Brand Influence On Consumer Behaviour

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Brand is a type of product manufactured by a particular company under a particular name. Brand is such a famous word that always comes in the minds of people before buying a product. Brand loyalty play a crucial role to boost up business performance as brand loyalty is considered as important tool which can positively change people’s buying patterns. This theoretical paper studies the impact of brands on buying intentions of consumers and factors that influence their buying decision. Introduction
People in our society are so brand conscious that they want everything with a name called brand. They buy branded products not just to satisfy themselves but to lure others too. And on the other hand a businessman can
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Furthermore people don’t consider environmental consequences while smoking as it has been adopted by many people in Pakistan as a source of pleasure.
According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” Technically speaking, then, whenever a marketer creates a new name, logo, or symbol for a new product, he or she has created a brand.
In the book” Theoretical of branding” Kotler specifies that brands add dimension to products and thereby enable differentiation/distinction from other products that are designed to satisfy the same need. Brand attribute comprises functional and emotional association to which assigned by its consumer. For that reason brand attribute can be either negative or positive and can have different degrees of relevance and importance to different customer segments, markets and cultures (Thu Ha, Nguyen
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• Not likely to be incidental as they are usually based on behavior over a period of time; and
• Relatively easier to collect than attitudinal data.
• They make no distinction between brand loyalties and repeat buying, and therefore may contain spurious Loyalty (Day (1969)).
• Although behavioral data are the most accurate representation of past behavior, they are not necessarily a good representation of future behavior, especially under changed circumstances (Day, Shocker, and Srivastava(1979)).
Attitudinal Behavioral Measure- This is based on stated preferences, commitment or purchase intentions of the consumers thus emphasizing the cognitive element of brand loyalty.
• Attitudinal measures are able to distinguish brand loyalty from repeat buying.
• It might be easier to choose the right decision unit
• They give insight into the motivations for the consumer’s choice behavior, and these motivations are less likely to be influenced by random short-run fluctuations
• Attitudinal measures may not be an accurate representation of reality as they are not based on actual

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