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Effect of brand on consumer behavior
Effect of brand on consumer behavior
Effect of brand image on consumer behavior
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Brand Image
According to Keller (2003) brand image is a a strong, favorable with unique brand association in recognition, which will result in positive attitude, perceived quality and positive affect in overall. He also states that brand image has been widely accepted in literature that is the perception existing in the memory of the customer. When a customer or consumer can recognize a product brand, it means that they had combined the symbolic value and the willing to own the product as well. Keller also states the high level of brand awareness and positive brand image will increase brand choice probability of consumer, lead to increasing consumer loyalty and lower the damaging of market action.
Companies creates a great and effective brand image or identity no matter from internal and external sources. Therefore, all the competitors are willing to do so because the brand image has the direct impact to generate consumer satisfaction value. Brand Image affects loyalty at least in two ways. Firstly, customer may use his preferences to present his own image. That may occur both in co...
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Kevin Keller’s brand equity model is known as the Customer Based Brand Equity Model (CBBE). This model was first introduced in his book, Strategic Brand Management. According to the model, a company must shape how customers think, feel, and act towards a product in order to build a strong brand. A consumer must have the right type of experience around the brand, which foster positive thoughts, opinions, perceptions, beliefs and feelings. By building strong brand equity, customers will recommend company products and will buy more of them. Moreover, this increases brand loyalty and decreases brand switching to competitors. One’s memory consists of a network of associations and connecting links, and any association ever processed about a brand
Intro Deciding what you want to study during your college career can be a difficult and tedious task. This is due to fact that many young adults coming out of high school are unsure of what they want to do or what path to take career wise. It is also tedious because this requires that these individuals have to constantly try and explore new avenues so that they can find their passion in life. The path I chose to take when coming out of high school was entering the business school at Howard University.
People are buying the product which gives them prestige. Marketers have interest on consumer psychology and they are playing with every day by showing that their product will give prestige in the society. It’s true that the transparent societies now needs brands image. Marketers analyze the interest and needs of consumer than create the product according to the need of the society. Brand can attain the people attraction and the business can have the good reputation by giving satisfaction to consumer. If the brand gives satisfaction and function are according to the expectation of consumer than the brand gets good image on the mind of consumer. brand image is great weapon to use for the competitors it builds in years , at once the business gets brand image it has competitive edge from other brands in the market. When consumer rely on the brand the company can create the long term relation with the consumer, in other words (CRM) consumer relationship management. The brand image has effect on the choice of every individual there believe and attitude change their preferences. Brand image can be effected by price as price is an important part for consumer when they are making purchase decision if they find the value of brand is equal to the pricing they purchase that brand if not they refuse it. Similarly the image of brand can be effected by the attributes and features or
A brand promise is what a company commits to its target audience. And a brand making a promise must focus on the key priority for its audience. For example, retail brands generally make promises intended to excite buyers – whether you believe you’re getting a bargain, or you love the way something sounds or looks.
Companies use a collection of brand equities to represent their products in the market (Voolnes, 2012). Brand equity refers to the commercial value that is derived from the perception of consumers on any given brand name of particular products in the market as opposed to the product itself. Ataman (2003) notes that the effect to the consumer is in the brand name and not the product itself. Companies use logos, trademarks and a collection of other symbols to present this information to the customers. The use of these symbols is meant to try and capture the customer mindset so that they can be thinking about the company products at all times through the items they possess at home (Estes, Gibbert, Guest, & Mazursk, 2012). This can well be explained by use of the customer-based brand equity model that brings together the requirements for a publicly renowned brand in the market.
A luxury good is something that, as ones income increases; the demand for an item or service also increases at a higher than proportional level, in contrast to necessity goods, in which demand increases proportionally with a decrease in income (Varian, 1992). Generally, luxury goods are seen as those at the highest end of the market, in terms of price and quality. Haute Couture clothing, accessories and luggage are considered to be classic luxury goods, although many markets have a luxury sector, for example Automobile, Bottled Water, Coffee, Foods, Jewellery, Sound Systems (HiFi), Tea, Watches, Wine and Yacht.
Nowadays, many companies using the re-branding strategy of corporate marketing and build strong corporate brand to increase their competitive advantage between other companies such as Google, Mazda, LG, Zara and more (Punjaisri & Wilson, 2007; Temporal, 2010). Thereby, internal branding is a good strategy to increase a company’s competitiveness, especially in service industries (Raj & Jyothi, 2011). It is because a service industry almost has a closer relationship between customer and employee and customer’s impression of the brand are influenced by the employee who they connected with (Leberecht, 2004).
Brand image is about how consumers perceive a product and the ability for the customers to be loyal to the brand irrespective of the threats from its competitors. Starbucks prides itself as the best coffee produce, and most consumers have been heard admitting that the company produces coffee that is quality and that makes users sometimes to consume even when they had not budgeted for it. Cleanliness seems to be another strategy that Starbucks uses to promote the image of its brands because customers can trust their products and knows that the company is keen enough in cleaning its environments and the utensils used for the preparation of coffee and other brands. Brand image is critical for measuring brand equity, and it is from this point of view that the company comes up with marketing and operational strategies to make it successful (Keller & Lehmann, 2006). Brand resonance is another important technique that should not be avoided because of its impact towards the study. The attachment that a consumer has to a product will help discover the relationship between a customer and a product. Identifying oneself with a product is only possible if the product is
The review of relevant literature is to identify what's brand awareness and how to carry out in strategic marketing, and consumers' behavior. The study prove that the significant factors on brand awareness as a perception of product, service, and image of the company and has a tremendous effect on consumers’ evaluation of system results. From reading all of the relevant journals, it is understandable that the significant factors on building a successful brand image and awareness is consumers and their relationship with the brand, company, service and the product. Brand awareness is the vital importance to marketing strategy and marketing communications because it links customer behavior to firms’ financial metric. Keller (2001), noted, customers’ reaction toward brand awareness is associated profitably brand equity.
Building loyalty to a brand or company is a challenge. A company must establish trust with its customer while also meeting his or her psychological needs. Once trust has been built, companies must resolve any ethical issues and obligation so consumers can continue to trust the company and its products and services. In addition, some individuals are more likely to be loyal to a brand or company compared to other people. To establish consumer loyalty, a company must determine how to meet all of these challenges. This paper will discuss the issues facing organizations in creating consumer trust and loyalty for it and its products and services.
Secondly, some light has been thrown on the previous researches by various authors on the similar topics by providing with a summarised form of the same. It helps in better understanding of the ongoing concepts and perceptions on the concept of brand and its importance.
Brand promotion With a market full of various companies of various industries trying to sell something or the other to prospective customers, it is not easy to connect with customers by just advertising your product. You need something more to boost your visibility in this market, teeming with competitors, and brand promotion gives you the answer to that. Brand promotion is a marketing strategy that helps your company send direct messages to your customers and prospective customers. It helps to create an image of your brand in the mind of the customer for easy access and recall. This not only increases the chances that the customer will relate the products you sell to the brand, but also increases brand loyalty.
Most of the companies rely heavily on the branding for the reason that the customers are often seen committed with brands and make repeat purchases. It is the nature of the loyal customers and even all the human beings that they do not leave the product, which facilitates them in some way better than any other product regardless of price. Nowadays, the companies are trying to cultivate the loyal customers by treating them in different way such as rewarding them and offering incentives. In this way, the companies get “the free word of mouth” marketing by making the people pleased to talk about the product positively in front of their friends and relatives. (Brand Loyalty, 2011)
Solid and distinguished brand images are a positive edge to consumers’ perception of value in relation to the brand. For example, consumers may shows a willingness to go and visit a particular brand of cafe even at a more premium price when there exists a stronger impressions of brand images regarding the cafe’s brand irregardless of the price, which subsequently may show the presence of a strong purchase intention to visit the cafe due to a strong brand images associated with the cafe’s brand. A strong brand image therefore are reported to be able to apply a positive force to the customers’ willingness to go for more expensive products with more brand equity (Faircloth, Capella, & Alford, 2001; Lassar, Mittal, & Sharma, 1995). As a result of high brand awareness created through the social media for the cafe’s, a cafe’s brand image therefore are hypothesized to positively affects the consumer's purchase decision to visit the