It can be conclude to the customer’s knowledge is base on the brand awareness and brand image and the customer response are base on the perception performance and behavior. Both of Aaker and Keller’s theoretical orientation is base on the psychology, they pointed out that brand image would effectively reduce the risk perception of the service itself, by giving the customer the trust and the perception of the quality, affect the customers' buying intentions. Lassar et al. (1995) Five perceptual dimension of brand equity includes performance, social image, value, trustworthiness and attachment. Within the brand equity model the trustworthiness as an important attribute in assets the strengths of a brand.
He suggests comparing a product with a brand name to an unnamed product what can explain the consumer’s buying habits and preferences (Jara & Cliquet, 2008). Keller applies brand awareness and brand image as two major components of his model. Thus, brand awareness relates to brand spontaneous recognition in consumer’s mind, and brand image is defined as brand associations erased in consumer’s memory. In regards to brand associations, three categories emerge, namely, attributes, benefits, and brand attitudes. Attitudes correspond to descriptive characteristics of the product; benefits relate to the personal value attached to the product; and brand attitudes are used for customers’ evaluation of a product.
As S. King suggests that “people choose their brands the same way they choose their friends in addition to the skills and physical characteristics; they simply like them as people” and hence personality becomes a part of the entire brand identity which consists of certain traits similar to the human personality traits which gets associated with the brand. While creating the scale of measurement J. Aaker defines brand personality in totality as: “the set of human characteristics associated to a brand”. In addition to that the physical characteristics and features, the inert or core values, visuals of a user are also referred as the human characteristics that can be associated to a
Consumer’s evaluation and attitude also distribute a significant influence to the brand and the brand alliance, it could influence the predisposition to behave towards a particular brand. Therefore, brand attitude is a principal factor that generates positive or negative impact towards the brand. There are three dimensions that are leading to influence on customer’s attitude. First, Cognitive dimension is a consumer’s beliefs and knowledge of a brand, which means a brands sign with a high awareness and familiarity have an important impact on consumers purchase attitude. Second, affective dimension is about the emotions and feeling of consumers towards of brands.
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 would undoubtedly build loyalty for it as well. Lin and Chen (2006) in their studies found that brand image plays a pivotal role in deciding customers’ preference of purchase and recommendation.
However, it would have less effect on the brand tribalism. The studies show that there are links between reputation and consumer-brand relationships. However, most studies that combine both reputation and brand-consumer relationships do not take into account different social media platforms. In addition, most research has been conducted using luxury brands but seem
Researches have identified may such hedonic goals occurring before and after consumption (Arnould and Price 1993; Celsi, Rose, and Leigh 1993; Holt 1995; Joy and Sherry 2003). These experiences are utilitarian product attributes. Apart from these, a consumer also experiences various specific brand-related stimuli, like design (Mandel and Johnson 2002), colour (Bellizzi and Hite 1992; Gorn et al. 1997; Meyers-Levy and Peracchio 1995), shapes (Veryzer and Hutchinson 1998) and slogans (Keller 1987).Such Brand related stimuli are referred to as Brand Experience. Brand Experience may be positive or negative, may occur spontaneously and short lived or deliberately and for a long time duration.
In the current study, the brand loyalty scale was designed to measure the overall attitudinal extent of specific brand loyalty than to measure actual brand loyal behavior such as purchase. The overall brand equity scale was used for examining customers’ overall attitudes and customers’ intention toward the focal brand against its unbranded counterpart. All these items reflected customer’s overall perception of brand. In total, 33 items (see appendix) were used in the initial scale. The data was collected by using five point Likert scale .The survey questionnaire consisted of items for measuring brand equity constructs as well as questions related to demographics.
Additional research staff understanding of how the company 's brand influences customers by focusing on their behavior (Krell, 2006). However, no previous study that examined how employees viewed the restaurant and found the brand image factors that influence these perceptions. The purpose of this study, which employs restaurant brand image, is to investigate the factors that influence behavior. The present study food restaurant chain restaurant brand in fast food restaurant employees of the factors related to perceptions reviews. The specific objectives of the study were: 1.
Achievement in brand management arises from understanding and overseeing brand image and loyalty correctly to create strong characteristics that will impact consumers when making on their decisions. The research studied four dimensions of consumer 's based-brand equity specifically brand awareness, brand image, perceived quality and brand loyalty. Among the three dimensions, brand loyalty seems to have the minimum brand equity rating by consumers than alternate dimensions. Although, the dimension seem to have impact on consumer perceptions of brand. This paper likewise provides a solution to brand awareness via media store sellers which may help the sellers to promote their products in light of consumer