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“Brand Credibility, Brand Consideration, and Choice” by Joffre Swait Essay (Critical Writing)- by EduBirdie


The purpose of this essay is to review the article “Brand Credibility, Brand Consideration, and Choice” by Joffre Swait and Tulin Erdem. The article identifies the effects of brand credibility towards successful marketing. The authors have used an appropriate research design in order to get the best results.

Critical Writing on “Brand Credibility, Brand Consideration, and Choice” by Joffre Swait

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According to the authors, trustworthiness is a powerful tool because it encourages many consumers to make positive purchasing decisions. New studies are critical towards exploring the benefits of effective marketing practices. Such dynamics can determine the success of every marketing strategy.

The authors encourage future researchers to examine how consumers develop unique purchasing behaviors. This essay also supports our class text because it offers the best insights to different learners.


The article “Brand Credibility, Brand Consideration, and Choice” examines a unique issue affecting many consumers and marketers. Brand credibility is associated with “expertise and trustworthiness” (Erdem & Swait, 2004, p. 193). The article goes further to analyze how brand credibility affects the decisions made by different consumers. The scholars have organized their article in a professional manner thus making it meaningful. The issues discussed in the article are easy to understand. The researchers have offered the best representations and discussions. The researchers have included an abstract in this article. The literature review informs the reader about the targeted objectives and findings. This approach makes the article clear and worth reading.

Quality research articles should always have appropriate study methodologies. It is agreeable that the authors used the best research methodology in order to get quality results. To begin with, the authors identified three hypotheses to guide their study. The researchers used a simple analysis method (SAM) to examine how brand clarity influences the decisions made by consumers.

The authors “identified six product classes in order to get the best results” (Erdem & Swait, 2004, p. 193). These product classes included “cellular telecommunications services, athletic shoes, juices, headache medications, personal computers, and hair shampoos” (Erdem & Swait, 2004, p. 192).

Marketing ?

The researchers identified the best respondents before undertaking their study. This approach made it possible for the researchers to get the best results. The scholars also interpreted their results in a professional manner.

This article is relevant because it supports our course content. According to our class readings, marketers should use the best models in order to achieve their goals. According to Erdem and Swait (2004), every consumer purchases the best products in order to satisfy his or her needs. That being the case, advertisers and marketers should ensure their brands are admirable.

Brand clarity also plays a major role towards the success of different products. It is agreeable that brand trustworthiness is capable of affecting the choices made by different consumers.

Brand trustworthiness is critical because it determines the success (or failure) of a given product. Many researchers have also analyzed how brand clarity affects the success of various products. This article is worth reading because it equips advertisers with useful marketing ideas.

Every marketer wants to get the best results. The ideas and concepts presented in this article will ensure every marketer realizes his or her potentials. This article also supports my marketing skills and experiences. Many consumers “will have to trust a specific brand before purchasing it” (Erdem & Swait, 2004, p. 194). This fact explains why every marketer uses the concept of brand clarity to attract more customers.

Brand credibility makes it easier “for consumers to purchase the best products in order to fulfill their needs” (Erdem & Swait, 2004, p. 196). Brand credibility makes it easier for consumers to make good decisions. This practice encourages them to purchase the best products.

The ideas and concepts presented in this article support the expectations of many marketers. This knowledge will make it possible for them to achieve their marketing objectives.

The article’s premises and conclusions are useful to every marketer. According to Erdem and Swait (2004), trustworthiness is something meaningful because it affects the decisions made by different consumers. This concept encourages consumers to purchase their favorite commodities (Erdem & Swait, 2004). According to the author, several factors influences the decisions made by different customers.

Credibility effects “are also common in different product classes” (Erdem & Swait, 2004, p. 194). These arguments are useful because they support our course frameworks.

The article widens our skills and competencies towards achieving every marketing objective. The article encourages future researchers “to examine how Choice Dynamics (CDs) can affect the decisions made by consumers” (Erdem & Swait, 2004, p. 197).

This article by Erdem and Swait widens our understanding towards effective marketing. Our class text offers useful models that can make every marketer successful. The article is a useful source of marketing ideas and skills (Erdem & Swait, 2004).

The class materials encourage every learner to apply different marketing models. The class text fulfills the needs of every learner. Scholars should undertake more studies in order to formulate the best marketing strategies (Erdem & Swait, 2004). This practice will ensure every advertiser achieves his or her business goals. The presented course frameworks will ensure every student benefits from this learning experience.


Erdem, T., & Swait, J. (2004). Brand Credibility, Brand Consideration, and Choice. Journal of Consumer Research, 31 (1), 191-198.

“Blood Diamond” Movie Analysis Critical Essay- by EduBirdie

The film “Blood Diamond” is an excellent example of an international system that is based on neoliberal institutionalism which is a system that acknowledges states as the primary actors within international relations yet places institutions as the means by which international cooperation can be attained.

Essay on “Blood Diamond” Movie Analysis

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When looking at the conflict within the film, what must be understood is that the reason behind the various problems that occurred was connected to the international sanctions that made the trade in diamonds illegal from Sierra Leone illegal within the international community. This was done through an organization such as the U.N. as was suppose to reduce the possibility of diamonds in effect funding the private wars of warlords within the West African region.

Furthermore, one of the scenes best scenes wherein in the character “Vandy” makes an appearance on a conference involving blood diamonds shows how cooperation between states is achieved through institutions. It should also be noted that the film also highlights the current diamond monopoly by a single organization as seen by the sheer number of diamonds seen in the vault of the organization (McClearn, 59).

This is actually a thinly veiled attempt at showing how diamonds are not actually rare; rather, their price and value are highly exaggerated with the supply being controlled. The organization that the film targets is called “De Beers” which controls a majority of the diamond trade in the world and artificially increases prices by controlling the supply and limiting the output (Falls, 441-466).

Since the De Beers is a private organization, it can be seen that the film itself attempts to show that the only way to truly ensure that wards funded through diamonds can be ended is through international action by a consortium of states (as seen in the ending of the movie) wherein they act to ensure that the price and demand for diamonds are reduced (i.e. removing the De Beers monopoly) so as to reduce conflicts in the West African region that are being fueled by blood diamonds

(Falls, 441-466). Overall, when examining the movies effectiveness at getting this particular message across, it can be stated that the film is actually quite effective in showing the ill effects that the current demand for diamonds is having on West Africa. It does so by showing the horrors of war and depicting aspects related to death, separation, torture, the creation of insane warlords and even the use of child soldiers (Mafe, 68-99).

The conflict brought about through diamonds is an overarching theme within the film and truly attempts to shock viewers by showing the horrors of war and the suffering the West African people go through in order to provide people with nothing more than a simple rock.

Film Studies ?

The film helps people to cast doubt on the value EduBirdie Reviews placed on diamonds by society as a whole and raises serious questions as to why countries have allowed a private organization (i.e. De Beers) to control the diamond trade to such an extent that it has resulted in the development of conflicts in various places around the world (McClearn, 59).

In conclusion, it can be stated that the film is an excellent example of how it is necessary for countries to utilize organizations in order to band together to prevent conflicts from escalating out of control. It shows the necessity of having rules established through international agreements in order to limit monopolies thus ensuring that the conflicts that arise from these monopolies are limited.

Works Cited

Falls, Susan. “Picturing Blood Diamonds.” Critical Arts: A South-North Journal Of Cultural & Media Studies 25.3 (2011): 441-466. Academic Search Premier . Web. 27 Jan. 2013.

Mafe, Diana Adesola. “(Mis)Imagining Africa In The New Millennium: The Constant Gardener And Blood Diamond.” Camera Obscura 25.75 (2010): 68-99. Academic Search Premier . Web.

McClearn, Matthew. “Blood diamonds are Forever.” Canadian Business 83.13/14 (2010): 59. MasterFILE Premier . Web.

Afwasmiddel uit klimop

Heidelien Bultynck (33) uit Meldert moet niet meer naar de winkel om Dreft of Ecover te kopen, haar afwasmiddel groeit gewoon in haar tuin. Na wat onderzoek ontdekte ze dat klimop een goede basis was om afwasmiddel mee te produceren. Voor haar eindwerk als herborist ontwikkelde ze een afwasmiddel, shampoo en wasproduct dat 100 procent bestaat uit natuurlijke producten.

Zelfvoorzienend leven, daar draait het bij vzw Mier in Meldert allemaal om. De voorbije jaren experimenteerden ze met het eigenhandig isoleren van hun woning en het terugdringen van de energiefactuur, en met succes. “Onlangs kwam er iemand van de elektriciteitsmaatschappij de meters nakijken, want ze vonden dat het energieverbruik verdacht laag lag”, zegt Heidelien Bultynck. Niks verdacht aan, allemaal goed over nagedacht. “Op vlak van medicijnen doen we zoals het Britse tuinicoon James Wong, heel wat van onze medicijn groeien in onze tuin. Ook op vlak van voedsel trekken we onze plan met onze tuin en dus was de volgende stap de traditionele shampoos, wasproducten en afwasmiddels vervangen”, klinkt het bij Heidelien Bultynck en Steven Plas van Mier.

Heidelien volgde een opleiding herborist en vond dat haar eindwerk ook nut moest hebben in plaats van ergens in een kast stof te verzamelen. “Ik wilde iets waar ik iets aan heb. Al die traditionele shampoo-, afwas- en wasproducten worden gemaakt op basis van aardolie, ze zijn vrij duur en bovendien niet goed voor de natuur. Vervuilende stoffen raken in het water. Om maar te zwijgen van de schadelijke stoffen die op je lichaam terechtkomen. Sommige zijn kankerverwekkend wijst onderzoek uit”, zegt Heidelien.


Dat kan dus beter en dus ging ze op zoek in de kruidenleer. “Onze voorouders gebruikten planten uit de natuur om hun wasmiddel mee te maken en zichzelf proper te houden. Verschillende inheemse planten bevatten saponinen, de stof die je nodig hebt om zeep te maken. Je vindt die krachtige ontvetters in onder meer klimop, paardenkastanje, zeepkruid en koekoeksbloem”, zegt Heidelien.

Voor haar eindwerk scoorde ze mooie punten doordat ze met die planten een shampoo, een wasproduct en een afwasmiddel maakte.

Klimop in de blender

Als we Heidelien zo bezig horen, is het eigenlijk vrij eenvoudig om je eigen afwasmiddel uit de tuin te maken. “Je plukt een tak klimop en stript de blaadjes eraf. Die gaan in de blender. Water erbij en alles fijnmixen. Dat laat je tien minuten koken tot je een soort van soep hebt. Vervolgens gooi je alles door een zeef en wat overblijft is afwasmiddel dat het evengoed doet als de traditionele tegenhanger”, zegt ze. “Al zal je natuurlijk wel wat meer moeten gebruiken dan wanneer je je afwas doet met Ecover of Dreft. Ik gebruik alleen nog mijn eigen gemaakte afwasmiddel en dat werkt perfect.” Het is niet de bedoeling om het recept op de markt te brengen.

Mier heeft wel een handleiding op haar website gezet, surfen naar de link  .

Spinnen in huis? Verdrijf ze met deze natuurlijke trucs

Spinnen in huis? Verdrijf ze met deze natuurlijke trucs

Het spinnenseizoen is volop bezig. Horrorverhalen uit Amerika en het Verenigd Koninkrijk over gezinnen die hun huis moeten verlaten door een invasie van deze beestjes bezorgen arachnofoben slapeloze nachten. Wie niet voor achtpotige verrassingen wil komen te staan, kan onderstaande efficiënte en natuurlijke tips uitproberen.

Spinnen zijn niet dol op pepermunt. © Thinkstock.

Pepermunt is erg efficiënt. Spinnen haten deze geur. Het volstaat om een fles met spraydop met pepermuntolie, wat water en detergent te vullen. Spuit dit mengsel rond je ramen, deuren en andere plekken waar de achtpotige beestjes mogelijk kunnen opduiken.

Je kan ook azijn en kokosolie gebruiken om je woonst te verdedigen. Vergeet niet onder de bedden te spuiten om nachtelijke verrassingen te voorkomen.

Ook van citrusgeuren zijn spinnen geen fan. Olieën van limoen, citroen en appelsienen zorgen niet alleen voor een frisse geur in huis, maar ze schrikken ook deze beestjes af. Spuiten maar!