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Brand and Consumer: Effect of Brand Image on Consumer Purchasing Behaviour - Essay Example

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Brand and Consumer: Effect of Brand Image on Consumer Purchasing Behaviour

Alina Wheeler defined branding and brand identity in a concise manner. In her opinion, branding is a process intended to build awareness and customer loyalty towards a product or service whereas brand identity is a concept, which helps organizations to distinguish its products and services from the competing products and services (Wheeler, 2009). Globalization has produced an overflow of products in the market. It should be noted countries have liberalised their policies with respect to exports and imports to encourage free trade and to reap the benefits of globalization. Current consumers are confused while taking purchasing decisions because of the excess of products available in the market. They consider many factors while taking purchasing decisions. Brand value is one of the most important factors considered by the modern consumers while they go for the purchasing of certain goods or products. For example, before purchasing a mobile phone, a consumer will consider the brand value first and then other parameters such as price, features etc. In short, brand development is an important topic in the business world at present since modern consumers are giving much respect to a product from a reputed brand. It is difficult to understand consumer behaviour in certain occasions because of the complex parameters associated with it. “Consumer behaviour is the study of when, why, how, and where people do or do not buy product. It blends elements from psychology, sociology, social anthropology and economics” (Zeb et al, 2011, p.225). There are plenty of instances in which, even poor quality products excel in the market because of high brand value. Same way plenty of good quality products failed to catch the attention of the consumers because of the poor brand value of the producer. This paper analyses the effect of brand image or value on consumer purchasing behaviour. Discussion There are plenty of debates and discussions about how a brand influences the purchasing behaviour of a consumer. Some people believe that brand attributes are forcing the consumers to purchase products of certain brands repeatedly. Brand attributes consist of ‘bits’ of information that are linked to a brand name in consumer memory and that, when combined with the brand name, make up a brand’s image. The brand attributes themselves come from a variety of sources, including consumer experiences, marketing communications, and/or word of mouth. The linkages between the brand name, its attributes, and other brands in the marketplace mean that associated attributes can be unique to the consumer, unique to the brand, or shared with other brands (Kathiravana et al, 2010, p.21) It should be noted that Apple Inc.’s logo is the shape of an apple fruit with a bite. Apple Inc. used this name since Apple is the favourite fruit for majority of the people in the world. Whenever a consumer sees an apple, he thinks about Apple Company. Here, the attributes of apple fruit is used cleverly by Apple Company to build its brand name. Social networks are playing a vital role in the success of viral marketing or marketing through word of mouth. People usually discus the merits and demerits of the products they purchased, through social networks. Thus, consumers all over the word get enough information about the advantages and disadvantages of certain goods. Rayport and ...Show more

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Brand and Consumer: Effect of Brand Image on Consumer Purchasing Behaviour Introduction In a heavily competitive business world, organizations are utilising every opportunity and weapon to catch the attraction of the consumers. Brand is one of the major weapons in the hands of product manufactures or service providers to pull the customers towards their products or services…
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