The Importance Of Brand Image On Consumer Behavior

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Brand is a name, symbol, design, term, sign or a combination of all of these items which is intended to identify and differentiate the goods and services of one seller from their competitor (Kotler, 1997). A particular brand can reflect consumer status in society, lifestyle and economic background, and influence consumer behaviour. Traditionally, brand was used to distinguish two different products and as a mark of identification. Blijlevens, Creusen and Schoormans (2009) indicate product differentiation through branding is desirable for both the consumers and producers. Brand names present an identification and information of a particular product to the potential buyers on what the product means while making it convenient for the consumers to summarize their feelings, knowledge and experiences (Rubio, 2014). Brand name enable consumer compared the product to others attributes such as price, quality, past experience and design. Besides, branding help consumers to save time searching for information about a product they …show more content…

Therefore, brand image is fairly crucial for policy-makers in the market for consumer’s purchase intention (Ataman & Ülengin, 2003). In this respect, many earlier studies (Bojei & Hoo, 2012; Çakır & Demir, 2014; Mohd Suki, 2013a) also underlined the importance of brand image on consumers’ current and future smartphone use. Apart from brand image, user experience and social influence were significantly associated with purchase and repurchase intention of smartphone (Bojei &Hoo, 2012; Chou & Yao, 2012; Chun, Lee, & Kim, 2012; Dube & Helkkula, 2015; Jin, Yoon, & Ji, 2013; Mohd Suki, 2013a, 2013b; Osman, Talib, et al., 2011; Verkasalo, López-Nicolás, Molina-Castillo, & Bouwman, 2010). Prior studies (Joo & Sang, 2013; K. J. Kim & Sundar, 2014; Y. Park & Chen, 2007; Tsai & Ho, 2013) also found that perceived ease of use encourage consumers’ to purchase a

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