The Impact of Brand Personality on Customer Patronizing Behavior: with special reference to the supermarket industry in Sri Lanka.

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

The Impact of Brand Personality on Customer Patronizing Behavior: with special reference to the supermarket industry in Sri Lanka.

Popis výsledku v původním jazyce

In the field of service marketing, satisfying customer is relatively difficult than marketing practices of physical products. There are many factors considered by the service marketers in order to make the customer satisfaction and loyalty. Brand personality of the service companies are recognized as a key platform for development of loyal customer base for their organizations. When it comes to the modern retailing, self service supermarkets highly concern about branding strategies for attracting theircustomers towards their outlets. Hence, in this study, researchers attempted to investigate on ?The impact of brand personality on customer patronizing decisions in Sri Lankan supermarkets.? Further, literature provides sufficient evidence to support theempirical gap existing in Sri Lankan context. The main objective of the study is to identify the influenced made by brand personality on customer patronizing decisions and recommending strategies of the local supermarkets chains to creat

Název v anglickém jazyce

The Impact of Brand Personality on Customer Patronizing Behavior: with special reference to the supermarket industry in Sri Lanka.

Popis výsledku anglicky

In the field of service marketing, satisfying customer is relatively difficult than marketing practices of physical products. There are many factors considered by the service marketers in order to make the customer satisfaction and loyalty. Brand personality of the service companies are recognized as a key platform for development of loyal customer base for their organizations. When it comes to the modern retailing, self service supermarkets highly concern about branding strategies for attracting theircustomers towards their outlets. Hence, in this study, researchers attempted to investigate on ?The impact of brand personality on customer patronizing decisions in Sri Lankan supermarkets.? Further, literature provides sufficient evidence to support theempirical gap existing in Sri Lankan context. The main objective of the study is to identify the influenced made by brand personality on customer patronizing decisions and recommending strategies of the local supermarkets chains to creat

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2012

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Proceedings of the 18th International Business Information Management Association

ISBN

978-0-9821489-7-6

ISSN

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e-ISSN

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Počet stran výsledku

13

Strana od-do

423 - 435

Název nakladatele

International Business Information Management Association

Místo vydání

Istanbul

Místo konání akce

Istanbul

Datum konání akce

9. 5. 2012

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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