MARKETING MIX AND THE BRAND REPUTATION OF NOKIA
Abstract
Pakistan’s mobile phone market is growing very fast. The most selling brand in the market is Nokia. A hypothesis was developed that the reputation of a brand is a source of demand and the competitively superior quality image justifies a premium price. In this survey we assessed the reasons for preference of this brand based on established parameters of marketing mix (the 4 Ps). The objective of this study was to measure the extent of preference of these parameters. For this purpose a questionnaire was developed and administered to 240 respondents.The alternate hypothesis that at least one of the predictor variables would have a linear relationship with the dependent variable brand reputation was accepted. R² is 0.53, which indicates that about 53% of the variation on the dependent variable is explained by the predictor variable, which is significantly moderate. Among all the independent variables the slope for the product quality and promotion (advertising & communication) were higher than the rest.Regression coefficients for product quality and promotion (advertising & communication) were 0.95 and 0.85 respectively. This means that an increase in one rating (on the scale of five to one) of product quality and promotion (advertising & communication) would cause brand reputation to increase by 0.95 and 0.85 rating respectively.References
Aaker, D. A., 1991., Managing Brand Equity: Capitalizing on the Value of the Brand Name. NewYork: The Free press.
Aaker, D.A., 1996., Building Strong Brands. New York: The Free Press.
Aaker, D.A, 2004. Brand Portfolio Strategy, New York: Free Press.
Ambler, T., & Styles, C., 1997. Brand development versus new product development: toward a process model of extension decisions. Journal of Product & Brand Management, 6(4), p. 222-234.
Browne, K., 1999. Nokia’s Brilliant Branding. Finance Week - South Africa. Vol. (22), p.12-26.
Baldinger, A & Rubinson, J., 1996., Brand Loyalty: the Link between Attitude and Behavior. Journal of Advertising research, Vol. (2), p.84-97.
Czinkota, M. & Ronkainen, M., 2001., International Business (6th ed.). Fort Worth: Harcourt College.
Farquhar, P., 1990. Managing brand equity. Journal of Advertising Research, August/September) 30, RC 7 - RC 12.
Keller, K.L., 2003. Strategic brand management, Building Measuring and Managing Brand Equity, 2nd Ed., Upper Sadle River. .
Kotler, P, & Armstrong, G., 1996. Principles of Marketing.(7th ed.. USA: Prentice Hall, Inc.
Pringle, H. Thompson, M., 1999. Brand Spirit: how cause related marketing builds brands. New York: John Wiley & Sons.
Jean, N.K, 1997. Strategic Brand Management, Princeton: University Press Princeton.
Kapferer, J.N.,1997. Strategic Brand Management. 2nd.London:Hove.
Kotler, P. & Armstrong, G. & Saubers, J. & Wong, V., 1999. Principles of marketing. 2nd ed. England: Prentice Hall press.
Kotler, P. & Keller, K.L, 2006. Marketing Management 12th ed. Indiana: Indiana University Press.
Macdonald, E.K. & Sharp, B.M. 2000. Brand awareness effects on consumer decision-making for a common, repeat purchase product: A replication: Journal of Business Research, Vol. (48), p5-15.
Nilson, H.T., 1998. Competitive Branding-Winning the Marketplace with Value Added Brands. Chichester: Wiley,cop.
Paul, H. & John, M., 1997. Pricing Strategy & Practice. Bradford: 5(1),p. 25.
Pringle, H. & Thompson, M., 1999. Brand Spirit: how cause related marketing builds brands: Journal of Marketing, Vol. (21), p.61-78.
Pitta, A. & Katsanis, P.L.1996.Understanding Brand Equity for Sucessful Brand Extension. Journal of Consumer Marketing. 12(4),51-64.
Rogerson, W.P, 1983. Reputation and Product Quality, The Bell Journal of economics, Vol. (2), p. 508-516.
Tauber, E., 1988. Brand leverage: Strategy for growth in a cost- control world. Journal of Advertising Research, ( August/September). 28, 26-30.
Temporal, P & Lee, K.C. 2001. Hi-Touch Branding, Creating Brand Power in the Age of technology. Journal of Information & technology, 94(2), p.67-86.
Uggla, H., 2001. What makes winning brands different: The hidden method behind the world’s most successful brands. The journal of marketing, 18(3), p.24-41.
Upshaw, L. B. 1995. .Building Brand Identity: A strategy for success in a hostile marketplace. New York: John Wiley & Sons,
Wood, L., 2000. Brands and brand equity: definition and management. Management Decision, 38(9), 662-669.
Downloads
Published
Issue
Section
License
- Copyright of all the submissions to the Market Forces will remain to the contributors.
- Anyone is allowed to distribute, remix, tweak, and build upon his/her work, even commercially, as long as it is credited/cited to the original contributors of the Market Forces.
