The high transparency and ability of consumers to transmit advertising content quickly in the modern age require that organizations consider authenticity and interaction with customers among their top priorities and combine consumer-generated advertising (CGA) with their own marketing strategies in order to respond to these priorities. This study aims to investigate the factors affecting consumers' attitudes and willingness toward consumer-generated advertising and its effect on brand loyalty and attachment. This is an applied study conducted using the descriptive correlational survey method. Its statistical population consists of dairy consumers of Kalleh Company in Mazandaran Province. A total of 460 questionnaires were distributed by stratified random sampling and descriptive and inferential statistics was used for data analysis. Structural equation modeling and Smart PLS2 were used to test the hypotheses. The reliability of the questionnaires was determined by Cronbach's...

As one of the important part of our modern management understanding, providing customers' desire and needs and to understand irrational behaviors, atitudes that can adapt changing and developing environmental conditions thoroughly make their existence felt. From this point of view, for a business, it doesn't matter from which sector it exists, concepts that show postmodern quality like consumer behavior became a powerful competitive tool by becoming a essential value. In fact, recently it has been mentioned how much and from which dimension consumers are affected from different factors. In this respect, from the perspective of increasing competition and technologic movements, the study that consumers decisions parameters are tried to be brought to light, the questions like how deciding process occurs, what are the steps of process and according to which factors the reasons in consumers mind during the decision process forms, will try to be answered by analysing the collected data.

The purpose of this studyis to determine if consumer attitudes, consumer confidence and awareness of prices influence purchasing decisions at KebabQue Sepanjang. The survey used questionnaires to collect data, and the consumer population of KebabQue MSME is not yet known. The sample is taken using the Lameshow formula and the result is 96, rounded up to 100. The method used in this study is accidental sampling. The results of this survey show that consumer attitudes have a significant impact on purchase decisions, and consumer trust has a posittive andssignificant impact on purchasing deecisions. Price awareness has a positive and important impact on purchasing decisions. Consumer attitudes, consumer confidence and price awareness also have a positife and important impact on purchasing decisions. The implications of this study are that KebabQue MSME partners will continue to provide high quality foods and meet consumer needs as much as possible so that consumers can truly trus...

In the free market economy, companies' sales and pricing policies remain within certain limits legally. However, these legal regulations, which sometimes become inadequate and are sometimes delayed by other legal regulations, cause the economic activities firms carry out to have negative social consequences. This study researches how consumers generally look at the pricing and sales policies widely used during and after sales without specifying any sector or company name. The data, obtained from 571 participants residing in Fethiye and determined through the random sampling method, were analyzed using the multiple logistic regression model. The participants were asked what they think about campaigns like " buy two get one free, " user-error statements, and money-point applications. At least one out of every three people who participated in the survey feel deceived by campaigns like the " buy two get one free " and money-point applications, as well as at least two out of three regarding user-error statements. Also, participants think that firms behave unethically and do not care about consumer rights as much as their own profitability, that after-sales service is inadequate and that the market is not trustworthy in terms of prices. Keywords Consumer confidence • Ethical behavior in firms • Multinomial logistic regression • Buy 2 get 3 free • Pricing

Purpose: The research aimed to investigate how consumers percept marketing activities of firms in Azerbaijan, within the framework of market orientation phenomenon described by Narver and Slater. Methodology: 333 questionnaires were gained through convenience sample. Data was analyzed with SPSS 24. Confirmatory factor analysis was first done and then regression analysis. Findings: According to the results of research, items relate to MKTOR assembled into two factors: customer orientation and competitor orientation. Only customer orientation have significant positive effect on customer satisfaction and customer trust.

This study will provide recommendations and information to moderate the negative impact of a brand which can harm consumer loyalty specific to Peshawar geographic boundaries based on the consumption pattern influenced by cultural traits of this very region. The overall purpose of this research is to describe the factors of negative publicity and to moderate the role of celebrity endorsement and switching costs to reduce the negative effect in relation to attitude towards consumer loyalty. Analysis of Data gathered on Likert scale questionnaire from sample frame are run on SPSS tested for reliability test to check whether attendants' responses are reliable. The study also applied Partial Least Squares (PLS), Structural Equation Modelling (PLS-SEM) using Smart PLS 3.2.4. PLS is a more robust choice with the fewest assumptions and unbiased estimation of the small sample size. Research in the future may additionally extend their sample and scope to different geographic boundaries and the rest of the 3 provinces of the Pakistan. In addition, this can help the impact of cultural values of the problem and the generalization of the findings.

This study attempts to investigate whether consumers' attitude towards advertisements that they are exposed (Aad) to have an influence over their attitude towards brand (Ab) and purchase intention (PI) of the advertised product. The researchers tried to survey the results of previous studies and compared with this study results to give more benefits to the readers and researchers in this area of study. The study is empirical in nature focusing on Saudi consumers. The convenient samples were shown an advertisement of AL-Bassam, a popular brand of cover head before responded to a structured questionnaire. A total of 150 respondents participated in this study. Consumers' attitude toward advertisement has positive and significant effects on their attitude toward brand as well as on their purchase intention. Attitude toward brand partially mediates between attitude toward advertisement and purchase intention. Findings imply the importance of advertisement to be adopted by practitioners in their strategic marketing as it helps in communicating positive brand image and influencing consumers' intention to purchase the advertised product. In this study, the said relationships amongst the three variables are revisited. The difference lie in the use of Saudi consumers, a developing country compared to developed countries in past studies, in addition to the use of a real product advertisement rather than make believe advertisement. This will provide the first insight on Saudi consumer's behavior.