The consumers’ decision to purchase a product is influenced with a higher awareness for brand which explains the reason for product with high brand awareness to have a high share in the market and a better evaluation of the quality (Allen, et al., 1989). This perceived quality may aid the customer to own a subjective opinion over the aggregate quality of product which makes the product to hold differentiation as well as become a chosen brand in the mind of customers. In this research paper, the company chosen was Bread talk Group which is Singapore based Multinational beverage and food corporate whose headquarter is in Singapore. Bread Talk is known to be a staple in many people’s diet in Asia. It also honors and gives respect to the art of making bread by providing the life and energy to the novel developments since its incorporation. In the continuous process of innovation and creativity, the growth and evolution of Bread talk is encapsulating the four different generation being a brand which is internationally recognized over previous 16 years. The research findings suggest that Bread Talk Food and beverages in Singapore thinks about the efforts of communication and marketing and accordingly adjust their advertising to effectively reflect upon the accept imagery of brand for a target group which falls between 20 to 35 years of age by meeting their self-expressive and social needs and desires of this group appropriately. By accurately identifying and recognizing the values that are taken care the most by this target group, the brand may easily adjust the value proposition as per the need for enhancement of its share in the market (Ferraro, et al., 2008).The research also suggests that the management of the Bread Talk should mark upon quality of the product. Consumer no doubt will go with the brand loyalty as if the quality of the product will be good it will increase their repurchase (Riordan and Tedeschi, 1983).
In recent years, the increasing customer consciousness is making the customers to buy their favorable and familiar brands. Thus, if the business desires to defeat the competitors, they must make their consumers forced to purchase their brands and products (Shapiro, 1999). Sharp and Macdonald (2000) states that though customers are willing and familiarize to buy the product, the awareness for the brand is considered as a significant factor for influencing the decision to purchase. When the customers desire to purchase a product and any brand name clicks in their mind, it shows that the product has great brand awareness (Valette-Florence et al., 2011). The consumers’ decision to purchase a product is influenced with a higher awareness for brand which explains the reason for product with high brand awareness to have a high share in the market and a better evaluation of the quality (Allen, et al., 1989). This perceived quality may aid the customer to own a subjective opinion over the aggregate quality of product which makes the product to hold differentiation as well as become a chosen brand in the mind of customers. Besides, the business must develop a brand loyalty. Few research states that the expenses for attracting a new customer is five times more than maintaining the customer loyalty (Allen, et al., 1989).In this research paper, the company chosen was Bread talk Group which is Singapore based Multinational beverage and food corporate whose headquarter is in Singapore. Bread Talk is known to be a staple in many people’s diet in Asia. It also honors and gives respect to the art of making bread by providing the life and energy to the novel developments since its incorporation. In the continuous process of innovation and creativity, the growth and evolution of Bread talk is encapsulating the four different generation being a brand which is internationally recognized over previous 16 years.
Thus, the main purpose of this research involves:
- To discover the impact of brand loyalty, perceived quality and brand awareness over the effect of purchase intention of customers aiming to buy the Bread Talk products
- The impact of perceived quality over the brand loyalty of Bread Talk
- Whether the perceived quality as well as brand loyalty intercedes the relation between purchase intention and brand awareness for the products of Bread Talk Company.
1.1 Research Aim
The aim of this study is to help the companies understand and learn the significance of advertising. Also, it will help them to structure their brand and adverts to appeal the customers for improved sales and maintain the competitive advantage. As this study will provide a clear insight in how the advertisement may impact the brand awareness, many organizations will be motivated to use the adverts for marketing their goods. When the companies will start taking the advertorial mode to publicize their products, the Singapore Economy will be enhanced as more revenue from the tax may get accrued to the government of Singapore (Pand and Gui, 2016).
1.2 Research Objective
The following are the main objectives of this research:
- To identify the factors which motivate the brand loyalty for the products of Bread Talk in customers
- To identify the impact of advertising of Bread Talk Products on Brand awareness in the Customer’s mind
- To determine the impact of brand awareness on competitive advantage of Bread Talk Products.
1.3 Research Question
The following questions for research were formulated to attain the objectives associated with the study:
- How advertisement helps in influencing the brand equity and brand awareness developed for the Bread Talk Products.
- How brand awareness among customers of Bread Talk products helps in leading to the competitive advantage
- How it helps in the growth of company i.e. Bread Talk as well as brand reputation.
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2.0 Literature Review
Brand commitment and advertisement is the significant form of communication which is instantly required in the market that induces the customers to continue some process that makes use of the electronic media or print. It is generally paid the form of the communication. (East, 2013). Evidently, it has been found that advertisement, especially which includes media that is aligning to the mass which plays a crucial role for the companies to meet their long-term objectives (Poh& Adam, 2007). According to the studies which were conducted by the Teixeira in 2014 reveals that there are three components that are rapidly required for preparing the advertisement that are persuasion and content attractiveness. There are so many mediums that could be used intensively for advertisement. Generally, TV is the fastest means of telecommunication medium that is being worn across the various boundaries. According to the statistics that are being evaluated by the (Sonkusare, 2013) Social media is one of the active or concerned media where the marketers are playing the game of targeting their customers in order to augment their profit. By targeting the customers they expect that their customers will directly or indirectly ask their friend or families on social media by posting the links (Corcoran, 2009).The other effective tool for advertisement is the magazine and magazine impact the decision making a power of the customers? Magazine assists in establishing a relationship between the buyer and seller.
Advertising is defined as a tool for mass communication for the purpose of marketing. According to Ayanwale et al (2005), the tool for mass communication gives an opportunity for communicating similar message to a huge customer at minimal cost instead of personal mode of selling. As per Richards (2002), the advertising is persuasion process, socio-economic, marketing process and communication process at same time. The view so Philip Kotler says that advertising is a non-personal promotion and presentation of products and services of paid Formby any known sponsor. The AMA (American Marketing Association) is having the same views.
Brand Equity and Brand Awareness
Bendixen et al. (2004) states that all business aspires to get high level of loyalty from their customers as keeping and retaining the present customers is considered to be highly valuable for the organizations and is cheap comparative to the recruiting and attracting of new customers. The buyers usually rely over their prior experience which they had with the product while choosing it instead of buying any substitute of that (Avanwale, et al., 2005). For instance, many people prefer to buy Nike shoes as compared to all other brands if any new range of their products are available. In this scenario, the Nike establishes the preference of brand in the mind of the customers (Kurtz et al., 2009). Vallette Florence et al (2011) cited another author Marc Globe (2001) in their book showing that all good brands emotionally connect with their customers by making engaged the customers through multifaceted sensory attitude and deep emotional experience.
Advertising and Customer Behavior
According to Ayanwale et al. (2005), advertisers make a lot of investment to advertise their products and make their access to all potential buyers as well as influence their level of behavior, attitudes and awareness of buying along with maintain their interest in the products (Baker, 1999). They also cited another author’s views in the same document that all advertisers must collect the market data as well as study the behavior of customers to satisfy wants and needs of the people who buy their products.
Advertising and Brand Awareness/Preference
The awareness and preference for brand can be observed as an attachment level which the buyer has for a particular brand along with creation of loyalty for the brand that makes the customers buy the goods repeatedly. In a research conducted by Malik et al (2013), he expressed that advertisements are used for retaining the present consumers instead of acquiring new ones. Also they think that present consumers are well inclined towards their brands and repeated advertisements helps only to make stronger their preference and increase their awareness towards them. Also, it reinforce their loyalty and attachment towards brand by portraying positive experience, pride, strong imagery and satisfaction. According to Pand (2016), if the product already has a preference for brand in the customer’s mind, it needs a simple reminder or awareness through advertisements. However, if there is no preference for that brand in customers’ mind, then advertisement may help in developing the awareness of brand among them. The main mission of an advertiser is to reach out to the potential customer and impact their level of buying behavior, attitudes and awareness (Bendixen et al., 2004). They incur a lot of expense to keep the markets engaged and interested in their products. In order to get success in their working, they must understand the factors that influence the behavior of customers (Bendixen, et al., 2004). The objectives of the advertisers are to collect enough information from market data for creating accurate buyers profiles to identify the common symbols and group for the communications. Estimation of sales is the initial point for profit planning or budgeting for most of the organizations. Today, achieving and establishing of a powerful and strong brand is considered as the priority for all organizations as it follows many advantages (Boone and Kurtz, 2009). A strong brand name provides opportunities for the company to set themselves in market. It also helps in avoiding the organization from any kind of danger through competitive actions. In this paper we will discuss how advertising impact in development of brand awareness which leads to competitive advantage. The magazine bridges the gap between the sellers and the buyers (Consterdine, 2009). Additionally, an outdoor advertisement is one of the intensive methods that target the whole population of the country by designing the attractive poster or banners. Basically, it is the written form of communication or the aesthetic picture that generally reveal the whole story to the customers. The story explores that whether the product or service is economically viable or not. It also reveals if the customers start using the particular product then they can't switch to another one (Lichtenthal et al., 2006). Although, brand commitment is that technique through which customer's valued their relationship with the brand. The advertisement is the mass media that disseminates the information to the customers (Lacy, 2007). According to the statistics that have been conducted by Moorman in 1992 reveals that it takes meticulous care of its customers so that their interest of the customers are not harmed. Researchers have defined that commitment is bifurcated into several categories that are effective commitment and Continuance commitment (Bansal et al. 2004). The study of the Morgan & Hunt, 2014 revolves around the deep analysis of affective commitment. Affective commitment consists of the desire of the customers so as to maintain the anticipation of the value of any brand that is associated with the product. The continuous commitment is derived from the calculation that is generally cost based and the results come in commitment when the cost of switching is too high (Allen & Meyer, 1990). Liking or disliking the advertisement somewhere adversely impact the consumer choice for the particular brand (Smith et al, 2002).The behavior of the customers towards the brand is only influenced by the advertisement (Gorn, 1982).Some researchers such as Philips in 1997 critics that advertisement leaves the negative or futile effects on the customers or the society. However, any advertisement that is created for any product becomes the crucial reason for the customers to buy the product (Smit et al, 2006).The above-mentioned references show that the advertisement has the bad as well as good effects on the brand image. The advertisement is that tool which grabbers the attention of the customers towards the brand and also it’s conveys the actual message about the quality of the product.
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Brand Familiarity and Advertising: Effects on the Evoked Set and Brand Preference
As per the very known fact that brand choices, brand awareness and familiarity are interrelated. The inter-relation of this fact doubtless to say reflects that awareness is increased with choice. Needless to say that brand awareness plays casual role in the process of making choice. As per Lavidge and Steiner, this choice process is implied by the authorative hierarchy of effective advertising. The mentioned research has traversed upon the empirical and theoretical bases regarding the proposition. Moving ahead in the paper, the researchers have brought in light regarding the working definition of brand familiarity and has examined its validity. Further this research paper has thrown insight into the concept of Brand familiarity and the evolution of the same by defining the concept as ‘most rudimentary form of consumer knowledge’ (William Baker, et al., 1986). In addition to this, the research has also pointed out the notion of Brand Recall, the preference followed by brand familiarity thereby exploring the two main processes by which the familiarity of any brand may with direct reference mediate choice behavior by way of brand preference formation. The primary of the process mentioned is the exposure effect which being directly related to Zajonc’s exposure hypothesis and second is the frequency effect proposed by Hasher and Zacks which is derived directly from automatic frequency counting mechanism. The paper leads to the conclusion that brand familiarity is albeit limited, viable and marketing tool for influencing consumer decisions. Brand familiarity effects are highly context dependent is the fundamental admonition to the conclusions. Lastly and dubious to say that brand familiarity to exert a robust effect on the brand attitude of the consumer.
The effect of advertising awareness on brand equity in social media
A lot of attention of individuals as well as the companies which are interacting on the network landscape has been drawn by social media. Consumers have been able to make a positive as well as negative influence on brand equity when the social media has transformed the traditional communication between those consumers and the brands. Hence, it is of paramount importance for any company to atleast know as how to go about with the management of the company with regards to social media seeking to build brand equity by constructing the positive image for any brand and creating the awareness with respect to that brand (Alhaddad, 2015). The current paper focuses on as how a company could seize the time of using social media in order to create the brand equity thereby exploring the challenges by attracting the those organizations venturing into social media and thereby increasing the brand image and awareness. The main idea behind the research is to throw light on advertising awareness on brand equity and its dimensions. The result of the research has been that awareness of the advertisements has undoubtedly positive effects on brand image, equity and awareness. The brand image as well as the brand awareness without a pinch of doubt has positive effect on brand equity. As also the awareness of the brand as well the brand image is enhanced and created. Further, the results indicate awareness of advertisements. Therefore one can consider advertising awareness as important and integral to a brand’s equity as any other dimensions.
The Effect of Brand Awareness on Intrusive Advertising
One usually expects that any brand activity will in a way can frustrate a consumer. In a way the concept of intrusive advertising causes some disruption to the brand and later the consumer recognizes the brand. In the process when the customer identifies the brand which is offending, or the consistent process the brand has to suffer. If brand awareness is not present, then the exposure effects may dominate as well as there would be highly intrusive advertisement with positive changes in evaluation. This research has two basic distinct sources of mere exposure, affect and evaluation along with repeated ad exposures and they have a joint influence altogether. The impact on all the advertising brands is revealed with the help of designing experiments that took advantage of all boundary conditions. The results of the research would be consistent in order to evaluate the conditions targeting the awareness. Finally, with regards the theory of marketing evidence is provided for mere exposure as well as evaluative conditioning.
The advertisement can also create and awareness about the various attributes of the product that will assist in creating the ability for liking or disliking the product. This ability therefore generates the purchasing power or avoiding the brand. So far, the hypothesis that can be concluded through the research is that: H1: Brand Commitment has the positive as well as vital relationship with the advertisement. The statistics as well as the studies conduct that awareness of the brand act as the arbitrator for the customers. The customers can’t buy a product until and unless the brand awareness is not created (Percy & Rossiter, 1987). All the studies which are being analyzed suggest that without the Brand Awareness every advertisement is futile. Eventually, it has been found that if there is proper advertisement of the brand then the desirable or favorable outcomes can be gained from the product. The studies that have been done over the couple of years evaluate that how capable a customers is in identifying the brand that falls under various different conditions. According to Keller, 1993 also suggest that how much the customer have the liking for the particular product and how easy the product name hit the minds of the customers. These factors are considered effective as well as crucial for the advertisement.
Brand awareness is directly proportionate to the customer attitude for change in the brand of the goods or services (Shabbir et al., 2010). Generally, brand awareness is the tool that determines the customers’ ability to remember or recall the information about the product (Irshad&Waseem, 2012).It supports the customers in making the purchase high where the competitive market that exist (Radder&Haung, 2008).In order to make the advance usage of brand awareness the company must incorporate various strategies that are mandatory to create the awareness of the brand among various users and customers Esch et al.,, 2006). Awareness of the brand is considered to be totally dependent onto the recall ability of the customers that are linked with the brand. Brand awareness is broadly classified into two segments that is width and the depth, width extensively express the outcomes when the customers are done with intension of the purchase. This intension of the purchase is only completed when the brand name immediately hit the customer’s mind and the depth talks about how the customers will recall or remember the brand (Hoeffler& Keller, 2002). If the product has depth and width is well structured then at the same time the brand have created the huge awareness among the customers or users. This will make the customers prefer that particular brand when they went for purchasing. Name of the brand plays a critical role in generating the awareness (Davis et al., 2008). Evidentially, the aided awareness acts as a yield for brand awareness. It has been formulated that aided awareness is that practices which customer adopt when they went for buying certain product and particular brand came across their mind. The concept that is top of the awareness of the mind states that customers can easily identity the brand when any signal or sign is being provided to them (Chi et al., 2009). When the companies comes across with the new product or services in the market, then they should make use of the high concerned strategy that will generate the huge awareness among the various segment of the customers in order to target the particular segment of the customers . This will result in achieving or accomplishing the result because brand awareness is considered to be an optimal part because it generates the positive brand loyalty and the customer loyalty (Peng, 2006 ). Loyalty of brand is that phenomena that is linked with the customers past attachment or affection towards the brand (Lin, 2010). This can be judged by the customer habit of buying the particular product again and again (Chi et al., 2009). In order to maintain the brand among the customers the companies must understand the urge of rapily growing unaided and aided awareness. The companies must working on the strategies and policy for implementing the aided and unaided awareness among the customers. Market communication acts as an aid in conducting the concern that is linked to the public relationship management and advertisement (Moisescu, 2009).Awareness can be determined among the various sections of the customers by advertising through various mass media such as radio or T.V etc. In-fact the intension of the customers solely depends on the loyalty and awareness of the brand. Intension for purchases generally arise for the brand that comprising of identification of the problems, searching for the information, analyzing the comparison among various brands and identifying the post purchase and purchase behavior of the customers(Engel et al., 1995).Customer’s intention to buy the particular brand wholly depend on the awareness of the product. Greater the awareness of the product greater will be the probability of sale. Evidentially the company’s make the usage of various promotional activities that is crucial for creating the awareness among the employees. Once the customers are aware of the brand and when they make use of it then their personal experience will make the brand association possible. Then H2: conducts that awareness of the brand has an active role between the commitment of the brand and advertisement (Injac, 1998).
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Allen, C. and Janiszewski, C. (1989), Assessing the Role of Contingency Awareness in Attitudinal Conditioning with Implications for Advertising Research, Journal of Marketing Research, 26 (February), 30-43
Ayanwale, A. B., Alimi, T., &Ayanbimipe, M. A. (2005).The influence of advertising on consumer brand preference. Journal of Social Science, 10(1), 9-16.
Baker, W. E. (1999), When can Affective Conditioning and Mere Exposure Directly Influence Brand Choice, Journal of Advertising, 4 (Winter), 31-46.
Bendixen, M., Bukasa, K. A., &Abratt, R. (2004).Brand equity in the business-to-business market. Industrial Marketing Management, 33(5), 371-380.
Boone, L. E., & Kurtz, D. L. (2009). Marketing contemporâneo. Cengage Learning.
De Houwer, J.,Thomas, S., & Frank Baeyens, F. (2001), Associative Learning of Likes and Dislikes: A Review of 25 Years of Research on Human Evaluative Conditioning.‖ Psychological Bulletin, 127 (6), 853-869.
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