Brand literacy and knowledge transfer process: analysis of purchase intentions among consumers in Mexico

Rajagopal and Ananya Rajagopal
Authors registered in the RePEc Author Service: Rajagopal

International Journal of Business Innovation and Research, 2018, vol. 16, issue 3, 302-323

Abstract: Consumer knowledge on brands affects the consumer perceptions and purchase intentions. Companies are actively engaged today in transferring the brand knowledge to consumers through ethnic, social, family, and digital channels to create sustainable brand literacy and empowering consumers with substantial information to support their decision-making process. This study analyses empirical data from consumers in Mexico with the principal objective of exploring the role of brand literacy in educating consumers and reinforcing consumer purchase intentions towards specific brands of the companies. The study reveals that the brand literacy generates cognitive strengths and perceptional stimuli among consumers towards buying behaviour in reference to competitively differentiated products and services, and price advantages, and breaks the attitudinal stigmas towards brand attributes like-brand etymology, ethnicity, family practice, and disruptive psychodynamics.

Keywords: brand literacy; knowledge transfer; purchase intentions; consumer behaviour; Mexico. (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.inderscience.com/link.php?id=92618 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbire:v:16:y:2018:i:3:p:302-323

Access Statistics for this article

More articles in International Journal of Business Innovation and Research from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().