35-36). For G and B brand image has been and still is a necessary step to build brand equity. One of the widely accepted definitions was created by Keller (1998, p. 92), which defines brand image as the "perception about a brand reflected as associations existing in the memory of the consumer (Martnez, Pina, 2003, p. 433). Or, it refers to the set of beliefs consumers hold about a particular brand (Kotler et al., 1996, p. 293), reflected by brand associations (Keller, 1998, p. 93).
Consumption phenomena illustrates how our everyday lives are intertwined with shopping malls, Internet access, cars, market researchers, neon proclamations and fast-food litter. The phenomena dominates our material and retail instincts. The "ugly" part of this consumerism is the degradation on a planetary scale causing issues like e global warming, water pollution, deforestation and loss of bio-diversity. The relevant evil here is the excessive materialism that detracts from the true meaning of life and stresses on individualism desire and narcissistic tendencies. On the bright side the notion of consumption generates socio-economic cohesion alongwith the cultural platform for enhancing existential possibilities for individuals and groups. The global economy needs this consumerism as a necessary evil paradoxically a paradigm of creation and destruction (MacGillivray, Alex. 2000). ...Show more