Papers by Tarfoni Oliver
Journal of Macromarketing, Jan 1, 2004
Journal of Economic Psychology, Jan 1, 1996
Materialism was explored in twelve countries using qualitative data, measures of consumer desires... more Materialism was explored in twelve countries using qualitative data, measures of consumer desires, measures of perceived necessities, and adapted versions of the Belk (1985) materialism scales with student samples. The use of student samples and provisionary evidence for cross-cultural reliability and validity for the scales, make the quantitative results tentative, but they produced some interesting patterns that were also supported
Journal of Retailing and Consumer services, Jan 1, 2003
The interaction of consumers and marketers within the Web environment, particularly for retailing... more The interaction of consumers and marketers within the Web environment, particularly for retailing/purchasing is a growing area of importance. This paper focuses on examining Internet users adoption of the Web for retail usage. It uses the Technology Acceptance Model Davis (Int. J. Man-Mach. Studies 38 (1993) 475) as a theoretical foundation to explore adoption of this technology for retail usage. The study also adds what are argued to
Journal of consumer policy, Jan 1, 1987
The history of consumption is fast becoming a vital area of academic research. For the social sci... more The history of consumption is fast becoming a vital area of academic research. For the social sciences, in general, this new field promises new insight into the "great transformation" of Western society. For consumer research, in particular, it promises the opportunity to create new perspectives, sources of data, and theoretical concepts. The purpose of this paper is to review recent literature on the history of consumption, and to offer a consumer guide for those who wish to use it in the study of modern consumer behavior and policy.
Journal of International Consumer …, Jan 1, 1993
... Based on Keesing (1957) and Rohner (1984), the following definition is offered:Consumer cultu... more ... Based on Keesing (1957) and Rohner (1984), the following definition is offered:Consumer culture is the shared, consumption relevant knowl-edge system necessary to operate in a manner acceptable to one's society. This ...
... 224 Conclusion 225 Consumer Behavior Domains 233 Product Acquisition, Usage, and Ownership 23... more ... 224 Conclusion 225 Consumer Behavior Domains 233 Product Acquisition, Usage, and Ownership 233 ... 248 Communication Technology 248 Computers and the Internet 252 Internet Applications 252 ... are not as universal as generally thought, which has major implications for ...
Thesis Chapters by Tarfoni Oliver
Thesis, 2012
There is inherent need for each company to know the position of its brands on the market by using... more There is inherent need for each company to know the position of its brands on the market by using positioning strategies, but it is also necessary to evaluate its consumer-based brand equity as it is the consumers who contribute to its market position. Companies can derive a good number of benefits from building strong brands: mainly they can increase the loyalty of their customers through an increase in consumer-based brand equity; act as a strong barrier to market entrants; and provide an opportunity for brand extension.
This study was designed to examine consumer-based brand equity and the relationship with its dimensions. To do this, athletic shoes brands were chosen to test the model of the study because they are: low involvement and quick replacement products; also they are available on the market; and because previous research has proven that a high number of students purchase athletic
shoes.
In this study the objective was to investigate which dimension of brand equity: brand awareness/associations, perceived quality, and brand loyalty, has a higher contributory effect to the consumer-based brand equity of the firm among international students in TRNC. The study secondly investigates the effect of
demographic variables: gender, income level, and purchase frequency on brand equity. Thirdly the effect of consumer-based brand equity on brand loyalty was investigated. Lastly the brand equities of the selected brands were compared to determine which one has a higher equity among international students.
The study was based on Aaker‟s (1991) model for consumer-based brand equity and used Yoo & Donthu‟s (2001) questionnaire for measuring consumer-based brand equity.
The study was carried out in May-June 2012 and the findings revealed that brand loyalty and brand awareness/associations stand out as the dimensions with the highest contributory effect on consumer-based brand equity. It was also found that demographic variables: gender, income level, and purchase frequency, had no statistically significant effect on consumer based brand equity. Lastly, results showed that brand equity proved to have a positive relationship with brand loyalty. However it was suggested that brand managers make efforts to increase brand awareness and perceived quality in TRNC among students by indulging in various social activities and advertising strategies.
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Papers by Tarfoni Oliver
Thesis Chapters by Tarfoni Oliver
This study was designed to examine consumer-based brand equity and the relationship with its dimensions. To do this, athletic shoes brands were chosen to test the model of the study because they are: low involvement and quick replacement products; also they are available on the market; and because previous research has proven that a high number of students purchase athletic
shoes.
In this study the objective was to investigate which dimension of brand equity: brand awareness/associations, perceived quality, and brand loyalty, has a higher contributory effect to the consumer-based brand equity of the firm among international students in TRNC. The study secondly investigates the effect of
demographic variables: gender, income level, and purchase frequency on brand equity. Thirdly the effect of consumer-based brand equity on brand loyalty was investigated. Lastly the brand equities of the selected brands were compared to determine which one has a higher equity among international students.
The study was based on Aaker‟s (1991) model for consumer-based brand equity and used Yoo & Donthu‟s (2001) questionnaire for measuring consumer-based brand equity.
The study was carried out in May-June 2012 and the findings revealed that brand loyalty and brand awareness/associations stand out as the dimensions with the highest contributory effect on consumer-based brand equity. It was also found that demographic variables: gender, income level, and purchase frequency, had no statistically significant effect on consumer based brand equity. Lastly, results showed that brand equity proved to have a positive relationship with brand loyalty. However it was suggested that brand managers make efforts to increase brand awareness and perceived quality in TRNC among students by indulging in various social activities and advertising strategies.
This study was designed to examine consumer-based brand equity and the relationship with its dimensions. To do this, athletic shoes brands were chosen to test the model of the study because they are: low involvement and quick replacement products; also they are available on the market; and because previous research has proven that a high number of students purchase athletic
shoes.
In this study the objective was to investigate which dimension of brand equity: brand awareness/associations, perceived quality, and brand loyalty, has a higher contributory effect to the consumer-based brand equity of the firm among international students in TRNC. The study secondly investigates the effect of
demographic variables: gender, income level, and purchase frequency on brand equity. Thirdly the effect of consumer-based brand equity on brand loyalty was investigated. Lastly the brand equities of the selected brands were compared to determine which one has a higher equity among international students.
The study was based on Aaker‟s (1991) model for consumer-based brand equity and used Yoo & Donthu‟s (2001) questionnaire for measuring consumer-based brand equity.
The study was carried out in May-June 2012 and the findings revealed that brand loyalty and brand awareness/associations stand out as the dimensions with the highest contributory effect on consumer-based brand equity. It was also found that demographic variables: gender, income level, and purchase frequency, had no statistically significant effect on consumer based brand equity. Lastly, results showed that brand equity proved to have a positive relationship with brand loyalty. However it was suggested that brand managers make efforts to increase brand awareness and perceived quality in TRNC among students by indulging in various social activities and advertising strategies.