R. Kenneth Teas (Oct.1993) â€œExpectations, Performance Evaluation, and Consumers' Perceptions of Quality.â€ Journal of Marketing Vol. 57, No. 4, pp. 18-34.
The value of the theory of trying is its focus on consumption behavior rather than purchase behavior. Understanding consumption behavior is very important to marketers who seek to establish and maintain long-term relationships with customers. To do this, marketers have to go beyond controlling the purchase act and seek to encourage, support, and reward the consumption act.
is our perception of what other people think we should do with respect to a certain behavior, such as a brand purchase. Suppose that Jerry feels pressured into a 686 snowboard, because that is the brand most of his snowboarding friends have. Jerry may want to impress them with his choice. This external influence makes up the subjective norm.
Challenge is to ensure customer have the right types of experiences with products & services and their marketing programs to create the right brand knowledge structures: thought, feeling, image, perception and attitude.
Cato Hunt, Director of Innovation at Space Doctors: “What we learn from the interplay between Choco-Phonica’s cultural soundscapes and taste experiences will help us shape our understanding of how brands can use the senses to create more meaningful and memorable brand experiences. We know that the senses have a powerful role to play in shaping brand perception, but it’s a new area of exploration. We’ve needed to develop our own hypotheses and methodologies in order to stay ahead of emerging client demand, by drawing on many inter-related fields – from semiotics, cognitive science, design theory, anthropology and experience design.”
( Keller, 2006)
So, as the brand personality is just the very thing that thought, feeling, image, perception and attitude in customers’ mind, a suitable brand personality can be a big help for build a strong brand and it one of the most important part of a brand.
The theory of planned behavior is a powerful model frequently used by marketers to describe and predict the determinants of purchase intention and behavior. The model guides the marketer to identify those attributes most important in causing consumers to develop positive (or negative) attitudes toward the purchase of a product. Those attributes can then be manipulated through product development and marketing communications programs. The model also allows marketers to identify and therefore attempt to adjust sources of social pressure and their possible role in intention formation.
To influence attitude toward brand purchase, the marketer must first determine which attributes (or consequences) are most important to the consumer. This can be achieved by analyzing the evaluation weights (E) consumers assign each attribute. Obviously, the marketer should primarily seek to reinforce those that are most positive and change those that are most negative. Second, the marketer must examine the belief strengths (B) associated with the selected attributes. Do the belief strengths indicate that consumers are not convinced that purchasing the brand will result in positive consequences? If so, the marketing challenge is clear: persuade consumers that the purchase and use of the brand will result in positive consequences.
Valarie A. Zeithaml (July 1988) â€œConsumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidenceâ€. Journal of Marketing Vol. 52, No. 3. pp. 2-22.