How do brand associations affect purchase intentions? A case of organic products
2017
Grigaliunaite, V., Vytautas Magnus Univ., Kaunas (Lithuania) | Pileliene, L., Vytautas Magnus Univ., Kaunas (Lithuania)
The aim of the research is to determine the influence of brand associations on purchase intentions in the framework of organic products. In order to determine the influence of brand associations on purchase intentions in the organic product category, the organic yogurt was chosen as a product. The brands’ criteria grid was elaborated for the selection of the specific yogurt brands and three different yogurt brands were chosen for the research. Nine associations directly or indirectly associated with ecology were generated and approved by experts of marketing and advertising; namely: ‘organic’, ‘natural’, ‘ecological’, ‘healthy’, ‘nutritious’, ‘Lithuanian’, ‘tasty’, ‘regular’, and ‘expensive’. The empirical research with the selected brands and generated associations was composed of two parts: experiment and questionnaire survey. The research results revealed that brand associations have a huge impact on consumer purchase intentions in a framework of organic products. Proper and positive association development positively and directly influences consumer purchase intentions. Positioning of the brand as providing organic products is extremely important when seeking to develop brand associations with organic products; the naturalness, ecology of the product should be emphasised in marketing communication; a brand name should be meaningful and visual marketing communication should expose the ecology. For the future research, the analysis of the influence of brand associations on the conative consumer response in the frameworks of the remaining products categories is necessary.
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