Assessment Part 2: The Dissertation Proposal THE ROLES OF BRAND EXPERIENCE AND BRAND IMAGE IN PURCHASE INTENTION

THE ROLES OF BRAND EXPERIENCE AND BRAND IMAGE IN PURCHASE INTENTION: A CROSS-NATIONAL COMPARISON BETWEEN CHINA AND THE UNITED KINGDOM
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Introduction
The global economy is characteristic of increasingly complex consumer demands coupled with equally increasing competition across the wide range of economic sectors around the world. Globalization and the widespread use or incorporation of advanced technology in carrying out daily business operations further enhance the competitive nature of the global economy. Business organizations are utilizing such concepts and platforms for sustainable growth and development within their diverse sectors of operation. The use of advanced communication and information technology, for instance, plays a significant role in the monitoring of consumer behavior towards a given good or service. Such initiatives seek to establish an understanding of what features or aspects of a given product or service appeals most to the consumer to evoke a positive reaction of making a purchase. Business organizations use such information to develop effective product and service designs, and marketing strategies to increase customer product awareness and subsequent purchases of the said goods or services. In essence, business organizations depend on the ability of their brands to evoke or rather form an appeal to the consumers, which influences the latter to make a purchase. The brand image created by the business organization’s designing and marketing strategies creates a platform for the consumers to form a relationship with the product or service in question CITATION Ahm18 \l 1033 (Ahmed, 2018). The process of making the purchase, on the other hand, creates an experience for the consumer through an interactive forum upon which customers express a wide range of human elements through the simple act of buying the product CITATION Bra09 \l 1033 (Brakus, 2009). Brand experience and brand image are thus essential factors in the marketing of goods and services as both may pose either positive or negative repercussions on the overall performance of an organization. Provided herein is a detailed description of how the two elements affect the consumers’ purchasing intent across different cultural backgrounds of the United Kingdom and China.
Brand Experience
Business organizations develop their brands to create a certain identity through the designs, packaging, and communications to the public or the environment in which it exists. The outlined features of a brand stimulate a chain of reactions from the consumer as they make purchases of the product, which materialize in the through the consumer’s feelings, behavioral responses, cognitions and sensations CITATION Bra09 \l 1033 (Brakus, 2009). Brand experience refers to such stimulations from a brand through the outlined aspects of a brand and plays a significant role in determining whether or not a consumer purchases a given product or service CITATION Bra09 \l 1033 (Brakus, 2009). It is, therefore, an important factor to consider while developing a marketing strategy for a given good or service as it functions to create an understanding of how consumers experience the products. Brand...