Thesis: Branding & Its Impact on the Consumer Decision Making Process (iTunes Case Study) - Dec 2005 2005 Ratings: (1)|Views: 27,998 |Likes: |Likes: 259 259 Published by by Kurt von Moos Moos B.B.A. (Hons) Thesis on Branding & Its Impact on the Consumer Decision Making Process (Using Apple iTunes Music Store UK as a case study) See more
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BRAN DING IT’S IMPACT ON
THE CON SUMER PURCHAS EDECISIO N-
MAKING PROCESS KURT VON MOOS DECEMBER 2005EURPOEA
N BUSINESS SCHOOL LONDON
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ACKNOWL EDGMENT S
Writing this dissertation has been an extraordinary journey that ended one chapter in my life,only to begin another. Th
is journey could never have been completed without the love andsupport of the special people that surround my life.First and foremost, I would
like to thank my mother, Maureen von Moos. You have given me somany opportunities in life. I have come to owe you so much, that all I
can offer you is myunconditional love and gratitude.To my Grandparents, Nazek & Ben, not a day goes by that my soul does not miss you. I
hope youcan look down today, and finally be proud of me.I would like to also thank Burton Paul, for inspiring me to achieve more. Thank you for
being theolder brother I always wish I had.To my dear friends, Nicolas & Peter, your friendship and support have meant the world to me.You two
will always have a special place in my heart.I would like to extend a very special thank you to David & Birgit. Your constant support
andfriendship was instrumental in me preserving my sanity. Thank you both so much.And to Natasha…you’ve Natasha…you’ve changed my life. I love you.
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EXECUTIV E SUMMARY
Modern day
marketing has greatly evolved. Companies now
use consumer driven approaches tofurther their abilities to satisfy the countless emerging needs and wants of the modern
consumer.Among st these consumer driven approaches, branding has emerged as one of the crucial activitiesrequired in the building of
a loyal customer base and the creation of an effective brand image.The main aim of this research paper is to ascertain what the main impacts
of branding are on theconsumer based purchase decision-making process. In doing so, the author aims to determine theextent of the
correlation between the activities of branding and consumer purchasing as well asput into perspective the main functions
and values branding can offer companies in terms of guiding valued customers through the often complex process of purchase
decision-making. Theauthor has set out to use the example of Apple Computers, Inc.’s Inc.’s iTunes Music Store UK as areal life study of how
the UK’s UK’s leading leading legal online music provider applies these concepts.Via the use of an online survey and various economic models used to
ascertain the external andinternal factors affecting the iTunes Music Store UK, the author has determined that iTunesMusic
Store has focused on the enhancement and extension of its brand image to cater to thelearning process, attitudes formation
process and perception of consumers in the UK market fordigital music industry. In doing so, iTunes UK has secured a 85% market
share in the UnitedKingdom. Their success can be attributed to their use of branding to create a loyal and in someinstances, fanatical
following of digital music lovers. As a direct result, Apple as contributed tothe fight against online music piracy, which as
resulted in a 10% decrease of illegallydownloa ded music.This dissertation has found that branding has an large impact on the learning and
attitudesformatio n process that takes place during consumer purchasing activities. As a direct result,consumers form meaningful
links to a brand image, brand name or company, that leads tosustainable sales as well as the sustainable satisfaction of
consumers wants and needs. 4
TABLE OF CONTENTS 1
Chapter 1 Introduction
1.1
Introduction1.2 Research Aims & Objectives 2
Chapter 2 – Literature Review
2.1 Introduction2.2
Understanding Branding2.2.1 Branding in Today’s Today’s Markets2.2.2
The Development of Brand Equity2.2.3 The Competitive Advantage of Brand Loyalty2.3
Branding’s Branding’s Influence on Consumer Purchasing Behaviour 2.3.1 Impact on the Consumer
Learning Process2.3.2 Impact on the Consumer’s Consumer’s Perception of Brands2.3.3
Impact on Consumers’ Consumers’ Attitude Towards Brands 3 Chapter 3 Methodology
3.1
Introduction3.2 Defining Research Methodology3.3 Research Aims3.4
Research Philosophy3.5 Research Approach3.6 Execution of Strategy3.6.1
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