Week 3: Comments on Annotation

Week 3

Comments on Annotation

Salman Ul Haq

Davenport University

MKTG723

Mike Carey

11-20-17

1
Week 3: Comments on Annotation

Comments on Annotation

The article I selected for this week is titled as Consumer innovativeness in consumer-company

relationship and mediating role of consumer value: An empirical study of cell phone users in

Pakistan. International Review of Management and Marketing. The article discusses the

relationship between the company image, company trust, and consumer value and consumer

innovativeness behavior. It studies the relationship between the companys image and the

companys trust with regarding to the consumers independent decision making process. The

data was collected from the university students who uses cell phones. The results showed the

significant impact of company image and company trust on consumer innovativeness behavior

rather than consumer value. The cell phone companies are constantly trying to increase the

number of customers. They are mostly focusing on the young cell phone users because of their

buying habits. Young cell phone users change their phones more frequently as compared to the

other age group. The main findings of the study was to increase the number of customers by

increasing the company image and company trust instead of the consumer values. This study

provides a new perspective on consumer innovativeness behavior by introducing the concept of

company image and company trust. Company image and trust make the consumer more

innovative as compared to consumer value. These two constructs from the company side develop

the strong relationship with the consumer with respect to consumer innovative behavior.