The Impact of Brand Personalization on Customer Purchase Intention : An Empirical Analysis of Mediating Influence

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.