Answer to Question #239005 in Marketing for hadassa

Question

Using the Integrated Information Response Model, explain how consumers obtain and integrate information into forming attitudes and purchase intentions towards a brand or product. Use a diagram to assist in your discussion and apply this model to a product of your choice.

Answer 1

Allowing smooth connection between the consumer and the brand, including the consumer in the brand at the customer's discretion, and ensuring that all communication efforts, as well as the content of each of the brands touch points, are consistent all contribute to an engaging brand experience. By delivering such brand experiences, positive brand attitudes and image may be developed; brand affect can be generated; and brand loyalty can be influenced. Attracting clients' attention is a difficult task. Customers are flooded with advertising messages, making it increasingly difficult to convince them to remember specific messages. Nonetheless, at the heart of any profit-seeking organization are efforts to enhance the company's impression and so increase consumers' brand loyalty, a critical factor in long-term client retention. The value of a brand is critical to a business because it enables it to differentiate itself from competitors and create value. By comprehending their consumers, businesses can manage their brand communication strategy in the most engaging manner possible. As a result, “understanding consumer behavior is prudent business” from a marketing perspective.

Attracting clients' attention is a difficult task. Customers are flooded with advertising messages, making it increasingly difficult to convince them to remember specific messages. Nonetheless, at the heart of any profit-seeking organization are efforts to enhance the company's impression and so increase consumers' brand loyalty, a critical factor in long-term client retention. The value of a brand is critical to a business because it enables it to differentiate itself from competitors and create value. By comprehending their consumers, businesses can manage their brand communication strategy in the most engaging manner possible. As a result, “understanding consumer behavior is prudent business” from a marketing perspective.

According to some experts, creating brand loyalty requires a favorable opinion toward a corporation. Attitudes and feelings regarding the brand are critical, as emotions have been shown to have the biggest influence on forecasting consumer behavior in recent years. These attitudes, as well as the perceived brand image as a whole, are influenced by the consumer's brand experience, which includes how the product makes the consumer feel or the delightful experiences provided by the brand. The resulting brand experience is a synthesis of the consumer's emotions, experiences, cognitions, and behavioral responses triggered by the brand's interaction. Positive brand experiences on an individual level result in emotional attachments and attitudinal commitment. As a result, a new area of marketing has developed around the concept of offering value to consumers through the creation of consumer experiences. However, the process of creating compelling brand experiences for clients through marketing communication is not yet standardized. This is well explained in the diagram below