Research in Business for Brand Image of a Product-myassignmenthelp

Question: Discuss about theResearch in Business for Brand Image of a Product. Answer: Introduction Online marketing is a very popular trend among various types of marketing strategies. The internet has captured the world in a massive way and the emergence of smartphones and android technologies have made life easier for both the producers and consumers (Hulbert Harrigan, 2014). The new internet and smartphone technology plays a significant role in the marketing strategies by the manufacturers of products and services. On the other hand, proper marketing strategies are extremely essential to create brand image of a product or service. Quality of the product or service is another necessary factor for creating brand image. One of the fundamental criteria of creating brand image is to ensure that the information about the product or service reaches to a larger target audience and for that, wide spread marketing is required (France, Merrilees Miller, 2015). The manufacturers are adopting online marketing techniques to reach to wider consumer base in a more convenient manner. Hence, t here may be a significant relation between the online marketing and brand image, which will be researched in this study. Problem statement Role of online marketing in creating brand image of a product or service is the problem statement of this research study. Brand image majorly depends on the product quality and price. However, marketing is an extremely important function in the organizational operations of any manufacturing company. There are various types of promotional strategies, adopted by the companies to create a brand image and reach to the target audience. Today, the producers are adopting online marketing technique to capture a bigger market share (Purani Sahadev, 2015). Hence, the focus of the research study will be on the contribution of the online marketing in creating brand image of goods and services. Research aim The aim of the research study is to find out to what extent the online promotional or marketing techniques cast impact on the creation of brand image of a product or service. Apart from product quality and price, the quality of the promotional techniques is also considered to have influence on the brand image. The research paper aims to evaluate if online marketing creates any significant difference in building up a brand image for a product or service. Research objective The objectives of the research paper are: To examine the factors influencing the brand image creation for a product or service To assess the different marketing techniques having an impact on the brand image creation. To assess the different online promotional techniques and their pros and cons To evaluate the impact of the online marketing techniques on the creation of the brand image for any product or service Research methodology Research methodology refers to the strategy of the researcher, to be adopted to address the research problem. It consists of research philosophy, approach, strategy, design, data collection and analysis process. The basic plan of the researcher to address the research aim and objectives and reach to the conclusion in a most logical and appropriate manner is the subject matter of research methodology (Lewis, 2015). The researcher will to try to assess the impact of online marketing on the creation of brand image of any product or service through this research study. To proceed with the study, firstly, the researcher must conduct a comprehensive literature review. This is required to gain knowledge about various factors of the research study. The researcher will present the findings from the literature of other scholars to make the readers acquainted with the topic of the research (Bryman Bell, 2015). The literature review will be done in alignment with the objectives of the research and will be presented in a thematic structure. The researcher will collect both the primary and secondary data for this research study. Primary data will be collected through a survey. 50 participants will be chosen using simple random sampling and they will be asked 10 close ended questions, which would focus on getting the information about the perceptions of the participants on the impact of online marketing on the brand image of goods and services. Secondary data will be collected by the researcher from various academic and peer reviewed journals, books, magazines, online publications, presentations, newspaper articles and official websites of different companies in this industry. This data is helpful in validating the results of the primary data analysis. Secondary data sources and analysis process As mentioned earlier, the researcher will use the secondary data to provide support to the primary research and to validate the findings. Various peer reviewed journals will be considered to get relevant knowledge about the research topic. The journals, such as, Journal of Business Research, Marketing Intelligence Planning, Computers in Human Behavior, Journal of Product Brand Management, Psychology Marketing, Journal of Marketing Research, International Journal of Electronic Commerce will be consulted for the articles by various scholars. Along with that, various books on factors of brand image, marketing techniques and brand image, different types of marketing techniques, such as, online promotional technique and its impact on brand image will be consulted to get information on various themes of the research. Apart from that, various newspaper articles, such as, from Sydney Morning Herald, The Guardian, The Daily Telegraph, Herald Sun etc. and annual reports of a few manufacturi ng companies will be reviewed for relevant data on online marketing and brand image. After the data collection, the researcher will apply the quantitative method for analyzing the primary responses. The survey will be conducted using Google form. The responses will be collected in the Likert scale values and it will be presented in MS Excel file. The data will be converted into numerical values. Statistical calculations will be performed on the data to get the relation between the online marketing and brand image. Qualitative thematic analysis will be performed on the secondary data to evaluate the reliability and validity of the outcomes of the primary data analysis. References Bryman, A., Bell, E. (2015).Business research methods. Oxford University Press, USA. France, C., Merrilees, B., Miller, D. (2015). Customer brand co-creation: a conceptual model.Marketing Intelligence Planning,33(6), 848-864. DOI: https://dx.doi.org/10.1108/mip-06-2014-0105 Hulbert, B., Harrigan, P. (2014). The Impact of Technology on Marketing - Introducing a New Marketing DNA.The Sustainable Global Marketplace, 296-300. DOI: https://dx.doi.org/10.1007/978-3-319-10873-5_171 Lewis, S. (2015). Qualitative inquiry and research design: Choosing among five approaches.Health promotion practice,16(4), 473-475. Purani, K., Sahadev, S. (2015). Generating Trust in E-Services through Service Quality: The Moderating Role of Technology Readiness.Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 448-448. DOI: https://dx.doi.org/10.1007/978-3-319-18687-0_163 Bibliography Armstrong, G., Kotler, P., Harker, M., Brennan, R. (2015).Marketing: an introduction. Pearson Education. Armstrong, G., Kotler, P., Harker, M., Brennan, R. (2015).Marketing: an introduction. Pearson Education. Ashley, C., Tuten, T. (2014). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement.Psychology Marketing,32(1), 15-27. DOI: https://dx.doi.org/10.1002/mar.20761 Buil, I., de Chernatony, L., Martnez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation.Journal of Business Research,66(1), 115-122. DOI: https://dx.doi.org/10.1016/j.jbusres.2011.07.030 Gensler, S., Vlckner, F., Egger, M., Fischbach, K., Schoder, D. (2015). Listen to Your Customers: Insights into Brand Image Using Online Consumer-Generated Product Reviews.International Journal of Electronic Commerce,20(1), 112-141. DOI: https://dx.doi.org/10.1080/10864415.2016.1061792 Kaufmann, H., Loureiro, S., Manarioti, A. (2016). Exploring behavioural branding, brand love and brand co-creation.Journal of Product Brand Management,25(6), 516-526. DOI: https://dx.doi.org/10.1108/jpbm-06-2015-0919 Li, H., Kannan, P. (2014). Attributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment.Journal of Marketing Research,51(1), 40-56. DOI: https://dx.doi.org/10.1509/jmr.13.0050 Ryan, D. (2016).Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers. Tajvidi, M., Wang, Y., Hajli, N., Love, P. (2017). Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality.Computers in Human Behavior. DOI: https://dx.doi.org/10.1016/j.chb.2017.11.006