IMPACT OF MARKETING ON BRAND VALUE, CONSUMER BEHAVIOR AND THEIR

PURCHASE INTENTION:

Shumaila Qayyum, Ilham Fatima khan, Asima Abrar, Zainab Ali

Keywords: marketing, purchase intension, consumer behavior, brand value, EWOM, actual
behavior control, learning history, traditional marketing, digital marketing.

INTRODUCTION

1.1 OVERVIEW:

The purpose of this article is to examine the influence of marketing on brand value, customer
behavior, and purchase intent. Marketers such as Winzar, Baumann, and Chu have lately
highlighted the significance of brand value in marketing as a factor influencing brand
competitiveness (2018). We offer a framework that illustrates the impact of brand value customer
behavior and purchase intention, as well as their relationship within these variables, from the angles
of marketing and strategic focus, on brand competitiveness. The framework was created by merging
earlier studies from the marketing and consumer behavior streams. We discovered that, albeit not
immediately, brand value developed for business customers improves brand competitiveness
through a marketing focus. In addition to increasing brand value, brand differentiation has a direct
and favorable impact on brand competitiveness. One of the first investigations into the relationship
between brand value and market orientation and strategic orientation for brand competitiveness is
our study. Additionally, it deepens our comprehension of the qualities that determine a brand's
competitiveness.

Marketing initiatives can have an impact on consumer behavior because they employ word and
image associations that elicit strong emotions. This article is for businesspeople and professionals
who wish to become more persuasive in their interactions with customers and clients.

The goal of this study is to comprehend how marketing channels affect and motivate consumers'
intention to buy as well as their actual buying behavior. This study will more clearly comprehend
and closely examine the phenomenon of how marketing content is affecting and effecting
consumers during their phases of the online purchasing process. The study's theoretical framework
was developed using the results of earlier studies on the marketing of digital material online and
online purchasing patterns.

The research is conducted on the qualitative method where deductive approach is applied and the
research design is co-relational. Data is collected by Questionnaire/ survey method.

BACKGROUND OF STUDY:

This essay examines the significance of marketing expenditure and how it affects brand value.
Brand value is an indication of a brand's capacity to do business in a way that helps managers to
achieve a company's commercial goals. (Srivastava et al., 2007). Romaniuk et al. (1998) reviewed
how differentiation functions within a brand strategy and how it affects consumer buying habits.
This is framed within a line of study to create a model for impact measurement that contrasts the
influence of the companies' marketing efforts on the brand components (purchase intention, brand
value, and consumer behavior) with the linkages that are built between them. Instead, brand
competitiveness refers to a company's capacity to outperform rival brands in a given market (Muniz
and Guinn, 2011; Winzar et al. 2018; Tong and Wang, 2001).
The creation of a conceptual model based on theory and previous brand value research is the first
step in the proposal. From this foundation, a theoretical model of the causal links between
marketing communications spending and brand value characteristics has been developed. Brand
managers must effectively utilize their brand in order to set their value proposition apart from that
of their rivals in order to compete in a market dominated by business customers (Leone et al., 2007;
Webster, 2001).

Through a number of frameworks that are either focused on a marketing (Brodie et al., 2008; Reid
et al. 2005; Sharma et al. 2018; Winzar et al. 2007) or strategic point of view, prior research has
addressed the advantages and implications of such unification (Urde, 1999; Wong and Merrilees,
2019; Simoes and Dibb, 2018; Chang et al. 2001). Among other recent scholars, Beverland (2019)
and Odom and Mensah (2016) have attempted to look into the strategic component of brand
orientation. The roles that brand differentiation and brand value play in the concurrent influence of
marketing, however, have not been taken into consideration.

Numerous innovations are produced by growing technology advancements. Communication,

procedures, and channels of distribution between people and institutions are altered by this
circumstance. Systems for improved communication with the use of technology have eliminated
distance and time restrictions between people. Social media has become increasingly ingrained in
daily life as a result of the extensive usage of the Internet. The unrestricted exchange of ideas and
emotions is now possible because to the global adoption of social media platforms. Due to the fact
that the majority of people use social networks and spend a lot of time there, it has become crucial
for businesses to be present there. There is a lot of competition among firms today. It has become
essential for businesses to use social media for customer service, brand development, sales, and
marketing. Digital platforms and social media have expanded the scope of marketing.

Conventional marketing techniques underserve both brands and consumers. Even traditional
marketing methods like television, newspapers, magazines, radio, pamphlets, and posters are
insufficient in today's marketing expertise. Social media offers a simpler and more economical
environment when compared to other technologies. Additionally, it enables quick and direct
communication between the client and the company. Businesses must now substantially improve
the results of their marketing initiatives. Social media marketing strategies that are effective for
brands draw more customers. Additionally improved are product and service promotions.
Customers effectively buy products through social media.

i. Marketing impact on Brand Value:

According to academic writing, marketing orientation refers to the strategic use of the promotional
mix to draw customers by producing and providing value (Hede and Kellett, 2011). It has also been
called a multi-layered functional strategy that places an emphasis on value and can introduce a
variety of organizational marketing functions (Kohli and Jaworski, 1990; Kozielski, 2019).
According to Bernstein (1984), a business may employ the approach of "marketing orientation" to
describe how it integrates its diverse operations with marketing. Lambert and Cooper (2000) define
marketing orientation as a method for controlling the value-driven, market-oriented promotional
mix in the context of business-to-business marketplaces. According to the literature, there are four
separate aspects to the concept of a market-oriented promotional mix in a competitive market:
customer management, competition management, conflict management, and relationship
management (Dwyer et al., 1987; Srivastava et al., 1998).
From a combination of marketing and organizational research, this study generates the notion of
market orientation as the fundamental business philosophy chosen by firms for long-term growth.
 ii. Marketing impact on Consumer behavior:
Intense research is being done on how people choose products and services (Solomon & Lowrey,
2018). Consumer behavior, however, is never static; it evolves with time and is influenced by goods
and/or services. Additionally, for a variety of factors, including individual, psychological, social,
cultural, lifestyle, regional, and other impacts, not all customers behave uniformly (Hopper, 2020).
When it comes to marketing, In addition to being consumed, brands are frequently created or
curated with the intention of being shared by customers on social media and other traditional and
digital means. As a result, consumer behavior in marketing is related to how customers react to
brand material (Weiger et al., 2019). Today's consumers demand brand experiences rather than just
products or services, therefore businesses must endeavor to include consumers in their digital brand
content in order to have the largest impact (Viltard, 2016).
This study adopted the definition of Hollebeek et al. (2014, p. 152) who define consumer
engagement as "a consumer's cognitive, emotional, behavioral, co-creative brand-related activities
related to specific interactions," despite the fact that the concept of consumer engagement has been
thoroughly investigated and reported on in the literature. In a pull environment, where consumers
are driven to brand content based on interest and relevancy, brands primarily generate consumer
experiences through consumer brand engagement (Taiminen et al., 2015).
Before a consumer has any purchase intentions and without purposefully intending to sell them
anything, marketing requires the creation of pertinent and useful digital brand content (non-hard-
sell content). Following the development of links, credibility, and trust, brand material as a whole
affects consumers’ intent to make purchases (Wall & Spinuzzi, 2018). One could argue that the
interest in online consumer behavior that content marketing has is a result of how consumers
behave online.

iii. Marketing impact on Purchase intention:

Prior studies defined a person's decision to select a specific good or service provided by a business
over others provided by its competitors (Kim & Sung, 2009). acquisition of customers 2.1. selecting
to buy an individual's decision to choose a particular good or service offered by an organization
over others offered by its rivals was previously detailed in research (Kim & Sung, 2009). Both
internal and external marketing considerations may have an impact on consumer purchasing
decisions. Examples of internal influences include beliefs and attitudes, knowledge, personality,
perception, way of life, roles, and status. The socioeconomic class, culture, and membership
organizations fall under the category of external variables. As consumers nowadays are exposed to
a variety of product or service offers and various alternatives, service providers have discovered
that it is highly challenging to establish and maintain strong connections with important clients in
order to secure their continuing growth and presence in the market (Salem, 2018).
Most service providers have their own social media profiles to engage with clients online and build
a positive reputation for their brands. Marketing experts have also noticed that consumers are more
accustomed to engaging with one another through social media and online channels (Hutter et al.,
2013). Social media platforms have recently become an effective and affordable way to engage and
communicate with clients online. Before assessing the advantages of choosing a brand over
alternatives and making a purchase, people often seek out additional information about it online
once they are more familiar with it and what it has to offer (Sharma et al.,2021).
Utilizing social media networks can help businesses reach their target market quickly, spread
important marketing messages easily, and enhance consumer engagement (Gkikas et al., 2022).
2019 by Huang et al.; 2018 by Liu et al. Through online reviews, comments, and word-of-mouth
advertising, customers will have the chance to voice their thoughts and use their experiences to
influence others (Liu et al., 2021).

PROBLEM STATEMENT: It is a known fact that marketing is a vast domain where in different platforms,
be they traditional or digital are applied to promote different brands, so that there can be a certain level of
influence on the consumer’s behavior regarding the brand and how willing they are to purchase it i.e., the
purchase intent. This leads to the problem of how electronic word of mouth (E-WOM) tends to have an
impact on the consumer psychology driving the purchase intent for the same.

RESEARCH QUESTION:

The review's core research question was: What do we know about the influence of content
marketing on online customer behavior? This question led to several sub-questions:
Sub-question 1: What are the significant features of studies on this subject?
Sub-question 2: Which proof has been arranged and organized to support the causal relationship
between marketing and consumer behavior?
Sub-question 3: What are the characteristics and range of methodologies used in these studies?

PURPOSE OF STUDY:
This paper is to examine the connection between consumer buying behavior and some marketing
variables namely brand value, digital marketing and brand image. The essential focal point of this
paper is to comprehend the effect of marketing on brand value, consumer purchase intentions and
their buying behavior.

SIGNIFICANT OF STUDY:
Many researches have done in regard to the effect of marketing strategies consumers purchase
behavior or their intention on purchasing yet there are a few significant bits of knowledge, which
have remained, uncover by earlier examinations. This study is significant in the sense that it will
provide complete information of consumers buy conduct. (Tajuddin, Hassan, Othman & Razak
2020).
Additionally, this study would be helpful for retailers to foster sound brand picture inside the
business by planning and executing successful approaches for influencing consumers’ behavior
positively through different and effective marketing strategies

LITERATURE VIEW:

The Impact of Marketing explains how companies adapt to consumer behavior by influencing the
breadth, brand value, and buy intentions of the consumer.
The purpose of this article is to find a compromise between contextual systems like a firm, its
behavior may be predicted and managed by taking into account both its emergent operant
consequences and aggregate consumer behaviors. Each of these behaviors is a contextual system
that reacts differently to the peculiar pattern of contingencies that shapes and maintains it.
A sizable amount of empirical research in marketing science and behavioral economics, both experimental
and non-experimental, supports the first section of this article's analysis of consumer choice as the result of
traditional marketing, digital marketing, learning history, brand value, and purchase intentions and the
impact of these on consumer behavior.

1. TRADITIONAL MARKETING
A small amount of marketing or outreach specific to digital media is included in traditional
marketing. To remain competitive in today's market, the vast majority of large and small firms that
are successful use a combination of traditional and digital marketing techniques.
The only kind of advertising that existed prior to the advent of the internet and its swift spread
throughout culture was traditional marketing. You have engaged in traditional marketing if you
have ever given someone your business card, bought a newspaper advertisement, or even directly
marketed your company with another individual.
According to conventional wisdom, "marketing" refers to the perception and activity of "doing
business," that is, to generate revenue by convincing customers to buy a product. The idea of
marketing today is far more expansive than the idea of factory owners or store owners conducting
business. The current marketing concept includes more than just selling products to consumers; It
also entails investigating customer happiness and generating products that customers require
through the link between products and consumers, as well as comprehending consumer wants and
needs through the selling process and product demand. (2002) (Bertel et al.).
The content of traditional marketing:

Following the examination of traditional marketing's definition, we also wish to learn more about its
substance and inclination and analyze the marketing perceptions now being used.
There are various classic marketing strategies that you might find useful for your personal
marketing objectives. Here are four instances to think about:
1. Billboards: By placing a billboard in the ideal spot, businesspeople can have an impact on the
entire local community. Your advertisement can be seen by hundreds or thousands of new people
each day in a busy region. The same is true for businesses who sponsor sporting events; every fan
who visits the venue to watch their team will start to identify the brand with them as well.
2. Cold calling: Some of your promotion efforts may be based on cold calling or telemarketing.
Traditional marketing also includes face-to-face interactions with potential clients. However, it
ultimately comes down to personal fondness on the part of both the vendor and the buyer. Some
people find a cold call to be excessively forceful.
3. Print ads: Traditional advertisers may reach out to potential clients through newspaper ads,
direct mail marketing (sending catalogues and other kinds of outreach to people's homes), and other
methods. Print advertising is particularly effective in reaching older demographics.
4. Television ads: Television was originally a major innovation, but it is now unquestionably a part
of the traditional media landscape. Radio and TV adverts can both simultaneously reach a large
audience.
1.2 IMPACT OF TRADITIONAL MARKETING ON CONSUMER BEHAVIOR:
The impact of traditional marketing on consumer behavior setting was defined as "The customers'"
dynamic, continuous evaluation procedure of their responses to direct and indirect communication
with various traditional marketing content during pre and post buying at any given point. Klaus et
al. (2013, p. 518) Despite the fact that it is challenging to assess their impact on consumer
performance. According to certain researchers, traditional marketing may have an effect on
profitability (O'Neil et al., 2002). Traditional marketing, according to Kim and Choi, captures
consumer experience across a variety of industries and channels and enables a greater range of
applications. (Kim and Choi (2013)
2. BRAND VALUE:
The financial value of your brand, if traded, is its brand value. Comparing brand value to
replacement cost is another factor to take into account (cost-based brand value). This definition
states that brand value is the amount of money needed to start over, build, support, and build a
brand up to the same strength as your current one. This symbol could stand in for the cost of
employing a design firm, the time and effort put into developing a marketing and social media plan,
the cost of advertising, PR outreach, sponsorship, and other costs. (qualtrics.com). A company's
brand value determines its financial worth. It affects the profits of successful companies and
markets and resembles customer awareness of a product. (sendpulse.com)

2.1.IMPACT OF CONSUMER BEHAVIOR ON BRAND VALUE:

The impact of traditional marketing on consumer behavior setting was defined as "The customers'"
dynamic, continuous evaluation procedure of their responses to direct and indirect communication
with various traditional marketing content during pre and post buying at any given point. Klaus et
al. (2013, p. 518) Despite the fact that it is challenging to assess their impact on consumer
performance. According to certain researchers, traditional marketing may have an effect on
profitability (O'Neil et al., 2002). Traditional marketing, according to Kim and Choi, captures
consumer experience across a variety of industries and channels and enables a greater range of
applications. (Kim and Choi (2013)
3. DIGITAL MARKETING:
According to Ryu et al. (2012), brand value satisfaction is affected by consumer behavior in a
causal way. According to Ansary and Hashim (2018), consumer behavior has a significant impact
on brand value in the form of brand equity, which is determined by brand attachment, brand
awareness, and brand attitude, all of which support the relationship between a brand and its
audience. According to Morrissey and DeWitt (2013), enhancing a product's value has become
crucial in the international market's fierce competition. Longer shelf lives, safer products, and
increased consumer economic return are specific examples of ways to add value. Depending on the
brand the consumer chooses to purchase, different initiatives have different effects on consumer
behavior. Trustworthiness of a brand is crucial to its success in every category. Customers can be
trusted to a specific brand depending on consumer behavior characteristics. Having devoted
customers helps to increase market share. Getting new consumers is five times more expensive than
retaining existing ones. Customers that are loyal can provide businesses an advantage over
competitors, which is important for success. (Researchgate).
For today's consumers and businesses, digital marketing is an undisputed marketing factor and a
solid bilateral communication route (Leeflang et al., 2014). One of the most crucial areas of focus
this century is digitalization. In adaptive and shifting consumer trends, interactive networks,
corporate entities, and commercial and public actions, it has created a persuasive variable. In the
commercial and scientific worlds, as well as in a variety of other disciplines, advancement has
gained incredible consideration, similar to multiple unique approaches (Kaplan and Haenlein,
2010). The reference to virtual advertising came from what was advertised as a commercial
measure of financial products between a seller and a buyer, and now it ends in the future with
computer equipment. This involves the formation of correspondence and alliances between the
buyer and the organization so that the buyer is involved in the purchasing behavior to help the brand
with traditional media strategies directly on the internet and add the brand indirectly (Kotler and
Keller, 2012).
The most popular digital marketing techniques and the associated channels are detailed below:
3.1 Search Engine Optimization (SEO): To improve your website's "rank" in search engine
results pages and the amount of organic (or free) traffic it receives, you must go through this
process. SEO is useful for platforms like websites, blogs, and infographics.

3.2 Social Media Marketing: This strategy increases traffic to your website, builds brand
recognition, and generates leads for your business by promoting your company's name and your
content on social media platforms. As platforms for social media marketing, you can use Facebook,
Twitter, LinkedIn, Instagram, Snap Chat, Pinterest, and Google.

3.3. Content marketing: The practice of producing and distributing information with the goal of
boosting traffic, lead generation, brand awareness, and customer acquisition is known as content
marketing. A wide range of platforms, including blog posts, whitepapers and e-books, infographics,
online brochures, and look books, can be used in your content marketing strategy.

3.4. Email Marketing: Customers can be reached by businesses using email marketing. Email is
frequently used to alert clients about events, deals, and other information while sending them to a
business' website. Blog subscription newsletters, follow-up emails to website visitors who
downloaded something, customer welcome emails, and seasonal gifts for loyalty programmed
members are a few examples of the kind of emails you might send throughout an email marketing
campaign.

3.5 DIGITAL MARKETING'S EFFECT ON CONSUMER BEHAVIOR:

Businesses everywhere require information about consumer behavior. In 2021, traditional

businesses realized that adopting digital marketing was no longer optional. Virtually all marketing
channels were converted to digital during the lockdown, and the impact of digital marketing on
consumer behavior was forcing companies to change the way they approached and implemented
their digital marketing strategies.

This is a result of their ongoing drive to improve their buying habits and, consequently, their sales
numbers. They can better grasp market expectations by studying consumer behavior. Additionally,
it helps them develop improvements that would enable customers to make wiser purchasing
selections. The average attention span of social media users is shrinking every year, and if you are
still trying to sell through each post and statement, users will un follow you and filter your content
to ensure it is relevant to them. Meanwhile, Facebook algorithms are becoming smarter at
determining which posts to promote "organically" so that users will stay on the site longer.

4. CONSUMER BEAHVIOR:

‘Consumer behavior’ refers back to the process and selection tactics of

customer who buy items and offerings for personal utilization (Peter D. Bennett, ed.1995).
 “Consumer” more often refers to everyone undertaking any of the exercises (acquiring,
evaluating the use of or casting off items and services) used with inside the meaning
of consumer behavior. Every consumer is particular and this distinctiveness is meditated with in
the behavior, sample and action of purchase. The analysis of consumer behavior offers us
with motives because purchasers fluctuate from each other in purchasing for and the usage of
product goods and services.  Consumers are extra willing to interact in pro
environmental moves after they derive a few hedonic pleasures or tremendous have an effect
on from the behavior (Corral-Verdugo et al. 2009).
In study of consumer behavior, few preceding research (e.g., Park and Lee,
2009) have proven that clients pay more interest to negative statistics than to positive statistics
(Cheung &Thadani, 2012).
‘What’ services and products will we buy, ‘why’ will we buy, “how often’ will we buy, from
‘where’ will we buy, ‘how’ we buy, so on, are the problems which might be dealt in
the area of consumer’s behavior.

1. Personal factors: Any particular individual pursuits or evaluations can be motivated from any

demo graphic’s (culture, gender, age.).
2. Psychological factors: Any particular individual’s reaction on marketing and
advertising message will rely upon their approach and behavior.
3. Social factors: Friends, families training proportion, social media, income, all of them impact
consumer behaviors.
Analysis of any consumer’s behavior includes:
· How purchasers assume and sense approximately unique alternatives (products, brands,
services and retailers).
· How purchasers’ purpose and choose among unique alternatives.
· The conduct of purchasers at the same time as learning and shopping.
· How purchaser conduct is encouraged through their environment (peers, culture, media).
· How advertising campaigns maybe tailored and progressed to extra correctly impact the
purchaser.

4. LEARNING HISTORY:
Learning history, also known as Consumer Learning History is applied to understand the overall
history that is linked between the consumer’s buying process and the how these can be used to
forecast future forms of buying behavior. The concept allows the marketer to look into the both
planned and unplanned purchases that a consumer tends to make, giving in a sync wherein
trends can be studied and understood to engage in providing wow experiences for the
customers. Majority times, the unplanned purchases are considered as the key to evaluate trends
of buying behavior and how they can be implemented within the process of planned purchases.

5.1 LEARNING HISTORY IMPACT ON CONSUMER BEHAVIOUR:

Learning history tends to have an impact on the overall consumer behavior as it tends to gauge the
overall outlook of the consumer’s overall history for purchases that are made. It is, in a way, a study
of the past trends and how these can be used to influence the consumer’s buying behavior for all
future purchases. It is considered as a form of journey mapping wherein the consumer’s choices are
observed and trends for future purchases are then developed.

6. PURCHASE INTENTION:
One of the stages in the consumer's pre-buy thought process is purchase intention because it
examines the consumer's decision-making process when choosing and purchasing a specific brand.
The intention of a consumer to purchase a brand is shaped by their perception of the brand as well
as by their awareness of a number of rival brands (Shah et al., 2012). Purchase intention refers to a
customer's desire to buy a product from a specific brand (Belch Vilch, 2004). Higher purchase
intentions increase the likelihood of making a purchase, sometimes even when one is not necessary.
Therefore, the most significant predictor of customer purchasing behavior is purchase intention
(Long-Yi, Jui-chi, 2012).

6.1 CONSUMER BEHAVIOR HAVE AN IMPACT ON PURCHASE INTENTION:

Purchase intention relationship is defined by Morinez et al. (2007) as the disposition of a client to
get a selected sensible below a current instance. Purchase intention typically correlates with
consumer behavior, perceptions, and attitudes. The primary method for consumers to acquire and
evaluate a particular product is through purchase behavior.
Price, perceived quality, and value, along with the context of consumer behavior, may influence a
buyer's purchase intention. Additionally, Buyers are influenced by inner or outer enthusiasms
throughout the buying procedure. (Gogoi, 2013). Purchase intention, as claimed to Ghosh (1990), is
an effective gadget for estimating the buying. A form of analysis called "purchase intention" looks
into why customers choose a particular brand. (Shah et al., 2012).

7. EWOM:
Electronic word of mouth conceptually considered “any positive or negative declaration made with the
aid of using potential, former or actual clients approximately a product or company that is made to be
had to a mess of human beings and establishments thru the Internet” (Hennig-Thurau, et al. 2004, 39).
The WOM is certainly considered one among earliest approaches of delivering data ‘(Dellarocas,
2003)’. The e WOM taken into examination one in all the utmost leading casual mass
media amongst consumers, business, also the populace at substantial. Today’s
new shape of online word of mouth communique is referred to as e WOM (Yang, ‘2017’).
And the maximum complete perception about EWOM was submitted via way of means of (Litvin et
al; 2008), in which he defined it as the intimate connections through the net direct
to clients also associated with usage and traits about products and offerings or else dealers thereof.
And the benefit about the device is particularly far obtainable via every client, which they can make
use on line systems till proportion all reviews or evaluations among different end user. Whether
soon as clients relied on word of mouth through pals, families, nowadays their appearance up on-
line reviews e WOM for statistics approximately a service or product (Nieto et al, ‘2014’).
7.1 IMPACT OF CONSUMER BEHAVIOUR ON EWOM
Electronic word of mouth has been broadly utilized by maximum consumers on one of a
kind virtual platform. And there may be a near connection among consumer behavior and e
WOM. Electric verbal (EWOM) now offers a standout among the best marketing and
marketing property getting used those days (Hennig-Thurau et al., 2004). The net makes reachable a
few régions for customers to speak approximately their suppositions and experiences,
and digital verbal (EWOM) spreads it at an unequalled price and at a miles much less high-
priced price than the normal WOM (Li, & Zhan, 2011).
8. ACTUAL BEHAVIOUR CONTROL:

The application of Actual behavioral control refers to the point of how a certain set of skills and
resources are required so as to manage a certain form of behavior that is to be addressed. More so it
looks at situations wherein it may gauge the overall level of control that the person may actually
exercise. Based on this it is noted that as per research conducted by Shae and Clarke (1999) and
McEachern et al. (2007), there are many factors that can have an impact on the person’s behavior
and overall control. These factors are mostly prices that are involved, availability of the
product/service, knowledge of the product/service to be applied and overall effort that it takes to
make a concise choice for the product.

FRAMEWORK MODEL:

Hypothesis:

 Traditional marketing will have a positive impact on consumer behavior.

 Digital marketing will have a positive impact on consumer behavior.
 Learning history will have a positive impact on consumer behavior.
 Consumer behavior will have a positive impact on e-wom.
 Consumer behavior will have a positive impact on brand value.
 Consumer behavior will have a positive impact on purchase intention.
 Consumer behavior as a mediator with positive impact.
 Actual behavior as a moderator with positive impact.

This chapter explains the method which is getting used for the current research. The chapter explains the sort

of studies method which is used, research design, target population of the study, sampling technique this
is being taken into consideration to make the pattern out of the target population, and the scale of
the sample this is suitable for the study. Apart from that, equipment and tool with a purpose to be used
for the collection and analysis of data may also be discussed.

Research approach:

The research approach that is being utilized in the ongoing review is deductive approach since work
is being on previously existing speculations and theories are being tried. One more support for the
approach being deductive is that the examination is investigating previously existing hypothesis and
no new hypotheses are being proposed. Thus, the review is quantitative and approach is deductive
with explanatory standards.

Research design:

The design of the research is causal exploration where the effect of independent variables on
dependent variables is being tested. Furthermore, the job of go moderator or mediator. The
independent variables incorporate digital marketing, for example traditional marketing, learning
marketing.
Dependent variables incorporate Brand values for example E-wom, purchase intention. The
exploration will investigate the amount of effect of marketing has on brand value, consumer
behavior and their purchase intention.

Sampling design:

Sampling Design include information about target population, sample size and sampling technique.
Target Population.

Sampling technique:

Sampling technique for the examination would non-probability sampling. We will utilize
convenience sampling which implies that the information will be led from whoever customer will
be accessible helpfully. For example, information can be assembled by companions or associates on
the off chance that they have same attributes of target populace.

Instrument of data collection:

Questionnaires will be utilized to collect the data. Every survey will comprise of inquiries with
respect to of the variable i.e., conventional showcasing, advanced advertising, learning history,
client setting, client conduct, genuine conduct control, e-wom, brand esteem, buy goal. The poll will
be close finished. The survey will have Likert scale comprising of five choices for each question
that is gone from unequivocally consent to differ firmly. Unequivocally concur will be
demonstrated by 5 and firmly differ will be shown by 1.

Reliability and Validity of Questionnaire:

Reliability:

The survey from past examination and researchers will be adjusted. Dependability of the survey
will be checked utilizing either SPSS or Amos. To actually look at the dependability, pilot it be
finished to test will. Above all else, survey will be conveyed in 50 respondents. These respondents
will be not the same as the 100 respondents that will give the information to the examination. These
50 respondents will have a place with the objective populace, yet they will just fill the surveys to
really take a look at the unwavering quality of the scales. After the information has been gathered
from these 50 respondents, it will be placed into SPSS or Amos for examination. Then
dependability test will be run. In request for the scale to be solid, it is vital that scale has a
Cronbach’s Alpha more noteworthy than 0.5. Assuming the Cronbach’s Alpha of the scale is under
0.5 it implies that scale isn’t dependable, and changes must be made for the scale to be solid. The
progressions to make the scale dependable could incorporate barring inquiries with least
dependability. When the Cronbach’s Alpha is more prominent than 0.5 it implies that survey can be
utilized for additional information assortment.

Validity:

Validity will be utilized to check assuming that the surveys are evaluating the pertinent convictions.
Legitimacy be checked utilizing the consequence of 100 respondents and the aftereffects of pilot
testing where information was gathered from 50 respondents.

Statistical Techniques:

Statistical techniques that will be utilized for this review will incorporate various tests. Most
importantly the dependability of the scales will be investigated utilizing SPSS or Amos. Then, at
that
point, in the wake of gathering information from 100 respondents for genuine review, graphic
insights
will be dissected alongside connection examination and T Tests. The primary test that will give the
outcomes to speculations will be relapse investigation that will actually look at the circumstances
and
logical results connection between free factors and dependent variables.

Questionnaire:

Traditional marketing:

1. Do you believe in the concept of traditional marketing?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

2. Does print Ads Newspaper, Magazines have an impact on you while making a purchase?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
3. Since traditional marketing is the conservative mode of marketing that has been used since the
beginning of marketing?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

4. To what extent does billboard and print ads increase your awareness of new products?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

5. To what extent do you view billboard and print ads as informative & correct?

 Very informative
 Informative
 Neutral
 To some extent
 Not at all

6. What is your overall opinion of Traditional marketing (Print Ads: Billboard, Newspaper,
Magazines)

 Strongly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Strongly dissatisfied

Digital marketing

7. Does digital marketing have impact on your purchase intention?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
8. Do online advertisements influence you to buy any product you don’t really need?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
 
9. Do you prefer online ads over tv commercials?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

10. Have you ever opted for online shopping?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
 Other:

11. Are you satisfied with the services provided by these companies?

 Strongly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Strongly dissatisfied

Purchase intention

12. Brand awareness is the most effective way that increases purchase intention of a consumer?

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

13. Brand association motivates consumer purchase intention?

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

14. Perceived value is the driving force for purchase intention?

 Strongly agree
 Agree
 Neutral
 Disagree
  Strongly disagree

15. Brand loyalty will always have a positive impact on consumer purchase intention?

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

16. Online consumer purchase intention leads to higher consumer trust?

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

Brand value

17. According to you, Competitive pricing help build a good brand value?

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

18. Are you a price sensitive consumer?

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

19. Will you stick to the same product? If their price is increased (and you are loyal customer to the
product)?

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

20. Are you a loyal customer for the product you buy?

 Strongly agree
 Agree
 Neutral
  Disagree
 Strongly disagree

21. Do you use products because of their availability?

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

Consumer behavior

22.Are you a loyal brand customer?

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

23. Waiting for more innovative products are the reason for the delay b/w the purchase decision and
the actual purchase.

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

24. Festivals, Offers, Weddings, are mostly the occasions you make a purchase?

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

EWOM

25. Direct marketing activities (direct mail and emails) influence may achieve purchase decision.

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

26. The number of product reviews affect my purchase decision.

  Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

27. Does advertising, word of mouth, attractive packaging influenced you to buy the stated brands?

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

28. The post by any brand mostly appear in my feed because they were shared and/or liked by my
friends (e word of mouth).

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

Learning history

29. Does a positive attitude towards a product or brand lead to purchase intention?

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

30. Does continuous learning about a product or brand lead to purchase intention?

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

31. Does consumer learning history influence the consumer’s purchase decisions?

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

32. Does consumer learning history influence the buying behavior of consumers?
  Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

33. Consumers visit different platforms while gathering information regarding a product or service -
does trust in the platform have a significant positive effect on purchase intention?

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

Actual behavior consumer

34. Brands do not make a difference to me, I only purchase products that reflect quality

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

35. I am confident that I can look at brands without having the desire to purchase them

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

36.My friends and peers tend to have a major impact on the brands that I wish to purchase

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

37. The more a brand is advertised the more likely I am to buy it

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
38. I am easily attracted to the brands that I see on social media

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

MODEL FRAME WORK:

Results
4.2.1 CFA (Confirmatory Factor Analysis)
CFA has been used to determine that how well the measured variables represent the number
of constructs. Referring to the outer loading, Maskey, Fei and Nguyen (2018) in their study
indicated the cut off value for the factor loading must be greater than 0.5 for better result. In
addition, Nkhoma and John (2013) in their study indicated that in CFA, threshold value of
Cronbach’s Alpha and reliability should be greater than 0.6. In addition, AVE in CFA has also been
used to analyses the convergent validity of the constructs. Likely, Kramberger (2016) in his study
indicated that for the validation of the construct, it is essential to be 0.5. However, CFA has been
used to determine the validity of the construction for the variables through Cronbach’s alpha,
reliability, and AVE, as shown in a table below:
Table 1 - Convergent Validity and Reliability Assessment of the Factors and Latent Constructs

Latent Outer Cronbach's Composite Average Variance

Items
Constructs Loadings Alpha Reliability Extracted (AVE)
Act Bhv1 0.443 0.712 0.770 0.427
Act Bhv2 0.523
Actual Behavior Act Bhv3 0.737
Setting Act Bhv4 0.853
0.786
Act Bhv5
BV1 0.499 0.682 0.736 0.452
BV2 0.485
Brand Value BV3 0.830
BV4 0.834
BV5 0.626
CB1 0.721 0.614 0.616 0.565
Consumer CB2 0.745
Behavior CB3 0.787

DM1 0.652 0.708 0.676 0.419

DM2 0.673
Digital
DM3 0.750
Marketing
DM4 0.619
DM5 -0.520
EWOM1 0.716 0.726 0.729 0.545
EWOM2 0.753
EWOM EWOM3 0.698
EWOM4 0.784

LH1 0.505
Learning LH2 0.684 0.786 0.858 0.539
History LH3 0.843
LH4 0.851
LH5 0.731 0.782
0.678 0.731
0.790 0.533
0.437
Purchase PI1 0.703
Intention PI2 0.782
PI3 0.756
PI4 0.705
PI5 0.698
Traditional TM1 0.692
Marketing TM2 0.739
TM3 0.753
TM4 0.578
Actual behavior TM5 0.676
setting x TM6 -0.489
 1.000
Consumer

From the above table, it is noteworthy that value of factor loadings is found to be greater than 0.5
except from A1. Hence, it implies all the constructs fulfils the minimum threshold, and found to be
statistically reliable. Referring to the Cronbach’s alpha, it can be seen that value of Actual Behavior
Setting, Brand Value, Consumer Behavior, Digital Marketing, EWOM, Learning History, Purchase
Intention, Traditional Marketing computed to be 0.71, 0.68, 0.61, 0.70, 0.72, 0.78, 0. 78 & 0.67
respectively. Thus, it implies that all the constructs fulfil the minimum threshold, and found to be
statistically reliable. In addition to this, the value of reliability for Actual Behavior Setting, Brand
Value, Consumer Behavior, Digital Marketing, EWOM, Learning History, Purchase Intention,
Traditional Marketing was computed to be 0.77, 0.73, 0.61, 0.67, 0.72, 0.85, 0.79, 0.73 and 0.73
respectively. Thus, it implies that all the measurement or scale used for construct these variables
fulfils the minimum threshold, and reliable for analysis. Further, referring to the above table 2, it
can be seen that AVE of Actual Behavior Setting, Brand Value, Consumer Behavior, Digital
Marketing, EWOM, Learning History, Purchase Intention, Traditional Marketing was computed to
be 0.427, 0.452, 0.565, 0.419, 0.545, 0.539, 0.533 and 0.437, respectively. Thus, it implies that
construct of Brand Value, Consumer Behavior, EWOM, Learning History, Purchase Intention is
valid for statistical analysis. On contrary, Actual Behavior Setting, Brand Value, Digital Marketing
& Traditional Marketing is found to invalid. Hence, findings revealed that all construction for the
measurement of the variables are found to be valid, reliable, and appropriate for statistical analysis.
 Table 2 - Discriminant Validity of the Constructs

Actual Brand Consume Digital EWOM LH Purchas Tradition Actual

behaviou value r marketin e al behaviou
r setting behaviou g intentio marketing r setting
r n x
Consume
r
behaviou
r

Actual behaviour                  
setting

Brand value 0.640                

Consumer behaviour 0.574 1.024              

Digital marketing 0.570 0.654 0.518            

EWOM 0.749 0.788 0.716 0.723          

LH 0.827 0.647 0.636 0.666 0.720        

Purchase intention 0.606 0.700 0.611 0.910 0.741 0.690      

Traditional 0.546 0.556 0.535 0.583 0.436 0.506 0.351    

marketing

Actual behaviour 0.239 0.343 0.261 0.364 0.336 0.242 0.284 0.204  
setting x Consumer
behaviour

The discriminant validity is considered as another important aspect of Confirmatory factor analysis,
and it has been tested through using HTMT ratio. Likely, Franke and Sarstedt (2019) in their study
indicated that for the validity, threshold of HTMT ratio be 0.90 for more conservative, and 0.95 for
more liberal assessment. From the above table, it can be seen that HTMT ratio are found to be less
than threshold, and it implies existence of discriminant validity.
4.2.2 Model Fit Analysis
A model fits well if the difference between the correlation matrix implied by your model and the
empirical correlation matrix is so small that it can be purely attributed to sampling error. For the
approximate fit indices such as SRMR and NFI, you may directly look at the outcomes of a PLS-
SEM or PLSc-SEM model estimation (i.e., the results report) and these criteria's values with a
certain threshold.
Table 3 – model fit assessment of Proposed Model
 Saturated model Estimated model
SRMR 0.108 0.118
d_ULS 8.629 10.242
d_G 3.063 3.170
Chi-square 1382.328 1416.039
NFI 0.410 0.395

Referring to the above table 3, it can be seen that the NFI value of our model is 0.410 which is less
than 0.9 , that indicates the fitness of the model to be extremely weak. Furthermore, this indicates
the predictors/ the dependent variables that we have used in our model which shouldn’t be in it
eventually causing it to be weak. Another possibility to strengthen the model is a possibility of
using strong variables.

4.2.3 Path Assessment

In order to analyses the influence of direct and indirect influence of the variables on the
dependent variables path analysis has been used, as shown below:

Table 4 - Path Assessment of Proposed Model

 Original Sample mean Standard T statistics (| P values
sample (O) (M) deviation O/STDEV|)
(STDEV)

Actual behaviour 0.249 0.249 0.091 2.729 0.006

setting -> Brand value

Actual behaviour 0.437 0.435 0.100 4.393 0.000

setting -> EWOM

Actual behaviour 0.343 0.349 0.107 3.202 0.001

setting -> Purchase
intention

Consumer behaviour -> 0.567 0.581 0.070 8.045 0.000

Brand value

Consumer behaviour -> 0.312 0.326 0.120 2.602 0.009

EWOM

Consumer behaviour -> 0.275 0.288 0.116 2.375 0.018

Purchase intention

Digital marketing -> 0.121 0.150 0.116 1.039 0.299

Consumer behaviour

LH -> Consumer 0.322 0.323 0.104 3.092 0.002

behaviour

Traditional marketing - 0.231 0.243 0.117 1.973 0.049

> Consumer behaviour

Actual behaviour -0.078 -0.070 0.080 0.978 0.328

setting x Consumer
behaviour -> Brand
value

Actual behaviour -0.157 -0.153 0.095 1.656 0.098

setting x Consumer
behaviour -> EWOM

Actual behaviour -0.126 -0.118 0.096 1.313 0.189

setting x Consumer
behaviour -> Purchase
intention

Referring to the above table 4, it can be seen that brand value, EWOM, purchase intention has a
positive influence on actual behavior setting as coefficient values are 0.249, 0.047, 0.343
respectively. Digital marketing, traditional marketing, mediation with consumer behavior has a
positive influence as coefficient values is found to be 0.121, 0.231 and 0.032 respectively, on brand
value, EWOM and purchase intention, and P value is found to be less than threshold 0.05. Whereas,
brand value, EWOM & purchase intention mediation with consumer behavior and moderation
actual behavior setting is negatively influence as coefficient is -0.078, -0.157 and -0.126
respectively, the coefficient value is 0.025, and P = 0.423 > 0.05.

Discussion:
The world of marketing is based on developing and utilizing ways in which a product or
service can be shared with the consumers. To provide recognition to the product or service
marketers go the extra mile to provide it with a name, labelled as a brand, to serve as a form of
identification for the consumers in order for them to be able to make purchases. The cycle of repeat
purchase for goods and services comes about based on the decision patterns of the consumers and
the willingness that they have to make the purchase. Here, within the research, the main aim has
been kept the same. That is the study has looked into how Consumer Behaviour (mediating
variable) tends to have an impact on the purchase intentions of consumers based on E-WOM,
Digital Marketing and Traditional Marketing. Wherein, the moderating variable that has been
identified here is that of Actual Behavioral Control.
The research primarily commenced through desk research wherein different articles and
journals were sought out to seek information that could be relevant to the topic. During this time the
research statement or problem statement was also identified as one where word of mouth played the
key. Here it was questioned whether the use of electronic word of mouth (E-WOM) was one of the
major reasons for having an impact on the purchase intentions of the consumers or not. Hence, the
paper was to examine the connection between consumer buying behavior and some marketing
variables namely brand value, digital marketing and brand image. The essential focal point of this
paper is to comprehend the effect of marketing on brand value, consumer purchase intentions and
their buying behavior.
The research was conducted using the Quantitative research method and the results were
derived using the statistical software so that the data gathered could be easily validated and applied.
The results were gathered as the Confirmatory Factor Analysis (CFA) to comprehend how well the
variables that have been measured have an impact on the overall constructs that are present. Within
this study it is noted that any scale greater than 0.5 falls in the range of a good result. Results shared
in chapter 4 shared the view that all the constructs were of a greater value this making them to be
statistically correct and reliable.
One of the major aspects of the CFA was the application of the Discriminant Validity, tested
with the application of the HTMT ratio. The HTMT states that scores that are 0.90 or below are
considerably more conservative while those above 0.95 are known as more liberal. The results that
were gathered here shared a more discriminant validation. More so during the analysis it was also
noted that the variables Brand Value, Consumer Behaviour, EWOM, Learning History, Purchase
Intention were valid for statistical analysis, however, Actual Behaviour Control, Brand Value,
Digital Marketing & Traditional Marketing were found invalid.
The second form of analysis that was conducted was the Model Fit Analysis (MFA) so as to
ensure that there are no ambiguities within the correlation that can be linked within the model
framework developed along with that of the empirical matrix applied. In order to calculate the
scores, the PLS-SEM is used to manage the results wherein scores below 0.9 are considered weak.
Here too, within the research the score attained was of 0.41 resulting in a weak score, presenting the
analysis that the variables applied were weak.
The third and last form of analysis applied was the Path Assessment (PA), where in the
direct and indirect significance of both variables (dependent and independent) were studied. The
overall results present the view that purchase intention, brand value and E-WOM have a positive
impact on Actual Behavioral Control, while Digital Marketing, Traditional Marketing and the
mediation factor of Consumer Behavior have a positive impact on these three key variables.
Comparatively it has been gauged that when in moderation with Actual Behavioral Control,
Consumer Behavior with the three key variables tends to have a negative influence.

Conclusion:
The research that was conducted here was based on gathering an understanding of how
marketing as a whole tends to have an influence on three major factors that are brand value, the
intent to purchase for the consumer and the overall behavior that the consumer tends to display.
During the course of the research the variables that were identified here were as Traditional
Marketing, Digital marketing and Learning History that were in association to E-WOM, Brand Value
and the Purchase intentions having the mediation of Actual Behavioral Control over the same.
Considering the final results that have been shared it can be said there that further
research can be conducted on the topic with a wider audience and more specific variables
focusing on the need to have a purchase intent allowing the researcher to develop further
customer service blueprints in order to define the customer journeys and managing their
expectations.

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