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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
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Author(s): A. M. Sakkthivel (Sur University College, Oman)and B. Sriram (Sur University College, Oman)
Copyright: 2019
Pages: 15
Source title: Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 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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