Brand Image Relationship

1019 Words5 Pages
2.5 The relationship between brand image and brand loyalty This section aims to find out the relationships amongst the brand image dimensions on brand loyalty. Some empirical evidence confirmed that there is a positive relationship between brand loyalty and brand image, as a result of considering the committed relationship between consumer and company (Hanzaee, 2011). Previous authors Biel (1992) proposed that a positive brand image builds when consumers relate themselves to a specific brand by unique relationship and they may recommend that given brand to other people, at the meanwhile, maintain a positive attitude towards that brand. A research study by Saeed, et al. (2009) affirmed that if the customers prefer the image of a brand they…show more content…
The in-depth review of the previous literatures, CSR has been suggested as a great strategic marketing tool and it linked to customer responses both theoretically and empirically (Kang and James, 2004). Although CSR is not a new term, the emphasis and heightened awareness of its related benefits (like brand loyalty) in recent years are new. According to Kang and James (2004), brand image is an important intangible asset of any companies, as it significantly influences customers’ perception of firm’s communication and operation. Moreover, if companies undertaking their social obligations such as supporting charitable activities that will enhance their brand image. Godfrey (2005) further expands this notion to say that corporate brand image is important as it increases purchase intentions and decreases the potential harm from negative customer evaluations. The corporation’s CSR engagement is considered as a powerful marketing strategy to build a good correlation between a firm and its consumers, thus brand image is introduced as a mediator variable that links customer perceived CSR with their brand loyalty (Godfrey,…show more content…
For example, currently, there have been a number of recalls news about the products, which produced in China are negatively influence the brand loyalty, as a result of the apparent repercussions. Consequently, if a firm engages in a socially responsible manner, then its behaviors may indirectly obtain a positive influence on brand loyalty. In contrast, it is possible that occurs the reverse result (Sen and Bhattacharya, 2001). In addition, Sen et al. (2006) reported that a corporation’s brand image impacts customer attitudes, both in a crisis and when participating CSR initiatives. To rephrase it, CSR activities can enhance positive reputations, and a positive reputation firm is considered more favorably and has more supportive attitude outcomes than a less reputable firm. In fact, Ajzen and Fishbein (1980) already defined the consumer attitude theory refers to a fixed causal sequence that customer behaviors associates with their attitudes, subjective norms and purchase intentions. This kind of purchasing behavior based on consumers’ perception of the brand can benefits them and is regarded to be a basis of attitude and subjective norm. Johnson et al. (2001) asserted that brand image as an attitude is generally identified as the sum of brand associations in the public mind and it must influences behavioral intentions
Open Document