Plummer (1985) found that brand image perceptions are formed whenever there is an indiret/direct contact with the brand. The consumer derives some intrinsic value from these associations. Aaker (1996) found the cognitive elements (ex product/ specification related characteristics) to be the primary precursors of brand personality. He also found that Brand Personality is a key component of Strong Brands (Aaker D. A., 1996) Research has also found that the functional/ utilitarian motivations could lead to emotional or affective reaction. This in turn may lead to the overall evaluation and thus lead to conative, behavior intention (e.g.
Brand awareness: Brand awareness is an important factor considered while discussing consumer choices about brands. Brand awareness has a great influence on consumer choices. There several researchers who discussed brand awareness as a factor of brand choice in consumers mind. Jiang, (2004) have observed that brand awareness is an important factor whose role in consumer’s choice of brands is vital. Lin and Chang (2003), these two researchers jointly found in their results that the brand awareness has a strong, and powerful influence on buying decision and it leads the consumer to be brand loyal in ultimate form.
A company has to build the right type of experiences around brand, to manage touch points and moment of truth, so that customers can have positive thoughts, specific feelings, relative association, and matching perceptions as company hopes and plans. After brand salience has been realized, the process moves on to the development of brand meaning. To boost overall brand equity requires paying attention to brand meaning, which is related to both brand performance and brand imagery. Raising brand performance starts by delivering products or services that can meet current consumer needs. A good product is at the heart of brand equity and it is the primary influence of consumer experience with a brand.
Definition of a Brand A brand is an emotional and physiological relationship a firm has with a customer, strong brands inspires thoughts, feeling and sometimes-physiological reactions from a customer. A brand is a wellspring of a guarantee to its customers. It promises important separated profits. It does so not just to place itself into the buy attention set, however considerably all the more critically, to be the brand browsed that buy thought set. (Lynn B Upshaw 1995) The Branding Strategies Exist in Three Types a) Unique Brand If a company sells only one product and succeeds in becoming the leader, the product should be able to be distinguished from other products so that there will not be imitations of the product to take advantage of
Loyalty is one strategy that can be used to reduce perceived risk. While buying a product , a consumer assesses how well the attributes provided by different alternatives will satisfy their needs. When he perceives one brand to be higher in quality or need fulfilling than others, there exist a perceived brand difference (Van Trijp et al., 1996).This difference form a preference for a brand offering unique attributes and this preference generate Brand Loyalty (Dick and Basu, 1994; Muncy,
The role as marketer is to bring the product or service toward customers, they need to have a knowledge regarding the value of individual in making decision of buying a product or service. As marketer they need to recognize what is value system so that their can understanding their customer value for buying decision. The value image of the companies based on the way their offering and promote their product brand to consumer that can bring the awareness of the product or service and obedience to our product or service. Based on point of view psychological, the value has relationship with attributes that occur in product, attributes effect the effect of consumer, and personal value is increase by
Two factors that reinforce association to any piece of information are its personal relevance and the coherence with which it is represented over time. The particular associations we recall and their significance will depend not only on the power of association, but also on the recuperation of cues present and the context in which we consider the brand. Let’s consider the factor that, in general, impact the power and recallability of a brand association. Consumers form beliefs about brand attributes and benefits in different ways. Brand attributes are those descriptive features that characterize a product or service.
That means what we want to check is easily checkable. Research limitations/implications – The model proposed in the research shows the impact of brand personality on key major relational consequences of this construct: trust, attachment, commitment, price and loyalty to the brand. Future research should study the influence of brand personality on other consequences such as brand strength, brand awareness, and preference, customer satisfaction, perceived quality, performance. Practical implications – The research demonstrates that brand personality affects the type and strength of the relationship that consumers maintain with brands. It is a useful tool for managers to direct or reinforce the lasting relationship they want to develop or maintain between their brands and the consumers they target.
A business can build brand reputation, customer satisfaction and loyalty by refining the quality of products and social responsibility. In a study done by Malik (2013) it was found that people ae very cautious about their purchase decisions with regards to branded products thus consumer buying behaviour is largely dependent on brand reputation. Key areas that an organization can examine in order to analyze an emerging issue that may threaten brand reputation are the brand elements which include the situation at the marketplace of the brand for example corporate favourability, the crisis situation, company initiatives such as marketing efforts and customers response to those initiatives. These areas altogether affect the buying behaviour of consumers (Greyser,
Contact- 8699030868 Abstract Brand is a type of product manufactured by a particular company under a particular name. Brand is such a famous word that always comes in the minds of people before buying a product. Brand loyalty play a crucial role to boost up business performance as brand loyalty is considered as important tool which can positively change people’s buying patterns. This theoretical paper studies the impact of brands on buying intentions of consumers and factors that influence their buying decision. Introduction People in our society are so brand conscious that they want everything with a name called brand.