2012), Bhattacherjee (2000), Lee (2013), Masitoh and Widikusyanto (2017) Based on the theory and framework of thinking described above, the conclusions in this study are H1: Attitude has a positive effect on purchase intentions. H2: Brands has a positive effect on purchase intention H3: Social influence has a positive effect on purchase intention. ...
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... The performance quality of the good or service and trust are the main factors that influence repeat purchases (Holbrook and Chaudhuri, 2011). Khasawneh and Hasouneh (2010) claimed that when consumers were making purchasing decisions, they typically considered a brand's reputation. Customers prefer branded items over non-branded ones despite the fact that they are more expensive because they believe that branded goods come with greater prestige and value than non-branded goods made locally. ...
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... The performance quality of the good or service and trust are the main factors that influence repeat purchases (Holbrook and Chaudhuri, 2011). Khasawneh and Hasouneh (2010) claimed that when consumers were making purchasing decisions, they typically considered a brand's reputation. Customers prefer branded items over non-branded ones despite the fact that they are more expensive because they believe that branded goods come with greater prestige and value than non-branded goods made locally. ...
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This research deals with identifying the factors influencing the brand loyalty of footwear customers. The main focus of this study is to examine the relationship between factors including brand name, style, product quality, service quality, price, and promotion with brand loyalty of footwear customers. This study covered Apex footwear customers in the Tangail district, Bangladesh. Descriptive Statistics and multiple regression analysis were conducted to reach the result using SPSS (a popular computer program for analyzing marketing data). The findings of this study revealed that brand name, product quality, and service quality have a positive association with brand loyalty whereas style, promotion, and price have not any significant impact on brand loyalty. The results provide crucial insights regarding the factors on which practitioners should concentrate to better tailor their contents and strategies. This research is of great importance for footwear companies like Apex in a mature Bangladeshi market to identify the drivers of brand loyalty. This study generated fruitful findings, which can be exploited by managers to implement successful customer loyalty strategies.
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