Title: Brand literacy and knowledge transfer process: analysis of purchase intentions among consumers in Mexico

Authors: Rajagopal; Ananya Rajagopal

Addresses: EGADE Business School, Tecnologico de Monterrey, 222, Calle del Puente, Col. Ejidos de Huipulco, Tlalpan, 14380, DF, Mexico ' Doctoral Program in Administrative Sciences, EGADE Business School, Tecnologico de Monterrey, 222, Calle del Puente, Col. Ejidos de Huipulco, Tlalpan, 14380, DF, Mexico

Abstract: Consumer knowledge on brands affects the consumer perceptions and purchase intentions. Companies are actively engaged today in transferring the brand knowledge to consumers through ethnic, social, family, and digital channels to create sustainable brand literacy and empowering consumers with substantial information to support their decision-making process. This study analyses empirical data from consumers in Mexico with the principal objective of exploring the role of brand literacy in educating consumers and reinforcing consumer purchase intentions towards specific brands of the companies. The study reveals that the brand literacy generates cognitive strengths and perceptional stimuli among consumers towards buying behaviour in reference to competitively differentiated products and services, and price advantages, and breaks the attitudinal stigmas towards brand attributes like-brand etymology, ethnicity, family practice, and disruptive psychodynamics.

Keywords: brand literacy; knowledge transfer; purchase intentions; consumer behaviour; Mexico.

DOI: 10.1504/IJBIR.2018.092618

International Journal of Business Innovation and Research, 2018 Vol.16 No.3, pp.302 - 323

Received: 01 Oct 2016
Accepted: 10 Feb 2017

Published online: 14 Jun 2018 *

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