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Thesis: Branding & Its

Impact on the Consumer
Decision Making
Process (iTunes Case
Study) - Dec 2005
Ratings: (1)|Views: 27,998 |Likes: 259
Published by Kurt von Moos
B.B.A. (Hons) Thesis on Branding & Its Impact on the Consumer Decision Making
Process (Using Apple iTunes Music Store UK as a case study)
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BRAN
DING
ITS
IMPACT
ON

THE CON
SUMER
PURCHAS
EDECISIO
N-

MAKING
PROCESS
KURT VON
MOOS
DECEMBER
2005EURPOEA

N BUSINESS
SCHOOL
LONDON

ACKNOWL
EDGMENT
S

Writing this
dissertation has
been an
extraordinary
journey that
ended one
chapter in my
life,only to
begin another. Th

is journey could
never have been
completed
without the love
andsupport of the
special people
that surround my
life.First and
foremost, I would

like to thank my
mother, Maureen
von Moos. You
have given me
somany
opportunities in
life. I have come
to owe you so
much, that all I

can offer you is

myunconditional
love and
gratitude.To my
Grandparents,
Nazek & Ben,
not a day goes by
that my soul does
not miss you. I

hope youcan look

down today, and
finally be proud
of me.I would
like to also thank
Burton Paul, for
inspiring me to
achieve more.
Thank you for

being theolder
brother I always
wish I had.To my
dear friends,
Nicolas & Peter,
your friendship
and support have
meant the world
to me.You two

will always have

a special place in
my heart.I would
like to extend a
very special
thank you to
David & Birgit.
Your constant
support

andfriendship
was instrumental
in me preserving
my sanity.
Thank you both
so much.And to
Natashayouve
changed my life.
I love you.

EXECUTIV
E
SUMMARY
Modern day
marketing has
greatly evolved.
Companies now

use consumer
driven
approaches
tofurther their
abilities to satisfy
the countless
emerging needs
and wants of the
modern

consumer.Among
st these consumer
driven
approaches,
branding has
emerged as one
of the crucial
activitiesrequired
in the building of

a loyal customer
base and the
creation of an
effective brand
image.The main
aim of this
research paper is
to ascertain what
the main impacts

of branding are
on theconsumer
based purchase
decision-making
process. In doing
so, the author
aims to
determine
theextent of the

correlation
between the
activities of
branding and
consumer
purchasing as
well asput into
perspective the
main functions

and values
branding can
offer companies
in terms
of guiding valued
customers
through the often
complex process
of purchase

decision-making.
Theauthor has set
out to use the
example of
Apple
Computers, Inc.s
iTunes Music
Store UK as areal
life study of how

the UKs leading

legal online
music provider
applies these
concepts.Via the
use of an online
survey and
various economic
models used to

ascertain the
external
andinternal
factors affecting
the iTunes Music
Store UK, the
author has
determined that
iTunesMusic

Store has focused

on the
enhancement and
extension of its
brand image to
cater to
thelearning
process, attitudes
formation

process and
perception of
consumers in the
UK market
fordigital music
industry. In doing
so, iTunes UK
has secured a
85% market

share in the
UnitedKingdom.
Their success can
be attributed to
their use of
branding to
create a loyal and
in someinstances,
fanatical

following of
digital music
lovers. As a
direct result,
Apple as
contributed tothe
fight against
online music
piracy, which as

resulted in a 10%
decrease of
illegallydownloa
ded music.This
dissertation has
found that
branding has an
large impact on
the learning and

attitudesformatio
n process that
takes place
during consumer
purchasing
activities. As a
direct
result,consumers
form meaningful

links to a brand
image, brand
name or
company, that
leads
tosustainable
sales as well as
the sustainable
satisfaction of

consumers wants
and needs.
4

TABLE OF
CONTENTS
1

Chapter 1 Introduction
1.1

Introduction1.2
Research Aims &
Objectives
2

Chapter 2
Literature
Review
2.1

Introduction2.2

Understanding
Branding2.2.1
Branding in
Todays
Markets2.2.2

The Development
of Brand
Equity2.2.3
The Competitive
Advantage of
Brand Loyalty2.3

Brandings
Influence on
Consumer
Purchasing
Behaviour 2.3.1
Impact on the
Consumer

Learning
Process2.3.2
Impact on the
Consumers
Perception of
Brands2.3.3

Impact on
Consumers
Attitude Towards
Brands
3
Chapter 3 Methodology
3.1

Introduction3.2
Defining
Research
Methodology3.3
Research
Aims3.4

Research
Philosophy3.5
Research
Approach3.6
Execution of
Strategy3.6.1

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