Nowadays brand image is a powerful tool to entice new customers by influencing their behaviour with various strategies that would make them loyal to one brand. Research shows that the European footwear market is the second biggest in the world in terms of purchase power (CBI, 2010).
H ow to cite this paper: Zhang, Y. (2015) The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 3, 58-62.
Brand research methods. As with any research, the most robust methodology will include information taken from multiple sources. Some will be easier or cheaper to obtain than others, but investing wisely means you will develop a more detailed picture of the landscape and reduce the possibilities for bias that are inherent in any form of research.
Brand image is the key driver of brand equity, which refers to consumer’s general perception and feeling about a brand and has an influence on consumer behavior. For marketers, whatever their companies’ marketing strate- gies are, the main purpose of their marketing activities is to influence consumers’ perception and attitude toward.
ABSTRACT:Determine the sales promotion tool that suits the brand image is very critical issue for marketers and Scholars, In this paper, an attempt has been made to analyze the effect of different sales promotion types on brand image and the moderating role of Promotional Benefit Level and awareness level, This research uses.
This research measured how the current brand image differs from the brand identity of Lumene Oy. 1.2 Research aim The aim of this research was to introduce the main components and concepts of brand image, identity and brand building to the reader. As a company case the research studied the current brand image and identity of Lumene Oy in Finland.
Brand Image. PMR Brand Image is a research methodology developed on the basis of our expertise and research experience. PMR Brand Image provides a comprehensive assessment of the way your brand and products are perceived in a given market and the information you need to ensure product and marketing strategies are effective.
Title: Study of Brand Awareness and Brand Image of Starbucks Problem: To investigate to what extent the Swedish youths have brand awareness about the brand of Starbucks and what kind of brand perception of Starbucks as reflected by the brand association held in target customers’ memories (brand image).
THE EFFECT OF BRAND IMAGE ON OVERALL SATISFACTION AND LOYALTY INTENTION IN THE CONTEXT OF COLOR COSMETIC Stephen L. Sondoh Jr.1, Maznah Wan Omar 2, Nabsiah Abdul Wahid3 Ishak Ismail3 and Amran Harun4 1Labuan School of International Business and Finance, Universiti Malaysia Sabah, 87015 F.T. Labuan, Sabah, Malaysia.
Brand Image Since 1950s, “Brand Image” becomes a significant concept for customer’s behavior research. The brand image is a glass reflection of the brand personality.Keller's was proposed by Aaker who defined that “brand image is stated as a set of associations, which are organized in some meaningful way”.
Brand image transfer and congruence studies Past research on marketing and sponsorships has revealed that the fit between brand and event can be of influence on brand image beliefs. Brand image beliefs include all the associations that consumers connect.
The questionnaire was developed to measure brand loyalty, reasons to follow brands on social media, and content categories shared on social media Brand loyalty was adopted from (1999) study with five elements, which grouped under one factor with an explained variance of 71% (KMO nder brand loyalty measure included intention to interact more with the brand, intention to increase sales from the.
A STUDY OF CONSUMER BUYING BEHAVIOR FOR BRANDED APPARELS IN GURGAON CITY Sarina Asif Research Scholar,. He suggested that to create an image and identity, brand consciousness is the right choice. Peer influence plays a major role in choosing a brand while, advertisement plays a variable. this paper aims to make a thorough review of.
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The concept of brand image appeared in the 1950s and since that time it has become a common topic of research in the consumer behavior field. Numerous studies of brand image have been reported and the phrase has been widely used in a variety of application. Nowadays, practitioners and academics embrace the concept of brand image.
This paper focuses on the discussion about brand trust and its effect on brand loyalty. This paper uses the framework proposed by Rai and Medha (2013), Atkinson and Rosenthal (2014) and Lau and Lee (2000). The framework uses consumer goods as the setting in the original paper, while, this research uses cellular phone consumers.
Index Terms—Brand, literature review, content analysis. on brand in between 2010-2015 categorically, the literature. I. INTRODUCTION Brand is a firm asset that contributes identity and character, guides consumers for product choices and forms the relations among consumers. Brand has several benefits for firms, consumers and society.
The concept “brand image” has drawn significant attention from academics and practitioners since it was put forward, because it played an important role in marketing activities. Although brand image was recognized as the driving force of brand asset and brand performance, few studies have elaborated on the relationship between brand image and brand equity.
Brand Image Questionnaire. this review concerns a topic on which papers are rare and usually not linked to each other. There are many papers that try to theorise the concept of. Read More. 10229 Words 31 Pages. Essay about Calvin Klein .Brand Exploratory Research (Consumer perspective) By doing this research, we intend to find the health of the brand, its sources of equity and suggest.