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Customer attitude towards change in brands' ownership in the automotive industry and how it affects car purchase intentions. - Literature review Example

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Customer attitude towards change in brands' ownership in the automotive industry and how it affects car purchase intentions.

The paper tells that with the continued elevation of completion within the current global marketplace because of globalization, introduction of new products has turned out to be a highly risky venture. One factor facilitating such high levels of risk is the implausible high cost of creating brands for product (new products), which can exceed 100 million dollars in some cases. Thus, firms are resulting into line extensions, brand extensions, as well as other new strategies of products, which allow their leveraging of the existing trademark equity with their relatively new products as a measure of minimizing the brand associated risks. Due to the increasing alarming studies about the possible harmful impacts of these, family brands’ extensions, the marketers’ attention has been captured by some recent new approaches. One such approach is the alliances of brands, which this paper seeks to examine in the automobile industry. In the present competitive world, brand alliances are often chosen as strategic options, which assume a diversity of forms ranging from simple advertising to ingredient branding. Some prominent illustrations of such collaborations of brands are evident across the daily life of consumers and spans diverse industries such as high technology, airlines, automobile industry, services, fast moving consumer products, as well as the fashion industry. In marketing, an attitude is a general assessment of products or services created over time. Attitude satisfies personal motives as well as affects buying and shopping habits of the consumers. ...
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Summary

The purpose of this paper is to examine the alliances in the automotive industry. The emphasis is on examining the attitudes of the customers towards the increasing M&A in this industry as well as its impacts on their intentions of purchasing cars. …
Author : effiedenesik
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