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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: © 2019 |Pages: 15
ISBN13: 9781522571162|ISBN10: 1522571167|EISBN13: 9781522571179
DOI: 10.4018/978-1-5225-7116-2.ch032
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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." Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2019, pp. 587-601. https://doi.org/10.4018/978-1-5225-7116-2.ch032

APA

Sakkthivel, A. M. & Sriram, B. (2019). Examining the Brand Communication Tools That Impact Brand Preferences of Women Consumer Buying Intentions: Empirical Investigation of Middle East. In I. Management Association (Ed.), Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications (pp. 587-601). IGI Global. https://doi.org/10.4018/978-1-5225-7116-2.ch032

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 Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 587-601. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7116-2.ch032

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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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