Consumers make purchase decisions based on a product’s symbolic meanings and images, which can be used to create and enhance self-image. According to Graeff, (1997) brands associated images let consumers express who they are, what they are, where they are and how they want to be viewed. A person expects positive reactions from his significant referents, and brand image becomes a symbolic tool for goal accomplishment (Grubb and Hupp, 1968; Grubb and Stern, 1971). A person attempts to communicate to his significant references certain things about himself by using symbolic products. Consumers’ purchase decisions are significantly influenced by social value in that consumers perceive various brand images as either congruent or incongruent with the norms of the reference groups to which they belong or aspire (Grubb and Stern, 1971; Solomon, 1983).
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.
If companies can em-ploy multisensory branding correctly, they will be able to deliver superior experiences for consumers and create competitive advantage over any single sensory broadcast. (Calvert & Dr. Abhishek Pathak, 2015) Nowadays, instead of buying services or products alone, customers search for emotional experiences provided by brands. Previous research pa-pers suggested that brands should convert from providing services products to experience products to preserve customer loyalty. (Hultén, Sensory marketing: The multi-sensory brand-experience concept, 2010, pp. 257-258) Managers have to focus on the concept of customer experience as competition in retail has aggravated.
Brand awareness is the way consumers connect the brand with the specific product that they intend to possess. As per Aaker (1991), brand awareness is the capacity of potential buyer to recognize that a brand is a member of a certain product category. Aaker (1991) suggested a few levels of brand awareness, going from mere recognition of the brand to dominance, which alludes to the condition where the brand included is the main brand recalled by a consumer. Brand awareness is identified as people’s perception regarding a brand and incorporates all prescriptive and descriptive elements pertaining to a brand (Li, 2004). In fact, Aaker (1992) concludes that brand awareness is the source of value creation for consumers.
A branding can be classified based on the main branding elements which are used by the companies, additionally, we should look at the branding elements separately, because it is complicated to define, what does the brand is. Moreover, we will look closer at approaches, how the elements should be executed in order to achieve successful and competitive branding. Branding elements are used as an attributes in order to create a particular associations in customers’ minds. A successful brand will show, communicate and deliver a benefit of its services and company in general towards customers, partners and owners through those elements. Nevertheless also the internal branding elements are important, because companies have to be proud of their values,
Lin and Chen (2006) in their studies found that brand image plays a pivotal role in deciding customers’ preference of purchase and recommendation. When brand image is positive or favorable then consumers will perceive a congruent corporate reputation and then increase the likelihood of maintaining their positive attitudes and behaviors. Schultz (2005) also found that loyal consumers more prefer to recommend a specific brand to other people and less likely influenced by competitors. Without a favorable and strong brand image, businesses cannot obtain a greater percentage of the market share, thus corporations always keep observing their branding strategies and practices (Schultz, 2005). According to Wu (2011), brand image has been acknowledged as a significant
It also indicates the intention of customers to keep on purchasing products and services of that brand in the future. Similarly, it describes how like a consumer may change their buying habit to other brands, which are usually competitors with similar products. Brand Loyalty is considered an essential objective for a company to survive and grow. So, enhancing brand loyalty to consumers not only a marketing goal of a company, but also a crucial element for it to develop competitive advantage, which is sustainable. Perceived quality: Aaker (1992) explains that perceived quality refers to consumers’ perception of overall quality of product or service based on his own purpose compared to other similar products or options in the market.
As indicated by Cai (2002), while overlooking branding as strategic viewpoint not just set of images, it can be said that brand play the role of centric approach that attract consumers towards the company, the formation of unique brand image include a logo, high-end product, price of the product as well as the location of its business range. These factors all together build an efficient brand image for a company. In addition, it also helps the company to maintain its competitive advantage (Cai,
A brand is supported by key marketing principles and brand positioning. A brand's positioning is a key concept in its management. It is based on the fundamental principle of comparative choices. A strong brand position means the brand has a unique, credible, sustainable, and valued place in the customer's mind. It revolves around a benefit that helps a product or service stand apart from the competition.
Czinkota & Ronkainen (2007) deem that product packaging is connected to other variables in the marketing mix (Rundh 2009, p. 988). Cateora & Ghauri (2000) say that these variables are within the control of the company and they help to adapt to the changes in the business environment (Rundh 2009, p. 988). According to Packaging Federation (2004 a,b), these changes occur in different areas: new technology, materials development, logistics requirements, environmental issues, consumer preferences; all are the key factors for making decisions