Brand risk intelligence - new brand development drivers in a satiated consumer marketplace.

Hamann, Danilo; Williams, Jr; Omar, Maktoba

Abstract

In a globally competitive business environment the value of a strong brand in the consumer high-technology marketplace is well documented, as is a progressively satiated marketplace where consumers may have all they “need”. The difficulty in maintaining a basis for differentiation, and heightened consumer price consciousness, reveals the necessity to understand consumer evaluation and purchase decision processes. The paper proposes a model and investigates the relationships between Price, Use, Quality, and Culture regarding the adoption of a branding strategy. The study concluded that two factors determine consumers’ risk intelligence associated with a positive brand: (1) People do not purchase high technology products primarily to satisfy particular needs, but rather for prestige, and (2) Perception change of cultures affected the adoption process of high-technology.

Citation

Hamann, D., Williams, J., & Omar, M. (2008, July). Brand risk intelligence - new brand development drivers in a satiated consumer marketplace. Paper presented at Academy of Marketing, Annual Conference, Reflective Marketing in a Material World

• Presentation Conference Type: Conference Paper (unpublished)
• Conference Name: Academy of Marketing, Annual Conference, Reflective Marketing in a Material World
• Start Date: Jul 7, 2008
• End Date: Jul 8, 2008
• Publication Date: 2008
• Deposit Date: Jun 8, 2015
• Publicly Available Date: Jun 8, 2015
• Peer Reviewed: Not Peer Reviewed
• Keywords: Consumer behaviour; cultural perception change; prestigue; brand risk intelligence
• Public URL: http://researchrepository.napier.ac.uk/id/eprint/8590
• Contract Date: Jun 8, 2015