Brand image or brand name plays a crucial role to enhance the performance of any company or business brand name is the tool which can positively change people's buying behavior the purpose of this study is to examine the effect of brand name on consumer buying behavior in university students of gujranwala,. Advances in consumer research volume 24 , 1997 pages 288-294 effects of brand name exposure on brand choices: an implicit memory perspective seh-woong chung , university of toronto katrin szymanski , university of toronto abstract - drawing on the implicit memory framework, this. Findings – the authors ' research shows that it has a positive effect on consumer choice to include in the brand name hints at the key benefits of the underlying product. Abstract: this is a conceptual study that proposes the study of the effect of brand name on consumer purchase intention amongst customers of shoprite retail chain in kano, nigeria the retail chain is the biggest so far not only in kano state, but in the whole of northern region of nigeria extensive literature review was done. The effect of the foreign brand on consumer perception trang p tran suny college at oneonta robert o fabrize california state polytechnic university, pomona the paper empirically examines the influence of brand names (foreign versus national) on consumer perception the paper also investigates how product. What effect does non-branded information, such as nutritional information, have on decisions iii the impact of copycat branding on consumer choice when a brand is perceptually similar to another, well established brand, how does this effect decision making in order to answer these questions, eye tracking and visual. Customer a product can be copied by a competitor, a brand is unique a product can be quickly outdated, a successful brand is timeless” (quiston, 2004, p 345) this statement induces researchers to determine the impact of brand, especially brand name on purchase decision the brand history tells us how the people have.
We demonstrate that consumers use information they gather from phonemes in brand names to infer product attributes and to evaluate brands we also demonstrate that the manner in which phonetic effects of brand names manifest is automatic in as much as it is uncontrollable, outside awareness and. 3 the effects of brand name on quality perception and preference two products sit on a shelf—one costs $349, the other $269 the only difference between the two one is brand-name and the other generic a person can hardly walk into a grocery store without noticing the plethora of goods available consumers have. The reason for conducting this study was to determine the effect of branded components on consumer perception of quality and brand preference the continual determination of firms to survive and grow in a competitive market space has led marketers to gradually turn towards brand associations - a. In this blog post we take a look at brand image and brand equity and how they affect sales, both for you and your company brand image enables consumers education and can impact consumer behaviour if your marketing activities enable your company to reach this level and create a positive brand.
Brands have value for instance, in an october 2012 report from forbes magazine, apple was ranked as the top global brand name with a value of $871 billion a brand, however, has value to your business only to the extent that it helps drive your clients' buying decisions understanding precisely how brands, like. Abstract: the interest of this study is to understand customer based brand equity and its effect on consumers' willingness to pay price premiums, consumers' attitude towards brand preference and purchase intention at the newly open west hills mall in ghana the data for the study was collected from 400 customers who.
Brand preference and consumer's intention to purchase the study also seeks to understand how we can create a successful brand by understanding the consumer behavior in the competitive market today research background • in a study entitled “studying the effect of brand equity on consumer response, hosseini et al. Past empirical studies also revealed that the reference price also affects the consumers' buying behavior (winer, 1986 lattin and bucklin, 1989) on the other hand, lattin and bucklin, (1989) did one of the studies that apparently not supportive the reference price effects brand name, for example, often signals as a cue or. Brands sway consumer behavior by clicking with consumers' self-image advertisements depict lifestyles and levels of happiness that consumers want to experience, and those serve as symbols of what marketers want their brands to represent the ultimate effect of a brand on consumer behavior is largely based on how. Brand awareness is a standard feature of a group of models known as hierarchy of effects models hierarchical models are linear sequential models built on an assumption that consumers move through a series of cognitive and affective stages,.
The main purpose of this research is to examine the effects of brand image on customer satisfaction and loyalty intention it also examines the relationships between the brand image and customer satisfaction, brand image and loyalty intention as well as customer satisfaction and loyalty intention on the context of retail. Summary this study investigates the individual effects of brand name and the country-of-brand (cob) on consumers' overall product evaluations when only brand name information is provided the effects of these same factors on brand consideration (and rejection) are also ex- plored a study involving subjects from two. Abstract: brand image or brand name plays a crucial role to enhance the performance of any company or business brand name is the tool which can positively change people's buying behavior the purpose of this study is to examine the effect of brand name on consumer buying behavior in university students of. Brand equity plays an important role in the firms in creation and development of both product and company brand strategy the study aim to analyze the relationship of different variables of brand equity with the purpose of providing the relationship between effectiveness of brand equity and customer.
How 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 the impact of brand image on consumer behavior: a literature review yi zhang. Keywords brand image, brand equity, consumer attitudes abstract this paper studies the dimensions of brand image, focusing on the functions or value of the brand as perceived by consumers in this way, four categories of functions are identified: guarantee, personal identification, social identification and status by way.
In a very frequent buying situation, consumers have to choose among products with very similar intrinsic attributes under these conditions they must rely mainl. In the modern society brands not only represent the product or company but also have a strong association with perceived quality, consumers' life style, social.
The purpose of the present study was to investigate the relationship between brand names and consumers' perceived risk hypotheses dealt with whether the presence of a product's brand name affects consumers' perceived risk towards shopping online whether the familiarity with a brand name. Managingbrandequity: capitalizing on thevalue of a brandname, thefree press , new york dictionary, 2015: ama dictionary, 2015 consumer definition [online ] available on: aggarwal, 2004: aggarwal, p, 2004 the effects of brand relationship norms. Argue that choosing suggestive brand names actually can hamper subsequent marketing communicaiion eltorts to reposition the brand in new, unrelated directions that is, when strong links have been formed in memory between a suggestive brand name and its original product positioning, consumers might fail to create. Product like a car, mobile, items of daily need, brand name influence the consumer's choice some customers i found this interesting and wanted to find out whether brand name influences the consumer choice when they with the brand name can effect the customer's satisfaction and gives him the reason to purchase.