The role of advertising and branding within the laptop industry and its effects on consumer purchase decision in Leeds (United Kingdom) Laptop vendors are highly focusing on branding and advertising to remain competitive in the industry. Hiam (2009, pp.90) argues that only the most creative advertisements attract the attention of consumers and sketch a permanent mark on the attitudes of consumers…
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Therefore, the combined role of advertising and branding appears to be more visible in case of most of the products. Liu (2007) has found a positive relation between branding and consumer purchasing decisions for laptops. Significant level of brand awareness for a specific brand will improve the purchasing behaviour for that laptop brand because it influences the consumer decision making process especially on the information search stage of customer (Liu, 2007). The effectiveness of branding in laptop industry is evident from the leading sales of branded laptops. Development of Dell in Malaysia had positive influence of brand image of Dell in Malaysia as its enhanced brand recognition therefore; companies like Acer and HP also have a chance to compete with Dell by increasing their brand recognition (Ghajarzadeh, 2010). Laptop manufacturers usually use informative advertising to make the consumer aware of the product specifications thereby, influencing the purchasing decision of consumers. PC companies adopt advertising media to influence high-income households and top companies are involved in higher than average advertising and generate higher than average revenues (Goeree, 2004).
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