In e na ional Jou nal o Managemen , Accoun ing and Economics
Vol. 2, No. 5,May, 2015
ISSN 2383-2126 (Online)
© IJMAE, All Righ s Rese ed www.ijmae.com
404
Compa ing High-in ol emen and Low-
in ol emen P oduc s: B and Pe spec i e
Fa iba Lo izadeh
1
MA o En ep eneu ship Managemen , En ep eneu ship Depa men , Teh an
Uni e si y, Teh an, I an
Fe esh eh Lo izadeh
Assis an P o esso o Ma ke ing, Business Managemen Depa men , Zanjan
B anch, Islamic Azad Uni e si y, Zanjan, I an
Abs ac
Today, wi h ie ce compe i ion in a ac ing new cus ome s, main aining
exis ing ones and gaining a g ea e ma ke sha e, o ganiza ions ac oss he
wo ld a e obliged o de elop new p oduc s and c ea e dis inc i e ea u es in
hem. Wi h ega d o he esul s, he le els o pe cei ed quali y, alue and isk
as well as he ela i e p ice and pu chase in en ions among he s uden s
(pa icipan s) a e app op ia e. This pape discuss knowledge o b and
awa eness and i s c ucial ole which should be well known o ma ke ing
manage o he design o an o ganiza ion`s ma ke ing s a egies. The pu pose
o his pape is o de e mine he b and awa eness o high- and low-in ol emen
p oduc s among s uden s en olled a Teh an Uni e si y. A sel -adminis e ed
su ey was comple ed by a con enience sample o 60 s uden s o he Teh an
Uni e si y in I an. The ocal high-in ol emen p oduc was lap op and he low-
in ol emen p oduc , shampoo. The esul s indica ed simila awa eness o
high-in ol emen p oduc b ands and low-in ol emen p oduc b ands.
Ad e ising played an equal ole in he awa eness o Lap op b ands and
Shampoo b ands. The b and names which a e easy o p onounce was a
impo an o bo h Shampoo and Lap op b ands. The i em o bes -selling
b ands had he mos oles and he i em o high quali y had he leas e ec on
consume decision making. In addi ion, he esul s showed ha he highe p ice
b ands a e mo e impo an han well-known ones.
Keywo ds: Ad e ising, B and awa eness, Cus ome , Teh an Uni e si y
Ci e his a icle: Lo izadeh, F., & Lo izadeh, F. (2015). Compa ing High-in ol emen and
Low-in ol emen p oduc s: B and Pe spec i e. In e na ional Jou nal o Managemen ,
Accoun ing and Economics, 2(5), 404-413.
1
Co esponding au ho ’s email: a iba_lo [email protected]
In e na ional Jou nal o Managemen , Accoun ing and Economics
Vol. 2, No. 5,May, 2015
ISSN 2383-2126 (Online)
© IJMAE, All Righ s Rese ed www.ijmae.com
405
In oduc ion
In o de o ind new cus ome s and keep hem, companies should ha e a success ul
b and which will make consume s ecognize and buy hei p oduc s. The e a e se e al
phases which ha e c i ical ole in ensu ing a p ospe ous p oduc b and. This p ocess
include c ea ing and building b and awa eness, eaching consume s` minds, and
encou aging hem o de elop a p e e ence o he b and (Kelle , 2003).
Among he abo e p ocess, b and awa eness is he undamen al phase o occu
(Rossi e and Pe cy, 1997). B and awa eness is he abili y o ecognize he b and unde
dis inc condi ions and i consis s o b and ecall and b and ecogni ion (Kelle , 1993).
In he mode n wo ld, becoming b and conscious and making posi i e choices among
adolescen is inc easing (Ross and Ha adine, 2004). Indeed, many consume s speci y
hei b and p e e ences be ween he ages o 15 and 25 (Taylo and Cosenza, 2002).
Mo eo e , because o exe ing no iceable e icacy on he alloca ion o spending powe ,
adolescen s play c ucial ole in he ma ke place (Hogg e al., 1999). Among young
consume s, pee s ha e a i al ole in he ma ke place, because hey make hea y
in luences by hei pu chases and choices o b ands (Skim e al., ci ed in Beaudoine al.,
2003).
Lap op is gene ally conside ed a high-in ol emen p oduc . Consume s o en buy a
lap op o i s echnological applica ions, image suppo o psychological eupho ia.
Lap op is also known o e lec he consume `s social wel a e and wishing. Consume s
a e awa e o hei own sel -concep and so hey use b and image as a scale compa ing
p oduc s (Oh and Fio i o, 2002), he e o i is impo an o lap op ma ke e s o be
no i ied abou he b and awa eness o adolescen consume s.
Consume s, howe e , also buy low-in ol emen p oduc s such as shampoo.
Al hough he shampoo consump ion is less subjec o he in luence o pee s, b anding is
s ill c ucial as b and awa eness alone could lead o he consume selec ing a p oduc
based on he amilia i y o he b and (Kelle , 2003).
A la ge numbe o s uden s exis a Teh an Uni e si y. S uden s a e in hei la e eens
and ep esen a specialized ma ke segmen o a di e si y o me chandises and se ices,
consis ing lap op and shampoo. Resea ch which speci y he dis inc ions in b and
awa eness o high- and low-in ol emen p oduc s among s uden s, is spa se. Hoye and
B own on 1990 claimed ha b and awa eness is like a heu is ic o simple no m o
decision-making, in low-in ol emen buy condi ions. also Macdonald and Sha p on
2000 epea ed Hoye and B own`s s udy, wi h he excep ion ha hey employed a la ge
sample han he Hoye and B own`s (1990) s udy, and ound ha esponden s ha e a
s ong o ien a ion o use awa eness as a heu is ic and a g ade o ine ia in a ying his
habi . High-in ol emen p oduc s a e less ocused han low-in ol emen p oduc s on
hese s udies, he cu en esea ch is a ended o help o ill he gap.
Li e a u e Re iew and Resea ch Objec i es
B and awa eness
In e na ional Jou nal o Managemen , Accoun ing and Economics
Vol. 2, No. 5,May, 2015
ISSN 2383-2126 (Online)
© IJMAE, All Righ s Rese ed www.ijmae.com
406
The ph ase o B and awa eness is he s eng h o he b and node in consume `s
mind, i.e. how easy i is o consume s o emembe (Kelle , 1993). In o he wo ds,
b and awa eness is he abili y o dis inguish he b and and ecall i unde dis inc i e
condi ions (Kelle , 1993). I has been hypo hesized ha b and awa eness has a c i ical
ole when a consume makes a pu chase. Du ing he decision-making p ocess, a b and
which is no conside ed canno be chosen a all (bake , 1984). Finally, i can be
concluded ha b and ecogni ion is exclusi ely impo an when a consume chooses a
b and a he poin o pu chase.
B and ecall is conside ed as he nex le el o b and awa eness. Ross and Ha adine
(2004), de ined b and call as an abili y which consume e ie e he b and om his/he
mind when p o ided wi h a ela ed cue. Acco ding Ma io i (1999) and Lau en (1995),
b and ecall conno es ha he b and si ua es a s onge b and sea in consume `s mind,
as he/she is no aided by ha ing he name which is p o ided.
B and awa eness and ad e ising
Kelle (2003) claimed ha b and awa eness is made and enhanced by adding he
amilia i y o he b and h ough eplica ed exposal, which inally concludes in
consume s ha ing “expe ienced” he b and. The b and will ook oo in consume `s
mind, when hey ha e su icien expe ience o he b and by hinking, hea ing o seeing
abou i .
Ad e ising is he main manne o enhanced amilia i y and b and awa eness. In
addi ion, op ical and ocabula y e ec in ad e ising aid en ench he b and name in he
consume `s mind (Kelle , 2003). The e o e, he i s ole o ad e ising is o c ea e
b and awa eness (G ego y, 1993; Hoye and B own, 1990). Via ad e ising, ma ke e s
ep esen possible consume s o he b and and gi e hem he oppo uni y o adop i .
This is he cause why i ms such as Gol ang and Samsung make use o ele ision and
magazines o ad e ise hei p oduc s and b and names (wa e schoo , ci ed in Ross and
Ha adine, 2004).
B and Func ions
B ands could make a numbe o unc ions o consume s (Lambin, 2002; Va ey,
2002, Pick on and B ode ick, 2001). Fo ins ance, se e as a sign o he p oduc
speci ica ions; acili a e decision-making; se e as a commi men by p o iding us ,
s abili y o a se o behes s and a dec emen o isk; ul il a pe sonaliza ion, social
unc ion and make enjoymen .
B and elemen s and b and awa eness
B and awa eness can be enhanced h ough b and elemen s, such as he name, logo,
symbol, packaging o slogan. In o he wo ds b and elemen s iden i y he b and o e all,
so i di e s om o he b ands (Kelle , 2003). Thus b and awa eness can be c ea ed o
enhanced easie by b and elemen s (V anese ic and S ance, 2003).
B and awa eness and he decision-making p ocess
In e na ional Jou nal o Managemen , Accoun ing and Economics
Vol. 2, No. 5,May, 2015
ISSN 2383-2126 (Online)
© IJMAE, All Righ s Rese ed www.ijmae.com
407
B and awa eness has a c i ical ole in consume decision-making by e icacy which
b ands gain he conside a ion se , which o hese b ands a e employ as a heu is ic, and
he pe cep ion o quali y (Macdonald and Sha p, 2000).
Unde he decision-making condi ions he consume s e ie e, om long- e m
memo y, hose p oduc s and b ands which a e known o hem. I he b and be a pa o
conside a ion se , he p obabili y o being selec ed o i will inc ease, so being a pa o
his small se o b ands is signi ican (Mowen and Mino , 2001).
The e is a ela ion be ween he le el o b and awa eness and pu chase decision
(Woodside and Wilson, 1985). This means ha , i he consume ecalls he b and in an
unaided ecall si ua ion, he/she will ha e highe in en ion o pu chase. So, he e will be
highe chance o pu chase, o op-o -mind b ands.
Consume s almos spend li le ime o e o in making pu chase decisions. Based on
Kelle (1993), consume s mos ly y o minimize he decision-making p ocess by using
a heu is ic such as “selec he b and I ha e known” o “choose he b and I know” and
hen buy only simila b ands.
As Macdonald and Sha p (2003) ha e said, he consume `s comp ehension o quali y
is based on he iew ha i he/she knows he b and, he company mus ha e expend
hea ily on ad e ising. I he company expends so much on ad e ising, i mus ha e
good bene i s which means ha mos o consume s a e pleased wi h he p oduc ; so he
p oduc mus be good.
This esea ch ocused on he b and awa eness o s uden s in Teh an Uni e si y in
I an. I conside ed he simila i ies and di e ences and le els in hei awa eness o lap op
b ands (high in ol emen p oduc ) and shampoo b ands (a low-in ol emen p oduc ).
Resea ch Me hodology
In his s udy a sel -adminis a ed ques ionnai e was used o ga he empi ical da a.
The ques ionnai e was dis ibu ed among 60 en ep eneu ship s uden s o Uni e si y o
Teh an.
The ques ionnai e was composed o h ee sec ions:
The objec o his s udy ocused on he b and awa eness o s uden s in Teh an
Uni e si y. I in es iga ed he le els, simila i ies and di e ences in hei awa eness o
lap op b ands (a high-in ol emen p oduc ) and shampoo b ands (a low-in ol emen
p oduc ).
(1) Sec ion A: included ou open-ended ques ions aimed a iden i ying which
b ands o shampoo (o Lap op) s uden s could hink o and which b ands came o mind
i s . These we e de e mined by he ques ions: “Wha b and names o lap op (shampoo
in he case o he second ques ionnai e) can you hink o ?” and “When you hink o he
lap op b ands, which one comes o mind i s ?”. The ea e esponden s we e p esen ed
wi h a lis o b ands and we e asked? “Which o he ollowing b ands ha e you hea d
o ?” and “Which b ands ha e you seen ad e ised in he pas six mon hs?”. I was
In e na ional Jou nal o Managemen , Accoun ing and Economics
Vol. 2, No. 5,May, 2015
ISSN 2383-2126 (Online)
© IJMAE, All Righ s Rese ed www.ijmae.com
408
a gued ha ollowing he cus oma y me hod o i s asking b and ecogni ion ques ions
(and p o iding a cue, which in his case consis ed o a p in ed lis o b and names),
could in luence b and ecall.
(2) Sec ion B deal wi h demog aphics which included ques ions on gende and
ma i al s a us.
(3) Sec ion C con ained 30 Like - ype ques ions each consis ing o a sho ,
s uc u ed s a emen and i e p e e ences anging om (1) comple ely disag ee o (5)
comple ely ag ee.
Da a analysis and Findings
P o ile o he esponden s
Almos he esponden s o bo h ques ionnai e (Shampoo and Lap op) we e single.
The majo i y (53 pe cen ) o hose esponding o he Shampoo ques ionnai e we e male
and 47 pe cen we e emale. The co esponding igu es o hose esponding o he
Lap op ques ionnai e, we e 67 pe cen , 33 pe cen . These esul s a e shown on able1.
Table1. Demog aphic esul s
Sex
Ma i al
Male
Female
Single
Ma ied
Sample o Shampoo
53.3
46.7
83.3
16.7
Sample o Lap op
70.0
30.0
80.0
20.0
Le els o b and awa eness
B and ecall. Responden s had o lis all he b and names ha came o mind
when hinking o Shampoo (o Lap op) and o indica e he one ha came o mind i s .
To di e en ia e he ex en o b and ecall, hose esponden s who lis ed up o h ee
b and names we e deemed o ha e low b and ecall, while who lis ed ou o six b and
names had medium b and ecall. Those esponden s who lis ed se en o mo e names
we e deemed o ha e high b and ecall. The da a showed ha p opo iona ely mo e
esponden s had medium le els o b and ecall in he case o Shampoo (47 pe cen ) and
in he case o Lap op (50 pe cen ). The mos equen ly men ioned Lap op b ands we e
SONY (19 pe cen o esponden s) and DELL (18 pe cen o esponden s), while he
op-o -mind Lap op b ands we e SONY (76 pe cen o esponden s) and DELL (24 pe
cen o esponden s). The mos men ioned Shampoo b ands we e Head & Shoulde (12
pe cen o esponden s) and Seha (11 pe cen o esponden s), while he op-o -mind
Shampoo b ands we e Pan en (25 pe cen o esponden s) and Head & shoulde (25 pe
cen o esponden s).
B and ecogni ion. The esponden s we e p esen ed wi h lis s o Shampoo and
Lap op b and names. They iden i ied 23 b and names o Shampoo and 21 b and names
o Lap op. The h ee mos chosen b and names in shampoo p oduc s we e Seha ,
Gol ang and head & shoulde while SONY, Apple, Acce and DELL we e he op
In e na ional Jou nal o Managemen , Accoun ing and Economics
Vol. 2, No. 5,May, 2015
ISSN 2383-2126 (Online)
© IJMAE, All Righ s Rese ed www.ijmae.com
409
lap op b ands. B and ecogni ion and ecall o ad e ising sha ed some common ends.
Fi y pe cen o he esponden s had hea d o SONY. SONY was also he b and o
which he mos ad e ising was no iced. A simila pa e n was in he case o Seha
Shampoo.
Random sampling has been u ilized o his esea ch. In o de o collec da a, a
ques ionnai e was adminis e ed be ween 60 g adua e s uden s o En ep eneu ship
Managemen . In p e- es phase, he ques ionnai e’s eliabili y was es ablished ia
C onbach Alpha (wi h a coe icien o ٫٠83) and spli -hal (wi h a coe icien o ٫٠76)
among 20 s uden s. Finally, alpha C onbach we e calcula ed o 60 s uden s, ha is
0.82. I was also alida ed using ace alidi y (expe opinion). The ques ionnai e is o a
i e poin Like scale ype.in his esea ch, da a analyzing we e u ilized wi h he help o
SPSS ٠٫ so wa e.
Acco ding o Seka an (2003), i Reliabili y Coe icien s we e lowe han 0.60, a
doub ul si ua ion would be conside ed, adjacen o 0.70 ac o s mean admissibili y,
and highe han 0.80 igu es showed a good condi ion. The esul s o eliabili y es a e
shown on able 2.
Table 2: Reliabili y Tes Resul s
Tes - Type
phase
Sample Size
Resul
Alpha- C onbach
P e- es
20
0.873
Alpha-C onbach
Final es
60
0.828
Spli - Hal
P e- es
20
0.762
B and awa eness, ad e ising, b and elemen s and consume decision making
Table 3 shows a compa ison o he mean sco es which indica e he signi icance
esponden s a ached o b anding o Shampoo and o Lap op.
Table 3 shows ha ad e ising did no seem o play an impo an ole in he
awa eness o Shampoo and Lap op b ands, because all mean sco es we e lowe han 4.0
on a i e-poin scale. On Shampoo b ands, In-s o e ad e ising and on Lap op b ands,
in e ne ad e ising played he leas impo an ole in c ea ing b and awa eness, While
ad e ising, pa icula ly in magazines was a mo e impo an o bo h Shampoo and
Lap op b ands.
Responden s ag eed ha b and names ha a e easy o p onounce we e mo e
impo an han hose ha eminded hem o some hing. In addi ion, on bo h ca ego ies,
esponden s ag eed ha p oduc s which a e p iced highe , ha e a be e quali y while,
he esul s show ha esponden s o bo h Shampoo and Lap op b ands, did no seem o
ag ee wi h he i em “Well-known b ands a e o good quali y.”
Finally, i can be concluded o m he esul s which a e shown on able 3 ha ,
esponden s ag eed ha bes -selling b ands we e a mo e impo an and high quali y
p oduc s we e leas impo an o bo h Shampoo and Lap op b ands.
In e na ional Jou nal o Managemen , Accoun ing and Economics
Vol. 2, No. 5,May, 2015
ISSN 2383-2126 (Online)
© IJMAE, All Righ s Rese ed www.ijmae.com
410
Table 3- I ems o Ques ionnai e
Lap op
Shampoo
Desc ip ion
Mean
Sco e
S d.
De
Mean
Sco e
S d.
De
B and Func ion (Radde and Huang, 2008)
3.37
1.098
3.80
0.761
B ands p oduc s a e wo h hei p ice.
3.53
0.973
4.00
0.743
B ands p oduc s sa is y my expec a ions.
3.90
0.995
4.13
0.776
B ands p oduc s sa e me shopping ime.
4.10
0.662
4.17
0.592
Well-known b ands a e o good quali y.
3.87
0.730
3.66
0.857
B ands p oduc s a e good quali y.
2.90
1.185
3.14
1.026
The highe p iced p oduc s a e o a be e quali y.
2.57
1.040
2.41
0.780
Unknown b ands a e o a low quali y.
Ad e ising (Radde and Huang, 2008)
3.17
1.117
3.33
1.093
Magazine ad e ising o shampoo/lap op usually d aws my
a en ion.
3.03
0.964
2.63
1.033
Newspape ad e ising o shampoo/lap op usually d aws my
a en ion.
2.47
1.106
2.37
0.999
Radio ad e ising o shampoo/lap op usually d aws my
a en ion.
3.90
0.712
3.40
1.037
Ad e ising o shampoo/lap op usually d aws my a en ion.
3.50
0.820
2.93
1.081
In e ne ad e ising o shampoo/lap op usually d aws my
a en ion.
3.60
0.855
3.63
1.066
Tele ision ad e ising o shampoo/lap op usually d aws my
a en ion.
3.50
0.900
3.60
0.894
In-s o e ad e ising o shampoo/lap op usually d aws my
a en ion.
B and elemen s (Radde and Huang, 2008)
3.27
1.172
2.97
1.066
I usually emembe b ands name ha a e easy o p onounce
3.57
0.898
3.80
0.961
I usually emembe b ands name ha emind me o some hing.
Consume Decision Making (Radde and Huang, 2008)
3.50
1.009
3.43
1.073
I usually buy he bes -selling b ands.
2.93
0.980
3.07
1.033
I usually choose well-ad e ised b ands
3.23
0.971
3.30
0.915
I am likely o buy he b and ha I emembe bes .
3.77
1.006
3.70
0.877
I p e e buying well-known b ands.
4.13
0.776
3.76
0.786
I can emembe a numbe o di e en b ands when pu chasing.
4.07
0.868
4.10
0.885
I usually choose he b and I know.
4.17
0.913
3.66
1.045
I can hink o mo e in e na ional b ands han local ones.
4.03
0.765
4.17
0.950
I like a ac i e logos.
3.80
0.805
3.97
0.850
I ake no e o new b ands coming in o he ma ke .
4.20
0.805
3.87
0.860
B ands in luence my choice o pu chase.
4.37
0.765
4.50
0.731
I I had a choice I would buy he bes quali y.
4.17
0.747
4.37
0.615
I usually buy high quali y p oduc s.
4.20
0.761
4.20
0.664
B ands make i easie o choose he p oduc .
In e na ional Jou nal o Managemen , Accoun ing and Economics
Vol. 2, No. 5,May, 2015
ISSN 2383-2126 (Online)
© IJMAE, All Righ s Rese ed www.ijmae.com
411
Responden s seemed o be amilia wi h a a ie y o local and in e na ional Lap op
and Shampoo b ands and ended o choose he ones hey know and emembe bes and
which a e also well ad e ised.
Discussion
This esea ch aimed o compa e I anian s uden s’ b and awa eness o a high-
in ol emen p oduc (Lap op) and a low-in ol emen p oduc (Shampoo). Based on
p e ious esea ch ma ke e s should use oppo uni ies o inc ease b and awa eness and
b and p e e ence among you h un il each b and loyal y.
The esul s showed ha s uden s had a simila deg ee o ecall o Lap op b ands and
shampoo b ands. In he o he wo ds, S uden s seemed o be amilia wi h a a ie y o
Shampoo and Lap op b ands and could emembe hem easily.
Also ad e ising played a signi ican ole in awa eness o bo h. Fo Lap op, expec
adio ad e ising, ano he ype o ad e ising played an impo an ole in c ea ing b and
awa eness, while o shampoo newspape , adio and In e ne ad e ising we e
unimpo an .
Al hough ad e ising did no seem o play a signi ican ole in he awa eness o
p oduc s bu i has o be explained when ad e isemen s a e mos in luencing ha
ea u ing he p oduc s oge he wi h models. The indings showed ha b and elemen s
played simila oles o high in ol emen and low in ol emen p oduc s.
Also s uden s ag eed ha b and names ha a e easy o eminded hem a e impo an
o high and low in ol emen p oduc s, bu p onounce we e mo e impo an o high
in ol emen han o low in ol emen .
Table 3 summa izes he compa ison o he ac o means sco es o wo p oduc s and
showed decision making s yle has impo an ole o s uden s and i is simila o low
and high in ol emen p oduc . Because hey had he highes mean sco es o consume
decision making in he case o Shampoo and Lap op.
Limi a ion o he s udy and u u e esea ch
Fi s limi a ion was ha , his s udy didn` conside any en i onmen al a iable such
as inancial s a us o esponden s and hei cul u e. Ano he limi a ion o his esea ch is
he sample o esea ch. This esea ch was done on s uden s, who may ha e had no job
and sel -suppo . Ne e heless, he esul o his s udy canno be gene alized o
e e yone. To p esc ibe mo e gene ali y, i should be dis ibu ed o o he popula ions,
especially business owne s and employe s.
Re e ences
Bake , G.H. (1984), “The ca ie elimina ion decision: implica ions o mo o ca ie
ma ke ing”,T anspo a ion Jou nal, Vol. 24 No. 1, pp. 20-9.
In e na ional Jou nal o Managemen , Accoun ing and Economics
Vol. 2, No. 5,May, 2015
ISSN 2383-2126 (Online)
© IJMAE, All Righ s Rese ed www.ijmae.com
412
Beaudoin, P., Lachance, M.J. and Robi aille, J. (2003), “Fashion inno a i eness,
ashion di usion and b and sensi i i y among adolescen s”, Jou nal o Fashion
Ma ke ing and Managemen , Vol. 7, Janua y, pp. 23-30.
G ego y, J.R. (1993), “S ong b ands s ick ou in a c owd”, Business Ma ke ing, Vol.
78, Augus , p. 39.
Hogg, M.K., B uce, M. and Hill, A.J. (1999), “B and ecogni ion and young
consume s”, Ad ances in Consume Resea ch, Vol. 26, Janua y, pp. 671-4.
Hoye , W.D. and B own, S.P. (1990), “E ec s o b and awa eness on choice o a
common, epea -pu chase p oduc ”, Vol. 17, Sep embe , pp. 141-8.
Kelle , K.L. (1993), “Concep ualizing, measu ing and managing cus ome -based
b and equi y”, Jou nal o Ma ke ing, Vol. 57, Janua y, pp. 1-22.
Kelle , K.L. (2003), S a egic B and Managemen : Building, Measu ing and
Managing B and Equi y, Pea son, Uppe Saddle Ri e , NJ.
Lambin, J.J. (2002), Ma ke -D i en Managemen : S a egic and Ope a ional
Ma ke ing, Macmillan Business, London.
Lau en , G., Kap e e , J. and Roussel, F. (1995), “The unde lying s uc u e o b and
awa eness sco es”, Ma ke ing Science, Vol. 14, Ma ch, pp. 170-9.
Macdonald, E. and Sha p, B. (2000), “B and awa eness e ec s on consume
decision-making o a common, epea pu chase p oduc : a eplica ion”, Jou nal o
Business Resea ch, Vol. 48, Ap il, pp. 5-15.
Ma io i, J. (1999), Sma Things o Know abou B ands and B anding, Caps one
Publishing, London.
Mowen, J.C. and Mino , M.S. (2001), Consume Beha io : A F amewo k, P en ice-
Hall, Englewood Cli s, NJ.
Oh, J. and Fio i o, S.S. (2002), “Ko ean women’s clo hing b and loyal y”, Jou nal o
Fashion Ma ke ing and Managemen , Vol. 6, Ma ch, pp. 206-22.
Pick on, D. and B ode ick, A. (2001), In eg a ed Ma ke ing Communica ions,
Pea son Educa ion, London.
Rossi e , J.R. and Pe cy, L. (1997), Ad e ising Communica ions and P omo ion
Managemen , McG aw-Hill, Bos on, MA.
Ross, J. and Ha adine, R. (2004), “I am no wea ing ha ! B anding and young
child en”, Jou nal o Fashion Ma ke ing and Managemen , Vol. 8, Janua y, pp. 11-26.
Seka an, U. (2003), Resea ch Me hods o Business: A Skill Building App oach,
John Wiley & Sons, New Yo k, NY.
