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Type of publication: Article in Clarivate Analytics Web of Science or Scopus DB conference proceedings (P1a);Straipsnis konferencijos medžiagoje Clarivate Analytics Web of Science ar/ir Scopus (P1a)
Field of Science: Vadyba (S003);Management (S003)
Author(s): Pilelienė, Lina;Grigaliūnaitė, Viktorija
Title: How do brand associations affect purchase intentions? A case of organic products
Is part of: Research for rural development 2017 : annual 23rd international scientific conference proceedings. Jelgava : Latvia University of Agriculture, 2017, Vol. 2
Extent: p. 210-216
Date: 2017
Note: ISSN 2255-923X (online). WOS:000425532800029
Keywords: Brand associations;Consumer behaviour;Purchase intentions;Organic products;Brand equity
Abstract: The aim of the research is to determine the influence of brand associations on purchase intentions in the framework of organic products. In order to determine the influence of brand associations on purchase intentions in the organic product category, the organic yogurt was chosen as a product. The brands’ criteria grid was elaborated for the selection of the specific yogurt brands and three different yogurt brands were chosen for the research. Nine associations directly or indirectly associated with ecology were generated and approved by experts of marketing and advertising; namely: ‘organic’, ‘natural’, ‘ecological’, ‘healthy’, ‘nutritious’, ‘Lithuanian’, ‘tasty’, ‘regular’, and ‘expensive’. The empirical research with the selected brands and generated associations was composed of two parts: experiment and questionnaire survey. The research results revealed that brand associations have a huge impact on consumer purchase intentions in a framework of organic products. Proper and positive association development positively and directly influences consumer purchase intentions. Positioning of the brand as providing organic products is extremely important when seeking to develop brand associations with organic products; the naturalness, ecology of the product should be emphasised in marketing communication; a brand name should be meaningful and visual marketing communication should expose the ecology. For the future research, the analysis of the influence of brand associations on the conative consumer response in the frameworks of the remaining products categories is necessary
Affiliation(s): Ekonomikos ir vadybos fakultetas
Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:3. Konferencijų medžiaga / Conference materials
Universiteto mokslo publikacijos / University Research Publications

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