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Effect of Branded Components on Consumer Perception of Quality and Brand Preference

Ali Raza, Emadul Karim (), Omair Abbas, Prof. Dr. Shair Sultan and Syed Hasan ()

MPRA Paper from University Library of Munich, Germany

Abstract: The reason for conducting this study was to determine the effect of branded components on consumer perception of quality and brand preference. The continual determination of firms to survive and grow in a competitive market space has led marketers to gradually turn towards brand associations - a marketing approach that brings together a couple of different trademarks to work in partnership to market a product. The primary motivating factor for implementing this form of component branding, is it’s support to the primary brand to progress on facets such as distribution accessibility, assists in its differentiation from the products of other producers, and augments the capital of the primary brand by sending out a positive image to consumers of the combined product offering the individual benefits of each brand in one package. More recently, a vast majority of empirical studies which focus on such alliances and trademarked components have been conducted. In another study which sought answers as to the effects of a trademarked component on appraisals of a primary brand, the introduction of an eminent labelled component resulted in favorable product assessments of the unknown as well as the well-known primary brands, more so in cases where an unknown branded component was present. The reliance on survey method has been adopted in this research to investigate this very phenomenon. The research design has been formulated in such a manner that it allows researchers of the study to isolate causes and effects. Whereas primary data has been collected from the research sample through the use of questionnaires, the secondary data has been carefully extracted from various researches, marketing journals, and research articles carried out on this subject. It is recommended that in order to have branded computers made available in the market, the government should lower down the current tariffs and promote the import of such IT components so that IT industry may grow in Pakistan and at all levels high tech computing machines could be introduced.

Keywords: Branded Components; Consumer Perception; and Brand Preference (search for similar items in EconPapers)
JEL-codes: M1 M11 M15 M3 M31 (search for similar items in EconPapers)
Date: 2013-02-06, Revised 2016-12-07
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