Impact Of Brand Fairness On Consumer Decision Making
The study focuses on the brand and its links with consumer decision making process regarding purchase of a product. Consumers consider some attributes of a product before making a decision in respect of purchase (Schiffman & Kanuk, 2010). Consumer perspective to a collection of some of the brand creates an overview of the product (Hawkins, Best, & Coney, 2004). The view of consumers about a product is a collection of attributes that has a lot of benefits to meet their needs (Assael, 2004).
“Brand equity is a set of brand assets and liabilities linked to a brand, its name and symbol that add to or subtract from the value provided by a product or service to a firm and/or to that firm’s customers” (Cravens, 2003) Brand fairness has a positive impact on buying decisions, customers Feel by heights of brand equity for the first time after use and then tend to make buying decisions, they use brands that is slightly aware with its name and express value that this worth has made for them. Dimensions of brand fairness have a positive impact on buying choices. (Doostar1, Abadi, and Abadi, 2012)
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• Social measurement related to the considered when designing a marketing strategy because these factors can affect consumer responses:
• A personal measurement means the age, financial status, lifestyle, personality, hobby and also occupation.
• Psychological measurement include motivation, perception, learning and beliefs and attitudes also influence the selection of consumer
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