Strategic Management by Finlay - Dissertation Example

The paper “Strategic Management by Finlay” is a forceful example of a marketing dissertation. The objectives of the essay were to evaluate the impacts of positive as well as negative information about a brand (both corporate and product) on the consumers’ perceptions with relation to their CSR activities. The study also intended to produce an in-depth understanding of the differences evident in the case of negative information about corporate and product brands. The study was prepared with the help of a qualitative approach, by reviewing literature sources along with the case studies and by conducting a questionnaire survey among a group of 200 consumers.

The impacts of negative information on the performance of P&G (a corporate brand) and J&J (a product brand) have also been discussed in the study in great detail using the method of case-study analysis. The study has analyzed the issue of concern and had evaluated the concept of the brand, brand awareness, and the impact of the brand on the minds of the consumers. It has further highlighted the intention of the consumers in seeking information about a particular brand and the fact that negative as well as positive information received changes the perceptions of the consumers towards the brand largely.

It has also been inferred from the outcomes of the study that a change in perception also tends to influence their purchase decision on a regular basis. Chapter 1: Introduction 1.1. Background Brands perform many important functions in favor of the company, as reflected through its name, symbol, logo, or slogans. Over the last few decades, organizations have increased investments in developing brands to market their products or services. Brands generally serve as an experience to the customers influenced by their product consumptions, based on which, they might prefer or avoid that particular product or service from conducting repeat purchases (Zhang, 2015).

From a broader perspective, brand plays an essential role to stimulate the economic growth of any region, as it is the most valuable tool in changing consumers’ behavior towards the products. In the previous era, consumers hardly had sufficient knowledge of the brands or products they used.