We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Brand and Consumer: Effect of Brand Image on Consumer Purchasing Behaviour - Essay Example

Comments (0)
Summary
Brand and Consumer: Effect of Brand Image on Consumer Purchasing Behaviour Introduction In a heavily competitive business world, organizations are utilising every opportunity and weapon to catch the attraction of the consumers. Brand is one of the major weapons in the hands of product manufactures or service providers to pull the customers towards their products or services…
Download full paper
GRAB THE BEST PAPER

Extract of sample
Brand and Consumer: Effect of Brand Image on Consumer Purchasing Behaviour

Download file to see previous pages... Alina Wheeler defined branding and brand identity in a concise manner. In her opinion, branding is a process intended to build awareness and customer loyalty towards a product or service whereas brand identity is a concept, which helps organizations to distinguish its products and services from the competing products and services (Wheeler, 2009). Globalization has produced an overflow of products in the market. It should be noted countries have liberalised their policies with respect to exports and imports to encourage free trade and to reap the benefits of globalization. Current consumers are confused while taking purchasing decisions because of the excess of products available in the market. They consider many factors while taking purchasing decisions. Brand value is one of the most important factors considered by the modern consumers while they go for the purchasing of certain goods or products. For example, before purchasing a mobile phone, a consumer will consider the brand value first and then other parameters such as price, features etc. In short, brand development is an important topic in the business world at present since modern consumers are giving much respect to a product from a reputed brand. It is difficult to understand consumer behaviour in certain occasions because of the complex parameters associated with it. “Consumer behaviour is the study of when, why, how, and where people do or do not buy product. It blends elements from psychology, sociology, social anthropology and economics” (Zeb et al, 2011, p.225). There are plenty of instances in which, even poor quality products excel in the market because of high brand value. Same way plenty of good quality products failed to catch the attention of the consumers because of the poor brand value of the producer. This paper analyses the effect of brand image or value on consumer purchasing behaviour. Discussion There are plenty of debates and discussions about how a brand influences the purchasing behaviour of a consumer. Some people believe that brand attributes are forcing the consumers to purchase products of certain brands repeatedly. Brand attributes consist of ‘bits’ of information that are linked to a brand name in consumer memory and that, when combined with the brand name, make up a brand’s image. The brand attributes themselves come from a variety of sources, including consumer experiences, marketing communications, and/or word of mouth. The linkages between the brand name, its attributes, and other brands in the marketplace mean that associated attributes can be unique to the consumer, unique to the brand, or shared with other brands (Kathiravana et al, 2010, p.21) It should be noted that Apple Inc.’s logo is the shape of an apple fruit with a bite. Apple Inc. used this name since Apple is the favourite fruit for majority of the people in the world. Whenever a consumer sees an apple, he thinks about Apple Company. Here, the attributes of apple fruit is used cleverly by Apple Company to build its brand name. Social networks are playing a vital role in the success of viral marketing or marketing through word of mouth. People usually discus the merits and demerits of the products they purchased, through social networks. Thus, consumers all over the word get enough information about the advantages and disadvantages of certain goods. Rayport and ...Download file to see next pagesRead More
Comments (0)
Click to create a comment
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Consumer behaviour: What is the impact of the new strategy on the brand
It would be helpful if we define the term brand. The American Marketing Association defines ‘brand’ as “a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. A brand may identify one item, a family of items, or all items of that seller.”
10 Pages(2500 words)Essay
Marketing Mix Stimuli

According to the research findings, it can, therefore, be said that P&G has created the extended portfolio for the Ariel brand. The brand is maintaining a portfolio of four products in order to satisfy daily housing need of customers belong to the United Kingdom. The product portfolio of Ariel brand can be explained in the following manner.

15 Pages(3750 words)Essay
Consumer behaviour
Due to the fact that marketing involves symbols, such as written words and pictures, it is very necessary to ensure that those symbols match real-world human behavior. In this case, semiotics comes to great help. In addition, semiotics examines how people constitute perceptions that are the products of the surrounding culture in which people live and participate.
12 Pages(3000 words)Essay
Consumer Behaviour
To enhance their self-esteem and self-identity consumers desire to feel distinguished and consumer unique and scarce products. Such consumers are not price conscious. However, at different stages in the family life cycle decision making is done by different members.
7 Pages(1750 words)Essay
CONSUMER BEHAVIOUR
The marketer uses different marketing strategies in order to win the hearts of consumers For a company to sustain, participate and thrive, it is essential that the marketer sees these needs and wants, and supply products and services more successfully as compared to the other competitors.
9 Pages(2250 words)Essay
Impact of Brand Image on Consumer on Clothing Industry
Management Science happens to be a scholarly journal which publishes research papers on topics related to management, information technology, innovation, entrepreneurship and organization. Consumer buying behaviour is positively associated with the Business administration and Management Science pathway.
40 Pages(10000 words)Dissertation
Consumer Behaviour- Brand Analysis Report
The IKEA brand caters to cost-conscious customers who do not want to compromise on quality; hence, the company offers the best of both. Its unconventional designs and compatibility with environmental safety adds to its strong brand image. Considering IKEA’s dogma of low prices, it is perceived as a low-end market offering affordable options for everyday use.
4 Pages(1000 words)Book Report/Review
George At Asda Brand Image and Positioning
In this context, this paper attempts to propose such a framework by drawing on the theory of the Elaboration Likelihood Model for the study of the increase in branding and brand image, as well as subsequent success of the George brand at Asda in the past two years.
20 Pages(5000 words)Essay
The investigation in the effect of the Country of Origin towards Consumer perception of luxury brand product; case study of Thai consumer
13 10.0 COO and its effect on Luxury Branded Products 17 11.0 Chapter Summary 18 12.0 Hypotheses 19 13.0 Bibliography 21 CHAPTER2: LITERATURE REVIEW 1.0 Introduction The 14effect of country of origin (COO) of product on consumers’ perception has been one of the most widely
20 Pages(5000 words)Essay
Effect of brand marketing on consumer purchasing: A case study of Clarks
company that has succeeded in this regard to become the fourth largest such company in the world, even though it is based primarily in the United Kingdom. Its expanding reach has allowed its brand to truly become global, and consumers worldwide are now becoming familiar with
60 Pages(15000 words)Essay
Let us find you another Essay on topic Brand and Consumer: Effect of Brand Image on Consumer Purchasing Behaviour for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us