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Impact of brand image on consumer buying behavior

Although brand image was recognized as the driving force of brand asset and brand performance, few studies have elaborated on the relationship between brand image and brand equity.

Based on the brand image theories, this study reviewed extant studies about the impact of brand image on consumer from perspective of customer equity. It also presented the shortcomings of current research and pointed out the trends for future study. Brand equity is the focus of both academics and practitioners; however, there is no paradigm among the brand equity studies by now.

Most studies measure brand equity from perspective of consumer or from the company itself.

  • International Journal of Research in Marketing, 4, 173-186;
  • Future studies should further discuss the interrelationships among brand image, customer satisfaction and customer loyalty, and identify a more comprehensive indicator for consumer behavior.

On the other hand, some researchers believe that brand equity should be evaluated in terms of market share, market value and cash flow. Also, extant studies take financial performance and non-financial performance as the manifestation of brand equity. Financial performance can be described as brand premium and market share; non-financial performance refers to the brand awareness, brand reputation, brand loyalty and brand association.

Theoretically, all products and services could be demonstrated by functional, symbolic or experimental elements, through which brand image is established. Throughout prior literature, researchers define brand image mainly from four perspectives: Brand Image and Consumer Behavior Brand image has been studied extensively since the 20th century due to its importance in building brand equity.

In the increasingly competitive world marketplace, companies need to have a deeper insight into consumer behavior and educate consumers about the brand in order to develop effective marketing strategies. In other words, brand image and brand awareness are the basis and sources of brand equity.

According to Keller 1993positive brand image could be established by connecting the unique and strong brand association with Table 1. Brand image concept in the brand literature. In this regard, the brand knowledge should be built and understood before the consumers could respond positively to the branding campaign. If consumers have knowledge of a brand, the company could spend less on brand extension while achieve higher sales [17]. Following Keller 1993Lassar et al.

The greater the confidence they place in the brand, the more likely they are willing to pay a high price for it [18]. Specifically, this confidence stems from five important considerations: With the proliferation of brands in the market, consumers make their purchase decisions largely depending on the brand image rather than the product itself. But whatever the context is, consumers would think better of the brand as long as the brand image is in line with the their self-concept [21].

Specifically, when the product performance exceeds expectation, customer satisfaction increases; when expectation exceeds the product performance, customer satisfaction decreases. Since product performance is an important component of brand image, companies could infer the potential influence of brand image on customer satisfaction by identifying the perceptual difference toward a brand between the existing customers and non-users of the brand [24].

Brand image has a significant impact on impact of brand image on consumer buying behavior satisfaction especially across the E-banking, landline, mobile phone, bank and supermarket industries [25]. Customer loyalty could be recognized as the extension of customer satisfaction. Earlier studies define customer loyalty as repeated purchasing behaviors in a narrow sense. In the brand image literature, brand image is perceived as an important driving force of customer loyalty.

For the supermarket industry, favorable store image is very helpful to foster customer loyalty [30] [31]. Suggestions for Future Study 4. Enrich the Connotation of Brand Image In the last decade, emotional branding has become a very influential manner of brand management [34] [35]. As suggested by Roberts 2004brand emotion is the cultural implication embodied in a brand, and emotional branding is a highly effective way to cause customer reaction, sentiments and moods, ultimately forming connection and loyalty with the brand [36].

Even the traditional brand management pattern based on customer perception now has incorporated emotional branding into it. In the unprecedentedly competitive marketplace, brand emotion is the bond between the brand and the customer, and the key to expanding the market.

Brand Image, Customer Satisfaction and Customer Loyalty The relationship between brand image and customer satisfaction has been studied extensively. However, a majority of these researches were conducted in service industry, such as hotel, supermarket and bank, etc. Whether the results generated from the service industry can be applicable to other contexts e.

Moreover, although the positive impact of brand image on customer satisfaction and customer loyalty has been testified, there still exist minor disagreements between different researches.

Specifically, some studies prove that brand image not only influences customer loyalty directly, but also impacts on it through other mediating factors.

However, some research results demonstrate that brand image exerts no direct influence on customer loyalty, but it can impact on customer loyalty via customer satisfaction. Future studies should further discuss the interrelationships among brand image, customer satisfaction and customer loyalty, and identify a more comprehensive indicator for consumer behavior. Journal of Marketing, 50, 135-145. Advances in Consumer Research, 17, 110-119.

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