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216
BRAN
DING
ITS
IMPACT
ON
THE CON
SUMER
PURCHAS
EDECISIO
N-
MAKING
PROCESS
KURT VON
MOOS
DECEMBER
2005EURPOEA
N BUSINESS
SCHOOL
LONDON
ACKNOWL
EDGMENT
S
Writing this
dissertation has
been an
extraordinary
journey that
ended one
chapter in my
life,only to
begin another. Th
is journey could
never have been
completed
without the love
andsupport of the
special people
that surround my
life.First and
foremost, I would
like to thank my
mother, Maureen
von Moos. You
have given me
somany
opportunities in
life. I have come
to owe you so
much, that all I
being theolder
brother I always
wish I had.To my
dear friends,
Nicolas & Peter,
your friendship
and support have
meant the world
to me.You two
andfriendship
was instrumental
in me preserving
my sanity.
Thank you both
so much.And to
Natashayouve
changed my life.
I love you.
EXECUTIV
E
SUMMARY
Modern day
marketing has
greatly evolved.
Companies now
use consumer
driven
approaches
tofurther their
abilities to satisfy
the countless
emerging needs
and wants of the
modern
consumer.Among
st these consumer
driven
approaches,
branding has
emerged as one
of the crucial
activitiesrequired
in the building of
a loyal customer
base and the
creation of an
effective brand
image.The main
aim of this
research paper is
to ascertain what
the main impacts
of branding are
on theconsumer
based purchase
decision-making
process. In doing
so, the author
aims to
determine
theextent of the
correlation
between the
activities of
branding and
consumer
purchasing as
well asput into
perspective the
main functions
and values
branding can
offer companies
in terms
of guiding valued
customers
through the often
complex process
of purchase
decision-making.
Theauthor has set
out to use the
example of
Apple
Computers, Inc.s
iTunes Music
Store UK as areal
life study of how
ascertain the
external
andinternal
factors affecting
the iTunes Music
Store UK, the
author has
determined that
iTunesMusic
process and
perception of
consumers in the
UK market
fordigital music
industry. In doing
so, iTunes UK
has secured a
85% market
share in the
UnitedKingdom.
Their success can
be attributed to
their use of
branding to
create a loyal and
in someinstances,
fanatical
following of
digital music
lovers. As a
direct result,
Apple as
contributed tothe
fight against
online music
piracy, which as
resulted in a 10%
decrease of
illegallydownloa
ded music.This
dissertation has
found that
branding has an
large impact on
the learning and
attitudesformatio
n process that
takes place
during consumer
purchasing
activities. As a
direct
result,consumers
form meaningful
links to a brand
image, brand
name or
company, that
leads
tosustainable
sales as well as
the sustainable
satisfaction of
consumers wants
and needs.
4
TABLE OF
CONTENTS
1
Chapter 1 Introduction
1.1
Introduction1.2
Research Aims &
Objectives
2
Chapter 2
Literature
Review
2.1
Introduction2.2
Understanding
Branding2.2.1
Branding in
Todays
Markets2.2.2
The Development
of Brand
Equity2.2.3
The Competitive
Advantage of
Brand Loyalty2.3
Brandings
Influence on
Consumer
Purchasing
Behaviour 2.3.1
Impact on the
Consumer
Learning
Process2.3.2
Impact on the
Consumers
Perception of
Brands2.3.3
Impact on
Consumers
Attitude Towards
Brands
3
Chapter 3 Methodology
3.1
Introduction3.2
Defining
Research
Methodology3.3
Research
Aims3.4
Research
Philosophy3.5
Research
Approach3.6
Execution of
Strategy3.6.1
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