Purchase Intention for Multiplatform Strategies-myassignmenthelp

Question: Discuss about thePurchase Intention for Multiplatform Strategies. Answer: Develop purchase intention This is the extent to which a brand is worthy of being bought by the customer. It is calculated from the D-score, when the price index is subtracted from the consumer desire. In this case, the warmth and consumers purchase intention significantly influences the purchase intention. Mainly in the selected area, China, one will find very low and elusive brand loyalty. According to the research, competence and brand warmth, due to their well blending with each other, affected the purchase intention positively. Thus, high levels of competence and warmth levels affect the brand benefits beyond individual effects (Kim and Han 2014, pp.256). Key findings The research found that advertisement exposure was both through the online and offline platform. Also, it ascertains that by using multiplatform strategies, salient features of the brand perception is exerted which then affect purchase intention. Some key methods of improving the purchase intention found were enhancing the warmth of the brand and also the perceived competence. Customers will brand a product reliable if it has a high competence and gives them the warmth they need. When a brand is excellent and warm, it can be helpful, sincere and even modest. Also, it has been noted that offline advertisements are cheaper than online advertisements (Imhoff et al. 2013,pp.4). However, the targeted segment and access is quicker than when done offline. Lastly, effects exhibited by these brands are traceable to the advertisement they appear in. This is an important discovery as brands frequently endeavor to distinguish themselves. Reference list Kim, Y.J. and Han, J., 2014. Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization.Computers in Human Behavior,33, pp.256-269. Imhoff, R., Woelki, J., Hanke, S., and Dotsch, R. (2013). Warmth and competence in your face! Visual encoding of stereotype content.Frontiers in Psychology, 4.