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Examining the Brand Communication Tools that Impact Brand Preferences of Women Consumer buying intentions-Empirical Investigation of Middle East

Examining the Brand Communication Tools that Impact Brand Preferences of Women Consumer buying intentions-Empirical Investigation of Middle East

A. M. Sakkthivel, B. Sriram
Copyright: © 2015 |Pages: 15
ISBN13: 9781466684591|ISBN10: 1466684593|EISBN13: 9781466684607
DOI: 10.4018/978-1-4666-8459-1.ch018
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MLA

Sakkthivel, A. M., and B. Sriram. "Examining the Brand Communication Tools that Impact Brand Preferences of Women Consumer buying intentions-Empirical Investigation of Middle East." Trends and Innovations in Marketing Information Systems, edited by Theodosios Tsiakis, IGI Global, 2015, pp. 358-372. https://doi.org/10.4018/978-1-4666-8459-1.ch018

APA

Sakkthivel, A. M. & Sriram, B. (2015). Examining the Brand Communication Tools that Impact Brand Preferences of Women Consumer buying intentions-Empirical Investigation of Middle East. In T. Tsiakis (Ed.), Trends and Innovations in Marketing Information Systems (pp. 358-372). IGI Global. https://doi.org/10.4018/978-1-4666-8459-1.ch018

Chicago

Sakkthivel, A. M., and B. Sriram. "Examining the Brand Communication Tools that Impact Brand Preferences of Women Consumer buying intentions-Empirical Investigation of Middle East." In Trends and Innovations in Marketing Information Systems, edited by Theodosios Tsiakis, 358-372. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8459-1.ch018

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Abstract

The chapter aims to design a model of constructs of brand communication tools (direct and indirect) and test the impact of the same on brand preferences of women consumer buying intentions from Middle Eastern countries with specific evidences from Sultanate of Oman. The survey was conducted among 200 women consumers with reference to identifying the influence of brand communication tools on their buying intentions. The results revealed that both the communication tools found to have a significant impact. It is found that the direct brand communication tools have a higher impact over women buying intentions.

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