Abstract:
Thesis purpose:The purpose of this study is to evaluate the impact of brand personalization on
the customer’s purchase intention. The focus of this study is to explore the respondents’
perceptions regarding the effectiveness of personalized brand messages in enhancing purchase
intention towards the specific brands. And to evaluate if standardized marketing is more effective
than personalized marketing of brands.
Methodology:This is an empirical research to obtain the knowledge through direct and indirect
observations. The data has been collected through online survey and questionnaire and a
quantitative approach has been used to analyze the data. A Likert Scale is developed to measure
the response of the survey questionnaire.
Theoretical perspective:This study is based on two major variables that are brand
personalization and the customer’s purchase intention. How these two variables affect each other
and the significance of that effect on the brand sales.
Empirical Data: This study is investigated quantitatively and the data has been collected
through an online survey.
Conclusion:This study provides a clear picture of weather the brand personalization has a
positive impact on the customer’s purchase intention or the standardized marketing is more
feasible for the brands in context of their repeated sales from the customers. This study also
discloses which products and services should be marketed through personalization and which
brands are better off with standardized marketing according to the customer’s opinion,
preferences and frequency of purchases.
