The Importance Of Brand Perception

Brand trust – It is a promise of brand with their customers to fulfil their expectations. Brand trust is an important item that helps customer loyal to the brand. Without the trust on brand customer can’t enter in loyalty set. To build a trust it’s important for the Consumer to take and asses the information from the product. Companies can build emotional trust if they can prove that the brand is only for the customers and meet their expectations (e.g. brand is trustworthiness and friendly for the family use).Consistent brand demonstrate this specific behaviour. The customers trust on specified brand functions and willingness to purchase the brand from the product class (Moormal et al 1993). The vagueness in the situation can be diminishes

Brand Image - Keller, (1993) defined brand image as a summation of brand associations in the Memory of the consumer which leads him towards brand perception and brand association including brand attributes, brand benefits and brand attitude. Hsieh, Pan, & Setiono (2004) argued, brand image helps consumer in recognizing their needs and satisfaction regarding the brand, it also distinguishes the brand from other rivals motivating customers to buy the brand. Kotler (2001) defined image as the attitude, thought and feelings of aperson for a particular thing or object. Roth, (1995) defined that The essential part of the company’s marketing program is to sustain the brand image and strategy of the brand (Keller, 1993; Aaker, 1991). Aaker (1991)found the Image can create importance and it helps consumers with gathering information, distinguish the brand, creates a reason to purchase, and also creates constructive feelings and provides the basis for brand extension Brand image offers a significant perspective on the understanding of consumer decision making (Jalil & Rahman, 2014). The study by Azevedo & Farhangmehr (2005) found that consumers can decide not to buy a product or not to shop at a particular store if they feel that the actions are not consistent with their own perceptions of themselves. They will always need symbols to help them sort out the complexities of daily life as they use products to express their social identities. Consumers search for products which have images that are compatible with their perceptions of self-brand image (Jamal & Goode, 2001). In the retail context, actual self-image congruity as the degree of match between a shopper‘s actual self-image and a store image, and the ideal self-image congruity is the degree of match between a shopper‘s ideal image and a store image. Self-image congruity affects the consumer‘s purchase motivation because people have a motive to behave consistently with their self-perceptions. They also prefer