• Consumer Attitude towards Store Brands in Comparison To National Brands - Prof. Deepali Gala, Dr. Ramchandra D. Patil. • The Impact Of Brand Personality On Attitude And Commitment Towards The Brand – Laure Ambrose, Sarah Ben Sliman, Pascal Bourgeat, Jean-Marc Ferrandini. • Store brands and retail differentiation: the influence of store image and store brand attitude on store own brand perceptions – Colleen Collins Todd, Tara
Brand image is nothing but organization character. Brand image may create by good experience or sometime by observation. A positive brand image is created when a person is associated with a specific brand and recommend that brand to others. Brand image is one of the most powerful aspects that establish the reputation of a specific brand in the marketplace. Without a positive and strong Brand Image, companies cannot
The effectiveness of marketing strategies is enhanced by brand equity assets. Brand equity depends upon the favorability of the attitudes which customers hold about a particular brand. Building positive brand equity would enable an organization to enjoy a competitive advantage. It is imperative for firms to create unique, strong and favorable associations for building strong brands. Understanding the various dimensions of brand equity would help the organizations to know the value provided by the brands to its consumers.
Brand image simply means the general impression of a product carry by real or future consumers. Brand image play in a role that creating satisfaction of the consumers. Foxall and Goldsmith (1994) proposed that the recognition of the customer about the characteristics of the product and service is influenced by the perceptions about the brand and branding. Building up of brand image is an important matter for a company as it is a powerful recognition for its own product in the product market. Keller (1993) defined the brand image as “the brand relations preserve in consumers’ mind causes the assumptions about a brand.” Arslan and Altuna (2010) proposed that the product brand image is negatively by brand augmentation, but negative effect is reduced by the relation between the original and expansion brand.
Corporate brand is very important because a positive corporate brand helps companies achieve higher performance, such as sales. Marketing exists to provide more value to satisfy customers and build long-term and mutual relationship with customer profitability. If the products or services of a company does not meet or satisfy customer needs and desires, all strategies are sufficient. With loyal customers, the company can have a higher market share and reduce operational costs. 1.4
The connection noted here between love and positive attitudes is a more modest version of claims made in prior research, which have gone so far as to define love as an attitude. In addition to positive attitude, brand love also displayed many characteristics of attitudinal strength. This is not surprising, because loved brands were considered very important, were related at an intense level (because they connected to deeper meanings and identities and were invested in more), were thought and talked about more, and suggested strong affective
Besides, it helps to build brand loyalty. Customers who are frequent and enthusiastic purchasers of a particular brand are likely to become brand loyal. Cultivating brand loyalty among customers is the ultimate reward for successful marketers since these customers are far less likely to be enticed to switch to other brands compared to non-loyal customers. It also enables an organization to command a price premium. A strong brand will help an organization to differentiate the price from the rest and encourage their customers to pay for the intangible benefits they get from associating themselves with a brand that makes them appear cool fashionable, or clever.
The study conducted to investigate the causal relationships between the dimensions of brand equity and brand equity itself which measures the consumers’ perception of brand equity affected the overall brand equity evaluations. Data collected from a sample of university students in Turkey. Findings conclude that brand loyalty is the most influential dimension of brand equity. Weak support is found for the brand awareness and perceived quality dimensions. Marketing managers should consider the relative importance of brand equity dimensions in their overall brand equity
The example of this positive behaviour is positive word-of-mouth, thinking highly of a brand or willingness to pay more for a certain product/service (Dick & Basu, 1994). Attitude based loyalty does not necessarily translate to purchase, as consumer may prefer a product/service but do not buy them immediately. However, it strongly links to future loyal behaviours. For instance, luxury product or service are desirable and fond of by the potential consumers, may be purchased when their finance is ready. Therefore, it is very rewarding to invest into true brand loyal consumers that demonstrate both behavioral and attitudinal
The impact of a good company image cannot be overlooked. This is in light of the fact that a positive image increases profitability and develops sureness, faithfulness, trust, and more grounded relations with stakeholders. An organisation that tries to improve corporate and public image acquire more clients, broader market