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2.3 Marketing Variables
Marketing
variables
in
this
research
model
consists
of
three
variables,
which
are
Marketing Efforts, Brand Loyalty, and Channel Integration.
2.3.1 Marketing Efforts
A
firm should contribute
marketing efforts though a
number of channel choices to the
customers
in order to encourage them to
use a certain channel (Srisuwan & Barnes,
2007).
Marketing
communication, which
is
catalogues
and
emails,
is
important
to
influence customers’ behavior both
in channel choice and purchase volume
(Ansari et
al,
2005).
Incentives can
be
a
common
tool
for
improving
the
efficiency
of
channel
choice
and
marketers
sometimes
use
incentives
as
on
of
the
tool
to
encourage
the
customers
to select
their channel choice (Srisuwan
&
Barnes, 2007).
It
looks
that by
using and offering
numbers of
promotion, firm can drive the consumers to
migrate to
use a certain channel.
2.3.2 Brand Loyalty
Brand
loyalty
is
a
biased
behavioral response
expressed
over
time
by
a
decision-
making unit with respect to one or more alternatives brands out of a set of such brands
that
is
function
of
psychological process
(Jacoby
&
Kyner,1973).
A
brand-loyal
customer
purchases
only
one
particular
brand
and
does
not
substitute,
regardless
of
any being offered (Clow
&
Baack, 2010).
A
loyal customer tends to
have emotional
attachment to
the
brand
or
firm.
In
newspaper
industry,
most
of
the
readers
and
subscribers
have
brand
loyalty
to
one
particular
newspaper.
That
is
why
instead
of
looking
for
and
buying
newspapers
everyday, they
choose
to
become subscriber.
Because
they
do
not
have
to
buy
single
newspaper every
single
day,
since
the
newspapers will be delivered directly to the subscriber everyday. Brand loyalty to one
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